Sunday, December 31, 2006
Jc Penney Beauty Salon Price List
Unlike futurists, adivinhólogos and voodoo, just use astrology, ancient science, to make predictions. As everyone knows, but it gives us only the trends universal, so please predictions with at least 90% certainty, not to cause panic in society.
Deaths and births:
-Margaret Thatcher will die, will die
INRI Christ
-Popo will die will die
-Tony Tornado
-be born striker cup, 2026-
Nascerá a future prime minister of Brazil
-Born from a future president Russia
-Mstislav Rostropovich will die will die
-Jane Fonda-
be born a boy Cyclops
Woes:
-tsunami will devastate the absurd
Crimean-plane will fall on the eastern coast of Africa
-Burning in Portugal
-Tropical Storm freighter ran aground in the Panama Canal
-Large blocks of ice will loosen up the polar ice caps
New mutation far more deadly avian influenza virus
-Series of earthquakes panic him
Japan-focused Strange radiation-Sea in California
cause problems raging in Holland
-Tectonic plates move will unpredictably
-Blizzards paralyze the United States
-Changes in ocean currents
-volcano will erupt in South America
-Wave Heat the Mediterranean
Areas of contamination of mysterious disease will be found both in Australia and Africa
Terrorism
-There will be some in Brazil ixprosão
Sports
-Brazil fail in organizing the Pan American Games
-Brazil won the Copa America and will be able to classify the Olympics
-Time Brazilian reach the Libertadores Cup final but lost
-Roger Federer will break his foot
-Changes between heavyweight champions
World
-Pope harshly criticize those who do not believe in parthenogenesis of Jesus, causing huge controversy
-George Bush cry in public
reiterate its policy-Iranian atomic
-Computer viruses make it difficult operations in exchanges around the world
-Romanian receive the first transplant of stem-
world crisis in Iraq will continue
-sardine consumption in Brazil will increase
-Desertification smash records Celebrities
-Silvio Santos will be affected by strong caganeiras
-Specular will Angelina Jolie and Brad Pitt adopted a Brazilian slum-
Ronaldinho reengordará
Local
Noise3D indie-club will be destroyed by fire
-Study show that tourists get here when melanomas
Band-revolutionize-rockbr
Repression student march will leave one dead and several injured
Sunday, June 4, 2006
How Does Candida Affect Baby
73% of domestic workers in Brazil are informal
Research shows that household are less protected by Social Security.
this Thursday (27), we celebrate the National Day of Domestic Employees. According to National Survey by Household Sampling (PNAD/2004), there are 6.4 million household across the country. Ninety percent of these workers are women and only 27.1% have a formal contract. Research shows that professional category is excluded from most welfare rights in Brazil.
The maids who are formally contribute to Social Security between 7.65% to 11%, while employers pay a monthly 12% of the salary base these employees, rate lower than that of other employers, which is 20%.
In Alagoas, 2,236 domestic enroll annually in the register of the INSS. In March, the INSS registered the payment of 9501 contribution to household employees.
Social Security provides for these workers the right to disability retirement, by age and length of contribution, the sickness and maternity benefits. The dependents can receive pension and death allowance imprisonment in case of arrest.
To encourage the formalization of these professionals, the federal government issued Provisional Measure 284, of March 6, 2006, which allows employers to deduct from income tax in 2007, year 2006, up to R $ 378.00 12% of the contribution paid into Social Security on wages of a domestic worker.
For the registration of the INSS, you must have signed the Professional Card, Identity and CPF. Registration can be accomplished by the site www.previdencia.gov.br at PREVFone (0800780191) or through the Social Security offices. The accelerated
Research shows that household are less protected by Social Security.
this Thursday (27), we celebrate the National Day of Domestic Employees. According to National Survey by Household Sampling (PNAD/2004), there are 6.4 million household across the country. Ninety percent of these workers are women and only 27.1% have a formal contract. Research shows that professional category is excluded from most welfare rights in Brazil.
The maids who are formally contribute to Social Security between 7.65% to 11%, while employers pay a monthly 12% of the salary base these employees, rate lower than that of other employers, which is 20%.
In Alagoas, 2,236 domestic enroll annually in the register of the INSS. In March, the INSS registered the payment of 9501 contribution to household employees.
Social Security provides for these workers the right to disability retirement, by age and length of contribution, the sickness and maternity benefits. The dependents can receive pension and death allowance imprisonment in case of arrest.
To encourage the formalization of these professionals, the federal government issued Provisional Measure 284, of March 6, 2006, which allows employers to deduct from income tax in 2007, year 2006, up to R $ 378.00 12% of the contribution paid into Social Security on wages of a domestic worker.
For the registration of the INSS, you must have signed the Professional Card, Identity and CPF. Registration can be accomplished by the site www.previdencia.gov.br at PREVFone (0800780191) or through the Social Security offices. The accelerated
Shipping A Bed Across Country
A torment: 300 laws changed daily in the country
everyday accountant, concerned with the salaries of tax deadlines, delivery of ancillary obligations, declaration of income tax, among other tasks, it is a challenge to the professionals - after all, their time could be well managed to deliver new services to customers.
The chaotic Brazilian legislation, especially tax, is a torment for the class. According to Thomson IOB, specializing in tax information and tax (www.iob.com.br) are about 300 laws changed daily in the country
Faced with this barrage of laws, provisional measures, decrees and amendments, companies consulting help accountants, advising on all changes daily. "What once took about a week - to receive updates through printed newsletters, for example - is now available the same day on the Internet, "the director of Tax Information and Legal FISCOSoft (www.fiscosoft.com.br) Paschoal Naddeo.
He said the cost / benefit of such service is beneficial: "In practice, the counter gets agility and no need to book a space in your office to store all the legislation, since everything can be found on line. "
Army legal
To keep up with constant changes, the IOB has about 300 professionals, including lawyers, accountants, economists and journalists. "The main difficulty of accounting is to monitor and quickly compile the tangle of rules. He needs much objectivity to know what is in effect at that minute that certain information is being provided to the Treasury because it can be changed quickly, "remind the coordinator of corporate marketing, Alik Votisch, and advisor to the Income Tax accounting and corporate law of the IOB, Rogerio Ramos.
According to professionals, currently accounting alone can not keep up with rapid changes in the legislation: "This would be expensive and unproductive. We must recruit people to focus on monitoring, selection and understanding of legislative changes. "
Another company focused on updating the accounting officer is Informare (www.informanet.com.br), which serves around 160 000 consultations per month. The bulletins and updates are also discussed by experts, for the easy understanding of the rules, often overly technical. "We interpret a language close to our daily lives," says the company's commercial director, José Augusto Dresch. Tech Support
Another ally of the accountant in streamlining your routine is the advancement of technology in business management. Software increasingly modern cause a revolution in accounting offices. The promise of specialists in software for the accounting profession is to end or reduce the movement of roles within and across enterprises.
Contmatic The Phoenix (www.contmatic.com.br), which specializes in accounting and administrative software, recently launched Phoenix Remote program that allows electronic transfer of files through an administrative system integration, whose documents are available both for business and for the accountant.
"Both exchange information and add data to files with formatting final set," says the CEO of Contmatic Sergio Content. He said today is impossible without working with accounting information: "I think the challenge for any company is developing software with many functions, but easy to handle."
integration and mobility
The Office2 developed by Prosoft Technology (www.prosoft.com.br), also allows online access to the client any document that is stored in the accounting office. According to the company's chief executive, Carlos Meni, this is a different type of service that the accountant can offer the market: "More and more people will want this convenience, either because of lower costs with processing of papers, when receiving information quickly and safely. Able to work anywhere and anytime is a market trend. "
Beyond remote access, companies are also developing computerized systems to manage the routine quickly for firms in fiscal, financial and human resources.
everyday accountant, concerned with the salaries of tax deadlines, delivery of ancillary obligations, declaration of income tax, among other tasks, it is a challenge to the professionals - after all, their time could be well managed to deliver new services to customers.
The chaotic Brazilian legislation, especially tax, is a torment for the class. According to Thomson IOB, specializing in tax information and tax (www.iob.com.br) are about 300 laws changed daily in the country
Faced with this barrage of laws, provisional measures, decrees and amendments, companies consulting help accountants, advising on all changes daily. "What once took about a week - to receive updates through printed newsletters, for example - is now available the same day on the Internet, "the director of Tax Information and Legal FISCOSoft (www.fiscosoft.com.br) Paschoal Naddeo.
He said the cost / benefit of such service is beneficial: "In practice, the counter gets agility and no need to book a space in your office to store all the legislation, since everything can be found on line. "
Army legal
To keep up with constant changes, the IOB has about 300 professionals, including lawyers, accountants, economists and journalists. "The main difficulty of accounting is to monitor and quickly compile the tangle of rules. He needs much objectivity to know what is in effect at that minute that certain information is being provided to the Treasury because it can be changed quickly, "remind the coordinator of corporate marketing, Alik Votisch, and advisor to the Income Tax accounting and corporate law of the IOB, Rogerio Ramos.
According to professionals, currently accounting alone can not keep up with rapid changes in the legislation: "This would be expensive and unproductive. We must recruit people to focus on monitoring, selection and understanding of legislative changes. "
Another company focused on updating the accounting officer is Informare (www.informanet.com.br), which serves around 160 000 consultations per month. The bulletins and updates are also discussed by experts, for the easy understanding of the rules, often overly technical. "We interpret a language close to our daily lives," says the company's commercial director, José Augusto Dresch. Tech Support
Another ally of the accountant in streamlining your routine is the advancement of technology in business management. Software increasingly modern cause a revolution in accounting offices. The promise of specialists in software for the accounting profession is to end or reduce the movement of roles within and across enterprises.
Contmatic The Phoenix (www.contmatic.com.br), which specializes in accounting and administrative software, recently launched Phoenix Remote program that allows electronic transfer of files through an administrative system integration, whose documents are available both for business and for the accountant.
"Both exchange information and add data to files with formatting final set," says the CEO of Contmatic Sergio Content. He said today is impossible without working with accounting information: "I think the challenge for any company is developing software with many functions, but easy to handle."
integration and mobility
The Office2 developed by Prosoft Technology (www.prosoft.com.br), also allows online access to the client any document that is stored in the accounting office. According to the company's chief executive, Carlos Meni, this is a different type of service that the accountant can offer the market: "More and more people will want this convenience, either because of lower costs with processing of papers, when receiving information quickly and safely. Able to work anywhere and anytime is a market trend. "
Beyond remote access, companies are also developing computerized systems to manage the routine quickly for firms in fiscal, financial and human resources.
Capricorn Compatibility
Advances tributaries
A new simplified system of rates that will affect the payment of taxes of 98% of companies in the country is about to be passed by Congress. The goal is for this project, which promotes micro and small enterprises, to take effect in early 2007. The new system, dubbed Super Simples Nacional, comes as the single full ten years without ever having gone through updates.
"The current design changes quite simple. The tracks are the same, but the rates are lower as well as encompassing the Tax on Circulation of Goods and Services (ICMS), state, and Service Tax (ISS ), municipal, "says consultant of the Unit for Public Policy at the Sebrae, André Spinola.
For now, it is a substitute amendment to the Draft Supplementary Law No. 123 - the new statute's National Micro and Small Enterprise Size - awaiting vote in the House. "The project is top priority. We're just waiting for the release of the agenda in the House. This can occur in up to two weeks. So, the vote is started after the House and Senate. The goal is to approve it before the election period to enter into force in January 2007, "says the congressman from the PSDB, Luiz Carlos Hauly, rapporteur of the project.
Remember, the bill also takes suggestions, called "amendments to the plenary," while awaiting the start of voting. Therefore, some rules can be changed until the final publication. An important novelty
Super Simple is provided for allowing the company to gather monthly in a single document, eight different taxes: Income Tax, PIS, COFINS, IPI, social contribution, on Social Security payroll, ICMS and ISS. In the current single, are not included in the ICMS, ISS and fees.
To get an idea, simple in force, the rate has a variation under the VAT regime for micro, different in each of the 26 states of the country. In Super Simples Nacional, the tax rate would be the same for everyone.
In the simplified scheme in place, the tax rate on gross revenue can vary from 3% to 18.9%. There is still the ISS or the GST paid by the company in different regions of Brazil, which must be added to the percentage.
In Super Simple, what else should ease the life of these companies is the possibility of reducing the tax to be paid, including GST, and already the ISS, said Spinola.
By joining the Super Simple, companies in the industrial sector will have to calculate the percentage of gross revenue and add another 0.5% with respect to the IPI. In the service sector (which is already part of the current single), there is a 50% increase in the rate calculated on gross income. In short, the maximum tax rate for providers that are already on the Simple and migrate to the Super Simple would be 17.42%. In percentage was included all taxation on payroll for the INSS.
As happens today, most of the activities of the sector of services - especially services regulated by law as a doctor, dentists, engineers, journalists, among others - remains prohibited to join the Super Simple, according to the bill.
Other categories of service providers, once excluded the simplified system, may join the Super Simple. The first group is composed of management and leasing properties, production of film and theater arts, academy of dance, capoeira, yoga and martial arts; physical activities and sports, decorating and landscaping, provision of computer services, office accounting services, security, cleaning and conservation.
This first group of service providers that adhere to the Super Single will make two types of calculations in time to collect taxes. An account is made on the average gross income over the past 12 months. The rate can vary from 5.13% to 18.24%.
The other account to be made by the first group that will debut at the Super Simple is based on payroll. The figures will go to Welfare. Currently, the rate on the Social Security payroll is 26%. In Super Simple, would drop to 20%. It was found to form this new group would not cause impact on the value received by Social Security, because the number of employees in this group is generally higher.
There is a second group of providers of services, excluded from the current single, which will also join the Super Simple in 2007. This is the segment of construction, operators of passenger transport alternative, art schools, language, technical and managerial courses.
Only this second group of providers is a novelty. A company with fewer employees will pay higher tax rate. Who has the most contract employees, will pay less.
That is, if the service provider has more than 40% of revenue spent on salaries and payroll taxes, have lower rates, which vary from 4.5% to 16.85% of the average gross revenue for the last 12 months, has included the ISS. Remember that besides the percentage of revenue, will have to collect 20% of the payroll to the Social Security system in the Super Simple.
In general these two groups of companies collect the tax regime or the deemed income and taxable income, from January, will attend the unique system of aliquots of the Super Simple. According to the consultant
Sebrae, André Spinola, data from the Ministry of Finance and Welfare show that in 1998, almost one year after the single entered into force, the income declared in the country increased by 124% and formal employment, 70%. "With the Super Simple gain from the collection may be more," says Spinola
Second, a study by the Getulio Vargas Foundation (FGV) in Rio de Janeiro, six months ago, projected revenue gain of $ 10 billion to be divided into three levels: federal, state and municipal levels, with the entry of the Super Simple. Since the IRS no longer receive $ 6 billion. The projection takes into account an optimistic scenario, growth economical.
Currently, the accounting firms calculate the profit tax payment by the actual or deemed income. From 2007, with the approval of the law, may opt for the first time, the simplified system of tax rates, the Super Simple.
The president of the National Federation of Enterprise Financial Services (Fenacom), Carlos José de Castro Lima, and has done some accounts, he said, the accounting firms pay on average 11.33% of taxes (IR, social contribution, PIS and Cofins) deemed income. Moreover, there is a municipal tax which, according to the city, ranges from 2% to 5%. In Super Simple, the tax rate, Based on the average of gross revenue over the past 12 months may vary from 5.13% to 18.24%, already including the ISS.
"The difference in values of the simplified tax system for what we pay today may be small in some cases. The Super Simple facility is to allow direct calculation of tax revenue, without separating profits, expenses and other items. It made a single payment, "says Castro.
The president of the National Confederation of Industry (CNI), Armando Monteiro Neto, explains that the studies prepared by the CNI, the rates provided for micro and small industries could be lower. However, after exhaustive meetings, the IRS has accepted the percentages set forth in the current project.
"It is not the bill perfect, but represents a major advance. Under the new rules of the project there will be the impact of taxes on exports of small and micro enterprises," said Monteiro Neto. Another advantage brought by the bill, which awaits House vote, is the preferred limit of $ 80,000 for micro and small enterprises in public procurement, says.
Super Simple is not only to unify tax rates at the federal, state and municipal levels, but will also define the concept of micro and small company. Today, there are different criteria for defining the market. For Banco Nacional de Desenvolvimento Economico e Social (BNDES), for example, micro-enterprise is one with revenues of $ 1.2 million per year, while the small one that is making up to $ 10.5 million.
According to the status of micro and small enterprises, a turnover of up to £ 433 000 is the micro, and small, up to $ 2.13 million. Moreover, several states and municipalities have their own concepts, which causes even greater confusion. In Amapá, for example, for the micro enterprise has to earn up to $ 48,000. From £ 96 000, is already considered small. In Bahia, the company which earns up to $ 360 000 is classified as micro, while revenue limit for the small businesses is $ 2.4 million.
With Super Simple, limits of $ 240,000 for microenterprise and £ 2.4 million for small e would be respected by the federal government, states and municipalities. But there were complaints and it was determined, for example, that states (and their respective municipalities) with participation up to 1% of GDP may adopt the limit of $ 1.2 million. Those states with participation up to 5% of GDP comply with the limit of $ 1.8 million. And, finally, respective states and cities with over 5% share of GDP will be the limit of $ 2.4 million for small businesses.
A new simplified system of rates that will affect the payment of taxes of 98% of companies in the country is about to be passed by Congress. The goal is for this project, which promotes micro and small enterprises, to take effect in early 2007. The new system, dubbed Super Simples Nacional, comes as the single full ten years without ever having gone through updates.
"The current design changes quite simple. The tracks are the same, but the rates are lower as well as encompassing the Tax on Circulation of Goods and Services (ICMS), state, and Service Tax (ISS ), municipal, "says consultant of the Unit for Public Policy at the Sebrae, André Spinola.
For now, it is a substitute amendment to the Draft Supplementary Law No. 123 - the new statute's National Micro and Small Enterprise Size - awaiting vote in the House. "The project is top priority. We're just waiting for the release of the agenda in the House. This can occur in up to two weeks. So, the vote is started after the House and Senate. The goal is to approve it before the election period to enter into force in January 2007, "says the congressman from the PSDB, Luiz Carlos Hauly, rapporteur of the project.
Remember, the bill also takes suggestions, called "amendments to the plenary," while awaiting the start of voting. Therefore, some rules can be changed until the final publication. An important novelty
Super Simple is provided for allowing the company to gather monthly in a single document, eight different taxes: Income Tax, PIS, COFINS, IPI, social contribution, on Social Security payroll, ICMS and ISS. In the current single, are not included in the ICMS, ISS and fees.
To get an idea, simple in force, the rate has a variation under the VAT regime for micro, different in each of the 26 states of the country. In Super Simples Nacional, the tax rate would be the same for everyone.
In the simplified scheme in place, the tax rate on gross revenue can vary from 3% to 18.9%. There is still the ISS or the GST paid by the company in different regions of Brazil, which must be added to the percentage.
In Super Simple, what else should ease the life of these companies is the possibility of reducing the tax to be paid, including GST, and already the ISS, said Spinola.
By joining the Super Simple, companies in the industrial sector will have to calculate the percentage of gross revenue and add another 0.5% with respect to the IPI. In the service sector (which is already part of the current single), there is a 50% increase in the rate calculated on gross income. In short, the maximum tax rate for providers that are already on the Simple and migrate to the Super Simple would be 17.42%. In percentage was included all taxation on payroll for the INSS.
As happens today, most of the activities of the sector of services - especially services regulated by law as a doctor, dentists, engineers, journalists, among others - remains prohibited to join the Super Simple, according to the bill.
Other categories of service providers, once excluded the simplified system, may join the Super Simple. The first group is composed of management and leasing properties, production of film and theater arts, academy of dance, capoeira, yoga and martial arts; physical activities and sports, decorating and landscaping, provision of computer services, office accounting services, security, cleaning and conservation.
This first group of service providers that adhere to the Super Single will make two types of calculations in time to collect taxes. An account is made on the average gross income over the past 12 months. The rate can vary from 5.13% to 18.24%.
The other account to be made by the first group that will debut at the Super Simple is based on payroll. The figures will go to Welfare. Currently, the rate on the Social Security payroll is 26%. In Super Simple, would drop to 20%. It was found to form this new group would not cause impact on the value received by Social Security, because the number of employees in this group is generally higher.
There is a second group of providers of services, excluded from the current single, which will also join the Super Simple in 2007. This is the segment of construction, operators of passenger transport alternative, art schools, language, technical and managerial courses.
Only this second group of providers is a novelty. A company with fewer employees will pay higher tax rate. Who has the most contract employees, will pay less.
That is, if the service provider has more than 40% of revenue spent on salaries and payroll taxes, have lower rates, which vary from 4.5% to 16.85% of the average gross revenue for the last 12 months, has included the ISS. Remember that besides the percentage of revenue, will have to collect 20% of the payroll to the Social Security system in the Super Simple.
In general these two groups of companies collect the tax regime or the deemed income and taxable income, from January, will attend the unique system of aliquots of the Super Simple. According to the consultant
Sebrae, André Spinola, data from the Ministry of Finance and Welfare show that in 1998, almost one year after the single entered into force, the income declared in the country increased by 124% and formal employment, 70%. "With the Super Simple gain from the collection may be more," says Spinola
Second, a study by the Getulio Vargas Foundation (FGV) in Rio de Janeiro, six months ago, projected revenue gain of $ 10 billion to be divided into three levels: federal, state and municipal levels, with the entry of the Super Simple. Since the IRS no longer receive $ 6 billion. The projection takes into account an optimistic scenario, growth economical.
Currently, the accounting firms calculate the profit tax payment by the actual or deemed income. From 2007, with the approval of the law, may opt for the first time, the simplified system of tax rates, the Super Simple.
The president of the National Federation of Enterprise Financial Services (Fenacom), Carlos José de Castro Lima, and has done some accounts, he said, the accounting firms pay on average 11.33% of taxes (IR, social contribution, PIS and Cofins) deemed income. Moreover, there is a municipal tax which, according to the city, ranges from 2% to 5%. In Super Simple, the tax rate, Based on the average of gross revenue over the past 12 months may vary from 5.13% to 18.24%, already including the ISS.
"The difference in values of the simplified tax system for what we pay today may be small in some cases. The Super Simple facility is to allow direct calculation of tax revenue, without separating profits, expenses and other items. It made a single payment, "says Castro.
The president of the National Confederation of Industry (CNI), Armando Monteiro Neto, explains that the studies prepared by the CNI, the rates provided for micro and small industries could be lower. However, after exhaustive meetings, the IRS has accepted the percentages set forth in the current project.
"It is not the bill perfect, but represents a major advance. Under the new rules of the project there will be the impact of taxes on exports of small and micro enterprises," said Monteiro Neto. Another advantage brought by the bill, which awaits House vote, is the preferred limit of $ 80,000 for micro and small enterprises in public procurement, says.
Super Simple is not only to unify tax rates at the federal, state and municipal levels, but will also define the concept of micro and small company. Today, there are different criteria for defining the market. For Banco Nacional de Desenvolvimento Economico e Social (BNDES), for example, micro-enterprise is one with revenues of $ 1.2 million per year, while the small one that is making up to $ 10.5 million.
According to the status of micro and small enterprises, a turnover of up to £ 433 000 is the micro, and small, up to $ 2.13 million. Moreover, several states and municipalities have their own concepts, which causes even greater confusion. In Amapá, for example, for the micro enterprise has to earn up to $ 48,000. From £ 96 000, is already considered small. In Bahia, the company which earns up to $ 360 000 is classified as micro, while revenue limit for the small businesses is $ 2.4 million.
With Super Simple, limits of $ 240,000 for microenterprise and £ 2.4 million for small e would be respected by the federal government, states and municipalities. But there were complaints and it was determined, for example, that states (and their respective municipalities) with participation up to 1% of GDP may adopt the limit of $ 1.2 million. Those states with participation up to 5% of GDP comply with the limit of $ 1.8 million. And, finally, respective states and cities with over 5% share of GDP will be the limit of $ 2.4 million for small businesses.
Windows Replacement For Camper Shell
Learn what changes in fare collection telephony
Many consumers are still 'in the dark' when it comes to changing the criterion for recovery of charges for fixed telephony - which will be made in minutes instead of pulses. The change should occur by the end of the year as expectations of the National Telecommunications Agency (Anatel).
is important that consumers know that will be available on the market at least two types of plan, dubbed the base and alternate bid which will be mandatory for all operators. Besides these two options, each company can create other types of plan that meet different consumer profiles of its customers. These plans will undergo review the FCC prior to marketing.
Up for he was not aware of how much you spend per month on local calls in minutes - that information will be available when the new form of recovery come into force through the details of the account - the user's telephony should not precipitate. Many operators are already looking for its customers and offering plans in minutes. "Consumers are still" blind and do not know today how much they spend on the minutes to see if the plan offered is really worthwhile or not, "said Maria Inês Dolci, legal coordinator of the Brazilian Association of Consumer Protection - Pro Test." If the call operator offering a plan, I recommend that you ask the user to the company information of how many minutes he has spent per month over the past three months to have a basis for comparison, "said Maria Ines.
" Users should be aware of the contracts, because the carriers are free to set way of levying rates on other plans that offer, besides the basic plans and alternative, "says the lawyer Daniela Trettel, the Brazilian Institute of Consumer Defense (Idec).
For now, if the company is offering the plan does not provide the amount of minutes spent now by the user, the recommendation is expected that the new rules take effect. Until that changes occur effectively, consumers should monitor their consumption profile and, as experts suggest, check which of two alternatives for mandatory minimum (basic plan and alternative plan) he would fit at first.
BASIC OR ALTERNATIVE
The alternative plan was developed recently and is still under public consultation, the period of closure is scheduled for 18 days. This
option was presented as an alternative by the FCC, in addition to the basic plan, to serve users who spend more time on the phone and using dialup internet. Users with this profile would be unprofitable to choose the basic plan, suitable for those who characteristically use the phone for a short time - the basics is recommended for those who usually make short connections, lasting up to three minutes - according to Anatel.
The main differences between a plan and others is the minute value, the form of collection and franchising. In the basic plan, the FCC found that the pulse will be equivalent to 1.7 minutes, while the alternative plan the pulse correspond to four minutes - that is, the minutes will come out cheaper in the background.
In normal times, the user will pay for the basic plan, each route, with the minimum paid for 30 seconds (even if you speak of that time, pay the equivalent of half a minute). After 30 seconds, the value of one tenth of a minute will be billed every six seconds. In
alternative plan, the difference is the recovery rate of completion at the beginning of the phone call (equivalent to the amount charged by four minutes). The charge for usage time will be done as in the basic plan (value of one tenth of minutes billed every six seconds). There are also differences in the franchise (see table above). The deductible is the amount of minutes obtained by paying a monthly subscription.
entities still have doubts
Organs of consumer protection as the Pro Test Idec and asked the FCC access to study for the completion of the conversion from pulses to minutes. "We do not know how the agency arrived at the values that are charged for each minute or how come the number of how many minutes are worth the wrist," says Maria Inês Dolci, from Pro Test.
Among the data that the agency disseminates on the study, the information is that 85% the 200 million calls were monitored less than four minutes. Consumers will have the opportunity to take your questions on the subject. During this month, the FCC held a public hearing on the alternative plan - public consultation No. 691 - Sao Paulo, on June 11, Rio de Janeiro, 9 days, and in Brasilia, June 16th. In Sao Paulo, the event is at Avenida Prestes Maia, 733.
More information can be found at www.anatel.gov.br. Questions such as Jefferson Santiago are common. "There are differences between plans for individuals and corporations? Is difficult to calculate changes in spending are not yet know how many minutes we are using the phone, "he says.
Many consumers are still 'in the dark' when it comes to changing the criterion for recovery of charges for fixed telephony - which will be made in minutes instead of pulses. The change should occur by the end of the year as expectations of the National Telecommunications Agency (Anatel).
is important that consumers know that will be available on the market at least two types of plan, dubbed the base and alternate bid which will be mandatory for all operators. Besides these two options, each company can create other types of plan that meet different consumer profiles of its customers. These plans will undergo review the FCC prior to marketing.
Up for he was not aware of how much you spend per month on local calls in minutes - that information will be available when the new form of recovery come into force through the details of the account - the user's telephony should not precipitate. Many operators are already looking for its customers and offering plans in minutes. "Consumers are still" blind and do not know today how much they spend on the minutes to see if the plan offered is really worthwhile or not, "said Maria Inês Dolci, legal coordinator of the Brazilian Association of Consumer Protection - Pro Test." If the call operator offering a plan, I recommend that you ask the user to the company information of how many minutes he has spent per month over the past three months to have a basis for comparison, "said Maria Ines.
" Users should be aware of the contracts, because the carriers are free to set way of levying rates on other plans that offer, besides the basic plans and alternative, "says the lawyer Daniela Trettel, the Brazilian Institute of Consumer Defense (Idec).
For now, if the company is offering the plan does not provide the amount of minutes spent now by the user, the recommendation is expected that the new rules take effect. Until that changes occur effectively, consumers should monitor their consumption profile and, as experts suggest, check which of two alternatives for mandatory minimum (basic plan and alternative plan) he would fit at first.
BASIC OR ALTERNATIVE
The alternative plan was developed recently and is still under public consultation, the period of closure is scheduled for 18 days. This
option was presented as an alternative by the FCC, in addition to the basic plan, to serve users who spend more time on the phone and using dialup internet. Users with this profile would be unprofitable to choose the basic plan, suitable for those who characteristically use the phone for a short time - the basics is recommended for those who usually make short connections, lasting up to three minutes - according to Anatel.
The main differences between a plan and others is the minute value, the form of collection and franchising. In the basic plan, the FCC found that the pulse will be equivalent to 1.7 minutes, while the alternative plan the pulse correspond to four minutes - that is, the minutes will come out cheaper in the background.
In normal times, the user will pay for the basic plan, each route, with the minimum paid for 30 seconds (even if you speak of that time, pay the equivalent of half a minute). After 30 seconds, the value of one tenth of a minute will be billed every six seconds. In
alternative plan, the difference is the recovery rate of completion at the beginning of the phone call (equivalent to the amount charged by four minutes). The charge for usage time will be done as in the basic plan (value of one tenth of minutes billed every six seconds). There are also differences in the franchise (see table above). The deductible is the amount of minutes obtained by paying a monthly subscription.
entities still have doubts
Organs of consumer protection as the Pro Test Idec and asked the FCC access to study for the completion of the conversion from pulses to minutes. "We do not know how the agency arrived at the values that are charged for each minute or how come the number of how many minutes are worth the wrist," says Maria Inês Dolci, from Pro Test.
Among the data that the agency disseminates on the study, the information is that 85% the 200 million calls were monitored less than four minutes. Consumers will have the opportunity to take your questions on the subject. During this month, the FCC held a public hearing on the alternative plan - public consultation No. 691 - Sao Paulo, on June 11, Rio de Janeiro, 9 days, and in Brasilia, June 16th. In Sao Paulo, the event is at Avenida Prestes Maia, 733.
More information can be found at www.anatel.gov.br. Questions such as Jefferson Santiago are common. "There are differences between plans for individuals and corporations? Is difficult to calculate changes in spending are not yet know how many minutes we are using the phone, "he says.
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FINANCE FOR MICRO AND SMALL "
BNDES financing for small businesses
BNDES (Banco Nacional de Desenvolvimento Economico e Social) today announced measures to simplify the funding for individuals, medium, small and micro companies. One of the measures
is the end of the requirement of consultation prior to the Automatic BNDES operations - financing of investment projects of up to $ 10 million. In other words, the banks onlending resources may approve the transaction.
"The requirement of collateral in these operations is now in charge of financial agents, and may even choose not to provide warranty of any kind in those operations," said the president of BNDES, Demian Fiocca.
From now is also the criterion of financial agents to set default interest in the automatic indirect operations and not automatic.
Moreover, Fiocca seconds, the average time for approval of the operations of Finame (purchases of machinery and equipment) and BNDES to officers has dropped significantly. He said in 2002, the average term was 25 days. Fell for nine days between January and April last year and five days in the first quarter of 2006.
"The measures contribute mainly to the facilitation of access to credit for micro, small and medium enterprises, which have major role in generating employment and income and account for about 25% of total disbursements of BNDES," said .
Disbursements from the bank for medium, small and micro enterprises totaled U.S. $ 7.781 billion Last year, 24.96% more than in 2004. With respect to individuals totaled R $ 3.880 billion, an increase of 38.9% over the same period of comparison.
Fiocca said that a study by the BNDES reveals that companies can finance the bank generate more jobs than those who did not have the support. (Source: Folha Online, 11/05/2006)
BNDES financing for small businesses
BNDES (Banco Nacional de Desenvolvimento Economico e Social) today announced measures to simplify the funding for individuals, medium, small and micro companies. One of the measures
is the end of the requirement of consultation prior to the Automatic BNDES operations - financing of investment projects of up to $ 10 million. In other words, the banks onlending resources may approve the transaction.
"The requirement of collateral in these operations is now in charge of financial agents, and may even choose not to provide warranty of any kind in those operations," said the president of BNDES, Demian Fiocca.
From now is also the criterion of financial agents to set default interest in the automatic indirect operations and not automatic.
Moreover, Fiocca seconds, the average time for approval of the operations of Finame (purchases of machinery and equipment) and BNDES to officers has dropped significantly. He said in 2002, the average term was 25 days. Fell for nine days between January and April last year and five days in the first quarter of 2006.
"The measures contribute mainly to the facilitation of access to credit for micro, small and medium enterprises, which have major role in generating employment and income and account for about 25% of total disbursements of BNDES," said .
Disbursements from the bank for medium, small and micro enterprises totaled U.S. $ 7.781 billion Last year, 24.96% more than in 2004. With respect to individuals totaled R $ 3.880 billion, an increase of 38.9% over the same period of comparison.
Fiocca said that a study by the BNDES reveals that companies can finance the bank generate more jobs than those who did not have the support. (Source: Folha Online, 11/05/2006)
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"WE MONITOR THE GOVERNMENT!"
Gastômetro: a great idea
staffed by specialists in the public budget, business and union leaders are preparing the" gastômetro. "boards are light, to be scattered in large cities, showing the second second as the government spends tax money. So if you know how much we pay per second to maintain, for example, only the retirement of three million federal workers (U.S. $ 76 billion a year).
This is an adaptation of something already known, impostômetro, in which measures how much out of our pocket per second, well-shaped plates light.
This is one of those small projects that teach, in fact, which means citizenship. Nobody can really tell if a citizen does not follow what they do with their money. Hence it tends to grow the movement called "an eye tax," which requires that any product purchased please the share going to the government - most people do not even know that there is direct tax. (Source: Folha de S. Paulo, 05/09/2006) simplifies
Gastômetro: a great idea
staffed by specialists in the public budget, business and union leaders are preparing the" gastômetro. "boards are light, to be scattered in large cities, showing the second second as the government spends tax money. So if you know how much we pay per second to maintain, for example, only the retirement of three million federal workers (U.S. $ 76 billion a year).
This is an adaptation of something already known, impostômetro, in which measures how much out of our pocket per second, well-shaped plates light.
This is one of those small projects that teach, in fact, which means citizenship. Nobody can really tell if a citizen does not follow what they do with their money. Hence it tends to grow the movement called "an eye tax," which requires that any product purchased please the share going to the government - most people do not even know that there is direct tax. (Source: Folha de S. Paulo, 05/09/2006) simplifies
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" SUPER SUPER RECIPE = POWER! "
The superpowers of Super-Revenue
The Internal Revenue Service (SRF) was established in 1968, the profitable management of the Minister Delfim Netto, absorbing huge structures and bodies broad powers : The Directorate-General of the Treasury (DGFN) and the Departments of Internal Revenue (DRI), Customs Revenue (DRA), Income Tax (DIR) and Collection. Headed by a secretary, the SRF was organized according to their activities, supervised by Coordination System (Taxation, Audit, Collection and Economic and Fiscal Information) and equipped with a private career, that of fiscal federal taxes (now Revenue Auditor Federal), which, however, was not structured hierarchically - like the career diplomatic and military - in positions of different denominations, because of the degree of responsibility and levels of complexity of their charges. Suggest (unsuccessfully) in the decade of 1980, that the tax would be career ready in positions of agent, inspector, inspector, superintendent and tax consultant. In the Attorney-General of Finance, SUCH started with the creation of the attorneys general, as the prosecutor, but then there was a setback. They will both remain in the "mass grave" of alphanumeric tables.
Over the years, it became evident that SRF had excessive amount of power. At the same time it collects the taxes and controls, monitors and punishes taxpayers, SRF prepares proposals for new tax measures and legislates through Normative. In the U.S. model of federalism in which Brazil was inspired administrative rationality prevails, there is a gap between those two costs: the development of new tax measures rests with the Office of the Assistant Secretary for Tax Policy, while the collection of taxes and monitoring of taxpayers fit the Internal Revenue Service (IRS), an independent the other, both directly subordinated to the Treasury secretary (minister). IRS charges are excluded sympathetic to the Bureau of Alcohol, Tobacco and Firearms and the United States Customs Service.
The powers of the SRF will further increase with the Over-Prescription of Brazil, as the bill that it transfers the collection of contributions and unifies oversight of all federal taxes and contributions. The transfer to the Treasury, the Social Security revenue will, however, barriers to social sectors of government and violate the letter and spirit of art. 165, § 5 of the Constitution, which prescribes a budget (and therefore revenue and expenditure) of social security separate from the fiscal budget. The merger of the careers of Revenue and Welfare, with 13 thousand employees, curb the principle of specialization (will merge as a career with the Navy Air Force, the Military Police with the Fire Department) and will generate a huge body supervision difficult. In light of the lessons of Professor Northcote Parkinson, one can conclude that the sheer size of the SRF will be at the beginning of its demise. Because of DGFN, DRI, DRA, DIR and also BNH Sunabe, IBC RFFSA Telebras, etc..
The SRF should use their superpowers to remove difficulties for the operation of the Board of Contributors, highly qualified, to which individuals and corporations since 1931, recourse against decisions in tax cases. Should accept the repeal of the requirement of filing prior to the filing of an appeal, which had been abolished in 1969 and that it violates the right to legal defense is constitutionally guaranteed. And it should make any kind of remuneration for directors.
In turn, the Minister of Finance should review the ordinance that transferred from the executive secretary to the Secretary of Revenue the powers relating to the appointment of advisers, both representatives of Finance as the taxpayers, because judges can not be designated the head of the agency whose actions are the subject of appeals. It should, instead, pay attention to the requests of taxpayers, who are led to a lack of dialogue, to defend them directly with the National Congress, as happened in the rejection of the Provisional Measure No. 252/05 ("MP the Well "), and the adoption by the Chamber of Deputies, the reopening of the deadline for compliance Refills. Finally, we should meditate on the creation of a body with superpowers, which unbalance the backbone of your home folder (which has already lost the foreign trade department and the Central Bank) and the federal government itself. (Source: O Estado de S. Paulo, 05/10/2006)
The superpowers of Super-Revenue
The Internal Revenue Service (SRF) was established in 1968, the profitable management of the Minister Delfim Netto, absorbing huge structures and bodies broad powers : The Directorate-General of the Treasury (DGFN) and the Departments of Internal Revenue (DRI), Customs Revenue (DRA), Income Tax (DIR) and Collection. Headed by a secretary, the SRF was organized according to their activities, supervised by Coordination System (Taxation, Audit, Collection and Economic and Fiscal Information) and equipped with a private career, that of fiscal federal taxes (now Revenue Auditor Federal), which, however, was not structured hierarchically - like the career diplomatic and military - in positions of different denominations, because of the degree of responsibility and levels of complexity of their charges. Suggest (unsuccessfully) in the decade of 1980, that the tax would be career ready in positions of agent, inspector, inspector, superintendent and tax consultant. In the Attorney-General of Finance, SUCH started with the creation of the attorneys general, as the prosecutor, but then there was a setback. They will both remain in the "mass grave" of alphanumeric tables.
Over the years, it became evident that SRF had excessive amount of power. At the same time it collects the taxes and controls, monitors and punishes taxpayers, SRF prepares proposals for new tax measures and legislates through Normative. In the U.S. model of federalism in which Brazil was inspired administrative rationality prevails, there is a gap between those two costs: the development of new tax measures rests with the Office of the Assistant Secretary for Tax Policy, while the collection of taxes and monitoring of taxpayers fit the Internal Revenue Service (IRS), an independent the other, both directly subordinated to the Treasury secretary (minister). IRS charges are excluded sympathetic to the Bureau of Alcohol, Tobacco and Firearms and the United States Customs Service.
The powers of the SRF will further increase with the Over-Prescription of Brazil, as the bill that it transfers the collection of contributions and unifies oversight of all federal taxes and contributions. The transfer to the Treasury, the Social Security revenue will, however, barriers to social sectors of government and violate the letter and spirit of art. 165, § 5 of the Constitution, which prescribes a budget (and therefore revenue and expenditure) of social security separate from the fiscal budget. The merger of the careers of Revenue and Welfare, with 13 thousand employees, curb the principle of specialization (will merge as a career with the Navy Air Force, the Military Police with the Fire Department) and will generate a huge body supervision difficult. In light of the lessons of Professor Northcote Parkinson, one can conclude that the sheer size of the SRF will be at the beginning of its demise. Because of DGFN, DRI, DRA, DIR and also BNH Sunabe, IBC RFFSA Telebras, etc..
The SRF should use their superpowers to remove difficulties for the operation of the Board of Contributors, highly qualified, to which individuals and corporations since 1931, recourse against decisions in tax cases. Should accept the repeal of the requirement of filing prior to the filing of an appeal, which had been abolished in 1969 and that it violates the right to legal defense is constitutionally guaranteed. And it should make any kind of remuneration for directors.
In turn, the Minister of Finance should review the ordinance that transferred from the executive secretary to the Secretary of Revenue the powers relating to the appointment of advisers, both representatives of Finance as the taxpayers, because judges can not be designated the head of the agency whose actions are the subject of appeals. It should, instead, pay attention to the requests of taxpayers, who are led to a lack of dialogue, to defend them directly with the National Congress, as happened in the rejection of the Provisional Measure No. 252/05 ("MP the Well "), and the adoption by the Chamber of Deputies, the reopening of the deadline for compliance Refills. Finally, we should meditate on the creation of a body with superpowers, which unbalance the backbone of your home folder (which has already lost the foreign trade department and the Central Bank) and the federal government itself. (Source: O Estado de S. Paulo, 05/10/2006)
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Brazilian has already paid this year $ 300 billion in taxes
According to the Commercial Association of Sao Paulo, "the Brazilian was never paid as much tax"
Carolina Ruhman
SAO PAULO - impostômetro, which measures the tax collection federal, state and local show next Thursday, around 12 hours, the Brazilian has already paid $ 300 billion since the beginning of the year. In the evaluation of the Commercial Association of Sao Paulo (ACSP), which maintains the electronic billboard campaign by "Eyes on the tax," the Brazilian was never paid as much tax. "
"Brazilians do not support more than just pay and get nothing in return. With our tax burden was for all terms health, education, justice and security copies", protested the president of the ACSP, Guilherme Afif Domingos. Last year, the amount of fees and contributions reached 37.84% of Gross Domestic Product (GDP). We raised £ 732.87 billion in 2005, and the forecast is a 10% growth for this year. Bureaucratic and financial costs
According to the Commercial Association of Sao Paulo, "the Brazilian was never paid as much tax"
Carolina Ruhman
SAO PAULO - impostômetro, which measures the tax collection federal, state and local show next Thursday, around 12 hours, the Brazilian has already paid $ 300 billion since the beginning of the year. In the evaluation of the Commercial Association of Sao Paulo (ACSP), which maintains the electronic billboard campaign by "Eyes on the tax," the Brazilian was never paid as much tax. "
"Brazilians do not support more than just pay and get nothing in return. With our tax burden was for all terms health, education, justice and security copies", protested the president of the ACSP, Guilherme Afif Domingos. Last year, the amount of fees and contributions reached 37.84% of Gross Domestic Product (GDP). We raised £ 732.87 billion in 2005, and the forecast is a 10% growth for this year. Bureaucratic and financial costs
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" ELECTRONIC BILL - AND THE COSTS?
may fall using the new electronic invoice
A new system for issuing electronic invoices promises to reduce bureaucratic costs and streamline the business relationship with the IRS. Launched in six Brazilian states (Sao Paulo, Bahia, Santa Catarina, Rio Grande do Sul, Goias and Maranhao) in April this year, and NF-(Electronic Invoice) was presented on Wednesday (10/05) to more than one hundred businessmen during a seminar at Fiesp. The systematic
began with a pilot project which involved 20 large companies, but from August will begin to serve others. Until then, the capacity to issue fiscal notes via the Internet will increase from 340 000 per month for 3 million per month. Already next year, the goal is to issue 30 million per month.
To join the second phase of the project, companies must report to the IRS, show interest and declare the amount of receipts (Model 1 or 1A, used for sales between businesses or car) that emit a monthly basis. Oller
Newton de Mello, project leader at the Treasury of St. Paul, stated that there will be, at least for now, mandatory membership, since we must conduct an investment that is around $ 300 thousand to $ 3 million.
According to him, the amount invested can be recovered in a few years with the e-NC, eliminating the cost of professional paper and document storage space. These costs can grab 2% to 5% of total revenue as the current legislation requires the printing 4-5 routes and keep a copy for a period of five years.
Wickbold bread maker joined the pilot project because they believe that with the electronic system will reduce tax evasion and reduce unfair competition. Within a month of activity, 7000 electronic invoices were issued, spending only 4 seconds for each batch.
"We saved paper and obtain logistical gains. The advantage of e-NC is that it can circulate throughout Brazil, "said Wilson Smith, representative who presented his experience during the seminar. Even before receiving the product purchased from a company, a state that is not part of the project can receive via the Internet via an invoice. (Source: FIESP of 12.05.2006)
may fall using the new electronic invoice
A new system for issuing electronic invoices promises to reduce bureaucratic costs and streamline the business relationship with the IRS. Launched in six Brazilian states (Sao Paulo, Bahia, Santa Catarina, Rio Grande do Sul, Goias and Maranhao) in April this year, and NF-(Electronic Invoice) was presented on Wednesday (10/05) to more than one hundred businessmen during a seminar at Fiesp. The systematic
began with a pilot project which involved 20 large companies, but from August will begin to serve others. Until then, the capacity to issue fiscal notes via the Internet will increase from 340 000 per month for 3 million per month. Already next year, the goal is to issue 30 million per month.
To join the second phase of the project, companies must report to the IRS, show interest and declare the amount of receipts (Model 1 or 1A, used for sales between businesses or car) that emit a monthly basis. Oller
Newton de Mello, project leader at the Treasury of St. Paul, stated that there will be, at least for now, mandatory membership, since we must conduct an investment that is around $ 300 thousand to $ 3 million.
According to him, the amount invested can be recovered in a few years with the e-NC, eliminating the cost of professional paper and document storage space. These costs can grab 2% to 5% of total revenue as the current legislation requires the printing 4-5 routes and keep a copy for a period of five years.
Wickbold bread maker joined the pilot project because they believe that with the electronic system will reduce tax evasion and reduce unfair competition. Within a month of activity, 7000 electronic invoices were issued, spending only 4 seconds for each batch.
"We saved paper and obtain logistical gains. The advantage of e-NC is that it can circulate throughout Brazil, "said Wilson Smith, representative who presented his experience during the seminar. Even before receiving the product purchased from a company, a state that is not part of the project can receive via the Internet via an invoice. (Source: FIESP of 12.05.2006)
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"BY 2008, BRAZIL GAS WILL ALL YOU NEED" Senate approves
Government decided to anticipate production based on reserves of the country: 24 million cubic meters per day
Brazil will anticipate the production of gas from existing reserves, according to information from Minister of Mines and Energy, Silas Rondeau. By 2008, there will be additional production of 24.2 million cubic meters of gas per day. It is practically all the gas that Brazil imports from Bolivia, which nationalized its reserves, and half the current consumption of the country
This was one of the measures adopted at yesterday's meeting of the National Energy Policy (CNPE), whose theme was Brazil's energy independence. Along these lines, it was announced the development by Petrobras, a unique technology in the world: the use of soybean and other plants in the refining of diesel. The result is equal to mineral diesel fuel, but less polluting. With that, we will reduce the need for imports by Brazil and the price tends to fall. The
CNPE also discussed the use of alcohol in place of natural gas in thermal power plants, as anticipated yesterday the state. In September, the Plant Seropédica (RJ) will begin operating with turbines that operate with natural gas, ethanol, diesel, liquefied petroleum gas (LPG) or liquefied natural gas (LNG).
crisis with Bolivia was just the backdrop of the discussions. "The topic was energy independence, that's all," said Agriculture Minister Roberto Rodrigues.
The president of Petrobras, Jose Sergio Gabrielli, said he had hypothesized that the gas supply contract with Bolivia will be fulfilled, then there would be no need to worry. "It just showed that we have an alternative," he said. Asked whether this was a response to Bolivia, he said: "For good listener ..."
Director of Gas and Energy of Petrobras, Ildo Sauer, recalled that Brazil will not only anticipate its gas production, but will also replace it with other fuels. "The deduction is yours," he told reporters. "It's a determination that President Lula's Brazil is self sufficient in all its sources," said Rondeau.
Anticipation of gas will be made from the reserves found in the Holy Spirit. Gabrielli said, are new discoveries that will require a change in the pipeline network in South and Southeast. Initially, it was predicted that the reserve would take six to seven years to start producing. The period was shortened to two years.
The most celebrated by the government was the new technology of vegetable oil mixed with diesel refining. "It's a new paradigm for world agriculture", said Rodriguez. In the first quarter of 2007, three refineries from Petrobras (Paraíba, Pará and Rio Grande do Sul) will begin to refine the new diesel H-Bio.
In the estimates of the Minister of Agriculture, it would represent an increase in consumption of 1.2 million tons of soybeans. With this, the government kills two birds with one stone: increasing independence in diesel and strengthens the soybean market, improving product price. The soybeans have been at the forefront of protests against government agricultural policy. (Source: O Estado de S. Paulo, 05/20/2006)
Government decided to anticipate production based on reserves of the country: 24 million cubic meters per day
Brazil will anticipate the production of gas from existing reserves, according to information from Minister of Mines and Energy, Silas Rondeau. By 2008, there will be additional production of 24.2 million cubic meters of gas per day. It is practically all the gas that Brazil imports from Bolivia, which nationalized its reserves, and half the current consumption of the country
This was one of the measures adopted at yesterday's meeting of the National Energy Policy (CNPE), whose theme was Brazil's energy independence. Along these lines, it was announced the development by Petrobras, a unique technology in the world: the use of soybean and other plants in the refining of diesel. The result is equal to mineral diesel fuel, but less polluting. With that, we will reduce the need for imports by Brazil and the price tends to fall. The
CNPE also discussed the use of alcohol in place of natural gas in thermal power plants, as anticipated yesterday the state. In September, the Plant Seropédica (RJ) will begin operating with turbines that operate with natural gas, ethanol, diesel, liquefied petroleum gas (LPG) or liquefied natural gas (LNG).
crisis with Bolivia was just the backdrop of the discussions. "The topic was energy independence, that's all," said Agriculture Minister Roberto Rodrigues.
The president of Petrobras, Jose Sergio Gabrielli, said he had hypothesized that the gas supply contract with Bolivia will be fulfilled, then there would be no need to worry. "It just showed that we have an alternative," he said. Asked whether this was a response to Bolivia, he said: "For good listener ..."
Director of Gas and Energy of Petrobras, Ildo Sauer, recalled that Brazil will not only anticipate its gas production, but will also replace it with other fuels. "The deduction is yours," he told reporters. "It's a determination that President Lula's Brazil is self sufficient in all its sources," said Rondeau.
Anticipation of gas will be made from the reserves found in the Holy Spirit. Gabrielli said, are new discoveries that will require a change in the pipeline network in South and Southeast. Initially, it was predicted that the reserve would take six to seven years to start producing. The period was shortened to two years.
The most celebrated by the government was the new technology of vegetable oil mixed with diesel refining. "It's a new paradigm for world agriculture", said Rodriguez. In the first quarter of 2007, three refineries from Petrobras (Paraíba, Pará and Rio Grande do Sul) will begin to refine the new diesel H-Bio.
In the estimates of the Minister of Agriculture, it would represent an increase in consumption of 1.2 million tons of soybeans. With this, the government kills two birds with one stone: increasing independence in diesel and strengthens the soybean market, improving product price. The soybeans have been at the forefront of protests against government agricultural policy. (Source: O Estado de S. Paulo, 05/20/2006)
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within 120 to register at Refills
Companies that they owe taxes and can win the Revenue within 120 days to sign up for Refills (Tax Recovery Program), according to this amendment approved Tuesday by the full Senate.
The amendment was included by the Chamber in the Provisional Measure 280, which rearranged the table in 8% of Income Tax of Individuals (PIT) from February 1 this year and was also approved by Senate. But as the MP will be resubmitted to the House, will depend on the security of Members of the granting of 120 days to businesses.
According to the details of the repayment program, the debtor companies that join the program can pay off your debts by up to 180 plots or in the benefits defined by sales, in percentage between 0.3% and 1.5%. The PM will have to be voted on again by the House because it has changed to be considered by the Senate. (Source: O Estado de S. Paulo, 05/16/2006)
Companies that they owe taxes and can win the Revenue within 120 days to sign up for Refills (Tax Recovery Program), according to this amendment approved Tuesday by the full Senate.
The amendment was included by the Chamber in the Provisional Measure 280, which rearranged the table in 8% of Income Tax of Individuals (PIT) from February 1 this year and was also approved by Senate. But as the MP will be resubmitted to the House, will depend on the security of Members of the granting of 120 days to businesses.
According to the details of the repayment program, the debtor companies that join the program can pay off your debts by up to 180 plots or in the benefits defined by sales, in percentage between 0.3% and 1.5%. The PM will have to be voted on again by the House because it has changed to be considered by the Senate. (Source: O Estado de S. Paulo, 05/16/2006)
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How do all work in sync with the company
Management Consultant Eliyahu Goldratt come to Brazil to talk about his experience in realigning production logistics firms to improve their performance
By Stela Campos De Sao Paulo
The Israeli Eliyahu Goldratt, PhD in physics, was ridiculed when he said that the university would investigate the possibility of applying the methodologies used in the exact sciences in the area of administration. "They told me it would never be possible because people are not predictable," he says. "I'd say that nothing in the world is 100% predictable." Obsessed with proving his thesis, in the '70s, he invented the "Theory of Constraints", which uses logical reasoning to map all the chains of cause and effect in the production systems of companies.
His thesis was exemplified in the '80s, the book "The Goal" bestseller consumed by two million readers, translated into 20 languages and adopted by over 200 universities. In it, Goldratt fictionalized account of how the findings of a general manager who needs to quickly boost the profits of their factory. Changing your way of seeing the workings of his company, he finds the "bottlenecks" that they jammed the company's overall performance and discover how to circumvent the situation by making all work in sync.
Now Goldratt is defending another much more controversial thesis called "Viable Vision". This time, he claimed that in four years a company applying its methodology can match their percentage of profit to its current sales. You talk to her that the "guru", quoted in renowned publications such as Fortune and BusinessWeek will come to St. Paul. He will participate in the seminar "Viable Vision", held on Wednesday at the Convention Centre Millennium.
Before leaving for Brazil the consultant, founder of the Avraham Y. Goldratt, gave an interview to Valor where he spoke about the importance of synchronizing "Gears" which move organizations and to measure the performance of people, and mainly tells them how it's done. The following are major excerpts:
Value: Having worked many years within large companies do. could tell what executives fear most when it comes to promoting changes in its administrative practices?
Eliyahu Goldratt: The principal managers fear, do not know if this is the best expression for it is its own administration. And I do not blame them because this is the hardest part of implementing a change. You must know how to synchronize all areas of the company, because everything should move the right way. You can not have some people sinking behind while others are jumping too quickly ahead. Synchronization is very important.
Value: Creating the commitment of people to change their business vision is the hardest part of the process?
Goldratt: It's probably the most difficult step. That is why before signing a "Viable Vision" we have to make sure that a step before that. At least 20 people at the top of the company have to be in consensus. Once the president understands what we do, the next step is to do an analysis to see if business is possible. Not always. Only 80% of companies have the necessary conditions.
Value: What is the importance of measuring the performance of people in these transformations?
Goldratt: We're not dealing with computers and atoms, but with people and you know what it means to measure their work. Tell me how you measure me and I'll tell you how I behave. Measurement is one of the forces that influence behavior. So if mediation is incorrect or conflicting you are creating a bottleneck in the production and unfortunately this is the case in many companies. If you do not measure, have no control, will not know where there is bureaucracy.
But when you measure one must keep in mind what it means to say how this situation will impact the measurement business, what will happen. Because it will influence people's behavior. The measurement will provide control but will also guide the people inside the company to do what is best for achieving the goal. This is not what happens today. One of the easiest things is to change the existing way of measuring to one that makes sense and everyone understands and collaborate.
Value: How to achieve better performance then the people?
Goldratt: This is called measurement. Be sure that the measurement by itself will encourage people to do what is good for the company as a whole. But you have to understand what is good for the company as a whole. Do not try to improve every area so that it becomes the best, this is wrong. It has to be the best, but giving support to the organization. No matter if she is better off alone. They are two different ways to make better.
Value: When Mr.. decided to apply the principles of the exact sciences in the administration?
Goldratt: I'm physical, my PhD is in physics. One day I looked at all the materials from university and realized that the approach we use in the exact sciences, physics, chemistry and biology, was very different from that used in the social sciences. I started to wonder what would happen if we applied the methodology of social sciences in the world, which involves people. Earlier, I said it was ridiculous to think about it just because people are not predictable.
Admittedly, people are not 100% predictable, but nothing like that. So I chose an area where I could find quickly was working or not. I chose one where I could measure results in figures. This is why I work with business and management. For example, if you are in a factory because everything can be measured when you have a solution and apply, you know quickly if it is working.
Management Consultant Eliyahu Goldratt come to Brazil to talk about his experience in realigning production logistics firms to improve their performance
By Stela Campos De Sao Paulo
The Israeli Eliyahu Goldratt, PhD in physics, was ridiculed when he said that the university would investigate the possibility of applying the methodologies used in the exact sciences in the area of administration. "They told me it would never be possible because people are not predictable," he says. "I'd say that nothing in the world is 100% predictable." Obsessed with proving his thesis, in the '70s, he invented the "Theory of Constraints", which uses logical reasoning to map all the chains of cause and effect in the production systems of companies.
His thesis was exemplified in the '80s, the book "The Goal" bestseller consumed by two million readers, translated into 20 languages and adopted by over 200 universities. In it, Goldratt fictionalized account of how the findings of a general manager who needs to quickly boost the profits of their factory. Changing your way of seeing the workings of his company, he finds the "bottlenecks" that they jammed the company's overall performance and discover how to circumvent the situation by making all work in sync.
Now Goldratt is defending another much more controversial thesis called "Viable Vision". This time, he claimed that in four years a company applying its methodology can match their percentage of profit to its current sales. You talk to her that the "guru", quoted in renowned publications such as Fortune and BusinessWeek will come to St. Paul. He will participate in the seminar "Viable Vision", held on Wednesday at the Convention Centre Millennium.
Before leaving for Brazil the consultant, founder of the Avraham Y. Goldratt, gave an interview to Valor where he spoke about the importance of synchronizing "Gears" which move organizations and to measure the performance of people, and mainly tells them how it's done. The following are major excerpts:
Value: Having worked many years within large companies do. could tell what executives fear most when it comes to promoting changes in its administrative practices?
Eliyahu Goldratt: The principal managers fear, do not know if this is the best expression for it is its own administration. And I do not blame them because this is the hardest part of implementing a change. You must know how to synchronize all areas of the company, because everything should move the right way. You can not have some people sinking behind while others are jumping too quickly ahead. Synchronization is very important.
Value: Creating the commitment of people to change their business vision is the hardest part of the process?
Goldratt: It's probably the most difficult step. That is why before signing a "Viable Vision" we have to make sure that a step before that. At least 20 people at the top of the company have to be in consensus. Once the president understands what we do, the next step is to do an analysis to see if business is possible. Not always. Only 80% of companies have the necessary conditions.
Value: What is the importance of measuring the performance of people in these transformations?
Goldratt: We're not dealing with computers and atoms, but with people and you know what it means to measure their work. Tell me how you measure me and I'll tell you how I behave. Measurement is one of the forces that influence behavior. So if mediation is incorrect or conflicting you are creating a bottleneck in the production and unfortunately this is the case in many companies. If you do not measure, have no control, will not know where there is bureaucracy.
But when you measure one must keep in mind what it means to say how this situation will impact the measurement business, what will happen. Because it will influence people's behavior. The measurement will provide control but will also guide the people inside the company to do what is best for achieving the goal. This is not what happens today. One of the easiest things is to change the existing way of measuring to one that makes sense and everyone understands and collaborate.
Value: How to achieve better performance then the people?
Goldratt: This is called measurement. Be sure that the measurement by itself will encourage people to do what is good for the company as a whole. But you have to understand what is good for the company as a whole. Do not try to improve every area so that it becomes the best, this is wrong. It has to be the best, but giving support to the organization. No matter if she is better off alone. They are two different ways to make better.
Value: When Mr.. decided to apply the principles of the exact sciences in the administration?
Goldratt: I'm physical, my PhD is in physics. One day I looked at all the materials from university and realized that the approach we use in the exact sciences, physics, chemistry and biology, was very different from that used in the social sciences. I started to wonder what would happen if we applied the methodology of social sciences in the world, which involves people. Earlier, I said it was ridiculous to think about it just because people are not predictable.
Admittedly, people are not 100% predictable, but nothing like that. So I chose an area where I could find quickly was working or not. I chose one where I could measure results in figures. This is why I work with business and management. For example, if you are in a factory because everything can be measured when you have a solution and apply, you know quickly if it is working.
Friday, April 28, 2006
5 Stages Of Germination Of Seeds
Achievement Success and
10% growth in headcount of 10% also in sales and 20% in the production of Ceará Santana Textiles are one of the biggest (and most stable) companies. The secret? The union of a family that "breathes" the business all the time. For Wagner
Belmonte
Santana Textiles of Brazil has numbers that transform a complex organization, effective and differentiated. It produced 40 million meters of indigo in 2004 and has a product table with 60 types of jeans. Founded 42 years ago, in Jaguaruana, a small town in the interior of Ceará where the hammocks were made today it is among the ten largest industries in the Brazilian textile industry, according to Exame magazine.
The idea is to increase production, grow ever more. "The forecast for 2005 is estimated in the range of 48 million meters," says Vice-President Veronica Perdigao. With about a thousand employees and the intention to increase staff to 1,030 by the end of the year, Santana has 100% Brazilian capital. The company is headquartered today in the city of Horizonte, in the State of Ceará. In the cities of Sao Paulo and Buenos Aires, the company set up show-rooms, in order to track key fashion markets in South America What's more, New York has an office, since the United States are the largest consumers of indigo in the world.
The four decades of work in the textile sector and the rise can be attributed to a difference: developing a consultancy to the customers buying their products. The growth of 20% set for production is defined as follows: "Our job is fairly called the infighting. We worked very closely the customer, we give a full post-sales support, guide, 'we come together '"says Veronica. Loyalty crucial point is developed by the company and Vice President shows that buy their products is just the beginning of a process. "We take care to steer to make the best of each product and follow our guidelines and techniques. All of this to build customer loyalty, helping it grow. We provide the necessary conditions so he can buy and grow," he summarizes.
the external market, with the "unwanted" falling dollar, the index provided for exports will be lower in 2005 than the average 18% of previous years. According to Veronica, the domestic textile sector exports may not add up 1% of the world. "Therefore, there is much to growth in exports, since the internal environment is favorable system. "The company's revenue is not disclosed by the Vice President. But the speech by the organization share: 11.5% of all domestic production of 2005, ie 48 million of a total of 420 million meters of denim fabric. Veronica adds that "the national market should consume between 355 and 360 million" of total production this year. The rest is exported.
family business run by brothers, Santana Textiles innovation in social responsibility. This is the case that keeps the nursery with 200 children, plus other projects such as assisting adolescents also encouraged to sport. She participates in the Première Vision in Paris, the largest fair of fashion trends in the world. With pride in who is ahead of the company since he observed working parents, Veronica, who graduated in Business Administration and a postgraduate degree in Finance, says: "This is not a traditional fair. Here, you must be invited to participate and, to be invited, there is a committee of nearly two years of analysis. "
In Fortaleza, at the Federation of Industries of the State of Ceará (FIEC), the executive gave us the following interview.
Manager - Santana Textiles was founded in 1963, founded by the family Delfino, in Jaguaruana. Today she is one of the largest industries in the country Indigo Capital is 100% Australian?
Veronica - Yes, exactly. The capital, we play here is 100% Ceará (laughs).
Manager - Industrial Park it is an area of 30 hectares?
Veronica - Correct. Our industrial park in Horizon has 20 acres of built in 30 hectares of total area. We also have two production units, the Natal (RN) and Rondonopolis (MT), the first plant in operation since 2003, with estimates of the second inauguration in 2006.
Manager - The company produced, in 2004, 40 million meters of indigo and the product table unites 60 different types?
Veronica - Exactly. In 2005 will produce 48 million meters of denim, and also add 15 new products in our chart of sales, ie at the end of the year we will have 75 products in the manufacturing line.
Manager - The lady gives a growth of over 20% in production value to what?
Veronica - Our work is rather "infighting". We work very closely the customer, we offer all the necessary support to the client with an emphasis on post-sale, the advice, "come together". Who buys our products is just early in the process. We advise how to treat the tissue, provided it is received and care in storage until the improvement in the industrial laundry and finishing, or how to get the best out of each product, which includes, of course, technical guidelines. Are loyalty strategies. We provide conditions such that he can buy and grow.
Manager - How did the concept of consulting the client's business?
Veronica - We saw a great need of this service. We work with small, medium and large customers. Customers midsize and large have more technical difficulties of fashion consulting, already small customer is one who mounts a production and is growing slowly. This, in addition to unstructured, in most cases, completely unaware of basic technical issues and has a great need for product orientation. Then comes a time such that if it does not follow, a support, he may have problems, and that's where we went. We diagnosed the condition of the machinery used and directed what steps should be taken to adjust to the desired end product. Our graduates in style and fashion as support the sale, or develop special washes in our tissues so that customers can have a product higher added value. Besides the provision of our customer surveys conducted several times each year in innovative markets in the fashion industry, we see the trends of behavior, to do a sociological study to see what the end consumer need, what he wants, etc.. And translate everything for our customers in an easy to understand through our speech-concept "Première Coffee, now in its seventh edition. We launch products twice a year and close to release, traveled to Brazil to present the Café Premiere in 14 cities considered producing areas of apparel. This is a special gift for our customers.
Manager - Clients are predominantly business?
Veronica - Yes
Manager - Indigo The company is negotiating for a third party?
Veronica - No. We produce only products with our brands: Santana Textiles of Brazil or Loco Serious Denim. The Loco is our designer fabrics and high value-added superconceituada in the luxury market. Our clients are primarily apparel. There are those who buy fabrics to sell their own brands, the clothing they buy to sell parts to third-party trademarks (called private label), a system widely used by department stores, there are those who buy only to provide services faction to other stores, and also attacked the tissue. We also export to several countries lot.
Manager - The volume is 20%, right?
Veronica - Well close to it: our historical average is 18%. Such a transformation does not always go to those who purchase our products. For example, the United States buy, but they deliver in Colombia. It has plenty of that. The United States is the largest consumer of indigo, but no longer are the largest producers since 2000.
Manager - What's first?
Veronica - China.
Manager - Competing with the Chinese product in the textile is predatory?
Veronica - Yes. First, for the following: we worked a lot with Chinese quality and focuses solely on price. It is clear that the market's mood smile more for those with the lowest price. Especially in times of crisis. It compromises the Brazilian participation in the consumption of larger market share. The negative effects are not long to appear, as the slowdown in production and the consequent growth of unemployment. So you may ask, "Why do no national weaving fabric bad?" That would not be advantageous for our textile industry. We have to work with quality and improve each days. Our technology is so good and refreshed that does not justify much investment to produce fabrics of dubious quality.
Manager - How long is the lady in Santana Textiles?
Veronica - I could say that my life (laughs).
Manager - The company belongs to a core of your family?
Veronica - Yes, I am a member of the company. We are five members and five brothers. It started with my parents and as children, watched the company grow and we helped too. It was a time at school and others in the firm. Working since 12 years and all my siblings were raised as well. We created love for what is now part and is in our blood, our DNA.
Manager - What is the company's position in the ranking of the industry?
Veronica - We are among the 10 largest industries in the textile sector in the country, according to Exame magazine (higher is better), but since we do not publish a balance sheet, our numbers are not presented to the market through that medium.
Manager - In relation to the volume of sales last year to this year, which is the expectation?
Veronica-We should grow 10% in turnover and 20% in production. This delay is justified because all other fabric producers have turned mainly to the domestic market, due to exchange rate overvaluation. Therefore, are all stockpiling or "burning" merchandise. The numbers only reflect the current scenario.
Manager - The general concept is selling price?
Veronica - Exactly.
Manager - Now, the production increased 20% and revenue grew 10%. This does not require structurally the company to monitor and reduce costs break even permanently?
Veronica - Certainly. Indeed, this is day to day. A company never stops to reduce their costs. We realize monthly meetings accordingly. Previously, the price formation occurred within the walls of the company. Not today. Today the market says: "I'm willing to pay so much for this product here." You will recalculate your costs until you reach a number that forms a price to suit different price stipulated by the consumer. In Santana has worked well since 1995 when we migrated spinning for weaving flat. Our meetings aimed at cost, plus continuous reduction, developing a culture of creativity that by using technology or studying, will lead very interesting work, are incentives for ongoing improvements. We even have a reward: if an employee at any level launches an idea, this is subjected to tests. If it works, we measured how much was the savings achieved. At the end the year, reward the person who launched the idea with a part of the result. These innovations are disclosed in our internal intranet, where we explain the idea, which sector, which was the official, etc.., Which is a source of pride for everyone involved in the improvement process.
Manager - How many employees does Santana Textiles?
Veronica - Approximately 1,000.
Manager - Later this year, which is the number of employees?
Veronica - We now have 989 and want to stick with 1030 until the end of the year.
Manager - At the end of last year which was that number?
Veronica - 918 in December.
Manager - That is, the workforce is growing at least 10%, the rate of sales also rose 10% and production increased 20%. It's a good year?
Veronica - Despite some difficulties, it is a good year.
Manager - The company has managed to increase exports in volume from 18% to 20% of production?
Veronica - No. This year will fall slightly because of restrictions in Argentina. The quota reduction of 19 million meters of indigo to 15 million in Argentina had a strong impact on our export performance.
Manager - The coefficient of 18% to 20% ...
Veronica - should fall.
Manager - The volume of exports has been greater?
Veronica - No, this track has always been and should be lower this year alone. The sector's exports may not add up 1% of the world. So there are a lot of growing exports, since the internal environment is favorable.
Manager - E must be less than the 18% due to expansion of trade in Argentina within Mercosur?
Veronica - Yes, depending on the reflexes of Mercosur.
Manager - With the dollar at $ 2.30, the company can take the measure of international competitiveness of exports?
Veronica - It is very difficult. Well, if the goal is to maintain a business relationship, it is even acceptable cost because the cost in the current quote, do not get any margin for profit.
Manager - Here in Ceará, the businessmen linked to the industry argue that the dollar should be priced at £ 2.80 to give competitiveness to the sector. It would be ideal?
Veronica - It would be interesting for the industry.
Manager - This lag in the dollar takes a company's competitiveness in foreign markets?
Veronica - I think reasonably compromise. After all, denim fabrics are marketed based on their historical prices. It is an industry of more than 150 years. Complicating further, Brazil participates very little in the global textile exports. Therefore, the low dollar price in Brazil has no effect on the value of internationally traded product. If this was already in China, the conversation would be different.
Manager - The company opened a showroom in Buenos Aires, an area in Sao Paulo and one in New York.
Veronica - In New York is only one office. Our North American customers need to know that there is someone from the company to resolve and fulfill your requests whenever they need it. That's credibility and security gives the buyer if they need to solve a problem. In São Paulo we are two years and recently moved to Avenida Paulista, where we set up office and show room and hope to attend the largest Brazilian consumer market more closely.
Manager - There is also an institutional purpose?
Veronica - Ease institutional negotiations.
Manager - How did the idea of creating a partnership with the Jeans All the universities?
Veronica - The idea is Delfino Neto, my nephew, the third generation of the company. He is the son of the CEO. It was he who had this idea at universities. He works in Marketing and Product.
Manager - And how it came about? Worldwide textile industry, there is a wide gap between academic knowledge and market practice?
Veronica - discovered by accident. There are four or five years, more or less, receive the University of Fortaleza (UFC), which form the first class of students of the Fashion and Style. They asked to see our company and, when faced with the technological universe textiles, realized that they did not know much of the production process of the textile chain. In short, be professional graduates, but unable to assess the quality of products that would handle during the exercise of their profession. So we decided to take a course of a month for them. Every Saturday we were transporting these guys for the company. They spent an entire hours at our facility, they received technical guidance. With this, we come and sponsor the university. We supply this lack of training, without forgetting that our future will be buyers because, in some time, they will be the responsibility of setting entire collections on some clothing. This is actually a job for medium and long term.
Manager - In São Paulo, Rio and Curitiba, when discussing this subject, what you hear from executives is that the college did not order people to the market. The same training, they say, occurs in company. If you want a competitive employee, who speaks the language of the market, you have to bring it to the company with the notion that he has the Administration - even though he has attended a good college - and additional training in this organization ...
Veronica - Actually, it always has. Today is the greatest. The universities do not have assistance, they do not seek to fill the practice. Therefore, we give much opportunity for trainees.
Manager - Do you have an internship program?
Veronica - We have, yes. There are times when we have 15 or 20 trainees within the company are scattered in different areas. They are trained for 6 months to 2 years, depending on need, and most stay in business. Opportunities arise and incorporate the best. To get an idea, today we have interns in the fashion and style that perform various jobs, including fashion consulting with our representatives. So I think universities need to be reconsidered. In addition, remaining professional in the market every day and, unfortunately, not qualified professionals. Usually when someone is finishing a training, we put him in the same factory. And we always have someone intern within the factories, because the vacancy arises, we selected one immediately has trained professional.
Manager - What is the market share of the company?
Veronica - There are 11.5% of national production this year, or 48 million of a total of 420 million meters of denim fabrics. The expectation of the export sector is only 15% of total production, the domestic market should consume about 355 million. Santana Textiles in the domestic market should sell about 43 million meters, which amounts to 12.1% market share in Brazil. We are a very open.
Manager - In what respects?
Veronica - We have no distance between the President and officials of lower rank. We walked through the plant, talked to everybody, call, we ask, really close to the employee of the board. Interestingly, we built in the area of the glass board. She sees the administrative and administrative also sees the entire board. I do not have any insulation and they have free access if they need to talk to me. So this gives a very large management approach. We also work very close to them and offer many benefits as a policy of valuing its employees. We think that our greatest resource is not technology, but our human capital. After all, without this, the technology does not work. There are several employees who have 10 to 15 years in business. Among the oldest, over 20 years with the company, exists to those who retire and do not want to leave the company, asked to stay a little longer because they enjoy working at Santana.
Manager - What is the difference in management?
Veronica - Perseverance. For the cost and time factors are dominant in the formation of a professional. Even a professional to know how the company about to play the most of their productive potential, it takes six months. This is considering investments in courses, lectures, training, improvement and renewal of knowledge of our professionals. And intriguing is that these investments are consistent in our management. Our range of benefits is quite diverse, including education, which is the agreement with the universities here do Ceará.
Manager - What is the purpose of the agreement?
Veronica - Get more college-educated professionals, or even higher qualifications. Through reduction in tuition and driving especially for college students, we hope to encourage them to academic life. And as more people develop hierarchically as a result of this action. Do not contribute financially to a full scholarship because what is achieved without self-sacrifice is not valued, unfortunately. The professional have to give your hand so that there is total commitment and involvement.
Manager - What is the turn-over of the company today?
Veronica - The turnover in July was 1.31%, a rate below the industry average, which is 4%. The absence rate (the coefficient of absence) is 0.72% below the average index of industries, which is 2%.
Manager - is a good number?
Veronica - Excellent. Sure, it (the index of absence) are drawn from the failures by law.
Manager - Do not you think that the capital-labor ratio would be better without the government?
Veronica - Much better. Today we pay Social Security, but we need to make health insurance of employees. We have a very large amount of benefits and it also holds the employee to the company. We have health insurance and dental insurance. We also work with schools. We have an agreement with SESI, the City of Horizon and Santana, to train our staff. We support and encourage so that they can finish primary school or secondary school. So, we formed three groups to finish the primary and the other to finish school.
Manager - What is your opinion on the CLT?
Veronica - CLT, since 1943, is the north for both employees and employers and also for those who legislate with respect to profitably manage the working relationships. We believe that many impasses that arose were resolved with the decrees, provisional measures and all laws supplementary to it. We believe that our legislators can add much more than exists today. Many doubts and questions could be resolved easily if the rules were a little more explicit. Their importance in the productive working relationship is vital and we believe that in the near future, it will have more answers for employees and employers.
Manager - The company has employees illiterate?
Veronica - Yes, They are professionals former group and very devoted, therefore, chose not to replace them. After all, I believe that illiteracy is not synonymous with disability. And these officials know and perform their functions very well. These are people who excel every day.
Manager - Do not you find it interesting that the company not only subsidize, but taken care of?
Veronica - We do our part. Education is key, we encourage and support our employees, the rate of schooling is growing every year. They need to be convinced and you can not force them. After we formed the first group of adults, and concluded the year with everyone involved and happy by other groups are reading and completing the course and high school, the concept of studying, it was complicated, has changed. Soon, several classrooms.
Manager - You can "crawl" the education profile of your employee?
Veronica - we: Illiterate, 0.20%, up to the fourth grade, 3.48%, incomplete higher, 4.37% college graduates, 4.17%. The Human Resources accompanies everything, and we seek to encourage them. Most have an average education.
Manager - Job-rotation, do you?
Veronica - Formally we have not, but usually do rotation. When an opportunity arises, a vacancy, we seek people who have the profile and make an internal selection, so you can fill a seat next. So, the first selection is internal. If we fail to allocate internally, on to the market. I am for their first job and we worked a lot with him.
Manager - With partnerships with governments?
Veronica - With the government, we have partnerships called open doors. And even before that, we already had that job. I admit I prefer someone without a lot of "baggage" of other companies, we like the employee to incorporate our own culture. This is very important. We use the very first job and we'll qualifying other levels to enable them to occupy higher positions.
Manager - Santana is one of the few companies in the Northeast conform to the precept of hiring the disabled?
Veronica - Yes. Obey what the legislation requires. We maintain partnerships with agencies that collaborate with us in search of professionals with disabilities.
Manager - are very few companies that practice, not only in the Northeast, but also in the Southeast. How are you able to meet that rate?
Veronica - It was very difficult, first because there were no qualified people. I would not put in place, because I disagree with welfarism. No We are here to play with anyone, employ qualified persons to perform their duties in a professional manner to a particular outcome expected by the company. It is not philanthropy. A person who is disabled has its shortcomings, her fears. So get a company to do nothing, she herself did not feel well. What we are partnering with the media in search of an already deficient or with some qualification with good potential. To get an idea, we have a handicapped quadriplegic graduate degree in Computer Science. He works with a pencil in his mouth and has an auxiliary side. He has a wonderful head.
Manager - The lady welcomed anyone that the market usually not welcome and that brought a good result?
Veronica - This is the case. His performance is very good. A man of high cultural level, quite prepared. Discuss all about Computers, occupying the important post of IT Manager, or its restrictions did not prevent the rise in the company, and what is best for their own merits.
Manager - Santana has ISO 9001?
Veronica - No. We are certified with the Seal 193 "given by the Fire Department. He was only given to two companies: Santana Textiles & Infraero.
Manager - As a business model to combat a possible fire? Veronica
- We are above the average required by law.
Manager - Santana And what does the field of Corporate Social Responsibility?
Veronica - We have a nursery built along with the city of Horizonte. A nursery with 200 children, close to the company, turned to the community and also for employees. We followed this nursery, besides having a job at Home of Clara, who are children and adolescents in the city near Caucaia. We have the Tigger project, which are street children who put them in sports. We also have many athletes in the company. Santana Textiles, Sesi in the league last year, participated. There were nine ways, and our team took the first places in all. We usually work pretty much the spirit of sportsmanship in the business, very motivated, not only within the company but outside as well. We have young players of national prominence, like Roberto Brazil, support for 5 years and is the only triathlete to compete in the Brazilian elite under 21 years, Pedro Zanotelli, a boy of 16 years, participates in the international championship of tennis.
Manager - Concerns about the quality of life for employees is increasingly present in the actions of HR. What HR Santana has done about this?
Veronica - Concern to offer quality of life for employees permeates the various HR actions because we believe that by providing a better quality of life, they will work more satisfied and this will directly reflect the levels of productivity and quality. Santana invests in social programs such as Mothers Day, fathers, dates bonfire, Christmas etc.. Moreover, we have lectures for the prevention of diseases etc.. We also have recreational areas, food education program, coral, encouragement to sports, work environment ergonomically studied, etc..
Manager - You are a 360 evaluation?
Veronica - Our employees are evaluated taking into account the behavior expressed in terms of technical and behavioral. This occurs through analysis and observations of the evaluator, his / her supervisor. All this within the standards and performance criteria considered, of course, the predominant values of our company.
Manager - How is it done?
Veronica - For those who possibly have a poor performance is a plan of action consisting of an analysis made with the developer of the points to be improved and which can be included in a training plan. Those who do not fit can be transferred to other areas where skills may be used.
Manager - Those who have good performance?
Veronica - Those who meet the expected performance receive compensation consistent with it. In Santana, we used the method of graphical scale in the assessment of performance. In the trial period and changes in wage rates or the function of the critical incidents method is used.
Manager - The company uses e-learning? What are your plans for 2006?
Veronica - Santana Textiles is a company concerned with a development environment of people in day-to-day. The tool of distance learning using Information Technology is an excellent complementary solution to the learning processes. It is used but still very sporadic.
Manager - What are the benefits offered by the company?
Veronica - Health care, in addition to the company doctor. Agreement-in pharmacy and dentistry, preventive medicine - including vaccination campaigns, feeding into the company cafeteria, food basket, etc.. Moreover, we have agreements with colleges, with language courses as well.
Manager - What are the trends for the sector benefits, in your opinion?
Veronica - The trend is the relaxation benefits. It is a practice that tends to be adopted by large companies. Santana differentiates themselves by having a wide range of benefits and they are largely corporate, ie, all employees are entitled, regardless of their position in the hierarchy.
Manager - Santana Textiles has gained international renown?
Veronica - Yes, it is held in Paris Première Vision, the largest fair of fashion trends in the world. It is not a traditional fair. The business must be invited to exhibit, according to criteria established by a board composed of European exhibitors, as well access is granted only to qualified producers. To apply for exhibitor passes any weaving for about two years of analysis. They get information on all areas, including social responsibility, benefits, environment, or how the company is perceived in the market. They get information on all aspects. We were the first Brazilian company to participate in February 2003, which I consider a landmark for the domestic textile industry, it confirms that some companies in our country are prepared to compete globally in quality.
10% growth in headcount of 10% also in sales and 20% in the production of Ceará Santana Textiles are one of the biggest (and most stable) companies. The secret? The union of a family that "breathes" the business all the time. For Wagner
Belmonte
Santana Textiles of Brazil has numbers that transform a complex organization, effective and differentiated. It produced 40 million meters of indigo in 2004 and has a product table with 60 types of jeans. Founded 42 years ago, in Jaguaruana, a small town in the interior of Ceará where the hammocks were made today it is among the ten largest industries in the Brazilian textile industry, according to Exame magazine.
The idea is to increase production, grow ever more. "The forecast for 2005 is estimated in the range of 48 million meters," says Vice-President Veronica Perdigao. With about a thousand employees and the intention to increase staff to 1,030 by the end of the year, Santana has 100% Brazilian capital. The company is headquartered today in the city of Horizonte, in the State of Ceará. In the cities of Sao Paulo and Buenos Aires, the company set up show-rooms, in order to track key fashion markets in South America What's more, New York has an office, since the United States are the largest consumers of indigo in the world.
The four decades of work in the textile sector and the rise can be attributed to a difference: developing a consultancy to the customers buying their products. The growth of 20% set for production is defined as follows: "Our job is fairly called the infighting. We worked very closely the customer, we give a full post-sales support, guide, 'we come together '"says Veronica. Loyalty crucial point is developed by the company and Vice President shows that buy their products is just the beginning of a process. "We take care to steer to make the best of each product and follow our guidelines and techniques. All of this to build customer loyalty, helping it grow. We provide the necessary conditions so he can buy and grow," he summarizes.
the external market, with the "unwanted" falling dollar, the index provided for exports will be lower in 2005 than the average 18% of previous years. According to Veronica, the domestic textile sector exports may not add up 1% of the world. "Therefore, there is much to growth in exports, since the internal environment is favorable system. "The company's revenue is not disclosed by the Vice President. But the speech by the organization share: 11.5% of all domestic production of 2005, ie 48 million of a total of 420 million meters of denim fabric. Veronica adds that "the national market should consume between 355 and 360 million" of total production this year. The rest is exported.
family business run by brothers, Santana Textiles innovation in social responsibility. This is the case that keeps the nursery with 200 children, plus other projects such as assisting adolescents also encouraged to sport. She participates in the Première Vision in Paris, the largest fair of fashion trends in the world. With pride in who is ahead of the company since he observed working parents, Veronica, who graduated in Business Administration and a postgraduate degree in Finance, says: "This is not a traditional fair. Here, you must be invited to participate and, to be invited, there is a committee of nearly two years of analysis. "
In Fortaleza, at the Federation of Industries of the State of Ceará (FIEC), the executive gave us the following interview.
Manager - Santana Textiles was founded in 1963, founded by the family Delfino, in Jaguaruana. Today she is one of the largest industries in the country Indigo Capital is 100% Australian?
Veronica - Yes, exactly. The capital, we play here is 100% Ceará (laughs).
Manager - Industrial Park it is an area of 30 hectares?
Veronica - Correct. Our industrial park in Horizon has 20 acres of built in 30 hectares of total area. We also have two production units, the Natal (RN) and Rondonopolis (MT), the first plant in operation since 2003, with estimates of the second inauguration in 2006.
Manager - The company produced, in 2004, 40 million meters of indigo and the product table unites 60 different types?
Veronica - Exactly. In 2005 will produce 48 million meters of denim, and also add 15 new products in our chart of sales, ie at the end of the year we will have 75 products in the manufacturing line.
Manager - The lady gives a growth of over 20% in production value to what?
Veronica - Our work is rather "infighting". We work very closely the customer, we offer all the necessary support to the client with an emphasis on post-sale, the advice, "come together". Who buys our products is just early in the process. We advise how to treat the tissue, provided it is received and care in storage until the improvement in the industrial laundry and finishing, or how to get the best out of each product, which includes, of course, technical guidelines. Are loyalty strategies. We provide conditions such that he can buy and grow.
Manager - How did the concept of consulting the client's business?
Veronica - We saw a great need of this service. We work with small, medium and large customers. Customers midsize and large have more technical difficulties of fashion consulting, already small customer is one who mounts a production and is growing slowly. This, in addition to unstructured, in most cases, completely unaware of basic technical issues and has a great need for product orientation. Then comes a time such that if it does not follow, a support, he may have problems, and that's where we went. We diagnosed the condition of the machinery used and directed what steps should be taken to adjust to the desired end product. Our graduates in style and fashion as support the sale, or develop special washes in our tissues so that customers can have a product higher added value. Besides the provision of our customer surveys conducted several times each year in innovative markets in the fashion industry, we see the trends of behavior, to do a sociological study to see what the end consumer need, what he wants, etc.. And translate everything for our customers in an easy to understand through our speech-concept "Première Coffee, now in its seventh edition. We launch products twice a year and close to release, traveled to Brazil to present the Café Premiere in 14 cities considered producing areas of apparel. This is a special gift for our customers.
Manager - Clients are predominantly business?
Veronica - Yes
Manager - Indigo The company is negotiating for a third party?
Veronica - No. We produce only products with our brands: Santana Textiles of Brazil or Loco Serious Denim. The Loco is our designer fabrics and high value-added superconceituada in the luxury market. Our clients are primarily apparel. There are those who buy fabrics to sell their own brands, the clothing they buy to sell parts to third-party trademarks (called private label), a system widely used by department stores, there are those who buy only to provide services faction to other stores, and also attacked the tissue. We also export to several countries lot.
Manager - The volume is 20%, right?
Veronica - Well close to it: our historical average is 18%. Such a transformation does not always go to those who purchase our products. For example, the United States buy, but they deliver in Colombia. It has plenty of that. The United States is the largest consumer of indigo, but no longer are the largest producers since 2000.
Manager - What's first?
Veronica - China.
Manager - Competing with the Chinese product in the textile is predatory?
Veronica - Yes. First, for the following: we worked a lot with Chinese quality and focuses solely on price. It is clear that the market's mood smile more for those with the lowest price. Especially in times of crisis. It compromises the Brazilian participation in the consumption of larger market share. The negative effects are not long to appear, as the slowdown in production and the consequent growth of unemployment. So you may ask, "Why do no national weaving fabric bad?" That would not be advantageous for our textile industry. We have to work with quality and improve each days. Our technology is so good and refreshed that does not justify much investment to produce fabrics of dubious quality.
Manager - How long is the lady in Santana Textiles?
Veronica - I could say that my life (laughs).
Manager - The company belongs to a core of your family?
Veronica - Yes, I am a member of the company. We are five members and five brothers. It started with my parents and as children, watched the company grow and we helped too. It was a time at school and others in the firm. Working since 12 years and all my siblings were raised as well. We created love for what is now part and is in our blood, our DNA.
Manager - What is the company's position in the ranking of the industry?
Veronica - We are among the 10 largest industries in the textile sector in the country, according to Exame magazine (higher is better), but since we do not publish a balance sheet, our numbers are not presented to the market through that medium.
Manager - In relation to the volume of sales last year to this year, which is the expectation?
Veronica-We should grow 10% in turnover and 20% in production. This delay is justified because all other fabric producers have turned mainly to the domestic market, due to exchange rate overvaluation. Therefore, are all stockpiling or "burning" merchandise. The numbers only reflect the current scenario.
Manager - The general concept is selling price?
Veronica - Exactly.
Manager - Now, the production increased 20% and revenue grew 10%. This does not require structurally the company to monitor and reduce costs break even permanently?
Veronica - Certainly. Indeed, this is day to day. A company never stops to reduce their costs. We realize monthly meetings accordingly. Previously, the price formation occurred within the walls of the company. Not today. Today the market says: "I'm willing to pay so much for this product here." You will recalculate your costs until you reach a number that forms a price to suit different price stipulated by the consumer. In Santana has worked well since 1995 when we migrated spinning for weaving flat. Our meetings aimed at cost, plus continuous reduction, developing a culture of creativity that by using technology or studying, will lead very interesting work, are incentives for ongoing improvements. We even have a reward: if an employee at any level launches an idea, this is subjected to tests. If it works, we measured how much was the savings achieved. At the end the year, reward the person who launched the idea with a part of the result. These innovations are disclosed in our internal intranet, where we explain the idea, which sector, which was the official, etc.., Which is a source of pride for everyone involved in the improvement process.
Manager - How many employees does Santana Textiles?
Veronica - Approximately 1,000.
Manager - Later this year, which is the number of employees?
Veronica - We now have 989 and want to stick with 1030 until the end of the year.
Manager - At the end of last year which was that number?
Veronica - 918 in December.
Manager - That is, the workforce is growing at least 10%, the rate of sales also rose 10% and production increased 20%. It's a good year?
Veronica - Despite some difficulties, it is a good year.
Manager - The company has managed to increase exports in volume from 18% to 20% of production?
Veronica - No. This year will fall slightly because of restrictions in Argentina. The quota reduction of 19 million meters of indigo to 15 million in Argentina had a strong impact on our export performance.
Manager - The coefficient of 18% to 20% ...
Veronica - should fall.
Manager - The volume of exports has been greater?
Veronica - No, this track has always been and should be lower this year alone. The sector's exports may not add up 1% of the world. So there are a lot of growing exports, since the internal environment is favorable.
Manager - E must be less than the 18% due to expansion of trade in Argentina within Mercosur?
Veronica - Yes, depending on the reflexes of Mercosur.
Manager - With the dollar at $ 2.30, the company can take the measure of international competitiveness of exports?
Veronica - It is very difficult. Well, if the goal is to maintain a business relationship, it is even acceptable cost because the cost in the current quote, do not get any margin for profit.
Manager - Here in Ceará, the businessmen linked to the industry argue that the dollar should be priced at £ 2.80 to give competitiveness to the sector. It would be ideal?
Veronica - It would be interesting for the industry.
Manager - This lag in the dollar takes a company's competitiveness in foreign markets?
Veronica - I think reasonably compromise. After all, denim fabrics are marketed based on their historical prices. It is an industry of more than 150 years. Complicating further, Brazil participates very little in the global textile exports. Therefore, the low dollar price in Brazil has no effect on the value of internationally traded product. If this was already in China, the conversation would be different.
Manager - The company opened a showroom in Buenos Aires, an area in Sao Paulo and one in New York.
Veronica - In New York is only one office. Our North American customers need to know that there is someone from the company to resolve and fulfill your requests whenever they need it. That's credibility and security gives the buyer if they need to solve a problem. In São Paulo we are two years and recently moved to Avenida Paulista, where we set up office and show room and hope to attend the largest Brazilian consumer market more closely.
Manager - There is also an institutional purpose?
Veronica - Ease institutional negotiations.
Manager - How did the idea of creating a partnership with the Jeans All the universities?
Veronica - The idea is Delfino Neto, my nephew, the third generation of the company. He is the son of the CEO. It was he who had this idea at universities. He works in Marketing and Product.
Manager - And how it came about? Worldwide textile industry, there is a wide gap between academic knowledge and market practice?
Veronica - discovered by accident. There are four or five years, more or less, receive the University of Fortaleza (UFC), which form the first class of students of the Fashion and Style. They asked to see our company and, when faced with the technological universe textiles, realized that they did not know much of the production process of the textile chain. In short, be professional graduates, but unable to assess the quality of products that would handle during the exercise of their profession. So we decided to take a course of a month for them. Every Saturday we were transporting these guys for the company. They spent an entire hours at our facility, they received technical guidance. With this, we come and sponsor the university. We supply this lack of training, without forgetting that our future will be buyers because, in some time, they will be the responsibility of setting entire collections on some clothing. This is actually a job for medium and long term.
Manager - In São Paulo, Rio and Curitiba, when discussing this subject, what you hear from executives is that the college did not order people to the market. The same training, they say, occurs in company. If you want a competitive employee, who speaks the language of the market, you have to bring it to the company with the notion that he has the Administration - even though he has attended a good college - and additional training in this organization ...
Veronica - Actually, it always has. Today is the greatest. The universities do not have assistance, they do not seek to fill the practice. Therefore, we give much opportunity for trainees.
Manager - Do you have an internship program?
Veronica - We have, yes. There are times when we have 15 or 20 trainees within the company are scattered in different areas. They are trained for 6 months to 2 years, depending on need, and most stay in business. Opportunities arise and incorporate the best. To get an idea, today we have interns in the fashion and style that perform various jobs, including fashion consulting with our representatives. So I think universities need to be reconsidered. In addition, remaining professional in the market every day and, unfortunately, not qualified professionals. Usually when someone is finishing a training, we put him in the same factory. And we always have someone intern within the factories, because the vacancy arises, we selected one immediately has trained professional.
Manager - What is the market share of the company?
Veronica - There are 11.5% of national production this year, or 48 million of a total of 420 million meters of denim fabrics. The expectation of the export sector is only 15% of total production, the domestic market should consume about 355 million. Santana Textiles in the domestic market should sell about 43 million meters, which amounts to 12.1% market share in Brazil. We are a very open.
Manager - In what respects?
Veronica - We have no distance between the President and officials of lower rank. We walked through the plant, talked to everybody, call, we ask, really close to the employee of the board. Interestingly, we built in the area of the glass board. She sees the administrative and administrative also sees the entire board. I do not have any insulation and they have free access if they need to talk to me. So this gives a very large management approach. We also work very close to them and offer many benefits as a policy of valuing its employees. We think that our greatest resource is not technology, but our human capital. After all, without this, the technology does not work. There are several employees who have 10 to 15 years in business. Among the oldest, over 20 years with the company, exists to those who retire and do not want to leave the company, asked to stay a little longer because they enjoy working at Santana.
Manager - What is the difference in management?
Veronica - Perseverance. For the cost and time factors are dominant in the formation of a professional. Even a professional to know how the company about to play the most of their productive potential, it takes six months. This is considering investments in courses, lectures, training, improvement and renewal of knowledge of our professionals. And intriguing is that these investments are consistent in our management. Our range of benefits is quite diverse, including education, which is the agreement with the universities here do Ceará.
Manager - What is the purpose of the agreement?
Veronica - Get more college-educated professionals, or even higher qualifications. Through reduction in tuition and driving especially for college students, we hope to encourage them to academic life. And as more people develop hierarchically as a result of this action. Do not contribute financially to a full scholarship because what is achieved without self-sacrifice is not valued, unfortunately. The professional have to give your hand so that there is total commitment and involvement.
Manager - What is the turn-over of the company today?
Veronica - The turnover in July was 1.31%, a rate below the industry average, which is 4%. The absence rate (the coefficient of absence) is 0.72% below the average index of industries, which is 2%.
Manager - is a good number?
Veronica - Excellent. Sure, it (the index of absence) are drawn from the failures by law.
Manager - Do not you think that the capital-labor ratio would be better without the government?
Veronica - Much better. Today we pay Social Security, but we need to make health insurance of employees. We have a very large amount of benefits and it also holds the employee to the company. We have health insurance and dental insurance. We also work with schools. We have an agreement with SESI, the City of Horizon and Santana, to train our staff. We support and encourage so that they can finish primary school or secondary school. So, we formed three groups to finish the primary and the other to finish school.
Manager - What is your opinion on the CLT?
Veronica - CLT, since 1943, is the north for both employees and employers and also for those who legislate with respect to profitably manage the working relationships. We believe that many impasses that arose were resolved with the decrees, provisional measures and all laws supplementary to it. We believe that our legislators can add much more than exists today. Many doubts and questions could be resolved easily if the rules were a little more explicit. Their importance in the productive working relationship is vital and we believe that in the near future, it will have more answers for employees and employers.
Manager - The company has employees illiterate?
Veronica - Yes, They are professionals former group and very devoted, therefore, chose not to replace them. After all, I believe that illiteracy is not synonymous with disability. And these officials know and perform their functions very well. These are people who excel every day.
Manager - Do not you find it interesting that the company not only subsidize, but taken care of?
Veronica - We do our part. Education is key, we encourage and support our employees, the rate of schooling is growing every year. They need to be convinced and you can not force them. After we formed the first group of adults, and concluded the year with everyone involved and happy by other groups are reading and completing the course and high school, the concept of studying, it was complicated, has changed. Soon, several classrooms.
Manager - You can "crawl" the education profile of your employee?
Veronica - we: Illiterate, 0.20%, up to the fourth grade, 3.48%, incomplete higher, 4.37% college graduates, 4.17%. The Human Resources accompanies everything, and we seek to encourage them. Most have an average education.
Manager - Job-rotation, do you?
Veronica - Formally we have not, but usually do rotation. When an opportunity arises, a vacancy, we seek people who have the profile and make an internal selection, so you can fill a seat next. So, the first selection is internal. If we fail to allocate internally, on to the market. I am for their first job and we worked a lot with him.
Manager - With partnerships with governments?
Veronica - With the government, we have partnerships called open doors. And even before that, we already had that job. I admit I prefer someone without a lot of "baggage" of other companies, we like the employee to incorporate our own culture. This is very important. We use the very first job and we'll qualifying other levels to enable them to occupy higher positions.
Manager - Santana is one of the few companies in the Northeast conform to the precept of hiring the disabled?
Veronica - Yes. Obey what the legislation requires. We maintain partnerships with agencies that collaborate with us in search of professionals with disabilities.
Manager - are very few companies that practice, not only in the Northeast, but also in the Southeast. How are you able to meet that rate?
Veronica - It was very difficult, first because there were no qualified people. I would not put in place, because I disagree with welfarism. No We are here to play with anyone, employ qualified persons to perform their duties in a professional manner to a particular outcome expected by the company. It is not philanthropy. A person who is disabled has its shortcomings, her fears. So get a company to do nothing, she herself did not feel well. What we are partnering with the media in search of an already deficient or with some qualification with good potential. To get an idea, we have a handicapped quadriplegic graduate degree in Computer Science. He works with a pencil in his mouth and has an auxiliary side. He has a wonderful head.
Manager - The lady welcomed anyone that the market usually not welcome and that brought a good result?
Veronica - This is the case. His performance is very good. A man of high cultural level, quite prepared. Discuss all about Computers, occupying the important post of IT Manager, or its restrictions did not prevent the rise in the company, and what is best for their own merits.
Manager - Santana has ISO 9001?
Veronica - No. We are certified with the Seal 193 "given by the Fire Department. He was only given to two companies: Santana Textiles & Infraero.
Manager - As a business model to combat a possible fire? Veronica
- We are above the average required by law.
Manager - Santana And what does the field of Corporate Social Responsibility?
Veronica - We have a nursery built along with the city of Horizonte. A nursery with 200 children, close to the company, turned to the community and also for employees. We followed this nursery, besides having a job at Home of Clara, who are children and adolescents in the city near Caucaia. We have the Tigger project, which are street children who put them in sports. We also have many athletes in the company. Santana Textiles, Sesi in the league last year, participated. There were nine ways, and our team took the first places in all. We usually work pretty much the spirit of sportsmanship in the business, very motivated, not only within the company but outside as well. We have young players of national prominence, like Roberto Brazil, support for 5 years and is the only triathlete to compete in the Brazilian elite under 21 years, Pedro Zanotelli, a boy of 16 years, participates in the international championship of tennis.
Manager - Concerns about the quality of life for employees is increasingly present in the actions of HR. What HR Santana has done about this?
Veronica - Concern to offer quality of life for employees permeates the various HR actions because we believe that by providing a better quality of life, they will work more satisfied and this will directly reflect the levels of productivity and quality. Santana invests in social programs such as Mothers Day, fathers, dates bonfire, Christmas etc.. Moreover, we have lectures for the prevention of diseases etc.. We also have recreational areas, food education program, coral, encouragement to sports, work environment ergonomically studied, etc..
Manager - You are a 360 evaluation?
Veronica - Our employees are evaluated taking into account the behavior expressed in terms of technical and behavioral. This occurs through analysis and observations of the evaluator, his / her supervisor. All this within the standards and performance criteria considered, of course, the predominant values of our company.
Manager - How is it done?
Veronica - For those who possibly have a poor performance is a plan of action consisting of an analysis made with the developer of the points to be improved and which can be included in a training plan. Those who do not fit can be transferred to other areas where skills may be used.
Manager - Those who have good performance?
Veronica - Those who meet the expected performance receive compensation consistent with it. In Santana, we used the method of graphical scale in the assessment of performance. In the trial period and changes in wage rates or the function of the critical incidents method is used.
Manager - The company uses e-learning? What are your plans for 2006?
Veronica - Santana Textiles is a company concerned with a development environment of people in day-to-day. The tool of distance learning using Information Technology is an excellent complementary solution to the learning processes. It is used but still very sporadic.
Manager - What are the benefits offered by the company?
Veronica - Health care, in addition to the company doctor. Agreement-in pharmacy and dentistry, preventive medicine - including vaccination campaigns, feeding into the company cafeteria, food basket, etc.. Moreover, we have agreements with colleges, with language courses as well.
Manager - What are the trends for the sector benefits, in your opinion?
Veronica - The trend is the relaxation benefits. It is a practice that tends to be adopted by large companies. Santana differentiates themselves by having a wide range of benefits and they are largely corporate, ie, all employees are entitled, regardless of their position in the hierarchy.
Manager - Santana Textiles has gained international renown?
Veronica - Yes, it is held in Paris Première Vision, the largest fair of fashion trends in the world. It is not a traditional fair. The business must be invited to exhibit, according to criteria established by a board composed of European exhibitors, as well access is granted only to qualified producers. To apply for exhibitor passes any weaving for about two years of analysis. They get information on all areas, including social responsibility, benefits, environment, or how the company is perceived in the market. They get information on all aspects. We were the first Brazilian company to participate in February 2003, which I consider a landmark for the domestic textile industry, it confirms that some companies in our country are prepared to compete globally in quality.
Shrek Junior Monoploy
exchange leads industry of the state to seek foreign markets
The Federation of Industries of the State of Ceará (FIEC) promoted 23 of the Brazil-Germany Economic Meeting, with the aim of increasing the prospects for new business between the two countries. The inflow of investments in Brazil strengthens one of the keys to continued growth, the infrastructure. For Wagner
Belmonte
After two years of consecutive growth, the IBGE - Brazilian Institute of Geography and Statistics has measured a fall of 1.2% in the volume of economic activity. Government and opposition, once again gave the story a political economic discussion, which will be a preview of the 2006 campaign. However, the reason, according to some economists, would be in the high interest rates, the overvalued exchange rate and low public investment.
Veja magazine, to publish the study in the December 7, listed one by one what are the obstacles that impede the country to grow at the pace that economies of developing nations: the informality, the macro-economic failures, caused mainly by the imbalance in government accounts, the regulatory problems, the poor quality of public service and trivial - every study shows macroeconomic about Brazil - the issue of infrastructure. Poor infrastructure accounts for 5% of the barriers to Brazilian growth, according to the McKinsey study, published in the journal. A seemingly unremarkable were it not for its impact on sectors critical to the growth of the country.
One of the solutions for the investment in the Brazilian domestic market and hence for economic empowerment, is the bilateral negotiations between countries. Evidence that partnerships can work is the result after. 23 Brazil-Germany Economic Meeting, held in July in Fortaleza, capital of Ceará. Support in relations between the two markets will, of course, with the benefits to both parties, and Germany could ever predict it. "From the meeting, there was indeed synergy in contact with German business entrepreneurs Ceará. There was the potential of the state of Ceara as a vocation and as a point of international competitiveness, based on its location and also the Port of Pecem "says the chairman of the Federation of Industries of the State of Ceara - FIEC, Jorge Parente Junior Fleet. He said the port allows access to major international markets in the flow of production, which becomes possible for the Germans. Parente also celebrates the growth industry of the state in relation to slice it represents the Brazilian industrial GDP.
The prospect of increased turnover and investments in infrastructure in the Northeast is great, mainly because the intention is also to increase the growth of local industry. According to Parente, Ceara posted the highest industrial growth in Brazil in the first quarter of 2005 and throughout last year, the state ranked second. And that was not. "On results of the first half of this year, GDP grew in the industrial Ceará cumulative 6.1%, while the average was 5%," celebrates.
Although he had highlighted, Ceará was overcome by the states of Parana and Santa Catarina when it comes to industrial growth. Of the total $ 1 billion invested in the agreement between Brazil and Germany, $ 700 million went to make the project the German company TyssenKrupp in Rio de Janeiro, and between $ 200 and $ 400 million was directed to the port area of Brazil, closer to Santa Catarina, in the Port of San Francisco. The volume of investment toward the Ceará had not been accurate at the date of the meeting, but on the external market, Parente has already guaranteed a definition: "right now, we're formalizing the export of U.S. $ 5 million per year of products agribusiness to Germany. This, from the meeting, and have potential in the area of infrastructure. "
Currently, Ceará industries employ about 350,000 people. A result of growth of about 8% in the net salary and 5% in the overall workforce, according to Parente. Therefore, only the first half of 2005. "Now, it is noteworthy that industrial growth has also had an increase in wages paid, ie, an increase in the generation of more jobs and also with higher wages paid in addition to the occupancy rate of the industry of the state, which in the first half was around 80%, "he says.
winner of the medal of the UN Peacemaker Sergio Vieira de Mello, an honor given by the World Parliament for Security and Peace, Italy, Jorge Parente Junior Fleet demonstrates stimulus for further work by the state of Ceara. "Receiving a medal of that nature encourages, stimulates all Brazilians," he says.
The next meeting between Brazil and Germany is already scheduled to be held on July 8, 2006 in Berlin during the World Cup. The city of Blumenau, Santa Catarina, will host the event in 2007.
Manager - What does it mean for the economy of Ceará investment of $ 1 billion cooperation agreement in Brazil and Germany?
Parente - We claim to bring to the Meeting Ceara Brazil and Germany. We were sure that, from there, we would have a landmark bilateral negotiations between our state and Germany since virtually all German companies are located in southern and southeastern Brazil. It was a new scenario, a new horizon that we were offering for the Germans. From the meeting, there was indeed synergy in contact with German businessmen and entrepreneurs were identified Ceará potential and vocation in the State of Ceará, and point of international competitiveness, based on its location and also the Port of Pecem. It allows the docking of modern vessels and, through him, the Germans can access major international markets for the sale of production. Our vocations has been in the areas of business and technology that the Germans want to know. Germany is a big country, technologically advanced, but the economy has little room for expansion. The great frontier is expanding, since the Northeast has a few German companies working. So there is a great prospect for new business generation. Right now, we are introducing the export of U.S. $ 5 million per year of agro-industrial products to Germany and have potential in the area of infrastructure.
Manager - Priority areas are infrastructure, and of course energy?
Parente - Investment structure with a focus on energy and mainly in the area of biomass, but we must not forget that an agreement of this result is also a great investment in the tourist area.
Manager - In relation to public-private partnerships (PPP), which the Germans are willing to make in order to meet demands?
Parente - There was an official participation of Brazil, headed by Ambassador and Secretary General of the Foreign Ministry, Vieira Guimarães. The Germans charged, at the bilateral meeting that was at the close of the meeting, there was an easing in the legislation of the PPPs, setting clear rules.
Manager - Industry responds Ceará por qual coeficiente do Produto Interno Bruto (PIB) brasileiro?
Parente - Nós temos apenas 2,5% do PIB. É muito pequena a nossa participação. As exportações cearenses representam apenas 1% das exportações brasileiras, mas temos crescido. Os resultados dos últimos seis meses mostram claramente isso. No primeiro bimestre de 2005, o Ceará ficou com o maior crescimento industrial do Brasil. No ano passado, foi o segundo maior. No resultado do primeiro semestre deste ano, o PIB industrial do Ceará cresceu no acumulado 6,1%, enquanto a média brasileira foi de 5%. E estes são dados oficiais do IBGE. A média do nordeste ficou em 4,6%, pouco abaixo da média brasileira. O Ceará ficou 4th place in the first half and last year, was second. The year 2004 was the highest industrial growth in Brazil - 13.8% - but this year, in June, we were in 4th place. We lost to the Amazon, which has the Manaus Free Zone, a region that leverages the entire economy of that state. The Amazon, last year was the first place. This year, we were surpassed only by the Parana and Santa Catarina.
Manager - In this industrial growth, which is the role of the Port of Pecem?
Parente - He is an anchor for the flow to industries Ceará seeking overseas market. The implementation of the Port of Pecem, in fact, is an investment leverage, structural deployment and demand for investments in the state of Ceara. The location of companies at the Port of Pecem, however, is still small. With the implementation of steel in that municipality, industries certainly will occur in far greater numbers. Occur from the steel, a new setting and a new landscape of the industry of Ceará.
Manager - Industry of Ceara in the first half grew 6.1% versus 4.6% average in the northeast and 5% of the average of all the Brazilian economy, with all the Brazilian industrial GDP. What is the level of employment? The sector industry employs many people and has hired?
Parente - Overall, approximately 350 000 people in all industries of Ceara. Now, it is noteworthy that industrial growth has also had an increase in wages paid, ie, an increase in the generation of more jobs and also with higher wages paid in addition to the occupancy rate of the industry of the state, which in this first half stood at around 80%.
Manager - You mean there's 20% idle capacity?
Relative - No, we can say that because there is excess capacity and a seasonal industry, there must be also a flexibility for maintenance. So when you say you used 80% does not mean it has 20% idle, because there are flexibilities needed for maintenance. When the industry reaches 90%, is because it is almost exhausted and needs to be broadened to support its production. Our industrial growth of 6% will quickly result in investment in order expansions of companies and installations of new plants.
Manager - You told me that they are 350 000 employees in the industry of Ceará. The prospect to the end of the year, what is?
Parente - Overall there was in the first semester, an increase of approximately 8% in the mesh and a 5% wage employment in general. If we look, we're talking about 15,000 jobs in total more than 350 thousand jobs. Right now, we opened three industries in Ceará. One is in the shoemaking industry, which generates approximately 1,200 jobs. Another is the consumer electronics, with 700 jobs and the third in the order of 600 employees. There have been at this current government, a contribution of approximately $ 1.2 billion in investments in the state of Ceara.
Manager - Investments in the Brazilian economy are blocked by CLT and many foreign investors do not understand. How do you encourage foreign groups to invest here, with a law like this?
Parente - It's complicated. We are subject to an ancient law, overcome, which is an obstacle to the creation of jobs, mainly in industry, which has to be competitive. Under the Labor Code, labor relations and union are governed by laws outdated and do not correspond to modernity. It is not good for the worker, as it is not good for the entrepreneur. So we are fighting for there to be an agility, by the government in the process of examining the project of reform of labor law, but also of trade union law.
Manager - Why What has not changed today?
Parente - Because in Brazil is very difficult to change. This has created a working group on CNI (National Confederation of Industries), which has excellent advisors, who are studying and proposing measures better, more in line with our current working structure. However, in Brazil structural reforms are difficult to perform because there are often conflicting interests. It's really hard these changes move forward in Congress.
Manager - The balance of this Agreement with Germany provides for investments in energy, infrastructure and tourism?
Parente - Like I said, Germany saw here a new horizon they "unveiled" a new business area. For example, a German shipping company has operated the Port of Pecem, induction of the Federation, with modern vessels, the latest generation, with weekly lines to Europe. It takes seven days to reach the Port of Rotterdam, then goes to the port from England and arrives in 12 days, from the output here of Ceara.
Manager - In short: it is a competitive advantage?
Parente - Without a doubt, is a highly competitive advantage that the Port of Pecem and also provided the location of Ceara. The ships are now operating regularly and enable business of U.S. $ 5 million per year, made from Brazil and Germany.
Manager - What are the areas that will occur in generations of job vacancies?
Parente - Ceara has a vocation and international competitiveness, for example, in the textile, footwear, metal ores and non-metallic, the metal-mechanic sector etc.. We are making a great effort with the Department of Science and Technology Park in order to have a strong in Ceara, in computer science and information technology. Already 14 companies have signaled that in the affirmative and that they should settle in a technology park in the city of Eusebius, 25 km from Fortaleza.
Manager - What needs to happen for the industrial GDP of Ceará was higher than the coefficient of GDP?
Parente - Well, he's bigger than Brazil's growth last year and this year is keeping. But to have a sustained growth needs to continue growing. First, what's going on in this alliance between the Federation of Industries - Ceara and industrialists - and the State of Ceara, while making some adjustments in the legislation of the tax incentive and the investment performance of Ceara. And depending on the sector, are being made adjustments and adaptations required competitiveness. But we need, fundamentally, there is the Brazilian tax reform. She was not performed in depth what was intended, but by stages and, above all, it is necessary that the Brazilian macroeconomic policy reduces the tax burden, because it is one of the largest in the world. And it is necessary, primarily, that the interest rate applied in Brazil to become the interest rate compatible with the globalized world. We have 12% or 13% of net rate, since inflation has been declining over the past four months and the central bank has lowered the interest rate on indices insignificant. The interest rates in the European Union United States and even in the East allow companies to become more competitive. Here it is inhibiting industrial investment because the industry when it comes to the percentage of 80% utilization of its productive capacity is absolutely willing to invest in expanding its plant, but with the interest we have, it has the smallest option. The savings industry is small and the Brazilian state of Ceará is even lower then the industry must take in order to expand funding. What is the entrepreneur who will take financing without knowing what is on the other side of the interest rate is usually the industry to be competitive, does not work with pay more than 5%? How is he going to invest with the interest rate applied here in Brazil? So this is a very limiting factor.
Manager - And the dollar at $ 2.30?
Parente - rather it inhibits exports. The importer did export contract, in fact, is at its limit, finally made export contract when the dollar was R $ 2.80. They are almost 25% difference. But on the other hand, the dollar also handles some key components. So we have to seek an exchange rate policy consistent with this new position of Brazil in the international market because the country has already surpassed one US$ 112 bilhões no acumulado nos últimos doze meses de exportação. É uma marca extraordinária, mas se esse câmbio não melhorar, não sei se o Brasil continuará a manter o volume de negócios com o mercado externo.
Manager - O senhor acha que é possível blindar a economia da crise política?
Parente - Por enquanto está blindada. A crise política já está com mais de cinco meses e o que estamos vendo é que a economia está respondendo. O que não pode acontecer é ela durar muito tempo, pois a economia e a política são "vasos comunicantes" de qualquer nação, de qualquer empresa. Então, vamos esperar que haja uma apuração immediate of these events that are happening in Brasilia, there is serenity and who complete these CPI's, so that the country return to normalcy, for Congress to re-exert its function of legislating, and that the federal government is to execute and implement development policies for the country. In fact, today, the Brazilian agenda is all focused on the problem of the political crisis.
Manager - You could tell what the agricultural GDP of Ceara?
Parente - In Ceará, the agricultural GDP corresponds to 8% and there is a very strong contingent of people who depend on the primary sector. The industrial GDP is around 39% of all our activity, GDP in services is roughly 52%. So is the economy of Ceará.
Manager - The 23 th meeting between Brazil and Germany was the first to be held outside the South and South-East axis?
Parente - Yes, was the first time held in a northeastern state. It's a new horizon. We are to praise the initiative of President Armando Monteiro, the National Confederation of Industry (CNI), which accepted our demand. We went to Germany, claim, CNI has supported us and the Germans held here. We had the great satisfaction of knowing that Ceara will be a new option for the exchange between Brazil and Germany.
Manager - You received on July 25, the Medal of the UN Peacemaker Sergio Vieira de Mello, an honor given by the World Parliament of Peace and Security, based in Italy. What led to this honor?
Parente - I received with pleasure, with great honor and humility. Ambassador Sergio Vieira de Mello was a fantastic person, who dedicated his life to humanity, peace, the world and sacrificed for it. Receive a medal of honor nature and encourages any Brazilian. I received the award as an incentive to work we are working to uplift the state of Ceara and, increasingly, to provide competitive industry of the state.
The Federation of Industries of the State of Ceará (FIEC) promoted 23 of the Brazil-Germany Economic Meeting, with the aim of increasing the prospects for new business between the two countries. The inflow of investments in Brazil strengthens one of the keys to continued growth, the infrastructure. For Wagner
Belmonte
After two years of consecutive growth, the IBGE - Brazilian Institute of Geography and Statistics has measured a fall of 1.2% in the volume of economic activity. Government and opposition, once again gave the story a political economic discussion, which will be a preview of the 2006 campaign. However, the reason, according to some economists, would be in the high interest rates, the overvalued exchange rate and low public investment.
Veja magazine, to publish the study in the December 7, listed one by one what are the obstacles that impede the country to grow at the pace that economies of developing nations: the informality, the macro-economic failures, caused mainly by the imbalance in government accounts, the regulatory problems, the poor quality of public service and trivial - every study shows macroeconomic about Brazil - the issue of infrastructure. Poor infrastructure accounts for 5% of the barriers to Brazilian growth, according to the McKinsey study, published in the journal. A seemingly unremarkable were it not for its impact on sectors critical to the growth of the country.
One of the solutions for the investment in the Brazilian domestic market and hence for economic empowerment, is the bilateral negotiations between countries. Evidence that partnerships can work is the result after. 23 Brazil-Germany Economic Meeting, held in July in Fortaleza, capital of Ceará. Support in relations between the two markets will, of course, with the benefits to both parties, and Germany could ever predict it. "From the meeting, there was indeed synergy in contact with German business entrepreneurs Ceará. There was the potential of the state of Ceara as a vocation and as a point of international competitiveness, based on its location and also the Port of Pecem "says the chairman of the Federation of Industries of the State of Ceara - FIEC, Jorge Parente Junior Fleet. He said the port allows access to major international markets in the flow of production, which becomes possible for the Germans. Parente also celebrates the growth industry of the state in relation to slice it represents the Brazilian industrial GDP.
The prospect of increased turnover and investments in infrastructure in the Northeast is great, mainly because the intention is also to increase the growth of local industry. According to Parente, Ceara posted the highest industrial growth in Brazil in the first quarter of 2005 and throughout last year, the state ranked second. And that was not. "On results of the first half of this year, GDP grew in the industrial Ceará cumulative 6.1%, while the average was 5%," celebrates.
Although he had highlighted, Ceará was overcome by the states of Parana and Santa Catarina when it comes to industrial growth. Of the total $ 1 billion invested in the agreement between Brazil and Germany, $ 700 million went to make the project the German company TyssenKrupp in Rio de Janeiro, and between $ 200 and $ 400 million was directed to the port area of Brazil, closer to Santa Catarina, in the Port of San Francisco. The volume of investment toward the Ceará had not been accurate at the date of the meeting, but on the external market, Parente has already guaranteed a definition: "right now, we're formalizing the export of U.S. $ 5 million per year of products agribusiness to Germany. This, from the meeting, and have potential in the area of infrastructure. "
Currently, Ceará industries employ about 350,000 people. A result of growth of about 8% in the net salary and 5% in the overall workforce, according to Parente. Therefore, only the first half of 2005. "Now, it is noteworthy that industrial growth has also had an increase in wages paid, ie, an increase in the generation of more jobs and also with higher wages paid in addition to the occupancy rate of the industry of the state, which in the first half was around 80%, "he says.
winner of the medal of the UN Peacemaker Sergio Vieira de Mello, an honor given by the World Parliament for Security and Peace, Italy, Jorge Parente Junior Fleet demonstrates stimulus for further work by the state of Ceara. "Receiving a medal of that nature encourages, stimulates all Brazilians," he says.
The next meeting between Brazil and Germany is already scheduled to be held on July 8, 2006 in Berlin during the World Cup. The city of Blumenau, Santa Catarina, will host the event in 2007.
Manager - What does it mean for the economy of Ceará investment of $ 1 billion cooperation agreement in Brazil and Germany?
Parente - We claim to bring to the Meeting Ceara Brazil and Germany. We were sure that, from there, we would have a landmark bilateral negotiations between our state and Germany since virtually all German companies are located in southern and southeastern Brazil. It was a new scenario, a new horizon that we were offering for the Germans. From the meeting, there was indeed synergy in contact with German businessmen and entrepreneurs were identified Ceará potential and vocation in the State of Ceará, and point of international competitiveness, based on its location and also the Port of Pecem. It allows the docking of modern vessels and, through him, the Germans can access major international markets for the sale of production. Our vocations has been in the areas of business and technology that the Germans want to know. Germany is a big country, technologically advanced, but the economy has little room for expansion. The great frontier is expanding, since the Northeast has a few German companies working. So there is a great prospect for new business generation. Right now, we are introducing the export of U.S. $ 5 million per year of agro-industrial products to Germany and have potential in the area of infrastructure.
Manager - Priority areas are infrastructure, and of course energy?
Parente - Investment structure with a focus on energy and mainly in the area of biomass, but we must not forget that an agreement of this result is also a great investment in the tourist area.
Manager - In relation to public-private partnerships (PPP), which the Germans are willing to make in order to meet demands?
Parente - There was an official participation of Brazil, headed by Ambassador and Secretary General of the Foreign Ministry, Vieira Guimarães. The Germans charged, at the bilateral meeting that was at the close of the meeting, there was an easing in the legislation of the PPPs, setting clear rules.
Manager - Industry responds Ceará por qual coeficiente do Produto Interno Bruto (PIB) brasileiro?
Parente - Nós temos apenas 2,5% do PIB. É muito pequena a nossa participação. As exportações cearenses representam apenas 1% das exportações brasileiras, mas temos crescido. Os resultados dos últimos seis meses mostram claramente isso. No primeiro bimestre de 2005, o Ceará ficou com o maior crescimento industrial do Brasil. No ano passado, foi o segundo maior. No resultado do primeiro semestre deste ano, o PIB industrial do Ceará cresceu no acumulado 6,1%, enquanto a média brasileira foi de 5%. E estes são dados oficiais do IBGE. A média do nordeste ficou em 4,6%, pouco abaixo da média brasileira. O Ceará ficou 4th place in the first half and last year, was second. The year 2004 was the highest industrial growth in Brazil - 13.8% - but this year, in June, we were in 4th place. We lost to the Amazon, which has the Manaus Free Zone, a region that leverages the entire economy of that state. The Amazon, last year was the first place. This year, we were surpassed only by the Parana and Santa Catarina.
Manager - In this industrial growth, which is the role of the Port of Pecem?
Parente - He is an anchor for the flow to industries Ceará seeking overseas market. The implementation of the Port of Pecem, in fact, is an investment leverage, structural deployment and demand for investments in the state of Ceara. The location of companies at the Port of Pecem, however, is still small. With the implementation of steel in that municipality, industries certainly will occur in far greater numbers. Occur from the steel, a new setting and a new landscape of the industry of Ceará.
Manager - Industry of Ceara in the first half grew 6.1% versus 4.6% average in the northeast and 5% of the average of all the Brazilian economy, with all the Brazilian industrial GDP. What is the level of employment? The sector industry employs many people and has hired?
Parente - Overall, approximately 350 000 people in all industries of Ceara. Now, it is noteworthy that industrial growth has also had an increase in wages paid, ie, an increase in the generation of more jobs and also with higher wages paid in addition to the occupancy rate of the industry of the state, which in this first half stood at around 80%.
Manager - You mean there's 20% idle capacity?
Relative - No, we can say that because there is excess capacity and a seasonal industry, there must be also a flexibility for maintenance. So when you say you used 80% does not mean it has 20% idle, because there are flexibilities needed for maintenance. When the industry reaches 90%, is because it is almost exhausted and needs to be broadened to support its production. Our industrial growth of 6% will quickly result in investment in order expansions of companies and installations of new plants.
Manager - You told me that they are 350 000 employees in the industry of Ceará. The prospect to the end of the year, what is?
Parente - Overall there was in the first semester, an increase of approximately 8% in the mesh and a 5% wage employment in general. If we look, we're talking about 15,000 jobs in total more than 350 thousand jobs. Right now, we opened three industries in Ceará. One is in the shoemaking industry, which generates approximately 1,200 jobs. Another is the consumer electronics, with 700 jobs and the third in the order of 600 employees. There have been at this current government, a contribution of approximately $ 1.2 billion in investments in the state of Ceara.
Manager - Investments in the Brazilian economy are blocked by CLT and many foreign investors do not understand. How do you encourage foreign groups to invest here, with a law like this?
Parente - It's complicated. We are subject to an ancient law, overcome, which is an obstacle to the creation of jobs, mainly in industry, which has to be competitive. Under the Labor Code, labor relations and union are governed by laws outdated and do not correspond to modernity. It is not good for the worker, as it is not good for the entrepreneur. So we are fighting for there to be an agility, by the government in the process of examining the project of reform of labor law, but also of trade union law.
Manager - Why What has not changed today?
Parente - Because in Brazil is very difficult to change. This has created a working group on CNI (National Confederation of Industries), which has excellent advisors, who are studying and proposing measures better, more in line with our current working structure. However, in Brazil structural reforms are difficult to perform because there are often conflicting interests. It's really hard these changes move forward in Congress.
Manager - The balance of this Agreement with Germany provides for investments in energy, infrastructure and tourism?
Parente - Like I said, Germany saw here a new horizon they "unveiled" a new business area. For example, a German shipping company has operated the Port of Pecem, induction of the Federation, with modern vessels, the latest generation, with weekly lines to Europe. It takes seven days to reach the Port of Rotterdam, then goes to the port from England and arrives in 12 days, from the output here of Ceara.
Manager - In short: it is a competitive advantage?
Parente - Without a doubt, is a highly competitive advantage that the Port of Pecem and also provided the location of Ceara. The ships are now operating regularly and enable business of U.S. $ 5 million per year, made from Brazil and Germany.
Manager - What are the areas that will occur in generations of job vacancies?
Parente - Ceara has a vocation and international competitiveness, for example, in the textile, footwear, metal ores and non-metallic, the metal-mechanic sector etc.. We are making a great effort with the Department of Science and Technology Park in order to have a strong in Ceara, in computer science and information technology. Already 14 companies have signaled that in the affirmative and that they should settle in a technology park in the city of Eusebius, 25 km from Fortaleza.
Manager - What needs to happen for the industrial GDP of Ceará was higher than the coefficient of GDP?
Parente - Well, he's bigger than Brazil's growth last year and this year is keeping. But to have a sustained growth needs to continue growing. First, what's going on in this alliance between the Federation of Industries - Ceara and industrialists - and the State of Ceara, while making some adjustments in the legislation of the tax incentive and the investment performance of Ceara. And depending on the sector, are being made adjustments and adaptations required competitiveness. But we need, fundamentally, there is the Brazilian tax reform. She was not performed in depth what was intended, but by stages and, above all, it is necessary that the Brazilian macroeconomic policy reduces the tax burden, because it is one of the largest in the world. And it is necessary, primarily, that the interest rate applied in Brazil to become the interest rate compatible with the globalized world. We have 12% or 13% of net rate, since inflation has been declining over the past four months and the central bank has lowered the interest rate on indices insignificant. The interest rates in the European Union United States and even in the East allow companies to become more competitive. Here it is inhibiting industrial investment because the industry when it comes to the percentage of 80% utilization of its productive capacity is absolutely willing to invest in expanding its plant, but with the interest we have, it has the smallest option. The savings industry is small and the Brazilian state of Ceará is even lower then the industry must take in order to expand funding. What is the entrepreneur who will take financing without knowing what is on the other side of the interest rate is usually the industry to be competitive, does not work with pay more than 5%? How is he going to invest with the interest rate applied here in Brazil? So this is a very limiting factor.
Manager - And the dollar at $ 2.30?
Parente - rather it inhibits exports. The importer did export contract, in fact, is at its limit, finally made export contract when the dollar was R $ 2.80. They are almost 25% difference. But on the other hand, the dollar also handles some key components. So we have to seek an exchange rate policy consistent with this new position of Brazil in the international market because the country has already surpassed one US$ 112 bilhões no acumulado nos últimos doze meses de exportação. É uma marca extraordinária, mas se esse câmbio não melhorar, não sei se o Brasil continuará a manter o volume de negócios com o mercado externo.
Manager - O senhor acha que é possível blindar a economia da crise política?
Parente - Por enquanto está blindada. A crise política já está com mais de cinco meses e o que estamos vendo é que a economia está respondendo. O que não pode acontecer é ela durar muito tempo, pois a economia e a política são "vasos comunicantes" de qualquer nação, de qualquer empresa. Então, vamos esperar que haja uma apuração immediate of these events that are happening in Brasilia, there is serenity and who complete these CPI's, so that the country return to normalcy, for Congress to re-exert its function of legislating, and that the federal government is to execute and implement development policies for the country. In fact, today, the Brazilian agenda is all focused on the problem of the political crisis.
Manager - You could tell what the agricultural GDP of Ceara?
Parente - In Ceará, the agricultural GDP corresponds to 8% and there is a very strong contingent of people who depend on the primary sector. The industrial GDP is around 39% of all our activity, GDP in services is roughly 52%. So is the economy of Ceará.
Manager - The 23 th meeting between Brazil and Germany was the first to be held outside the South and South-East axis?
Parente - Yes, was the first time held in a northeastern state. It's a new horizon. We are to praise the initiative of President Armando Monteiro, the National Confederation of Industry (CNI), which accepted our demand. We went to Germany, claim, CNI has supported us and the Germans held here. We had the great satisfaction of knowing that Ceara will be a new option for the exchange between Brazil and Germany.
Manager - You received on July 25, the Medal of the UN Peacemaker Sergio Vieira de Mello, an honor given by the World Parliament of Peace and Security, based in Italy. What led to this honor?
Parente - I received with pleasure, with great honor and humility. Ambassador Sergio Vieira de Mello was a fantastic person, who dedicated his life to humanity, peace, the world and sacrificed for it. Receive a medal of honor nature and encourages any Brazilian. I received the award as an incentive to work we are working to uplift the state of Ceara and, increasingly, to provide competitive industry of the state.
Army Eczema Disqualifications
A challenge for Latin America
Expert Peter Sealey shows that Latin American companies fail to create brands world. Crossing borders is the ball's time for companies seeking new markets. For Wagner
Belmonte
A company that wants to be known global strategic importance of the brand for their business. The idea of a single image that represents and gives prominence to a particular product on the market has been enhanced from 1951 with David Ogilvy, an advertising pioneer in the discussion of the brand as the main active companies. But the idea that branding is a fundamental component of the marketing has been planned only effective from the 80's, more intensely when theorists and practitioners in the area began to analyze and develop the theme that more afternoon, would be seen as support for a sound business strategy.
In order to discuss the ways in building powerful brands, the ExpoManagement, held in São Paulo, brought in his 5. Edition of the great names in the area: the former vice president of global marketing at Coca-Cola Peter Sealey. He served for 24 years in leadership positions on almost all lines of business. Thus, the focus of his lecture was, in addition to branding, recognition of the power consumers have in their hands.
Sealey says that in 1960 when he began working with marketers, advertisers were dictating the rules, but "today, is different. "He said there was a clear shift of paradigm in this sense:" at that time, we told the customer what he was doing and he heard us. Today, he is who he says we have to do, and the biggest mistake we make is not listening to him. "He adds that, using the internet, if something goes wrong, is not only impossible to hide the facts, how much the "CEO who has to take the lead and take responsibility."
The issue of branding as a crucial point to be developed by corporations brought, however, other issues surfaced, such as, for example, the projection Latin American brands - or lack thereof - in the international arena. According to Sealey, Brazilian products, for example, may not be as well known due to lack of "propaganda." "Brazil has to do their own marketing as a country and put themselves in the market as a developing country," he suggests. For him, this does not happen and to prove why he exemplifies his vision: "I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian plane. It's an aircraft with room for 50 passengers, with seats too comfortable, and the cost is very good. I doubt even 1% of people who use this transportation Brazilian knows he's done in Brazil. "
One of the ways mentioned by Sealey for change in this scenario is the opening of a free trade area allowing, of course, input and output of products. He said it was also necessary to think of a good marketing strategy that goes beyond borders, "we must have a position that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world, "he says.
If the process of internationalization of Latin American brands have been difficult, there are many reasons for this to occur. Besides the little projection products Brazilians and Latin Americans in general, cited by Sealey, the strong demand is a major factor. About this, he is more optimistic: "I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, to join really create a free trade zone that goes from Alaska to Patagonia, with free trade that would encourage travel to countries that can be crossed freely with free access etc ". With ideas
enthusiastic about Brazil, when he says that this is primarily an exporter country (the Balance Commercial has achieved excellent results in the equation of exports versus imports), Peter Sealey further believes that both the U.S. and Europe will significantly reduce their agricultural subsidies, a recent proposal by VI summit ministerial World Trade Organization (WTO ) - ended on 18 December - which, among other factors, strongly increase the prospects of Brazilian exports in this sector.
If your "prophecies" are right or not is foolhardy venture. But today, as a marketing professor at the University of California Peter Sealey has clear convictions about what can actually strengthen the relationship between Brazil and other countries, "the solution lies in education, which enables the next generation to act in the global economy and participate in all societies." As a convinced optimist, it ensures that this can happen very quickly.
Manager - Mr. shows that Latin American brands are not so well known globally and cited some brands like Coca-Cola. What to do to project the brand in Latin America in the international arena?
Peter Sealey - This is an issue that has been much discussed today and the solution is a global trade, global, free. Brazil has many facets that are to industrial or agricultural commodities. Brazil, in the future, will become an exporter instead of importer marks. One example is the orange juice. Brazil is the largest supplier of orange juice to the United States and has an output that exceeds that of Florida and California in terms of volume. When I came from San Francisco to Sao Paulo, was served on a plane glass of orange juice brand Minute Mate, and I knew most of the orange that goes into producing that juice comes from Brazil, but is "disguised" in brand.
Manager - One of the crucial problems of the Latin American economy is the pent-up demand due to the maldistribution income. To what extent this complicates the process of internationalization of brands?
Peter Sealey - The income gap is certainly a problem, but Brazil is an economic powerhouse and is a dominant economy in Latin America. The solution lies in education, which enables the next generation to act in the global economy and participate in all societies. This can happen very quickly. Ireland is an example: twenty years ago, young people were leaving the country in search of work elsewhere. Today, they are coming back because it's time to develop free trade, increase the knowledge capital and also to improve economy of their country. The secret is to do marketing for small classes - which already exists in Brazil. Not marketing to the extremely wealthy and successful, who are always on top of the pyramid, or for those too poor, who live in slums. We have the marketing tools market to expand the middle class and this is the key.
Manager - Sir points "megatrends" in this sense. Could you explain them?
Peter Sealey - We must take advantage of these three mega trends, we have to use them - techniques and technologies - for our own benefit. For example, yesterday I arrived in Sao Paulo and had to make a connection. Previously, when he came here, I had to use a phone with sophisticated technology and the calls were expensive. At the hotel, I made an Internet connection - high speed (broadband) - and used the system called Skype to call my daughter, who was in California. I turned on the computer, I made the connection and talked with her for about 15 minutes. It cost me only $ 0.35 or $ 0.40. So things are changing too and the answer I have is that we must take advantage of these techniques so that we can also sell the environment, taking advantage of these technologies into our own benefit. I would add that Brazil has to do their own marketing as a country and putting the market as a developing country.
Manager - How?
Peter Sealey - I'll give an example. I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian aircraft, Embraer. It is an aircraft with room for 50 passengers with comfortable seats and the cost is very good. I doubt that even 1% of people who use this transportation Brazilian knows he's done in Brazil.
Manager - In other words, there is a waste of the potential of the brand?
Peter Sealey - The fundamental lesson that I tried to mention the example of Coca-Cola is the exceptional power that, today, is in the hands of consumers. I started working in marketing in 1960, with Procter & Gamble. At that time, we told the customer what he was doing and he heard us. Today, it is who says what we do and the biggest mistake we can commit is to not listen to him. And most importantly, I would say is that with the internet there are no more secrets. Previously, we could hide the mistakes and "get rid" just fine. Today, when there is an error or a problem, we not only can not hide it, but it's the CEO who must take the lead and take responsibility for them.
Manager - The concept of brand building is new?
Peter Sealey - In 1998, two young men: Larry Page and Sergey Brin rented a computer and started a small business. Today, it's called Google. This company will achieve revenues of U.S. $ 6 billion in advertising revenue and the two young men bought together the world's largest jet, a Boeing 767, just to make rivalry with the U.S. president's aircraft. This could never have been made in the industrial world in the past. Toyota, GM, Mercedes Benz were not companies that formerly could be built in a short period of seven years. Today, all this wealth and these companies can be created within three or four years. So it is important that this concept of brand building early in the design of the company.
Manager - The marketer today needs to be generalist or specialist? What's the fine line that separates what companies have done in institutional marketing mote social responsibility?
Peter Sealey - The marketer today has to have a global vision, world. We can no longer contain only information and knowledge across borders. Today, to devise a marketing strategy, we must take a stand that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world. If this is done correctly, a brand can extrapolate the fact that the overall point of being too regional for each place. Although overall, she says something to the people of each region. For example: in many countries the general population thinks that Coca-Cola is a local brand. In the U.S., I can buy a Mercedes-Benz made in Alabama, a BMW made in South Carolina, a Toyota made in California and then a Chevrolet, which is manufactured in Mexico. So what we are today? We are a global society, which fits in many places. Bo the companies do this well, through a purpose, a purpose very well managed.
Manager - What about the institutional marketing action versus social responsibility?
Peter Sealey - Increasingly, all businesses have a greater commitment to social responsibility, the environment and the health of our children, and this goes far beyond just an institutional marketing. In the United States, for example, we have a very serious problem with childhood obesity. The largest company that makes food products for children, Kraft, decided last week to stop marketing products that have high sugar content for children who are below 12 years. This will cost a sales revenue, but it's the right thing to do. Alcoholic beverage companies are campaigning for there to be a consumer much more aware of alcohol. Toyota is subsidizing the manufacture and sale of hybrid cars. They are losing money on each of these vehicles. But with time, technology will evolve and we'll be able to do more mileage with a hybrid fuel, giving more efficiency to the vehicle and causing less pollution to environment. Companies have always been forced to behave legally. Now, they know they are compelled to behave in an ethical manner. Furthermore, in a responsible manner.
Manager - Who do not?
Peter Sealey - This is the dilemma we face now. Young people know, know and embrace the technology. Are two choices: we hear what they have to say and modify and adapt what we do. If we do not heed them, then they create and implement those institutions that will embody those beliefs and and all that was not done by the company. Whenever a new technology appears on the market, existing businesses generally do not want to listen. In 1947, when television began to grow in the United States, movie studios should have paid more attention to the boom that happened. They knew exactly how to create entertainment, movies on the go, but thought it was really beneath the dignity of them produce films for a small tube, after all they fit the part had to do with the big screens. So, new companies have emerged to dominate the transmission of films on television. Thirty years later, emerged with cable TV signals via satellite. And those networks that had challenged in the past, the film companies found that, for them not to bother, that was unworthy deal with this new facet of the cable. A man there from Atlanta, Georgia, has placed a billboard and a satellite to start broadcasting news. His name is Ted Turner. The station it is CNN. Or we give heed to a new model and create something, or else someone will do it for us.
Manager - The consultants point that the BRIC countries - Brazil, Russia, India and China - the four nations would be more likely to develop. Which one is ahead?
Peter Sealey - I would say India and Brazil. Both are democracies, have freedom of expression and also by the legal system they have, etc. for personal freedom. China, for example, still has its population in those old communists who try to balance democracy and communism in parallel. At some point this race will break. As for Russia, I would say two things: first and that a very small country. We tend to see it was like old days, when the Union was Soviet. Today, however, it is a small country, with population and GDP also decreased very little. India may be ahead in relation to Brazil for two reasons: in numbers has a much larger middle class - 70 to 80 million people - and speaking the English language, which brings great competitive advantage. I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, come together to really create a free trade zone that goes from Alaska to Patagonia, with free trade, which triggers travel to countries that can be crossed freely with free access etc.. I think the United States and Europe in the near future, will substantially reduce its agricultural subsidies, which will significantly expand the scope of exports of agricultural products in Brazil. A cow in the European Union, receives U.S. $ 3000 grants. Unthinkable. And the orange juice concentrate is priced at forty cents a pound. It's wrong because we have to eliminate subsidies. Brazil is the most efficient producer of orange juice in the world. In Florida, where there are plantations of orange, we'll build condominiums. Since you plant oranges (laughs).
Expert Peter Sealey shows that Latin American companies fail to create brands world. Crossing borders is the ball's time for companies seeking new markets. For Wagner
Belmonte
A company that wants to be known global strategic importance of the brand for their business. The idea of a single image that represents and gives prominence to a particular product on the market has been enhanced from 1951 with David Ogilvy, an advertising pioneer in the discussion of the brand as the main active companies. But the idea that branding is a fundamental component of the marketing has been planned only effective from the 80's, more intensely when theorists and practitioners in the area began to analyze and develop the theme that more afternoon, would be seen as support for a sound business strategy.
In order to discuss the ways in building powerful brands, the ExpoManagement, held in São Paulo, brought in his 5. Edition of the great names in the area: the former vice president of global marketing at Coca-Cola Peter Sealey. He served for 24 years in leadership positions on almost all lines of business. Thus, the focus of his lecture was, in addition to branding, recognition of the power consumers have in their hands.
Sealey says that in 1960 when he began working with marketers, advertisers were dictating the rules, but "today, is different. "He said there was a clear shift of paradigm in this sense:" at that time, we told the customer what he was doing and he heard us. Today, he is who he says we have to do, and the biggest mistake we make is not listening to him. "He adds that, using the internet, if something goes wrong, is not only impossible to hide the facts, how much the "CEO who has to take the lead and take responsibility."
The issue of branding as a crucial point to be developed by corporations brought, however, other issues surfaced, such as, for example, the projection Latin American brands - or lack thereof - in the international arena. According to Sealey, Brazilian products, for example, may not be as well known due to lack of "propaganda." "Brazil has to do their own marketing as a country and put themselves in the market as a developing country," he suggests. For him, this does not happen and to prove why he exemplifies his vision: "I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian plane. It's an aircraft with room for 50 passengers, with seats too comfortable, and the cost is very good. I doubt even 1% of people who use this transportation Brazilian knows he's done in Brazil. "
One of the ways mentioned by Sealey for change in this scenario is the opening of a free trade area allowing, of course, input and output of products. He said it was also necessary to think of a good marketing strategy that goes beyond borders, "we must have a position that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world, "he says.
If the process of internationalization of Latin American brands have been difficult, there are many reasons for this to occur. Besides the little projection products Brazilians and Latin Americans in general, cited by Sealey, the strong demand is a major factor. About this, he is more optimistic: "I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, to join really create a free trade zone that goes from Alaska to Patagonia, with free trade that would encourage travel to countries that can be crossed freely with free access etc ". With ideas
enthusiastic about Brazil, when he says that this is primarily an exporter country (the Balance Commercial has achieved excellent results in the equation of exports versus imports), Peter Sealey further believes that both the U.S. and Europe will significantly reduce their agricultural subsidies, a recent proposal by VI summit ministerial World Trade Organization (WTO ) - ended on 18 December - which, among other factors, strongly increase the prospects of Brazilian exports in this sector.
If your "prophecies" are right or not is foolhardy venture. But today, as a marketing professor at the University of California Peter Sealey has clear convictions about what can actually strengthen the relationship between Brazil and other countries, "the solution lies in education, which enables the next generation to act in the global economy and participate in all societies." As a convinced optimist, it ensures that this can happen very quickly.
Manager - Mr. shows that Latin American brands are not so well known globally and cited some brands like Coca-Cola. What to do to project the brand in Latin America in the international arena?
Peter Sealey - This is an issue that has been much discussed today and the solution is a global trade, global, free. Brazil has many facets that are to industrial or agricultural commodities. Brazil, in the future, will become an exporter instead of importer marks. One example is the orange juice. Brazil is the largest supplier of orange juice to the United States and has an output that exceeds that of Florida and California in terms of volume. When I came from San Francisco to Sao Paulo, was served on a plane glass of orange juice brand Minute Mate, and I knew most of the orange that goes into producing that juice comes from Brazil, but is "disguised" in brand.
Manager - One of the crucial problems of the Latin American economy is the pent-up demand due to the maldistribution income. To what extent this complicates the process of internationalization of brands?
Peter Sealey - The income gap is certainly a problem, but Brazil is an economic powerhouse and is a dominant economy in Latin America. The solution lies in education, which enables the next generation to act in the global economy and participate in all societies. This can happen very quickly. Ireland is an example: twenty years ago, young people were leaving the country in search of work elsewhere. Today, they are coming back because it's time to develop free trade, increase the knowledge capital and also to improve economy of their country. The secret is to do marketing for small classes - which already exists in Brazil. Not marketing to the extremely wealthy and successful, who are always on top of the pyramid, or for those too poor, who live in slums. We have the marketing tools market to expand the middle class and this is the key.
Manager - Sir points "megatrends" in this sense. Could you explain them?
Peter Sealey - We must take advantage of these three mega trends, we have to use them - techniques and technologies - for our own benefit. For example, yesterday I arrived in Sao Paulo and had to make a connection. Previously, when he came here, I had to use a phone with sophisticated technology and the calls were expensive. At the hotel, I made an Internet connection - high speed (broadband) - and used the system called Skype to call my daughter, who was in California. I turned on the computer, I made the connection and talked with her for about 15 minutes. It cost me only $ 0.35 or $ 0.40. So things are changing too and the answer I have is that we must take advantage of these techniques so that we can also sell the environment, taking advantage of these technologies into our own benefit. I would add that Brazil has to do their own marketing as a country and putting the market as a developing country.
Manager - How?
Peter Sealey - I'll give an example. I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian aircraft, Embraer. It is an aircraft with room for 50 passengers with comfortable seats and the cost is very good. I doubt that even 1% of people who use this transportation Brazilian knows he's done in Brazil.
Manager - In other words, there is a waste of the potential of the brand?
Peter Sealey - The fundamental lesson that I tried to mention the example of Coca-Cola is the exceptional power that, today, is in the hands of consumers. I started working in marketing in 1960, with Procter & Gamble. At that time, we told the customer what he was doing and he heard us. Today, it is who says what we do and the biggest mistake we can commit is to not listen to him. And most importantly, I would say is that with the internet there are no more secrets. Previously, we could hide the mistakes and "get rid" just fine. Today, when there is an error or a problem, we not only can not hide it, but it's the CEO who must take the lead and take responsibility for them.
Manager - The concept of brand building is new?
Peter Sealey - In 1998, two young men: Larry Page and Sergey Brin rented a computer and started a small business. Today, it's called Google. This company will achieve revenues of U.S. $ 6 billion in advertising revenue and the two young men bought together the world's largest jet, a Boeing 767, just to make rivalry with the U.S. president's aircraft. This could never have been made in the industrial world in the past. Toyota, GM, Mercedes Benz were not companies that formerly could be built in a short period of seven years. Today, all this wealth and these companies can be created within three or four years. So it is important that this concept of brand building early in the design of the company.
Manager - The marketer today needs to be generalist or specialist? What's the fine line that separates what companies have done in institutional marketing mote social responsibility?
Peter Sealey - The marketer today has to have a global vision, world. We can no longer contain only information and knowledge across borders. Today, to devise a marketing strategy, we must take a stand that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world. If this is done correctly, a brand can extrapolate the fact that the overall point of being too regional for each place. Although overall, she says something to the people of each region. For example: in many countries the general population thinks that Coca-Cola is a local brand. In the U.S., I can buy a Mercedes-Benz made in Alabama, a BMW made in South Carolina, a Toyota made in California and then a Chevrolet, which is manufactured in Mexico. So what we are today? We are a global society, which fits in many places. Bo the companies do this well, through a purpose, a purpose very well managed.
Manager - What about the institutional marketing action versus social responsibility?
Peter Sealey - Increasingly, all businesses have a greater commitment to social responsibility, the environment and the health of our children, and this goes far beyond just an institutional marketing. In the United States, for example, we have a very serious problem with childhood obesity. The largest company that makes food products for children, Kraft, decided last week to stop marketing products that have high sugar content for children who are below 12 years. This will cost a sales revenue, but it's the right thing to do. Alcoholic beverage companies are campaigning for there to be a consumer much more aware of alcohol. Toyota is subsidizing the manufacture and sale of hybrid cars. They are losing money on each of these vehicles. But with time, technology will evolve and we'll be able to do more mileage with a hybrid fuel, giving more efficiency to the vehicle and causing less pollution to environment. Companies have always been forced to behave legally. Now, they know they are compelled to behave in an ethical manner. Furthermore, in a responsible manner.
Manager - Who do not?
Peter Sealey - This is the dilemma we face now. Young people know, know and embrace the technology. Are two choices: we hear what they have to say and modify and adapt what we do. If we do not heed them, then they create and implement those institutions that will embody those beliefs and and all that was not done by the company. Whenever a new technology appears on the market, existing businesses generally do not want to listen. In 1947, when television began to grow in the United States, movie studios should have paid more attention to the boom that happened. They knew exactly how to create entertainment, movies on the go, but thought it was really beneath the dignity of them produce films for a small tube, after all they fit the part had to do with the big screens. So, new companies have emerged to dominate the transmission of films on television. Thirty years later, emerged with cable TV signals via satellite. And those networks that had challenged in the past, the film companies found that, for them not to bother, that was unworthy deal with this new facet of the cable. A man there from Atlanta, Georgia, has placed a billboard and a satellite to start broadcasting news. His name is Ted Turner. The station it is CNN. Or we give heed to a new model and create something, or else someone will do it for us.
Manager - The consultants point that the BRIC countries - Brazil, Russia, India and China - the four nations would be more likely to develop. Which one is ahead?
Peter Sealey - I would say India and Brazil. Both are democracies, have freedom of expression and also by the legal system they have, etc. for personal freedom. China, for example, still has its population in those old communists who try to balance democracy and communism in parallel. At some point this race will break. As for Russia, I would say two things: first and that a very small country. We tend to see it was like old days, when the Union was Soviet. Today, however, it is a small country, with population and GDP also decreased very little. India may be ahead in relation to Brazil for two reasons: in numbers has a much larger middle class - 70 to 80 million people - and speaking the English language, which brings great competitive advantage. I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, come together to really create a free trade zone that goes from Alaska to Patagonia, with free trade, which triggers travel to countries that can be crossed freely with free access etc.. I think the United States and Europe in the near future, will substantially reduce its agricultural subsidies, which will significantly expand the scope of exports of agricultural products in Brazil. A cow in the European Union, receives U.S. $ 3000 grants. Unthinkable. And the orange juice concentrate is priced at forty cents a pound. It's wrong because we have to eliminate subsidies. Brazil is the most efficient producer of orange juice in the world. In Florida, where there are plantations of orange, we'll build condominiums. Since you plant oranges (laughs).
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