Fernando Mindreau joined GH Perú about a year and a half ago. An industrial engineer by training, Mindreau has a distinguished track record in key sectors in Peru, such as mining and raw materials processing. Under his leadership, the market unit is now in its tenth year.
GH Peru has celebrated its tenth anniversary under your management. What do you consider to be the main challenges of the market unit?
My objective and that of all the people who work at GH Peru is to “corporatise” and professionalise the company even more, to align it as much as possible with the rest of the GH market units.
I also believe that during the early years, GH Peru has been very dependent on international customers who sought us out. However, from now on, our strategy should be more proactive.
What opportunities does the Peruvian market offer GH?
The Peruvian market presents attractive opportunities for GH, especially in priority sectors such as fishing and mining, where our involvement so far has been limited. I’m currently working closely with the sales director to prospect these sectors and find out how we can offer them value propositions that address their specific needs. I believe it’s essential to significantly increase our penetration in these markets, both in sales and services.
“It is essential to significantly increase our penetration in priority sectors for the country such as mining and fisheries”
To address these challenges, what are the main measures you have taken during your first year as CEO?
The first measure has been to bring our premises up to the standards of a prestigious company like ours. That’s why we’ve recently moved to an industrial estate in the south of Lima, where we have our own infrastructure, including offices, workshops and warehouses. During the last year we’ve also worked very hard on the restructuring of the commercial area.
Who are your most important customers at the moment?
Probably Siderperú and Aceros Arequipa, the only two steel companies in Peru. We have a long-standing relationship with both companies, actively participating in their expansion, renovation and maintenance projects.
As for our current projects, we’re working on several fronts. For example, we’re quoting for a new crane for Aceros Arequipa in a warehouse that already has eight of our cranes. We’re also carrying out an important project in southern Peru for a customer in the iron ore mining sector that includes the installation of four cranes. Finally, we’re waiting for the awarding of an infrastructure project in Lima, in collaboration with the Spanish companies Acciona and FCC, to improve the city’s road network.
In your opinion, how do you think Peruvian companies perceive GH and what do they value most about our product?
The general perception is that GH offers a high-quality European product. Peruvian companies especially value the fact that we are a subsidiary with constant support and advice from our parent company, which guarantees permanent technical guidance and assistance.
They also appreciate our focus on proximity and our efficient response time. Peru has the particularity that many industrial activities are concentrated in Lima, but there are industries distributed throughout the country that are somewhat forgotten. The fact that GH makes the effort to be there on the spot in all these areas is highly valued by our customers.
In order to achieve this proximity, as you mentioned, the technical support service is a fundamental branch. How important is it to you?
For me, the technical support service is fundamental. It’s clear to me personally that the first crane is sold based on the product, but repurchase and loyalty are achieved through the technical support service. That’s why we have increasingly well-trained technicians who we try to provide with the best possible equipment so that they can do their job in the best possible way.
Do you think they are aware of that? Do you feel that sense of belonging to GH within your team?
Absolutely. In GH Peru, I see a group of people who strongly identify with and are grateful to the company. From the management, there is a strong commitment to the well-being of the employees and to comply with all legal requirements, such as holidays, remuneration, and health and safety conditions at work. As a result, all the workers identify with the company and are willing to do their job in the best possible way.
“In GH Peru, I see a group of people who strongly identify with and are grateful to the company”
You were recently in Beasain to participate in the International Forum of Market Units. What was your impression?
I got a very good impression of both the Basque Country and its people. I think we share the desire to do things well and values such as honesty, respect and integrity. These are values that have always been important to me and that I want to instil in my work team.
How do you see the current socio-economic situation in Peru and its future prospects?
Like many countries in the region, Peru faces constant political and economic challenges. But despite the instability, the country has changed a great deal in the last thirty years, becoming more open to the world and professionalised. I believe that projects such as the Chancay mega-port and the inter-oceanic train that will link the Atlantic with the Pacific can boost the economy and attract more investment. In my opinion, a good decade lies ahead and in GH Peru we have to be prepared.
With these good prospects, how do you imagine GH Peru in ten years’ time?
I’m very optimistic and I see GH Peru with at least two or three decentralized branches. One in the south, in Arequipa, taking advantage of the region’s mining potential, and another in the north, in Chiclayo or Trujillo, where the fishing industry is concentrated. I also envisage it with twice as many employees and a turnover at least three times higher than the current one. And – why not? – with a minor components factory.