From Surviving to Thriving: How Localization Fortifies Resilience for Global Manufacturing Growth

In the post-Cold War era, global business thrived amid advancing globalization. However, today’s global market presents challenges that companies must increasingly confront to protect their bottom line. For manufacturing companies, in particular, reevaluating traditional methods and supply chains is imperative for survival. A proactive approach to enhancing agility and resilience is now more crucial than ever.

Leveraging localization to adapt offerings for new markets is a powerful strategy that’s often overlooked. Adopting localization has shifted from being a nice-to-have to a crucial necessity for safeguarding and expanding business. Keep reading to explore how manufacturing businesses can strengthen resilience and drive growth amid shifting global dynamics by investing in the right localization technology.

Why a proactive approach to devising risk mitigation strategies matters

The ever-changing global business environment presents numerous challenges for companies striving to adapt. Regardless of company size, a fundamental strategy involves staying informed about market shifts and proactively fortifying the business against market uncertainties.

One relatively low-cost way of solidifying and expanding your market presence (at least when compared with the cost and far-reaching effects of others) is to adopt localization as a key part of your global expansion strategy. Let’s take a closer look at why localization underpins many of the strategies outlined above. 

Investing in localization pays global growth dividends

Localization is the practice of adapting your existing offering to your target markets’ needs. It can help expand your activities in completely new regions. Investing in a full-fledged localization program supported by state-of-the-art localization technology enables long-term growth and opens new business opportunities regardless of the state of the world economy.

Here are 4 key reasons why localization is an integral part of the strategies currently being implemented by forward-thinking manufacturers.

1. Companies are massively betting on customer experience to solidify their client portfolio and attract new customers. However, you cannot provide a seamless customer experience without your customer’s native language. A CSA Research study shows that 65% of users globally prefer content in their native language—even if it’s poor quality. You cannot afford to alienate your customers by offering an English-only user experience, where your competition is pulling out all the stops with localization.
2. In the manufacturing industry, your customers will have a high degree of technical knowledge that often involves using very specialized vocabulary. Avoid assuming they can get by with English alone. For highly technical content such as product manuals, you will need localization. In some countries, such as Germany, you risk appearing not serious enough if you skimp on localization.
3. The technological platforms of the future companies are flocking to—whether it’s the metaverse or AR and VR (according to the 2023 Deloitte and MLC industrial metaverse study, an eye-popping 92% of manufacturers are experimenting with or implementing a metaverse-related use case)—will require language-based or language-enhanced functionality (speech, text, or video) to allow your salespeople or customer service agents to communicate with your customers. Language is the domain of localization. You will need specialists to help you craft content for your on-the-ground teams (or leverage generative AI, which is also language-based).
4. Localization is key to attracting and retaining a global workforce. Working for a global company may no longer be attractive enough to prospective employees. Offering localized onboarding and training programs in their native language that help them grow their skills can be a valuable incentive.

Unlock global opportunity by investing in localization technology

Offering a localized product to your international target audiences positions your company for resilience in the face of economic and geopolitical challenges. This requires a redesign of processes to make them future-proof. It’s a tall order to revamp processes for new markets.

The same goes for localization—a prerequisite for lasting success in any new market. It must be designed efficiently to yield maximum return on investment and not become a bottomless money pit.

Global companies rely on localization technology to power their language operations. Localization technology eliminates unnecessary work and automates tasks, freeing up precious resources for other areas.

Unlock global opportunity by investing in localization technology

Offering a localized product to your international target audiences positions your company for resilience in the face of economic and geopolitical challenges. This requires a redesign of processes to make them future-proof. It’s a tall order to revamp processes for new markets.

The same goes for localization—a prerequisite for lasting success in any new market. It must be designed efficiently to yield maximum return on investment and not become a bottomless money pit.

Global companies rely on localization technology to power their language operations. Localization technology eliminates unnecessary work and automates tasks, freeing up precious resources for other areas.

Benefits of leveraging localization and translation technology

Automation is the core benefit of localization and translation technology. Your organization can eliminate the need for manual or repetitive translation work of global content by relying on a translation management system (TMS). Whether you have a mobile app, a website, or product/help documentation, a TMS helps you launch your product in new markets more quickly and efficiently.

This strategic shift can unlock resources for investment in product innovation or brand campaigns to create a more engaging and personalized customer experience for each of your target markets. As a result, your business can diversify revenue streams, enhance brand loyalty, gain a competitive edge, and improve talent acquisition and retention. Let’s explore each of these benefits in greater detail.

Unlock global potential with the Phrase Localization Suite

Localization and translation technology is a worthwhile investment to safeguard your business during difficult economic times. However, you can only ensure a strong return on investment by relying on a technology partner who can cover all localization needs across your organization.

Growing businesses worldwide trust Phrase—a fully integrated suite of translation automation technology—to reach more people, make deeper connections, and drive global growth by connecting, automating, and managing all localization activity in one place.

The Phrase Localization Suite seamlessly connects with your digital ecosystem, catering to your current needs while scaling effortlessly as your requirements evolve. Add fully flexible pricing, and it’s easy to see why Phrase is the preferred choice for manufacturing businesses looking to secure their profits and expand their global footprint more quickly and efficiently.