Macaca Mulatta

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• Boat Dock Manufacturers
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With so many different firms entering the boat dock market, it can be difficult for any one to differentiate themselves from their competitors. However, one way to achieve some prestige is to be the first in the industry to take an innovative step. One such company has certainly set themselves above the others by making a move that is high in business savvy. They have reached out to an entirely new market of consumers and also proven their commitment to expanding their business.

The move that showed such business initiative is one firm’s announcement that their website will now be available in Spanish. This move takes advantage of a large and growing demographic. Not only are there more Spanish-speaking consumers looking to purchase boat docks in the United States, but there is also a growing consumer base outside of the United States. The move to reach out to this Hispanic community opens up a new realm of business possibilities.

The company with such business sense only opened in 1990, with a dream to revolutionize the boat dock industry by constructing plastic floating dock segments that were easy to configure, install and remove. This vision was a godsend for those who wanted a dock that was easy to use, and that they could remove off-season or during a hurricane. This innovative technology established the company as a leader in the boat docking system industry.

Though the company was a leader in the industry and one of the top manufacturers of modular floating docks in the world, they wanted to reach out to new markets, and so announced in late 2008 that their website would now be available in Spanish, in order to take advantage of a large and still growing demographic.

Through this move, the company hoped to increase brand awareness in the Spanish-speaking countries of Mexico and Spain, as well as the Spanish-speaking market in the United States. Because the floating dock systems this leader has available are great for both commercial and residential use, it is important for the company to reach out to individuals who are potential clients. More and more Spanish-speaking families are purchasing homes and businesses today, which makes marketing to this group essential to staying alive and competitive in the Hispanic market. These Hispanic groups are reaching out to companies and seeking contact with many providers, so a Spanish website has the opportunity to be an excellent contact point for business.

In the past, the plastic floating docks have been marketed to other languages through various means, print and radio for instance, but this is the first time that the internet has been used for multilingual marketing. As the internet becomes an increasingly important part of our technology- oriented business world, this move to include it in marketing strategies is insightful and important. It also proves the company’s market awareness and their ability to adapt current marketing and business strategies to better fit available opportunities and to meet the needs of potential clients.

To take advantage of a business opportunity that presents itself takes a different kind of commitment on the part of the company than just simply recognizing the opportunity. Taking advantage of an opportunity always involves a certain amount of risk, and for a company to take that risk when they are already thriving and making enormous profits shows true dedication to the business. In this case, the move to change their marketing strategy was well worth the risk, because the Hispanic market appears to be one that is more than willing to begin investing in the boat dock industry. Including them in their consumer base gives the company the opportunity to greatly expand their sales and profits.

In any industry, circumstances are constantly changing, and these changes also require changes from the firms in the industry, especially if they wish to separate themselves from the competition. Being the first in the industry to do anything can be a bold move because there are great risks involved with moving away from the norm. However, if the decisions are made with backing in great business knowledge, they can mean immense profits for the brave firm.

This company’s decision to use the internet as a marketing tool to reach out to a new market is one such intelligent and brave move. While the cost associated with translating the website into Spanish may have been wasted on a potentially uninterested client base, the company’s business instincts were on target and they reached out to a huge pool of new clients. The growing number of Hispanics purchasing homes and businesses and reaching out to the boat dock industry is a testament to the importance of targeting advertising towards them.