Selling PFIFFNER in Mexico. Genaro Pérez

Transcription

1 Selling PFIFFNER in Mexico. Genaro Pérez

2 Contents Country & Market Overview México. PFIFFNER Value proposition. Requirements for success Conclusions. / page 2 /

3 Contents Country & Market Overview México. PFIFFNER Value proposition. Requirements for success Conclusions. / page 3 /

4 Country Overview 13 th largest economy in the world. The Mexican economy has been hit by falling oil prices, weak global trade, and a resulting fall in industrial production. Uncertainty over the impact on Mexico of Key data 2016 Population (m) GDP (US$ bn) 1,045 Real GDP growth (%) Average Real domestic demand growth (%) Avg Inflation (%) Avg Trump s trade policies. Mexico s energy reform is part of a larger set of structural reforms (financial, telecommunications and education sectors) (c) The Economist Intelligence Unit / page 4 /

5 Mexico s New Energy Industry Energy reform from 2013 is currently being implemented. Transformation of the oil company Pemex and the electricity producer CFE from state owned companies with old monopoles. Opening for private companies investment in O&G and Electricity / page 5 /

6 MX Market (Instrument Transformers) Market size estimated at annual MUSD HV instrument transformers are oil-impregnated paper (OIP) from 123 kv up to 420 kv. Tendency to use of Capacitive Voltage Transformers (CVT s) instead of Inductive VT s. Competitors Arteche (local factory), ABB, Siemens and GE Nor Combined Units, neither SF6 or silicon insulators are required. Several GIS installations, but still AIS is dominant (installed base). Optical Instrument Transformers 1 or 2 pilot projects started by customers. / page 6 /

7 Contents Country & Market Overview México. PFIFFNER Value proposition. Requirements for success Conclusions. / page 7 /

8 Our value proposition: Strengths Partnership with customers and suppliers; including a very solid and experienced representative network to boost our market penetration. Swiss quality brand and reputation of Pfiffner. Relatively small and agile company customer oriented. Robust and very complete Product Portfolio for IT s solutions Package solutions with bus bars systems/bushings, disconnectors and optional with 3 rd companies such as surge arrestors and capacitor banks. / page 8 /

9 Our value proposition: The challenges High cost products not foreseen for low prices competition / price wars. Missing Power VT (>150 KVA) and IVT in 420 kv Missing MV for outdoor use. Package solutions with Circuit Breakers Lower entry to the market barriers are attractive for other competitors / page 9 /

10 Contents Country & Market Overview México. PFIFFNER Value proposition. Requirements for success Conclusions. / page 10 /

11 Key success factors Packaging offers of HV products (IT + Busbars + DS + SA) is a plus. Best product / factory mix (PCH, PDE, PTR, PBR, MGC, AET, Systems) Invest in a stock of standard units. Act locally in a global market. / page 11 /

12 Key success factors Hidroeléctrica El Cobano Guatemala EJGF245, Combined measurement in 245 kv, SF6 gas insulation, Germany / page 12 /

13 Key success factors Stock Units in SEPSA Mexico Investment of permanent stock of CT/VT units in Mexico. (18 to 30 Units) Opportunity for emergencies, short delivery times or regular consumption. / page 13 /

14 Key success factors ETESA Panamá Explosion of CT s on March 17th leads to majour black out in Panamá City and Colón PFIFFNER delivers 15 Units JOF123 mid-april, installed on May 4th / page 14 /

15 Key success factors Packaging offers of HV products (IT + Busbars + DS + SA) is a plus. Same type of customers Offer a competitive package Invest in a stock of standard units. Best product / factory mix (PCH, PDE, PTR, PBR, MGC, AET, Systems) Act locally in a global market: Customer approach for projects detection (before even published), follow-up and negotiations. Local transport (DAP/DDP) Service, logistics Homologations & certification of products with relevant customers. Spec. in of relevant characteristics must be done. Training, supervision, test on site / page 15 /

16 Contents Country & Market Overview México. PFIFFNER Value proposition. Requirements for success Conclusions. / page 16 /

17 Conclusion To differentiate your offering, become the differentiator. That's the biggest reality in today's market. Your products, services or solution are secondary to your knowledge, expertise and the difference you make for your customers. / page 17 /