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Entrevista a Daniele Nori, nuevo director general de Renishaw IbéricaInterview with Daniele Nori, new CEO of Renishaw Iberian
"We think that we have to go over to the customer"
Since the beginning of the month of September 2004 Daniele Nori has taken the lead of the Spanish subsidiary of Renishaw, specialising in automation technology and manufacturer of products for sectors that require high standards of quality and accuracy as the automotive and aeronautics. Renishaw provides solutions for machines of measurement of coordinates (MMC), machine tools with CNC and production of automation systems in a wide range of industries and fields.
How were your beginnings in the Renishaw company?
I started working at Renishaw Italy at the end of 1996, where I worked three years in various areas, such as processing orders and assistance to customers in the Sales Department and technical trading, but limited to Italy.
After that period of time in my home country I was sent to India to start the subsidiary in the country because there existed only a technical support Office.
I started the branch in India with nine workers and now has 21 employees, showing the success we are having in this emerging country. At that time we had a network of distributors not working according to our philosophy. We are now reaping a great success in the subsidiary of Renishaw in the country.
It was a difficult change?
It is not more difficult or easier, it is simply different. But there it works very well.
He then continued at Renishaw…
Yes. After three and a half years in China, I went to Canada. It was not a subsidiary, was created as an Office for United States. We were two people and today there are nine after two years, which also reveals the smooth running of Renishaw in the United States.UU.
I've now come to Spain not to start a branch if not to continue with it.
Why this change in the direction of the subsidiary?
Because my predecessor decided to leave the job. It happened so that the immediate response was not possible and replace it fluently.
Roberto Rivetti, of Renishaw Italy, replaced him for six months, but continued also to Renishaw Italy, which did not allowed him to devote himself completely to the Spanish subsidiary.
In this regard, we consider that the Iberian Peninsula, both Portugal and Spain, requires the full attention of a person in charge of the direction.
The previous CEO was Chief steward of the company in Italy and Brazil, do maintain this structure?
No, the Organization of command is changing. There is a person responsible for the Americas, one for Europe and Russia and another in charge of the Eastern countries.
How long will it take the directorate-general of the subsidiary?
On principle of indefinitely. You will see the progress.
How has found the company and the sector?
The Iberian Peninsula in general, as other European countries, through a slight recession. It is quite difficult to determine the line that we will bring in the medium and long term.
I believe that both Spain and Portugal the industry is at a difficult time. Obviously, the market has changed. Years ago, both Spain and Portugal had many more opportunities because the cost of the labour force was lower, not as it is currently the case. For this reason, it is necessary to concentrate on other aspects such as investment and development, terms than in Renishaw have in mind.
Then there is a dichotomy in the market. On the one hand, if a company has not updated it could disappear and, on the other hand, there is a change in the market that tends to reinvestment in assets of team...
Without a doubt. I think that the Spanish industry has understood that it is necessary to invest and develop new technologies. However, each country has an address, a specialization.
In Portugal, do they concentrate on two geographical areas where is located the moldista sector?
No, where it is necessary. There are industry in all Portugal, and we cover throughout the country. Obviously there are nuclei where mechanical engineering or the car have a greater presence, but we do not focus on specific areas.
Renishaw has always organized days of open doors and "show rooms", they will keep this policy?
Yes, maintain a calendar for our clients is fundamental. We'll take them out with companies that have affinity with us to take advantage of the synergies of the two, machine tool and machine tool accessories.
Have they defined the programme of assistance to fairs in 2005?
We will participate in the fair Control (Germany) in April and will attend Maquitec in October. We also shuffled the possibility to attend other events although we have not yet taken any decision in this regard.
What template is Renishaw Iberian?
The staffing establishment of the subsidiary is formed by seven people who work in the facilities of Pallejà (Barcelona), one covering the area of the Basque country, and a person in Portugal.
In fact, one of the aspects that characterize the philosophy of Renishaw is always enhancing its business before increasing the staffing table. The latter, for the time being, does not enter our plans. However, we will take the decision according to the market, to behave before the end of our financial year which ends in June 2005.
How was your previous tax year?
It has remained the same as the previous. Currently, we are at a right level but he is expected to increase 10 percent over the last year. In addition, taking into account the changes which took the company last year, the results must be improved.
Does what growth forecasts the company?
Renishaw asks us to an average of 13 to 15 percent. It is the ideal, but he is not always achieved.
Does it intend to carry out any change in that management is concerned?
I believe that not us we have directed enough to the end customer. Always have lead us manufacturers of machine tools and the segment metering, which without doubt are fundamental. But we think that we need to move more towards the end customer.
In addition, we intend to promote some products making them available to the market. In the case of the encóders, we can say that until six months ago only they sold few clients in Spain. Now, we are trying to, and sometimes successfully, to get other clients. Probably because the encoder as a product is a product of manufacturer, not end users.
What are the main areas of business of Renishaw Iberian?
Our main areas of activity are automotive, aerospace and construction of moulds and dies.
It seems that in Catalonia aerospace begins potenciarse…
Yes, at last. In fact, we have already found some industrialists who are already investing in machine tools to work more for this sector. Precisely, in the last two or three months we found at least ten companies that are changing or expanding your customer base with enterprises of the aeronautical sector.
This sector is essential for us because you have to take into account that they need a higher quality, which can be achieved with a type of product like ours.
What product ranges sold Renishaw? They affect on any range in the short term?
Product ranges are seven: probes for MMC, probes for machine tools with CNC, calibration systems, encóders, systems of copying and scanning, spectroscopy, probes and special products.
The ranges to the measurement and the tool are very important for us. However, the calibration and encóders products are recording an increase in demand.
With regard to the product of scanning years ago it was very strong in Spain, but by the fact that the seamstresses have decreased investment and production, this product has been affected. It's a mature product that is maintained with other technologies that are emerging. Although the technology has been which so far has allowed to achieve the best accuracy of the market.
We leverage the encóders because we believe that its use in the next two years will extend in Spain.
What they provide the encóders?
Renishaw encóders are a product that represents the philosophy of the company, is of high quality and allows to achieve high levels of precision.
In addition, our encóders have features unique in the market and at very attractive prices.
Do they enhance a ranges over others, also aim to open up new markets??
For now let's concentrate on the existing market. We also leverage the customer service. To the supplier-customer loyalty, we have to develop this way.
Where lies the success of Renishaw?
We we rely on developing new products, new technologies, develop very good products and offer very good results.
Investment in research and development is very high, more than 15 per cent of the total sales. For an engineering company is a very high value.
Since the beginning of our activity we have increased our staff up to 1,800 employees distributed over 25 countries around the world. Development in research is needed but also to maintain a highly qualified staff to develop a quality product.
The philosophy of Renishaw is based on innovation, growth based on investment in research and development and a global network of companies to provide any assistance to the client.
They maintain a policy of training the client?
Yes. At all levels. At the end user we give courses with the information they need. For digitized we deliver courses of two or three days for the full range of products, we have specialized engineers that provide courses of calibration... A person specified for each product range.
How is the market of measuring in Spain?
I can not determine what state is in Spain. The truth is that we we found a very particular situation. We have few customers measuring machine, only one is Spanish, and it is finding great success abroad.
Is India an emerging country as far as industry is concerned.? You as expert in the country, what does in this respect?
In my India opinion in the long term it will surpass China. If we compare India and China, India is more democratic, English is spoken, the population of working age is higher, there are more women, which will have its demographic impact on the next generations. But it is that in addition, in India it works on the individuality, investing independently, they are organized. Also, in this emerging country highlights the technology industries.
You think open new branches in another country?
Yes. Mexico has a relevant industrial importance, and I think that in the medium term we implement a subsidiary in Mexico and another in Turkey, where there is a level of important industry. Israel is also a small country but with a very active industry.
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