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@renatobeninatto
                           #TLA2012




    The Rise of Multilatinas:
    Latin America as a
    Source Language Market
1
2   @renatobeninatto
Top 20 Multilatinas 2012
    Ranking    Company                  Country   Sector                     Revenues
           1   GRUPO JBS - FRIBOI       BR        Food                        32.944,0
           2   BRIGHTSTAR (1)           BO        Telecommunications           4.700,0
           3   LAN                      CL        Airlines                     5.718,2
           4   CEMEX                    MX        Cemento                     13.546,2
           5   TENARIS                  AR        Steel                        9.972,5
           6   TELMEX                   MX        Telecommunications           7.057,0
           7   GRUPO ALFA               MX        Car Parts/Petrochemicals    13.053,1
           8   VALE                     BR        Mining                      55.014,1
           9   GERDAU                   BR        Steel                       18.875,6
          10   AJEGROUP (1)             PE        Beverages                    1.450,0
          11   IMPSA                    AR        Power                        1.066,9
          12   CONST. N. ODEBRECHT      BR        Engineering                 32.325,0
          13   GRUPO BIMBO              MX        Food                        10.462,8
          14   LABORATORIOS BAGÓ        AR        Pharma                       1.012,0
          15   SIGDO KOPPERS (1)        CL        Contruction/Engineering      2.016,9
          16   AMÉRICA MÓVIL            MX        Telecommunications          47.689,6
          17   PETROBRAS                BR        Oil                        130.171,7
          18   ISA (INTERCONEX ELEC)    CO        Power Transmission           2.240,3
          19   GRUPO CASA SABA (FASA)   MX        Retail                       4.670,0
          20   MARFRIG                  BR        Food                        11.548,8




3                             @renatobeninatto
Drivers for Internationalization




4            @renatobeninatto
Drivers for Internationalization
• Catering to low-income and price-sensitive consumers




4                   @renatobeninatto
Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
  pragmatic knowledge of complex political and
  regulatory environments




4                    @renatobeninatto
Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
  pragmatic knowledge of complex political and
  regulatory environments
• Lessons learned from domestic competition with
  foreign multinationals




4                    @renatobeninatto
Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
• Familiarity with challenging distribution systems,
  pragmatic knowledge of complex political and
  regulatory environments
• Lessons learned from domestic competition with
  foreign multinationals
• Adoption of innovative strategies as a matter of
  survival.




4                    @renatobeninatto
Five Economies Invite
Investments




5           @renatobeninatto
Five Economies Invite
Investments




5           @renatobeninatto
Five Economies Invite
Investments
    Brasil, Chile,
    Colombia, Mexico
    and Peru
    represent 3/4 of
    Latin America’s
    GDP


5                @renatobeninatto
Management




6            @renatobeninatto
Management
• Some Multilatinas are state-owned




6                   @renatobeninatto
Management
• Some Multilatinas are state-owned
• Most Multilatinas have centralized leadership and are
  family owned and managed




6                    @renatobeninatto
Management
• Some Multilatinas are state-owned
• Most Multilatinas have centralized leadership and are
  family owned and managed
• Management teams have a reputation for making
  quick decisions to survive, grow, and get stronger in
  and unstable economic environment




6                    @renatobeninatto
Global Reach




7              @renatobeninatto
Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries




7                    @renatobeninatto
Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries




7                    @renatobeninatto
Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries

• Concha y Toro (Chile): Sales 115 countries,




7                     @renatobeninatto
Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries

• Concha y Toro (Chile): Sales 115 countries,




7                     @renatobeninatto
Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries

• Concha y Toro (Chile): Sales 115 countries,

• América Móvil (Mexico): Over 200 million clients in 18
  countries.




7                     @renatobeninatto
Multilatinas by Country
(2011 and 2012)




8            @renatobeninatto
Data




9      @renatobeninatto
Data
• In 1999, less than half of the largest 500 companies in
  Latin America were homegrown. By 2007, Latin
  American firms commanded three out of every four
  positions in the regional top 500.




9                    @renatobeninatto
Data
• In 1999, less than half of the largest 500 companies in
  Latin America were homegrown. By 2007, Latin
  American firms commanded three out of every four
  positions in the regional top 500.

• Today, Multilatinas, armed with cash, are stepping out
  of their comfort zone and taking control of debt-laden
  firms in Europe and the United States




9                    @renatobeninatto
Geographical Coverage of Multilatinas by Sector and Quantity of
Countries
Source: AméricAEconomía Intelligence




10                                     @renatobeninatto
Companies with Most Global Reach in 2011
Source: AméricAEconomía Intelligence




11                                     @renatobeninatto
Conclusions




12            @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies




12                   @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies
• Portuguese and Spanish cover large markets - 500
  million people




12                   @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies
• Portuguese and Spanish cover large markets - 500
  million people
• Into English translations in high demand




12                   @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies
• Portuguese and Spanish cover large markets - 500
  million people
• Into English translations in high demand
• South-South deals might require other language
  combinations (PT-ZH or ES-AR)




12                   @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies
• Portuguese and Spanish cover large markets - 500
  million people
• Into English translations in high demand
• South-South deals might require other language
  combinations (PT-ZH or ES-AR)
• Major sports events will put Brazil under focus




12                   @renatobeninatto
Conclusions
• You might have to go to São Paulo or Mexico City to
  sell to International Companies
• Portuguese and Spanish cover large markets - 500
  million people
• Into English translations in high demand
• South-South deals might require other language
  combinations (PT-ZH or ES-AR)
• Major sports events will put Brazil under focus
• THINK LATIN AMERICA




12                   @renatobeninatto
Renato Beninatto




13
Renato Beninatto
        renatob@moravia.com




13
Renato Beninatto
        renatob@moravia.com
           +1 (978) 394-7004




13
Renato Beninatto
        renatob@moravia.com
           +1 (978) 394-7004
            @renatobeninatto




13

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The Rise of Multilatinas: Latin America as a Source Language Market

  • 1. @renatobeninatto #TLA2012 The Rise of Multilatinas: Latin America as a Source Language Market 1
  • 2. 2 @renatobeninatto
  • 3. Top 20 Multilatinas 2012 Ranking Company Country Sector Revenues 1 GRUPO JBS - FRIBOI BR Food 32.944,0 2 BRIGHTSTAR (1) BO Telecommunications 4.700,0 3 LAN CL Airlines 5.718,2 4 CEMEX MX Cemento 13.546,2 5 TENARIS AR Steel 9.972,5 6 TELMEX MX Telecommunications 7.057,0 7 GRUPO ALFA MX Car Parts/Petrochemicals 13.053,1 8 VALE BR Mining 55.014,1 9 GERDAU BR Steel 18.875,6 10 AJEGROUP (1) PE Beverages 1.450,0 11 IMPSA AR Power 1.066,9 12 CONST. N. ODEBRECHT BR Engineering 32.325,0 13 GRUPO BIMBO MX Food 10.462,8 14 LABORATORIOS BAGÓ AR Pharma 1.012,0 15 SIGDO KOPPERS (1) CL Contruction/Engineering 2.016,9 16 AMÉRICA MÓVIL MX Telecommunications 47.689,6 17 PETROBRAS BR Oil 130.171,7 18 ISA (INTERCONEX ELEC) CO Power Transmission 2.240,3 19 GRUPO CASA SABA (FASA) MX Retail 4.670,0 20 MARFRIG BR Food 11.548,8 3 @renatobeninatto
  • 5. Drivers for Internationalization • Catering to low-income and price-sensitive consumers 4 @renatobeninatto
  • 6. Drivers for Internationalization • Catering to low-income and price-sensitive consumers • Familiarity with challenging distribution systems, pragmatic knowledge of complex political and regulatory environments 4 @renatobeninatto
  • 7. Drivers for Internationalization • Catering to low-income and price-sensitive consumers • Familiarity with challenging distribution systems, pragmatic knowledge of complex political and regulatory environments • Lessons learned from domestic competition with foreign multinationals 4 @renatobeninatto
  • 8. Drivers for Internationalization • Catering to low-income and price-sensitive consumers • Familiarity with challenging distribution systems, pragmatic knowledge of complex political and regulatory environments • Lessons learned from domestic competition with foreign multinationals • Adoption of innovative strategies as a matter of survival. 4 @renatobeninatto
  • 11. Five Economies Invite Investments Brasil, Chile, Colombia, Mexico and Peru represent 3/4 of Latin America’s GDP 5 @renatobeninatto
  • 12. Management 6 @renatobeninatto
  • 13. Management • Some Multilatinas are state-owned 6 @renatobeninatto
  • 14. Management • Some Multilatinas are state-owned • Most Multilatinas have centralized leadership and are family owned and managed 6 @renatobeninatto
  • 15. Management • Some Multilatinas are state-owned • Most Multilatinas have centralized leadership and are family owned and managed • Management teams have a reputation for making quick decisions to survive, grow, and get stronger in and unstable economic environment 6 @renatobeninatto
  • 16. Global Reach 7 @renatobeninatto
  • 17. Global Reach • Bimbo (Mexico): Over 100,000 employees in 17 countries 7 @renatobeninatto
  • 18. Global Reach • Bimbo (Mexico): Over 100,000 employees in 17 countries 7 @renatobeninatto
  • 19. Global Reach • Bimbo (Mexico): Over 100,000 employees in 17 countries • Concha y Toro (Chile): Sales 115 countries, 7 @renatobeninatto
  • 20. Global Reach • Bimbo (Mexico): Over 100,000 employees in 17 countries • Concha y Toro (Chile): Sales 115 countries, 7 @renatobeninatto
  • 21. Global Reach • Bimbo (Mexico): Over 100,000 employees in 17 countries • Concha y Toro (Chile): Sales 115 countries, • América Móvil (Mexico): Over 200 million clients in 18 countries. 7 @renatobeninatto
  • 22. Multilatinas by Country (2011 and 2012) 8 @renatobeninatto
  • 23. Data 9 @renatobeninatto
  • 24. Data • In 1999, less than half of the largest 500 companies in Latin America were homegrown. By 2007, Latin American firms commanded three out of every four positions in the regional top 500. 9 @renatobeninatto
  • 25. Data • In 1999, less than half of the largest 500 companies in Latin America were homegrown. By 2007, Latin American firms commanded three out of every four positions in the regional top 500. • Today, Multilatinas, armed with cash, are stepping out of their comfort zone and taking control of debt-laden firms in Europe and the United States 9 @renatobeninatto
  • 26. Geographical Coverage of Multilatinas by Sector and Quantity of Countries Source: AméricAEconomía Intelligence 10 @renatobeninatto
  • 27. Companies with Most Global Reach in 2011 Source: AméricAEconomía Intelligence 11 @renatobeninatto
  • 28. Conclusions 12 @renatobeninatto
  • 29. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies 12 @renatobeninatto
  • 30. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies • Portuguese and Spanish cover large markets - 500 million people 12 @renatobeninatto
  • 31. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies • Portuguese and Spanish cover large markets - 500 million people • Into English translations in high demand 12 @renatobeninatto
  • 32. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies • Portuguese and Spanish cover large markets - 500 million people • Into English translations in high demand • South-South deals might require other language combinations (PT-ZH or ES-AR) 12 @renatobeninatto
  • 33. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies • Portuguese and Spanish cover large markets - 500 million people • Into English translations in high demand • South-South deals might require other language combinations (PT-ZH or ES-AR) • Major sports events will put Brazil under focus 12 @renatobeninatto
  • 34. Conclusions • You might have to go to São Paulo or Mexico City to sell to International Companies • Portuguese and Spanish cover large markets - 500 million people • Into English translations in high demand • South-South deals might require other language combinations (PT-ZH or ES-AR) • Major sports events will put Brazil under focus • THINK LATIN AMERICA 12 @renatobeninatto
  • 36. Renato Beninatto renatob@moravia.com 13
  • 37. Renato Beninatto renatob@moravia.com +1 (978) 394-7004 13
  • 38. Renato Beninatto renatob@moravia.com +1 (978) 394-7004 @renatobeninatto 13