For Whirlpool, market should grow from 2% to 3%

Manufacturers of white goods industries, which had weaker sales this year due to the decision of consumers to purchase TV sets to watch the matches of the Fifa World Cup, tend to have a slightly better sales performance in 2015, in the assessment of Armando Ennes do Valle Jr., Vice President of institutional relations and sustainability of Whirlpool American on Latin America.
The Executive provides for the segment an expansion of 2% to 3% in sales next year. Projection refers to the market as a whole-the Outlook for sales of the company are not disclosed. "It won't be a year of huge growth, but there are no major concerns, but the levels of inflation," he said.
Valle estimates that next year's growth will be driven mainly by sales of dishwashers due to the appeal of lower consumption of water, and by sales of drinks in capsules-which makes the Teas sodas-announced in August by the company.
The Executive says that inflation must fall in the short term, to stimulate the increased consumption. Without citing numbers, he said that industries have suffered deterioration in revenue and margin due to the high inflation. Valle also stated that, if the next Government is efficient in controlling inflation, the industry tends to present a more accelerated growth from 2016.
In the view of Valle, the result of the presidential election will not cause a big impact on the perspectives for the Brazilian home appliance market. "Of course, if the Marina Silva is elected, most linked to sustainability issues tend to be a bit more complex, but not worse. If Rousseff does not see major changes, "he said.
The Executive estimates that the current Government has adopted measures to ensure an improvement in the economic scenario. "I don't believe that will make the changes for next year. In four to five weeks, we ought to look at adjustments in tariffs and other measures being taken, "he said.
Valle defended the tax exemption for the export of white line as an alternative to gain competitiveness and expand local production, reducing cost and also prices in the domestic market. The Executive participated yesterday of the seminar "Brazil-2015 Outlook for the Country", promoted by the Amcham in São Paulo.