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ABOUT THE COMPANY Transductions Serge Belair (TRSB) is the largest translation company in North America and largest language service provider in Canada. Their services include customization translation and terminology management solutions. The aim of the company is to become a language partner and consultant for its clients. They adopted various practices tools and technologies to compete with the increasing competition in the market. The company is aware of its competition and existing threats in the market and developed strategies to mitigate its impact.

CHALLENGES ● New Technology and New Paradigm : Here the company have two option, First one is to concentrate on their core business- Translation or to enter in to the service segment as a whole. As almost all of their competitors are providing a bundle of services along with translation. it is high time for the TRSB to make use of new technologies to create an USP. They should make a major investment on R&D to tap the growing advantages of technology. ● International Competitors Move In: As the company is a major player in the Canadian market, more competitive companies entering into the language service provider market can undercut the prices in the market. Thus the company also faces the challenges in setting its prices wherein the company’s prices are higher than the other competitors. But the competitive advantage which the company has is the quality of the work. New technology based companies are entering the Canadian translation market, But being a pioneer in the field of translation, TRSB has a goodwill that projects itself from its competitors. But its High time to integrate the advantages of technologies to the quality image of the company. ● Emerging Countries Jump on the Bandwagon: The emerging countries offer a comparatively less charge for the translation services compared to the other international companies. This has also resulted to the undercutting of price in the market thus increases the market competition. TRSB is mainly a premium service provider in the field of translation. So my personal opinion is to concentrate on those high league customers who are placing quality above price rather than those price conscious customers who change loyalty in respect of the prevalent lowest price. This will help to tackle the low cost competition raised by companies of emerging countries. ● Clients Seek New Solutions: The companies had opted for in house translation department which resulted to a great increase in their operating cost and also this has also created more expenses as the company should cop up with the new technologies to maintain their competitive advantages.

Here the company have two option, First one is to concentrate on their core business Translation or to enter in to the service segment as a whole. As almost all of their competitors are pemroviding a bundle of services along with translation it is high time for the TRSB to make use of new technologies to create an USP. They should make a major investment on R&D to tap the growing advantages of technology. The company should understand the perspectives of customers and change accordingly.

● Internet Giants Now Have A Seat At The Table: The major giants in the technology market has created new technology for translation which swiped off the niche industry and made it as a part of the technological giants. The technological giants like Google can translates around 100 languages. The innovations and the technological upgradation has created more customer loyalty and trust in the mind of the customers. Thus is the real THREAT that TRSB is going to face in the long run. The best way to tackle this challenge is by creating strategic alliance with any of these giants, where both translation service and marketing service along with TRSB's expertise can be used to attract a much loyal customer base. ● Latest challenge faced by the company: As the market has many competitors the company wants to differentiate its services and the communication aspects of the company thus to increase the brand loyalty and also to increase the clients brand image. Here the company have two option, First one is to concentrate on their core business Translation or to enter in to the service segment as a whole. As almost all of their competitors are pemroviding a bundle of services along with translation it is high time for the TRSB to make use of new technologies to create an USP. They should make a major investment on R&D to tap the growing advantages of technology.