Mitsubishi Electrics, which grew 70% during the crisis in Brazil, hopes to advance further in the coming years.
The goal is to double billing by the end of 2021 and to continue hiring to increase its employee pool.
The company sells from robots, automation systems to industries and buildings,air conditioning and even elevators. Industrial systems are mainly used in the food industry, for packaging and food packaging – such as the Sakura shoyu packaging – but are also present in the automotive, chemical, pharmaceutical and water and sanitation industries, among others.
Mitsubishi Electric products have been sold in the country by distributors since 1975, but in 2011 the company decided to open an office in the country and take control of the operation. Soon came the economic crisis, which stagnated segments where were its main customers.
It also faced strong exchange rate variation. All products sold worldwide are manufactured in Japan and imported. The company says that even with import taxes, it can offer competitive prices because, by concentrating production, it gains efficiency and lower costs on a large scale.
In recent months, with the strong fluctuation of the currency, the Japanese company kept the price stable and absorbed the losses. In this way, it managed to gain market over competitors, who increased prices according to the exchange variation. It worked: in September this year, sales were 40% higher than the same month last year.
The absorption of the costs with the exchange variation shows the Japanese strategy. When he landed here, his plans looked at the results of 2021, 20 years later.
“The company is in Brazil with a long-term eye,” says Fabiano Lourenço, CEO of Mitsubishi Electric. “The company needs to be prepared for when Brazil explodes.”
Since its definitive arrival in the country, its billing has grown more than five times. In the last four years, turnover has multiplied nearly fourfold and the number of employees has doubled.From 2014 to 2017, the Industrial Automation division (IA) increased its sales by70% and, from 2016 to 2017, increased the number of employees by 34% and expanded the local stock by 28%.
The growth in the period was supported by the significant increase in the network of sales partners, made up of distributors and system integrators. From 2015 to 2018, the number of distributors increased by 118% and the number of partner integrators increased by 320%.
Exame Magazine (November/2018)