Metalfrio Case Analysis
Brazilian multinational corporation, Metalfrio Solutions S.A., is one of the world’s largest manufacturers of plug-in commercial refrigeration equipment. They seek differentiation through innovation and customer relationships, through their brands of Metalfrio, Derby, Caravell and Klimasan, to meet the different needs of their customers (“Metalfrio”). In addition, Metalfrio goes beyond just their point of sales, as they include services along with their products, adding value and uniqueness to the company. However, it has taken many years to get to where they are now.
Created in 1960, it was primarily focused on refrigeration components when it was first established. Due to overgrowing demand, Metalfrio began selling commercial refrigerators to many producers of ice cream and beverages in Brazil. In the 1989, a leading Brazilian producer of stoves and manufacturers of household appliances, Continental 2001, acquired 60% of capital in Metalfrio. A few years later, a German group Bosch Siemens Hausgerate (BSH) bought out Continental 2001, thus acquiring Metalfrio. BSH invested well enough into the company to help transform them into an environmentally responsible producer, a first in its sector in Latin America. Later becoming an independent subsidiary and being sold by BSH, Metalfrio quickly became a regional leader and soon after had its sights on the international level (“Metalfrio”). Metalfrio was on the rise. The company rebranded itself by adding Solutions in its name, shifting the brand to be more focused on the service sector. Next, a Brazilian investment fund acquired Metalfrio, and for the first time in over a decade, Metalfrio was 100% a Brazilian company (“Metalfrio”). The group of investors came up with a strategic plan to help accelerate the growth and development of the company. They focused their attention towards their products and their relationships with customers. During this period, Metalfrio was also gaining attention for receiving
Created in 1960, it was primarily focused on refrigeration components when it was first established. Due to overgrowing demand, Metalfrio began selling commercial refrigerators to many producers of ice cream and beverages in Brazil. In the 1989, a leading Brazilian producer of stoves and manufacturers of household appliances, Continental 2001, acquired 60% of capital in Metalfrio. A few years later, a German group Bosch Siemens Hausgerate (BSH) bought out Continental 2001, thus acquiring Metalfrio. BSH invested well enough into the company to help transform them into an environmentally responsible producer, a first in its sector in Latin America. Later becoming an independent subsidiary and being sold by BSH, Metalfrio quickly became a regional leader and soon after had its sights on the international level (“Metalfrio”). Metalfrio was on the rise. The company rebranded itself by adding Solutions in its name, shifting the brand to be more focused on the service sector. Next, a Brazilian investment fund acquired Metalfrio, and for the first time in over a decade, Metalfrio was 100% a Brazilian company (“Metalfrio”). The group of investors came up with a strategic plan to help accelerate the growth and development of the company. They focused their attention towards their products and their relationships with customers. During this period, Metalfrio was also gaining attention for receiving
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