The Global Strategy of Starbucks

While Starbucks began in the U.S., the actual concept was derived in Italy.  According to company literature, the founder and CEO of Starbucks, Howard Schultz, saw how popular coffee shops were during a business trip to Milan, Italy in 1983.  Schultz observed that the success of Italian coffee shops was based on their ability to serve as a place to socialize.  As a result, Schultz returned to the United States with a plan to create a coffee culture in the United States.

Starbucks grew rapidly in the United States and in 1987, the first international location opened in British Columbia.  Today, Starbucks operates more than 5,500 coffeehouses in over 50 countries.  Starbucks globalization strategy offers the company to maintain its rapid growth base even when the U.S. domestic market is reaching complete saturation.  Starbucks learned that they must be sensitive to local customs and preferences.  For instance, in certain parts of the world, Starbucks failed because they weren’t seen as being corporately owned outsiders and not a part of the community.  Starbucks redesigned their stores to make each one closely fit into their local setting.  Starbucks also faced barriers when it entered China.  Originally perceived as un-Chinese, the company hired a Chinese translation and localization firm to help it reinvented its Chinese strategy with a menu that included more Chinese-inspired food products and coffee-free beverages.  Starbucks also opened a coffee farm and processing operations. The company knows that its expansion plans must be sensitive to Chinese values.  Today, Starbucks operates more than 550 stores in China.

The Five Emerging National Economies–Are You Going To Include Them In Your Localization Strategy?

When it comes to website translation, it might be a good idea to look around and see which countries will be a good market for your products. BRICS is the acronym used for the five emerging economies namely Brazil, Russia, India, China and South Africa. If you haven’t included any of these countries in your company’s localization plan, it is high time to do so because they are consumer economies and will be a good market for your products.

All these countries are fast growing economies with their standard of living going up every year. This means that majority of the population of BRICS constitutes of the ‘middle class’ which can afford to buy a little more than needed. These consumer economies are industrializing at a very fast pace and foreign investors consider these countries as a gold mine for investment. The interest of foreign investors in these fast growing economies has suddenly increased the demand for translation services. Certified Russian translation, Portuguese translation, Hindi translation and Chinese translation services are in high demand nowadays.

Foreign investors from the United States and other European countries are investing heavily in this region and this investment is going to increase by the year 2015. The political stability of all these five countries plays a major role in their economic development. If you have not localized your company’s website in Russian, Portuguese, Hindi, Chinese and Afrikaans, you must not wait any longer to do so. All these countries are highly technology centric with millions of mobile phone and internet users. An analyst from the Dallas Translation Services of The Marketing Analysts Translation Services Company told us that international companies from these five countries are their most regular clients.

But website localization involves a lot of expertise and fixing any glitches or bugs at a later stage can cost a lot. Therefore, we will advise you to go to a translation service company with a good repute. Only experienced professional translators know how to take care of the problems which arise while localizing a website. Pseudo localization or localization testing is an effective method of avoiding any unforeseen problems that might cause trouble in the future. Translation agencies make use of this technology to know about the areas where the localization process can become tricky. This helps them to avoid bugs in the final localized version. Without pseudo localization, your translator might translate the whole website with no knowledge of the bugs that will be there once the localization is done.

Website localization is a major tool for reaching out to your foreign customers and expanding your business. These five emerging economies are a big market for international companies as majority of the people in these countries have a stable income.

China’s Foreign Policy–New Economic Ties with United States

During the twenty-seven year rule of Mao Tse-Tung in China, one of the most important political decisions included the “opening to United States”. The foreign policy of China was revised and China established close bilateral ties with the world’s major powers including United States. Since then, China has painstakingly developed good relations with nearly all the countries in the world. China’s market-oriented approach has had a great influence on its foreign policy. This has increased the demand for translation agencies as well.

The reasons for this opening to America might be political but they greatly benefited the country’s economy and as a result, China now has a market in almost every country. China has emerged as the second largest economy in the world after United States and the world’s leading exporter. Economic experts of both countries predict very cordial relations between the two countries which will be ‘mutually beneficial’ for China as well as United States. Trade between the two countries and China’s strategy to invest abroad has resulted in a high demand for Chinese to English translations. As China has an equal involvement in the African and Asian markets, translation of Chinese language into other languages is also needed at times.

Robert D. Hormats, the US Under Secretary for Economic Growth, Energy and Environment sees both the countries on the verge of a new era of their economic relationship. Both the countries seek a ‘win-win cooperation’ by exploring new possibilities. He also stressed the need for altering the economic policies to suit the new economic trends of the global market. China and America are now focusing on areas where their interests converge, in an effort to try to build on common interests. The science and technology cooperation of China and United States has been remarkable over the past few years. A Chinese translator working for The Marketing Analysts Translation Services company ,was optimistic about the business the new economic policies of both the countries will bring for translators.

Given the success of the Science and Technology Agreement between China and the U.S. launched in 1979, new opportunities must be sought. Such agreements will increase the demand for scientific translations which will bring new business for the translation service companies. China and America are now working together to increase Chinese investment in the United States which will not only boost China’s economy but will also create jobs in the US. Both countries also want to improve collaboration between Chinese and American enterprises which comes under the category of business-to-business interaction or B2B communication.

Brazil’s Economy Invites Foreign Investors

According to surveys conducted a few months ago, Brazil’s economy has grown at a faster pace in the last three years. But the country’s investment sector experiences sluggishness time and again. This South-American country is introducing reforms to attract European and American investors, according to Alexandre Petry, the head of the investment unit at Apex-Brazil. With the flow of foreign investment the rising demand of translators and translation service companies is noticeable.

brazil-waterfallsTraditionally, the European countries and mainly EU have invested in Brazil. But in the recent years, the Chinese and North American companies have started taking interest in bringing investment to the country. The South American region has been the main focus of the Chinese companies for getting raw materials to use in their industries. And the region has reaped great economic benefits as a result. The trade between China and Latin American countries totaled to about only a $10 billion dollars in 2010-11, whereas now it has risen to $241 billion. This clearly shows the interest of the second leading nation of the world in the region. This creates a need for Spanish and Chinese translators in the region. China has become the main lender to Latin America. According to an estimate, only in the year 2010, Chinese government sanctioned $37 billion dollars for the region. A big percentage of the loan went to Venezuela, Brazil, Ecuador and Argentina. But these loans will be repaid in the form of long-term commodity sales to China, which is a big compromise on the region’s natural resources. This exploitation of the natural resources of the region will definitely bring environmental brazil-beachdegradation, but as things are, it cannot be helped.

Some European companies have heavily been investing in the automobile industry, banking sector,  telecommunication services and the petroleum industry of the region. And these companies are in there for a long haul. The country needs continuous investments in the above mentioned sectors. The recent investments in Brazil have undoubtedly helped the country to battle against the worst economic and financial crisis the Western world has experienced lately. Economic development   in the Latin American region, specially of Brazil has resulted in opportunities for translation agencies which are reaping the benefits of this newly rising investment tide.

Although a recent sluggishness has been noticed by the financial experts of Brazil, they are of the view that there are some sectors and niches which are experiencing an economic boom as well. For example, the Brazilian government has come up with a concessions program in the infrastructure and logistics sector which is going to include the railways, roads, ports and airports. Naturally, its going to cost a lot to the government and a lot of investment would be needed consequentially. All is not amiss for investment in the country and we can surely see a light at the end of the tunnel. New opportunities are opening up and once the country overcomes its temporary economic stagnation, Brazil would again become a goldmine for foreign investors. Apart from the foreign investors, it is a great opportunity for the translation service companies to reap the benefits of a rising demand for Portuguese translation services. Setting up small regional offices can increase access to translators and the foreign companies will feel no reluctance when dealing with a translation service company that has a regional office in the country as well.

Doing Business in Uganda

ugandaUganda, an East African country has developed good political relations with China. It has a promising environment for foreign investors. The Ugandan people have invested in every sector, making the environment conducive for foreign companies and trade partners by consistent efforts.

Uganda’s leading development partners are United States and China, the two great world economies. The China-Uganda bilateral trade has witnessed a growth of 35 percent, as a result of the duty free policy introduced by China on the Ugandan goods that enter its market. This trade has reached $538 million dollars due to this duty free policy implemented by China. Over a period of ten years, 310 Chinese companies planned their investments of millions of dollars, creating more than 30,000 jobs for the Ugandans. Each year 40 or more Chinese companies register in Uganda, offering investments of millions of dollars. This trade relationship has arisen the need of Chinese translators in Uganda.

United States has also maintained cordial relationships with Uganda after several years of strained relationships with the country. United States is investing in the health, education and agriculture sectors of Uganda to eradicate poverty from the country. But the infrastructure in the country needs to be improved too.

The Ugandans have laid the foundations of some exemplary enterprises like the Divine Master Limited  which works with around 12,000 farmer families and is involved in the growth and production of soya beans, maize and rice. Entrepreneurs of services like Ffene are providing software for businessmen. The Company also won a prize of $10,000 for winning the Apps4Africa 2012 challenge. The country has been investing in water transportation, energy, oil and gas field exploration and in pharmaceutics. The oil deposits of Uganda have proved to be a 40% higher than the estimated reserves and out of 77 drilled oil wells, 70 have been reported having oil and gas reserves. This shows that the country has a supply of oil and gas reserves and more exploration might prove fruitful in this regard.

With more foreign investors considering to invest in Uganda, the country has opportunities to earn for translators as well. Hiring translators through reputed translation service companies is the best bet. Chicago translation services company and New York translation services company are among a few such companies rendering good services.

Linguistic Challenges Faced By Translators

Translators face many challenges when they have to translate a document from one language to another. This seemingly simple job, takes up a lot of time and effort. Many translation service companies are rendering  immaculate translation services throughout the world. But only a translator knows how difficult and painstaking it is to translate a document without obfuscating the meaning of the sentences. A wrong substitute word used by a translator can distort the whole sentence, which can botch the whole document as a result.

Every profession has its own jargon. Therefore no two documents of the same language can be translated in a similar manner. A legal document in Chinese, translated in English by a Chinese translator, will have a different terminology used in it than an diploma in Education translated into English by the same translator. This shows that every field has its own specific jargon. A translator needs to find the exact substitutes of the professional terms used in a document. In the process of translating, translators sometimes coin new expressions and phrases. This has been an old practice and it has enriched languages.

Not every translator has a vast store of vocabulary of the target language/ languages. He may have a good knowledge of the vocabulary of his mother tongue, but the same often doesn’t apply to the other languages. While translating legal, medical and educational documents, a translator needs to consult from dictionaries and thesauruses to search for the appropriate terms. He has to go over the translation again and again, to identify any words or phrases that might make the translation look sloppy or unprofessional. Translation is a meticulous job, which takes every ounce of a translator’s effort and energy.

A translator knows when and where in the document he/she needs to use a crisp and formal expression and where he/she needs to use a figure of speech which is not very formal. Usually all documents require a certain level of formality. A document is never translated in its literal meaning. Literal language means words that do not deviate from their original meaning. Document translation should consist of the closest natural equivalent of the original document. It is a type of idiomatic translation which ensures that the translation is closest to the meaning intended by the original writer. A common example are the proverbs in a language. A proverb in English, if literally translated in Urdu, or any other language, would seem ludicrous and would fail to drive the meaning home. The same proverb would have a completely different equivalent (word wise) in another language, but the implication would be the same.

This brief analysis clearly demonstrates the fact that translation is not a layman’s job. Translators have the required expertise to translate documents and are professionally experienced and equipped to do so. That is why people hire the services of translators in order to get their birth certificates, marriage certificates, educational degrees, experience certificates and other documents translated from their own languages to English, despite the fact that English is a global language and spoken by half of the world.

What a Bullish Construction Sector in Asia Means for Translation Workers

shanghai-world-financial-centerOn the basis of a discussion by the Confederation of Asia-Pacific Chambers of Commerce and Industry (CACCI), the region is regarded as a potential destination for investors in the construction industry, with the Asia-Pacific region becoming a major base for global economic recovery. Saudi Arabia is the largest construction market in the Middle East, while Qatar is the fastest growing construction market because preparations are under way in Qatar for the FIFA World Cup in 2022. Experts think the construction sector in the Middle East is likely to be enhanced by various infrastructure investments which, in turn, is likely to open up lucrative opportunities for translators.

For Tagalog, Japanese, Korean, Vietnamese and Chinese translation workers, a bullish construction sector in Asia, particularly in the energy sector, means growth. Among member-countries, strategic collaborations should be encouraged to stay in touch with the rapidly growing construction market worldwide. Major expansions in global construction are expected in the Asia Pacific, where various investment opportunities exist, especially in the Philippines, a major center of business and leisure in Southeast Asia.

With such a market comes a demand for various kinds of translation services. Financial and economic translations cover a wide range, from stock exchange analysis to business communication, to compulsory research, to economic surveys, to checking for compatibility. Translators in these markets are in high demand for supporting critical interactions.  However, they must know and understand economic and stock exchange mechanisms. This dual aspect of linguistic and technical competence is primarily achieved by acquiring knowledge and awareness of these markets. Accountants and analysts have gone into translations even when some documents are technically highly advanced.

Construction-in-ChinaTranslation is a specialization tool par excellence which makes systematic documentary research possible through the progressive compilation of glossaries. A bullish construction market requires specialization of the technical aspects of the market, semantic issues and terminology involved in the dealings between the provider and the client. Translation is an important step when it comes to financial communication. Other than the legal obligations, the objectives of financial communication are numerous. Translators are required to analyze the financial documents and contracts, improve assessing of the title, convince and retain institutional and individual investors, and increase the presence and reputation of the company.

The translator in such markets must present financial information through analysis, reports and press releases. The financial translations should support the aims of the principal stakeholders and convey the purpose and meaning of the interaction in a language everyone involved can understand. The unique workflow, including quality control and accountability, followed by translators ensures consistent efficiencies and successes.

Why Personal Hygiene And Physical Appearance Are Important To Translation Workers

Nowadays business etiquette is considered an essential business skill. Nobody would like to work with people who are rude or can drive away customers or investors because of poor etiquette. Moreover, as the professionals from a French Translation Services company add, apart from behavior, personal appearance can also be considered a part of business etiquette and nonverbal communication because your style of dress and whether it matches the place you work sends information to your managers, colleagues and customers. 

 The workers from Milwaukee Translations Services advise us that when we are not sure what to put on for work,  to keep to the rule that the simpler the better. Moreover, when dressed modestly, the message we are sending is that we want to earn reputation for our skills and expertise, not for the way we look.  Translators at a Chinese translation company also advise us to choose well-tailored clothing (not necessarily very expensive but appropriate for business) that fits well. We should also make sure that no buttons are missing and that all zippers and hemlines are in good repair. Of course, no need to say, that grooming is as important as clothing – your attire should be clean and carefully pressed.

Personal hygiene is also very important – shampoo frequently and make sure that you visit your hairstylist regularly, keep your hands neatly manicured, use mouthwash and deodorant, but avoid strong scents – your colleagues may dislike the scent or even be allergic to it.

And last, but not least – try to avoid being negative. Even if you spend as much time with your colleagues as with your family and friends or even more, after all they are not your family and friends.  At the workplace you should always have in mind that negative attitude can make your office mates miserable and unproductive. Moreover, everyone has his or her personal problems, but after all your colleagues go to work to earn their living as you yourself do, and no matter how close you feel them, try to avoid negative attitude and demeanor and  to contribute as much as possible to a positive, energetic work environment.

By Margarita Mihaylova

Group Dynamics – 2. Phases of Group Development

On their way to becoming a cohesive team and reaching their objectives groups generally go through a number of stages such as orientation, conflict, brainstorming, emergence and reinforcement.

The first stage in becoming a cohesive team is the orientation (formation) stage. During this stage team members socialize, get to know each other, establish their roles and responsibilities and develop a sense of common purpose. Unfortunately, as the workers from a Portuguese translation service comment, teams cannot start working smoothly from the very beginning, so after this fairly short stage, they begin to discuss their positions, their roles and the function of leadership. This is known as the conflict (storming) stage. As team members share their ideas, disagreement and tension natural arise among members. In fact during this stage conflict has not been identified yet, it is rather a stage so it can be characterized as a phase of chaos and disorganization. The Chinese translators mentioned above underline that it is important to encourage open communication during this stage so that team members can speak up and fully discuss the advantages and disadvantages of the various options to resolve conflict issues during the next, the brainstorming (norming) stage. It is at the end of this stage when team members establish their roles, take responsibility and formulate standards. Yan Linski, a German to English transation professional, adds that although group brainstorming is a highly popular activity, in some cases it may be more productive to have people brainstorm individually and then to discuss them at a group meeting.

Some teams never reach the emergence (performing) phase because they have not resolved their internal problems. However, if they do, they find a solution supported by all members (even if not all of them fully agree that it is the best one).

During the reinforcement stage, members receive their assignments and they take steps to perform them.

By Margarita Mihaylova

Collaborative Communication

The purpose of team collaboration on various communicationprojectsreports, websites, presentations, and other is to achieve through the collective energy and expertise of the various team members results better than the outcomes each individual could achieve otherwise.

Although it seems and easy task, we should say that collaborating on team messagesis not that simple. It has its own specifics and requires special effort. First, the work habits or priorities of the members of the team may and normally differ: an engineer, for example, would rather focus on accuracy of information and compliance with technical standards; aPR professional would rather pay attention on organizationand coherence; a manager would focus on deadlines, cost, and common organizational goals. Then, the team members also differ in writing styles, background and personality traits, which can also complicate the communication process. In this light, effective communication requires flexibility, honesty and openness to other opinions giving priority to team objectives rather than to pursuing private business goals or imposing “their way” to do things.

In this light, the professionals from a college transcript translation agency give hereafter the following guidelines for collaborative writing: to select carefully collaborators whose experience, background and talent best match the project needs; to agree on and clearly formulate project goals before the start of the project; to define clear individual responsibilities, including their scope and deadlines and other. The translation workers also advise us to avoid writing as a group. In their opinion, the best approach in most cases is to research, discuss and outline the writing as a group, but to assign the development of the text to one person. Of course, you would need to divide larger projects among more writers, but even in this case, Philadelphia Japanese Translation Agency professionals recommend the final revision to be done by one person to ensure consistency of writing.