BTL Mark: Resolve interoperability issues & increase buyer confidence
EMAIL INTERVIEW – Rodrigo Miranda and Ken Sinclair
Rodrigo Miranda, CEO, Mercato BAS Supply LLC
Rodrigo Miranda is CEO and co-founder of Mercato, a 10-year-old
company specialized in the distribution and manufacturing, of a broad
range of products and solutions for air conditioning, building
automation, power management, air purification, and electronic security
that enable you to create and maintain more comfortable, intelligent,
productive, efficient and safe environments.
A Controls Company in Brazil?
Mercato Brazil and Mercato BAS Supply are at different stages of their life cycles and obviously part of different market cultures. This calls for different business strategies.
Sinclair: What motivated you to create a controls company in Brazil?
Miranda: When I left
Carrier in 2009, I wanted to do something different leveraging all the
expertise I had acquired working with controls and automation for so
long. I knew of the many problems faced by customers and I knew how to
solve them. I felt like I needed it and that the time was right for me
to dedicate myself to an opportunity where I could apply my knowledge
and, obviously, invest in a market with potential. And the controls
segment seemed like the obvious bet, as it is dynamic and invites
constant innovation, while calling for suppliers who can rapidly
respond to changing demands of products and services. We are working in
Brazil to expand the controls market. Our actions are aimed at
increasing customer understanding around the benefits resulting from an
automated building installation.
Sinclair: What segment of the market is Mercato aiming to serve?
Miranda: Over the first
5 years, Mercato focused chiefly on HVAC (Heating, Ventilation and Air
Conditioning). Over time we expanded our portfolio of solutions. Today,
besides solutions in air conditioning automation and energy management,
we offer solutions for air purification, electronic security and
structured cabling. These solutions allow us to act in several segments
to make the outcomes more comfortable, productive, intelligent,
accessible, efficient and safer.
In 2019, Mercato BAS Supply LLC started a local distribution operation in the USA. The major line that we will carry is Belimo. The initial goal is to serve the Nashville Metro Market in Tennessee, but with nationwide coverage. We will be selling Belimo and Dwyer Sensors, Instruments and Access. Right now, we are certifying our own branded products in UL and will soon launch them in the North American markets.
Sinclair: Why did you partner with Tridium?
partnership with Tridium is in line with Mercato’s vision to create,
promote and provide state-of-the-art controllers, instruments and
devices for automation and HVAC-R. We believe that the Tridium brand is
recognized by the market for offering high-tech products that are
reliable and offer a truly open platform, with infinite applications
and possibilities for its customers. This will allow Mercato to offer
the Brazilian market: more complete solutions in controls and
automation and the possibility of integrating all the other subsystems
sold by our company.
Sinclair: How are your solutions differentiated from others available in the market today?
Miranda: Besides our
portfolio of high-performance brands and solutions, we believe our
competitive edge is sustained by highly capable personnel. This
includes employee training and organizational attitudes related to both
employee and organizational improvement. Investments in our human
capital allows us to create a consistent buying experience, conforming
to corporate standards. To develop a quality relationship with the
customer, we provide numerous interactions or “touch points” that begin
with brand awareness and continue through the pre-sales, first
purchase, installation, customer support, services, ongoing purchases,
and long-term care. We believe that focus on customer experience,
technical expertise and human capital, makes Mercato a company that is
well recognized in the market, thanks to the engagement of its
employees in meeting customer needs at several of these touch points.
Sinclair: What is the next step for Mercato?
Miranda: Mercato Brazil
and Mercato BAS Supply are at different stages of their life cycles and
obviously part of different market cultures. This calls for different
business strategies. Our first step, this year, is to consolidate our
business and brand strategy in both the Brazilian and American markets.
We will test and improvise on these strategies to achieve the growth
and market share that we are confident of achieving.
Sinclair: Why did Mercato decided to be Global?
Miranda: We pay
constant attention to everything going on around us and are always
looking for new customers and potential markets. In 2017, we
initiated a viability study for the internationalization of the Mercato
brand. We decided on the competitive American market and the viability
study indicated Nashville-TN as a city with major potential to initiate
a physical operation outside of Brazil. Halfway through 2019, we began
taking our first steps towards operating outside of our borders. We now
have a team of five people in an office in Nashville and another four
providing remote service from Brazil, including technical support
and applications development. Brand internationalization has fostered
an important exchange of expertise (in terms of culture, processes,
technology and different consumer behaviors) between Brazilian and
American operations, and this could become a competitive edge in the
future. Proof of this lies in the fact that we will soon be exporting
products manufactured by Mercato to meet the needs of the demanding and
competitive American market. Additionally, through brand
internationalization, we have done a great job at meeting the needs of
the Latin American market, both in terms of manufacture and
International expansion was the best way
to grow our company. We still have plenty of opportunity to expand in
the Brazilian market. But entering the international arena can protect
us against the risk of decline in domestic markets and, most important,
significantly improve our overall growth potential.
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