Leader Caterpillar’s
in light machinery is all over Peru
Produced by Jassen Pintado Interviewee Engineer Alberto Parodi, General Manager of UNIMAQ
Construction
UNIMAQ
UNIMAQ’s
its sales channel in the Peruvian Amazon- one of the FERREYCORP
path stands out by incorporating
companies in charge of distributing
and developing new business lines
CAT equipment.
assigned by its head company in such
The construction sector accounts for
a way that, since opening for business
55% of UNIMAQ’s revenue, followed
in 1999, the company has also
by mining with 15%, other 10% for
expanded its markets and its presence industry in general, and the remaining nationwide, with seamless contribution is divided into various sectors. Within to FERREYCORP, one of the most
FERREYCORP, UNIMAQ contributes
important “multilatinas” corporations
approximately 12% of total sales.
in Peru.
In times of investment and projects
Belonging to a corporation like
generating growth in Peru, UNIMAQ
FERREYCORP implies the UNIMAQ
has achieved revenues of US$200
autonomous operation receiving great
million per year.
support, since UNIMAQ was originally
“For five years in a row we have
created to sell light machinery
been awarded the Caterpillar Light
and other brands to complement
Equipment Distributor with the largest
Caterpillar (CAT) equipment. In 2007,
market share in the world,” said
the Rentando business unit merged
Alberto Parodi, General Manager for
into UNIMAQ, bringing together the
UNIMAQ.
rental and light equipment categories,
Alberto Parodi de la Cuadra
becoming “UNIMAQ - The CAT Rental
graduated in Industrial Engineering
Store”. Two years after this transition,
from Ricardo Palma University, in
UNIMAQ became a strong leader in
Lima, Peru. He also obtained a
Caterpillar light equipment, becoming
master’s degree in Strategic Business
-along with FERREYROS and ORVISA, Administration from CENTRUM, the
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April 2021
Construction
UNIMAQ
business school of the Pontifical
Profitability, another one in Leadership
Catholic University of Peru. Among
by INCAE (Central American Institute
other outstanding courses, the
of Business Administration) Instituto
executive also attended a face-to-
Centroamericano de Administración
face course from the Kenan-Flagler
de Empresas, Costa Rica), and
Business School (at the University of
the Finance for Non-Financial
North Carolina) offered by Caterpillar
Managers course, also in person, at
in Leadership for Growth and
Harvard Business School (Boston,
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5
Construction
UNIMAQ
UNIMAQ | Somos Diferentes!
USA). And since 2019, Parodi
abroad, having served between 2000
became a professor at the School
and 2002 as sales manager in Bolivia
of Administration and International
for a FERREYROS company and
Business of the Peruvian University of
from 2010 to 2015 as deputy general
Applied Sciences.
manager in Guatemala for GENTRAC,
“I have been with FERREYCORP since 1995. I have worked for
America. His tenure at UNIMAQ
practically all commercial areas,”
started in 2016.
said Parodi, who also has experience
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the largest group company in Central
April 2021
Construction
UNIMAQ
SOUND ORGANIZATION BASED ON OFFER DIVERSIFICATION
By product, UNIMAQ has the following divisions: • Caterpillar Division • Construction Allies • Light Machinery Allies • Rentals • Asian division • Post-sales support (spare parts and services)
carried by CRESKO, a group company; among the Asian lines, the SEM brands -created by Caterpillar for China- as well as SHACMAN trucks, dump trucks and mixers, and SHAORUI crushers, -a Chinese brand created by METSO- are noteworthy. “Being a Caterpillar dealer results in a totally different positioning because it’s a leading brand worldwide,” Parodi added. For machinery rental, UNIMAQ
Currently, the business line generating the highest income for UNIMAQ is machinery sales, offering a wide range of both new and used equipment, managing over 20 brands that the company has positioned in the country, in addition to the place it has achieved in the CAT world. Among these brands, in addition
has a fleet of around 1,000 units. These 1,000 units break down into about 350 machines for regular rentals and about 650 Caterpillar forklifts for long-term rentals. NATIONWIDE AND ONLINE PRESENCE
UNIMAQ’s presence across Peruvian territory spreads through 16 points of
to Caterpillar machinery, there are
sale, including branches and offices.
the CARMIX concrete mixers, from
The latter take orders for machinery
Italy, compaction equipment -among
sales, whereas the branches house -in
other products- from Wacker Neuson,
addition to warehouses- service and
and as from 2021 UNIMAQ has
maintenance shops. “No competitor
incorporated the Asian lines previously can boast having the same coverage
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7
Construction
UNIMAQ
UNIMAQ has. We operate through
of buying different accessories
consolidated logistics, which gives
in a self-service basis.
us a competitive advantage,” the executive added. The opening of specialized retail
such that the opening of a new store is planned within the Arequipa branch,
facilities is one of UNIMAQ’s most
and the opening of a third store with
recent investments. In 2019, the first
these same features in the Cusco
of these stores was opened in Trujillo,
branch is scheduled for before the
where on a little bit more than 5,300
end of 2021.
sq. ft. the store offers the experience
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The success of this store has been
April 2021
Construction
UNIMAQ
“The idea of the retail stores is like
STRATEGIC PARTNERS UP TO THE TASK
going to any UNIMAQ branch in the
Behind UNIMAQ’s success,
future and visiting a nice store first,
there are the aligned efforts of
either to buy a machine, an accessory
suppliers whose performance and
or spare parts. This has been an
timely work provide solid support
interesting investment. We want to
to the company’s operation. There
open more points of sale to be closer
are three groups of allies that
to the customer”, Parodi said.
undoubtedly stand out to keep the
Regarding online presence, UNIMAQ offers the Parts.CAT.com (PCC) sales
company’s operation running: • Suppliers: brands distributed
channel, which is a website that
and represented by UNIMAQ
allows obtaining quotes for Caterpillar
provide conditions that make
spare parts used with the Allied
business continuity easier,
machines represented by UNIMAQ.
delivering the same kind of
The call center’s capacity is spread all
support expected from them even
over Peru, thus minimizing the risk of
during the pandemic.
contagion of call center agents during the pandemic.
• FERREYCORP companies: the corporate sister companies
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9
UNIMAQ
Construction
are strategic allies. Most of the machinery and spare parts purchased in the United States are transported by Forbis Logistics, a specialized unit of FERREYCORP with presence in several countries, including the US. Forbis consolidates the total load required by the FERREYCORP companies in Peru with daily trips. Fargoline, in Peru, also solves logistics tasks for UNIMAQ. • Banks: Finances became relevant not only to offer customers favorable conditions to acquire machinery, but banks have worked with the company on credit lines that have allowed to meet suppliers’ and payroll needs, particularly during the strict quarantine in Peru. • CAT Financial: Caterpillar finance company that finances a good percentage of Caterpillar machines sold by UNIMAQ directly to the end customers.
COVID 19: A SUM OF EFFORTS TO MOVE FORWARD
The strict conditions imposed by the Peruvian government during the pandemic affected business activity in March, April and May 2020. UNIMAQ was able to arrange the return to activities, obtaining permission to reopen in June, in compliance with all the biosafety protocols that the situation and the government required. Employees’ safety is a priority for the company, and for this reason investments were made in supplies to comply with these protocols. Schedules were established so that, in each company location, the capacity approved by the State could be observed. UNIMAQ provided its own vans -which followed all the biosecurity protocols- to reduce the use of public transport by collaborators who worked in person. According to each position’s duties, part of the staff works from home and with reduced assistance in offices, and based on this agenda, the frequency
10
April 2021
UNIMAQ
Construction
Being a Caterpillar dealer results in a
totally different positioning because it’s a leading brand worldwide - Engineer Alberto Parodi, General Manager of UNIMAQ
of the screenings has been organized
payments until December 2020,
through antigen tests that are
considering that since July, after
being conducted every 15 days
returning to activities, sales and
for those who attend daily, weekly
collections almost reached the pre-
or once a month.
pandemic levels.
The company changed its advertising spending for solidarity campaigns with the other regions
WIDE PRESENCE IN THE COMMUNITY
UNIMAQ’s ties with its community
of the country. Likewise, it adjusted
go beyond compliance with concepts
its expenses and raised funds to
of Corporate Social Responsibility,
guarantee payroll and supplier
since it contributes to specific causes:
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11
Construction
UNIMAQ
• The company works with two
program, which encourages
associations for children with
the hiring of women with
different abilities in the city
technical skills.
of Lima. • The “Sembrando Mi Futuro” (Sowing My Future) program
to the VIDAWASI association in the
benefits high-potential children
construction of the first Children’s
living in extreme poverty through
Hospital Specialized in Childhood
scholarships.
Cancer in Peru, in Cusco. And it also
• The topic of inclusion is addressed through the UNIQAS
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April 2021
The company also contributes
takes part in the annual FERREYCORP 4K race, with the purpose of raising
UNIMAQ
funds for the social programs in which
Construction
to work on the next strategic plan for
the Ferreycorp Association is involved. the next five years, but what has been GROWTH IN CONSTRUCTION
Following the halt to activity caused
achieved until now and the planning until the end of the year undoubtedly
by the pandemic, UNIMAQ regained
give rise to optimism in UNIMAQ,
strength after reopening under new
which expects significant growth
provisions. Towards mid-2021, it plans for this year.
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13
UNIMAQ
Construction
We want to open more
to be closer to the customer points of sale
- Engineer Alberto Parodi, General Manager of UNIMAQ
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April 2021
UNIMAQ
Construction
“We are going to end 2021 in a positive way and it will be, for us, a year of transition towards significant growth for the following years, since it will make us financially solid, united and strengthened”, concluded Alberto Parodi, General Manager for UNIMAQ.
FOUNDED:
1999 INDUSTRY:
CONSTRUCTION WEBPAGE: www.unimaq.com.pe Contact.center@unimaq.com.pe
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