Electrolube dances to the Samba beat

Citation

(2004), "Electrolube dances to the Samba beat", Soldering & Surface Mount Technology, Vol. 16 No. 1. https://doi.org/10.1108/ssmt.2004.21916aab.008

Electrolube dances to the Samba beat

Electrolube dances to the Samba beat

Keywords: Electrochemistry, Manufacturing, Brazil

HK Wentworth, the holding company for leading electro-chemical manufacturer Electrolube and computer and office equipment cleaning specialists AF International, has opened a new sales and marketing facility in Sao Paulo. The new Brazilian offices have been established to address huge potential in the country, which is one of the world’s leading industrial nations and has a rapidly growing market for HK Wentworth’s range of products. The operation will be managed and run by Claudio Rancoleta, who has great experience of electronics products as well as local market knowledge (Plate 2).

Plate 2 Claudio Rancoleta

HK Wentworth at present has greater access to a wide range of market sectors via both the Electrolube and AF range of products. These include: automotive, electronics, telecoms, electromedical, marine, domestic, aerospace, informatics, dealer groups, IT resellers, and retail electronics maintenance. "Products are currently exported to Brazil, which is time consuming and complicated", explains David Cox, Electrolube’s Export Sales Manager. "The only way to keep our products and service competitive is to have a permanent presence and, quite simply, the time is right to launch fully into Brazil."

"The economy is in good shape after taking quite a battering over the last couple of years. Brazilian assets have bounced back strongly and Dollar inflows are strong as exports boom", says Cox. "Brazil has a strong and well capitalised banking system, a healthy private sector with low leverage and a powerful fiscal responsibility law. There is a long track record of meeting budget surplus targets and a floating exchange rate system which has been tested under great stress and delivered the goods."

With the decision to invest made, Rancoleta has already thoroughly researched the market and approached potential customers, and initial feedback has been extremely positive. With a degree in Marketing and Business Administration and a Masters Degree in Business Administration, he is eminently qualified for the position, and has worked for a company that manufactured and sold epoxy and polyurethane resins for electronics and a company that made and sold dosing, dispensing and weighing equipment. "We are sure that Claudio, with his knowledge and expertise, will make a huge success of HKW Brazil", adds Cox. More information is available at www.electrolube.com