Mexican Company Newly in Seattle

This post was written by Vicky Hsiang, who is a student at the University of Washington Intensive Business English Program. She has the equivalent of a Bachelor's degree in Spanish from her native Taiwan, and is interning with us during Spring Quarter.

TechBA is a company from Mexico which introduces other Mexican companies into the U.S. and other countries. It is believed that this will create more local job opportunities. Washington’s information technology, aerospace and biomedical companies are supportive of TechBA. The State Department of Commerce has provided TechBA team members with temporary meeting rooms because of the potential to create local jobs.

TechBA will expand its company into Seattle at the end of April. The firm already has several offices in the U.S.; this office in Seattle will be the fifth. The reason that TechBA chose Seattle for its fifth office is related to Microsoft; we know that Microsoft has a tradition of hiring employees who are graduates of the Monterrey Institute of Technology in Mexico. Itzam de Gortari, director of TechBA, said they will analyze Seattle companies to find a good match with Mexican counterparts and will introduce 15 Mexican companies to Seattle by the end of October 2010.

This article can be found in this week's Puget Sound Business Journal.

Global and Regional Marketing

Global companies have the extra responsibility of appealing to consumers in various regions and countries, which may require research, localization, and other tactics to pull it off effectively.

Are there particular colors we shouldn't be using in an ad that will appear in China? What about the handshake--what might that signify in the Middle East? It seems there's no such thing as too many questions.

We need to be very aware of the cultural cues and norms of the area we're targeting. You may even require a partner that has this experience and can guide you to successful marketing strategies in your targeted regions.

Of course, all companies are trying to cinch their belts, especially right now. What that means is that they are likely to create one global campaign. This campaign is then simply tweaked to create independent market versions that are culturally and linguistically appropriate--but that rely on the overarching branding and tone. They may substitute imagery, colors, and other graphic elements.

But every effort in this regard is not graceful. Not even those of premier global brands--companies that should know better and have the resources to do the job right.

Check out this Microsoft example and tell me what you think. Better yet, how does it make you feel?

Opportunities @ Microsoft

Microsoft Recruiting, Professional Development, and Networking Event

Join and hear from Microsoft executives who will share their leadership experiences in the company as well as their current business challenges. Microsoft continues to focus on areas of opportunity and growth and hires with a focus on their most important business priorities. Therefore, Microsoft recruiters will be on-site to network and discuss some open opportunities in business management, marketing, finance, and engineering.

WHEN: Tuesday, April 28, 6 - 9pm

WHERE: Microsoft Corporate Campus Microsoft Building 34 Café,
3720 159th Avenue NE, Redmond, WA 98052

Brought to you by Microsoft in collaboration with:

• NSHMBA Seattle (National Society of Hispanic MBAs)
• ALPFA Seattle (Association of Latino Professionals in Finance and Accounting)
• SHPE-PSC (Society of Hispanic Professional Engineers Puget Sound Chapter)
• NBMBAA Portland/Seattle (National Black MBA Association)
• PWOCN(Professional Women of Color Network)

If you’re interested in career opportunities, bring your résumé and learn more about available positions. Microsoft HR representatives will be on hand to meet with you. Microsoft Divisions with Open Positions: Entertainment and Devices Division (E&D) Central Marketing Group (CMG) Microsoft Divisions available for Networking: MS Operations Microsoft Business Division.

This event is open to professionals, undergraduate, and graduate students. For more details and to RSVP for this event go to their site.

Appetizers and refreshments will be served! Raffles for Microsoft products!