Whirlpool advances in the AL with outsourced production

Whirlpool, the world leader in products, white goods, is adopting in other countries of Latin America a strategy different from that applied in Brazil, where manufactures 100% of products sold. In neighboring markets, the production is all done by local partners. "We have no prejudice against outsourcing. We don't need to manufacture products, we need to have ideas outside the box, "said the President of Whirlpool, João Carlos Brega, who took charge in Latin America last April. The company had net revenue of $ 4.9 billion in 2012 in the region-50% of this comes from the Brazilian operation.
Brega is in the company for 18 years. He was President of Embraco, manufacturer of one in every four compressors sold worldwide, which belongs to the same group, and Whirlpool in Mexico and in Canada. Also was Director of operations for Argentina and Chile. According to him, "there are still great opportunities in these countries [in Latin America]". In the new post, maintains responsibility for the operations of Embraco, besides the Whirlpool in Latin America.
In Argentina, the Whirlpool refrigerators and washers are manufactured by local industries as Mirgor, Alladio, Macoser, Orbis, Spar and receive the mark of the multinational when they leave the production line. In Colombia, refrigerators will be produced at the end of 2013 by Haceb, with whom Whirlpool signed a partnership, with 50% stake in the business.
Sales in Latin America in the fourth quarter of 2012 have increased 14% to $ 1.3 billion, without the currency effects caused by the appreciation of the real. The owner of the brand Brastemp elevated volumes, pricing and improved product mix in the region. In Brazil were released 140 products. For this year, Tacky predicts more 150.
"Our job is to promote the obsolescence by [advance] technology," says the President, which is part of the company's global Committee with seven more executives.
Tacky passes half the year traveling. In 2012, only in China were 89 days. To support the pace, the Executive, graduated in business administration, is methodical. The hotels in which hosts, organize your belongings always in the same place. In the company, is disciplined with the time. Gives value to personal conversations in small groups, which serve to encourage careers and stimulate talents.
Feed the market with innovations that overcome the old, to "delight the consumer", as he likes to repeat the President of Whirlpool, is a must. An example of the new deal was the entry in the segment of water purifiers, a format that so far the company has not adopted. This product coupled to a service closer to consumer company-a technician is sent to the client, with regularity. And opens to the Whirpool new possibilities in offering services for brands Brastemp and Consul.
Tacky is pragmatic in commenting on consumer stimulus policy adopted by the federal Government last year, with the reduction and exemption of IPI (tax on industrialized products) for various appliances. "The IPI reduction brings customers to the store, but if there's not enough products," he says, referring to the news.
The projection for this year is that the operations of Brazil and Latin America to grow between 3% and 5%-same rate expected for Asia.
The power lines, the association representing the industry in Brazil, did a study on demand of the Government to meet with electronics the affordable housing program "my house, my life". If approved, would boost the white line as the IPI reduction. According to the President of Eletros evaluations, Ken Kiçula, the study started in May is stopped since the October elections. The program aims to build 2 million houses and apartments up to 2014.