short intro carlos valdes

Education

About myself…

Bachelor Degree in Electrical & Mechanical Engineering

Master in Science in Electronic Systems Engineering

Other Studies…Business ManagementStrategic SalesMarketing ManagementLean ManufacturingBrandingStrategic PlanningFinance Management and planning

CC-PA/ A.Vargas

Tesis Automatio

n

Functions

2001 - 2003 Project Engineer

• Industrial Automation Project Development• Software Development• PLC programming & Integration• HMIs and SCADA systems Programming• Industrial networking

Achievements:• Project development for several companies such as: Cervecería Cuauhtemoc, Cemex y Pemex• Proficient in PLC programming and control systems

Professional Experience…

CC-PA/ A.Vargas

Parker Hannifin

Functions

2003 - 2005 Electromechanics Manager

Electromechanical Product Management• Sales and Marketing strategies development for Electro-mechanical products• In-Depth competitor analysis• Product training development

Sales Management Electromechanical Division Mexico• Project development integrating Servomotors, PLCs, servo-controllers and HMIs• Sales budget management• Development of distributor and system integrator network

Achievements:• Brand positioning in the Mexican market• Sales development of high-tech products• Gain of market share for the company

Professional Experience…

CC-PA/ A.Vargas

Some activities in Parker

Trade Shows

4

CC-PA/ A.Vargas

Some activities in Parker

Customer events

5

Workshops

Some activities in Parker

Brochures

6

Marketing & promotional materials

Product Training

Controllers are the building blocks of all systems• 5 PC Bus Cards

• operation with VB or C++ drivers• Stand-alone

• Card on angle bracket with power supply• Card in chassis

• 2 Stand Alone Controllers

Programming

with CoDeSys

(IEC 61131-3)

CC-PA/ A.Vargas

9

Festo Functions

2005 - 2008

Business Management Electric Drives Mexico• Creation of a new business unit for Festo• Development of the national business plan and market approach strategies• In charge of product and sales management• Inventory and purchasing management • Development of the technical support structure

Main achievements:• Successful brand positioning in the Mexican market• Sales increase of 200% on the first year, 90% on the second and average 35% until 2009• Development of success stories in several industry segments• Significant increase of market share for the company

Professional Experience…

CC-PA/ A.Vargas

Festo Functions

2008 – 2010 Business Unit Manager Electric Drives Americas

• Business Plans development for each country in the region• Responsible of sales targets for each country and manage the sales budget for the region • Development of marketing strategy for each country and drive implementation• Support the development of regional product market needs• Manage logistical needs for the specific product category• Work directly with regional General Management to implement joint development strategies for the region• Perform joint visits with local sales forces to high potential customers

Achievements:• Successful business unit development with outstanding sales increase• Marketing and Sales strategies towards Brand development and positioning in the region Americas• Setup a team of competitive people across the region to assure that targets are reached.

Professional Experience…

11

Drives, Motors & Controls

Mechanical Actuators

Complete Systems

Main Focus:

Electric Drives

Product range @

Mot

ion/

Vision

LevelsMot

ion

Field

bus

Actua

tor

Sens

or

UnitsEnhancedSystems

Systems

Integrated component

ComponentElement1

Higher degree of integration and complexity creates higher demand of service and support.

visio

n

*Competence: 50%

*Competence: 20%

*Competence: 10%

*Competence: 1%

* Employees know-how in general

2

3

4

13

Worldwide Business Plan:

Achieve 30% growth p.a. per country

Focus on mechatronic Motion Solutions

9,624,2

33,442,7

54,7

70,3

90,7

116,4

150

0

20

40

60

80

100

120

140

160

2003 2007 2008 2009 2010 2011 2012 2013 2014

Millionen €

30% p

.a.

Mechatronic

Motion

Solutions

Electric Drives and Motion

Actuators, axes, slides, gripperMotors & controllers, motion controlSoftware tools

The approach…

Electric Drives Market,Customers, Potentials.Awareness, Reaction.

Too expensivein many cases

Faith, trust

relationship

Fair pricing Customer benefit

Component level, comparison to competitors

Projects, systems,sizing, integration ofFesto components

Repeatable business,OEM contracts,consulting, services

The strategies…

Products

Success stairway of Electric Drives (ED)

15

Sales Targets

Structures, Functions

Specialists Training

Sales Training

Components Competence

System- Competence

OEM Partnerships

Longterm Growth

For high volume (OEM)Electric Drives business we

need application competence and

after sales structures.

The business plans…

The people…

Busines Unit

Manager

PMM Product Market

Manager

Trainer Assistanc

e

Sales Engineer

s

eBDM E-

Specialists

Project Engineer

MECH

Applicatios

Engineers

Product Specialist

s

Design Engineer

MECHCustomer Training

Standard Sales/support organization

Industry segment

managers

After-salesPre-sales

AutomotiveELAF&BPackOEM

The people…

Regional Customers

Pre-Sales

After-Sales

Design

Hot Line

Training

Complaint

Repairs

E- D + H M. Bianchi J. Santambrogio

M. Becco

E. Di Nunzio

IST - ELA E. Carne

IST - AMI G. Tripaldi

IST - F&B TetraPak. L. Pascali

IST - Printing D. Cullati

IST - PA G. Cazzaniga

Pneumatic Mechatronic Customer Solutions

G. Carrera

A. Aulicino

F. Bassi

F. Destro

SMASS

PN- EL

PN

M. Faenza

ICM G. Della Vedova

SA-Rep. C. Bianchessi

Prod. P. Righetti

Testing A. Antonini

Appl. Centre MV / S

Ripar. D. Gastaldello

C. Ghirimoldi V.T. A. Lovati

Controls M. Vecerina

Technical Manager Assistant

Training

PN- EL

H.

H.

V.T.

Technical Departments

Pneumatic

Mechatronic

Systems

Industry Segments

The applications…

The results…

Quantities in USD

2005 2006 2007 2008 2009 2010510,000 1,500,000 2,450,000 3,405,500 4,427,150 6,419,368

Avg. Growth 194% 63% 39% 30% 45%

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

2005 2006 2007 2008 2009 2010

0%

50%

100%

150%

200%

250%

Development of MX 2005-2010

Market Sales

Avg. Growth

Example of development of F-

MX:

200% growth on the 1st

year!

The results…

0

- 1

+ 1

F-AR

•

F-BR

•

F-US

•F-VE

•

F-CA

•

2 3 4 5 6

Growth ED Abs

(Avg. Growth company

AutomationBusiness)

F-CO

•

F-MX

•

+ 5

+ 15

+ 10

1

TD objective average

2014

Example of development of F-

MX:

Development ytd.

Thank you!