Romi and Starret grow in competed national market
DCI
After a critical period for the segment of machine-tools caused by the world economic crisis between 2008 and 2009, Romi, Brazilian leader of in the production of machine-tools, intends to resume its pre-crisis sales levels and exceed 10% to 20% the net profit registered last year, an amount equivalent to R$ 191.2 million (US$ 108.6 million). According to the Sales Director of Machines of Romi, Hermes Alberto Lago, 98% of the equipment sold by the company is put for sale on the market, that is, they are not made to order. In the sector of machine-tools, Romi holds 38% of the national market share.
There is another circumstance that collaborated with the good moment. During the crisis, the consumption of machines of the segment has retreated 60% on average in the world, leading to large stocks. For the Executive, the segment works as a thermometer of the industry of machinery and equipment. "Capital goods are the first to stop being produced when the market gets sensitive and the last to resume the production", analyzes Lago. Nonetheless, the impact of the economic retraction did not hit Brazil with the same strength, allowing the local companies to continue acquiring rather than recovering, avoiding spending. Still, the national stability brought the problem of the entrance of imported products, which intensified the competition.
The same factors also positively influence the earnings of another company in the sector, Starret. The company ended the first three months of 2011 with sales 20% greater than at the same period of last year and it intends to end the year at the same average. "Even running the risk of facing deindustrialization, we invested in our portfolio to cater to the industries, the wholesale and the retail", said the national sales manager, Saulo Silas Jr. The strategy to stay above the international competition is also to improve the quality of the product. "We took preventive actions increasing the efficiency of the service to the distributor, seeking customer loyalty".
Even in view of the optimistic scenario that drives the sales of machine-tools in Brazil, a survey of the Brazilian Machinery Manufacturers Association (Abimaq) indicates the Country is still far from the ideal of consumption. Brazil closed 2010 in the 20th position in the ranking of machines-tools, with per capita consumption of US$ 9.63. The forecast for 2011 is to remain in the same position, but the consumption should increase between 8% and 12%. China currently spends US$ 20 per capita. The study estimates it would be reasonable to reach the US$ 2.8 billion of consumption or US$ 15 dollars per capita by 2016, which would put Brazil in 14th place, currently occupied by Denmark. Altogether, 80% of the consumption of machine-tools is in the South and Southeast. The same region concentrates the production of 95% of the total. Currently, as regards levels of production, Brazil ranks tenth. Having produced the equivalent to US$ 19,980 million in 2010, it is behind China, in the first place, followed by Japan and Germany.