El Director de Marketing de la Empresa de Traducciones, los Directores Comerciales y los Directores de Área de Traducción son responsables de conocer en todo momento la situación del mercado, tanto de la oferta como de la demanda. Ello se documentará preferiblemente por escrito. El resto de responsables del marketing intentarán mantenerles informado sobre el mercado.

Es especialmente importante conocer bien a los líderes del mercado, sobre todos los siguientes aspectos:

Datos generales:

– Facturación y beneficios?
– Qué servicios ofrecen?
– Cómo está organizada la empresa? Cuántos empleados tienen y dónde trabajan?


– Qué tipo de clientes tienen?
– Hacia qué tipo de clientela se dirigen?
– Qué acciones promocionales hacen?
– Quién las hace y en qué régimen? Comerciales comisionistas, en nómina?
– Cómo está organizadas su red comercial?
– Qué argumentos dan en las ventas?
– Son competitivos en precios? Qué descuentos hacen por grandes volúmenes?
– Qué pasos han dado para llegar donde han llegado?
– Consejos para crear una red comercial con pocos recursos


– Traductores freelance o internos?
– Cómo hacen la coordinación de proyectos?
– Usan programas de traducción asistida, glosarios u otras herramientas?
– Están satisfechos sus clientes? Cómo se gestionan las reclamaciones?
– Cómo se fideliza al cliente?

Gestión de la calidad:

– Tienen algún sistema de calidad?
– Hay revisiones u otros controles de calidad?
– Tienen la ISO 9001?

Recursos Humanos:

– Cómo reclutan traductores?
– Qué tipo de base de datos usan?
– Cómo evalúan y clasifican a los traductores?

Director de Marketing de la Empresa de Traducciones
Directores Comerciales

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