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. Are you taking advantage of this opportunity? Are you really thinking Latin America?

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

4. Drivers for Internationalization
4 @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

9. Five Economies Invite
Investments
5 @renatobeninatto

10. Five Economies Invite
Investments
5 @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

35. Renato Beninatto
13

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