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Prioritizing Translation Decisions in the Heavy Machinery Industry

NEW YORK, March 19, 2014 /PRNewswire-iReach/ -- The global demand for heavy machinery is expected to rise dramatically in the next 12 years, with a projected 70 percent increase in construction output.1 To fully capitalize on this growing global demand for construction equipment, it's important to first consider the international regions in which your products will be used and the corresponding language translations that will be required for your product materials.

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At first glance, selecting target languages may seem like a straightforward process. However, you may want to consider the following practical tips before beginning your next translation project.

Keep Apprised of Global Trends

To maximize the value of your translation investment, it's important prioritize your work to align with those regions forecasted to spend the most capital on construction. Industry experts report that China will likely generate 25 percent of the world's construction output by 2025, an increase from 18 percent in 2012.2 India, projected to have even greater construction growth between now and 2025, is positioned to become the third-largest construction market during the same period.3 For these two countries, the increase in construction output is being fueled by the economic growth of the rising middle class. In contrast, the market for heavy machinery in Europe is forecasted to grow slowly, mostly as a result of the economic impacts of financial regulations put in place in recent years.4 Consideration of these and other market trends can help you prioritize your target translation projects to reach your largest potential customer bases.

Be Attuned to Construction Types by Region

One critical component of identifying leading international heavy machinery needs is determining which kinds of construction work are in greatest demand in each region. This can help you to further refine your decision-making process in selecting target translation languages.

For example, some equipment types may be better suited for building constructing while other types are more commonly used to improve a city's infrastructure. If your company specializes in heavy equipment for housing projects, you may want to prioritize your product translations for customers in emerging markets such as Brazil, Mexico and Nigeria.5 Other countries are more likely to take on large-scale construction efforts to revitalize urban areas such as the ongoing Kai Tak project in Hong Kong, which is meant to foster "a distinguished, vibrant, attractive and people-oriented community by the Victoria Harbor."6 Staying informed on specific projects as well as overall regional construction activities can help to prioritize marketing and language translation decisions.

Understand Country-Specific Language Needs

Regardless of the countries you choose to go to market, thorough research of your customers' language requirements is necessary to prevent costly errors in language translation decisions. Several countries such as India, for example, have multiple national languages and many additional languages that are prevalent in individual regions. Knowing which languages your prospective customers prefer will help to distinguish you from your competitors. It will also make it easier for your customers to correctly and safely operate your products.

Even if a target country has a single dominant language, it is important to consider the audience for any materials that require translation. For example, the recipients of your business proposals and marketing materials are probably not the same customer audience who will consult equipment instructions and safety information, particularly if any aspect of the construction project is being outsourced. For these reasons, having a clear understanding of language requirements for all various project stakeholders is crucial to making sound translation decisions.

Adhering to these simple guidelines can help you more quickly identify and prioritize the appropriate target languages for your translation efforts. You can also further increase the effectiveness of your translations by partnering with an experienced language services provider that will help to ensure that your translations meet your prospective customers' service expectations as well as the strict risk-management requirements of the heavy machinery industry.


1 Global construction 2025 executive summary. (July 1, 2013). Global Construction Perspectives and Oxford Economics, page 12.
2 Ibid.
3 Global Construction Perspectives and Oxford Economics, page 13.
4 Carey, David. (February 13, 2014). Blackstone's Gray sees opportunities in emerging-market decline. Bloomberg Businessweek. Web.
5 Global Construction Perspectives and Oxford Economics, page 19.
6 Kai Tak Development, Civil Engineering and Development Department of HKSAR. Overview of Kai Tak development. Web.

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About Merrill Brink International

Merrill Brink International ( is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localization, desktop publishing and globalization services.

Merrill Brink is recognized in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO/IEC 27001:2005 and ISO 13485:2003, and compliant to EN 15038:2006 and ISO 14971:2007.Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation.

Media Contact: Vanessa Lontoc, Merrill Brink International, 212-229-6532, [email protected]

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