2. Case Study
• Equipment for Supermarkets that provides
Dehumidification and HVAC needs with substantial
energy savings.
• Market in Mexico is concentrated in few players:
– Customer 1 with 44% of market share
– Customer 2 with 22% of market share
– Customer 3 with 11 % of market share
– Customer 4 with 5% of market share
10/13/2015 Alberto Quiroz P.Eng., CITP
3. Case Study
• Due to equipment cost, length of sales process (over 18 months) and
small number of potential customers, the channel selected was direct
sales.
• Recruiting and on-boarding of a local country manager
• Recruiting and training of partners for service
• Warranty agreements with local suppliers
• Technical presentations to local engineering firms advising customers.
10/13/2015 Alberto Quiroz P.Eng., CITP
4. Case Study
• Customers 1, 2 and 3 have a corporate mission to
reduce energy consumption.
• Energy Efficiency opened the door
• Humidity in refrigerated cases was the driver to
change
• Access to C-Suite brought awareness of negative
effects at consumer level of humidity in display
cases- Introduction to operations team.
• Brought prospects to visit successful installations in
southern US
10/13/2015 Alberto Quiroz P.Eng., CITP
5. Case Study
• Customers requirement to have a ROI of less than 3.5 years shifted
strategy to present Life Cycle Cost Analysis with successful results.
• Presented customer with options for financing implementation through
local government agencies and EDC
• Local representation exclusively for importation process.
10/13/2015 Alberto Quiroz P.Eng., CITP
6. Today
• One Pilot store to monitor energy
consumption and humidity levels for a year.
• Multiple projects new construction and
retrofit under evaluation.
• Local presence, installation and service
network in place.
10/13/2015 Alberto Quiroz P.Eng., CITP
