Alexandre Rocha
São Paulo – Docol, a producer of sanitary metals based in the city of Joinville in the southern state of Santa Catarina, started turning its attention more intensely to the foreign market four years ago, and intends to prospect the Arab market in the near future. "It is part of our planning to go after destinations in the region," stated the company import and export director, Guilherme Bertani.
According to him, the company is studying the possibility of participating in some event turned to the civil construction sector in the Middle East this year. But the greatest probability is that the Docol strategy of coming closer to the Arab countries should become even stronger in 2005, when Docol intends to expand its foreign trade department.
"We are increasing the personnel in the sector so as to have greater geographic coverage. We will then have the possibility of coming closer to the Arab countries," added the executive.
The company currently sells to 20 countries in the Americas, Europe, Asia, and Africa, and the main markets are still Argentina and the United States. Docol has done some business in Algeria, through Safer Tabi & Freres, a local importer and distributor of construction material. The company represents other Brazilian companies in the region, among them Tigre, in the pipe and connection sector, and Tupi, that produces connections for piping.
The company main product is automatic taps, those used at airports, shopping centre bathrooms, and other public locations. "We are leaders in the sector of taps for water economy," guaranteed Bertani.
But Docol also produces and exports a large range of sanitary metals, including toilet valves, flow valves, showers, and kitchen taps.
Revenues
Established 48 years ago, the company has been exporting for at least 20 yeas. But, for a long time, foreign trade answered to only 4% of company revenues, currently at around US$ 33 million a year, according to Bertani.
In the last four years, when the company started developing a stronger foreign trade strategy, export rose to 18% of company sales. The target is to reach around 30% in 2006.
"We have started paying greater attention to the foreign market due to instability of the Brazilian market. Export provides greater safety to the company," guaranteed the executive.
It is important to recall that up to 1999, the real (R$, the Brazilian currency) was stronger against the dollar, inhibiting Brazilian export and simplifying import. After the devaluation of the Brazilian currency, which is currently at around R$ 3.00 to US$ 1.00, Brazilian products have become much more competitive on the foreign market.
Docol has three industrial units in the same industrial park in Joinville. They currently employ 800 people and hope to a 10% growth in revenues this year.
Contact
Docol
Foreign Trade Department
Tel: (+55 11) 451-1114
www.docol.com.br
