TRSB (B): 360° Marketing and Communications for a World-Class Translation Company

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CASE STUDY. The challenge of growing a service SME in competitive national and international markets and the importance to a service company of developing a strong brand from a B2B marketing perspective.

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Description

TRSB (B): 360° Marketing and Communications for a World-Class Translation Company: Abstract

TRSB (B): 360° Marketing and Communications for a World-Class Translation Company is a case study by Alexie Lavoie, Julien Bergeron St-Onge and Normand Turgeon.

TRSB’s objective is to double its sales over the next five years. To achieve this goal, the company has earmarked $250,000 for its marketing efforts next year, a significant increase over the previous year. The members of the communication and marketing team are wondering how to promote this new brand image, making it better known and respected in Canadian business communities. TRSB’s marketing personnel will be working to enhance the organization’s presence across all media to increase the company’s visibility and stimulate interest in its services, but they need some advice.

In the 1980s, Serge Bélair founded Traductions Serge Bélair. In the early days, he worked from home, translating documents for a number of Quebec companies in his basement office. Over a period of almost thirty years, Traductions Serge Bélair, now operating under the name TRSB, grew from a small business to a company of 150 employees, with sales of close to $20 million and national ambitions. TRSB provides customized business solutions in translation and terminology management that are fully integrated with its clients’ brand image and marketing efforts.

Teaching objectives

This case can be used in a wide range of undergraduate courses, including introduction to marketing, service marketing, brand management, and entrepreneurship courses. It discusses the efforts of the president of an SME to successfully and systematically grow his business. It also spotlights the challenge of growing a service SME in competitive national and international markets and the importance to a service company of developing a strong brand from a B2B marketing perspective.

Multi-part case

  • TRSB (A): Strengthening a Service Brand in Business-to-Business (B2B) Marketing With this case, students will decide how to strengthen the brand of this business-to-business (B2B) service company to ensure its survival (See Case A).
  • TRSB (B): 360° Marketing and Communications for a World-Class Translation Company

Main themes covered

  • Marketing mix for professional services firms
  • Brand management for professional service firms
  • Optimal communication budget
  • Recommendations for a new digital marketing strategy

Concepts and theories related to the case

  • Important issues related to SME growth
  • Marketing mix for professional services firms
  • Digital marketing
  • Budget allocation
  • Choice of communication media
  • Measuring performance

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.

Informations complémentaires

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