Latin America is traditionally seen as the backyard of business — a great market to sell goods from the United States, Europe and Asia. With half a billion people and two languages, it is definitely an attractive region. However, brands like Chevron, Sara Lee’s Bakery, Entenmann’s, Burger King, Thomas’ English Muffins and Swift now belong to Latin American conglomerates that are expanding worldwide. Companies like Embraer export high value and technology to the world, instead of just commodities. Renato Beninatto, CMO of Moravia, asks if you are taking advantage of this opportunity. The question is, are you really thinking Latin America?

1. The Rise of Multilatinas:
Latin America as a
Source Language Market
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@renatobeninatto
#TLA2012

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3. 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
Top 20 Multilatinas 2012
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4. Drivers for Internationalization
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5. Drivers for Internationalization
• Catering to low-income and price-sensitive consumers
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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
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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
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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.
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9. Five Economies Invite
Investments
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10. Five Economies Invite
Investments
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11. Five Economies Invite
Investments
Brasil, Chile,
Colombia, Mexico
and Peru
represent 3/4 of
Latin America’s
GDP
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12. Management
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13. Management
• Some Multilatinas are state-owned
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14. Management
• Some Multilatinas are state-owned
• Most Multilatinas have centralized leadership and are
family owned and managed
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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
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16. Global Reach
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17. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
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18. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
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19. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
• Concha y Toro (Chile): Sales 115 countries,
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20. Global Reach
• Bimbo (Mexico): Over 100,000 employees in 17 countries
• Concha y Toro (Chile): Sales 115 countries,
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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.
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22. Multilatinas by Country
(2011 and 2012)
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23. Data
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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.
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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
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26. Geographical Coverage of Multilatinas by Sector and Quantity of
Countries
Source: AméricAEconomía Intelligence
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27. Companies with Most Global Reach in 2011
Source: AméricAEconomía Intelligence
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28. Conclusions
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29. Conclusions
• You might have to go to São Paulo or Mexico City to
sell to International Companies
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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
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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
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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)
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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
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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
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35. Renato Beninatto
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36. Renato Beninatto
renatob@moravia.com
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37. Renato Beninatto
renatob@moravia.com
+1 (978) 394-7004
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38. Renato Beninatto
renatob@moravia.com
+1 (978) 394-7004
@renatobeninatto
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