by Julián Arcila
It all started on day one with a cocktail encounter; subsequently, an update conference on the planet's climate problem was presented, which was in charge of AC/R. In this same scenario, day two presented a wide variety of technical seminars and new product launches, while in the afternoon a kind of mini fair was organized, in which Honeywell presented the different solutions it offered in the segments of controls and combustion; this was also the official closing of the meeting, which, however, had new lectures during the following day.
According to Craig Breese, vice president and manager of Honeywell's environmental controls and combustion division for the Americas, planning for the event took more than six months; in their words, the main objective was "to motivate distributors in an important way in the face of new products, as well as in the face of the new company policy".
A new approach to Latin America
This meeting was a definitive step for Honeywell in Latin America. It is valid to say that, in addition to the exhibition of solutions designed for the commercial environment, new products were also presented for the residential segment, a sector that gains strength within the priorities of this company.
In the opinion of the directors of this corporation, the kick off gave them the possibility of training distributors with respect to the new solutions for the residential segment that the company has developed, but also to investigate the needs of each of the markets, a fundamental factor for the new business strategy. In the opinion of John Tyhacz, vice president and general manager of residential and home systems of Honeywell for the Americas, the close relationship they have had with distributors has been fundamental to be able to design the strategy with which they will be able to impose themselves in this market, a niche that as is well known has been very hard to penetrate
However, a first stage has consisted of the development of solutions to attack the needs of comfort and energy control of homes today, a time that is characterized by a certain awareness around electricity consumption due to its cost and the environmental impact it has.
In addition to the above is education, which is reflected in events such as kick off, in addition to other trainings in which users have been able to know in depth the use of control equipment, so that in this way they can help in the qualification of the same business segment.
Two specific visions
But beyond capturing the opinions of the directors of this firm, AC /R was given the task of collecting the opinions of some distributors, who gave their impressions about what it meant to participate in the aforementioned event.
Colmáquinas is a Colombian company dedicated to the development of boilers. In addition to its great trajectory, which has allowed it to export its knowledge to several South American countries, including Argentina, the firm was chosen as Honeywell's distributor of the year in the region. {mospagebreak}
Carlos Cuartas, its general manager, described the event as an act of trust in Latin America, a region that was traditionally seen as a market to be developed; Explained that the growth that the U.S. company has obtained is with and by Latino companies, but also the development expectations that consolidate the expansion of the region, which has been talked about so much.
Marcelo Matta is one of Brazil's authorities in terms of control systems. Being the director of a company founded four years ago and that today is the wholesale distributor of Honeywell for Brazil, Matta gave his opinions on the meeting, of which he was quite surprised due to the integration that was seen among the people who participated, who shared not only their knowledge but also their concern for the planet.
What do the houses have?
From the interview with Craig and John it was clear the fact of their interest in consolidating themselves in the residential segment; for the companies interviewed this seems to be a good idea since it is a niche in expansion and with few preventive actions with respect to energy management.
Cuartas considers that there is potential, since in Colombia there is a boom in this sector, which is expected to subside in the coming months; "However, the growth expected for South America will be higher, in terms of construction, than can be expected for the United States, where it is known that there is a mortgage crisis. That's why I think Honeywell is going in the right direction by focusing on this segment in our particular region.
For Marcelo Matta the intention is valid in the sense that the residential sector has historically been neglected with the implementation of energy management programs and that there has been no awareness of the management of different temperatures.
Fortunately, the American manufacturer is developing important product lines to meet the needs of all types of customers that may appear in the region.
At the close of the event the management of the event was highly satisfied given the massive attendance that the event had; It is important to note that Latin America is currently one of the regions that is offering important growth opportunities either through the acquisition of companies or the opening of operations, a situation that poses a great difference compared to developed markets such as the United States and Europe.
The opportunities are raised, so it is time for many companies to begin outreach programs with the largest Latino distributors. Honeywell has already started and this may ultimately have some weight in the fact which company gets to keep which slice of the cake.
