Presentation on theme: "MARKETING SUSTAINABILITY & CERTIFICATION WORKSHOP RAINFOREST ALLIANCE 20 TH ANNIVERSARY GALA CELEBRATION Enrique Cibie Ceo Masisa May 16, 2007."— Presentation transcript:
MARKETING SUSTAINABILITY & CERTIFICATION WORKSHOP RAINFOREST ALLIANCE 20 TH ANNIVERSARY GALA CELEBRATION Enrique Cibie Ceo Masisa May 16, 2007
Company Masisa is a leading company in Latin America in the production and marketing of woodboards used in furniture and interior design. In addition to its core business, the company has three divisions: Forest, Solid Wood and Retail, thus creating value and higher competitiveness for the company. The company currently has 13 industrial plants in Chile, Argentina, Brazil, Venezuela and Mexico, certified under the ISO 14.001 and OHSAS 18.001 standards. Masisa’s forest plantations amount to 240,000 ha in Argentina, Brazil, Chile and Venezuela, which mainly include radiata pine, caribea and ellioti. All of them are certified under FSC and ISO 14.001.
Company Masisa’s value proposition is to be a reliable brand name, which is close to all audiences and anticipates market needs offering innovative products and services. Masisa has a strong commitment to sustainable development, and manages its business with a triple bottom line scorecard. Masisa has been a pioneer in the industry by working under environmental and social initiatives and standards: FSC, E1, ISO standards, Sustainability Report and member of the Chicago Climate Exchange, among others. Masisa is an open corporation and its shares are traded in the Santiago Stock Exchange and NYSE, through ADR's. In 2006 the company’s sales amounted to US$886,5 million.
Why did you choose to become more sustainable? Masisa bases its business strategy on the Triple Bottom Line philosophy, safeguarding economic, social and environmental considerations. This has helped the company become a leader in the industry and has ensured the business sustainable development. This philosophy is rooted in its main shareholder GrupoNueva, and its founder, Stephan Schmidheiny. Masisa chooses to be a “sustainable” company; our intention is to be successful in the markets, not only today but in the long term. This is in line with a well structured and implemented business strategy, which has helped us create value and obtain efficiencies in our relationship with our clients, by improving the quality of our processes and products.
Impacts of sustainability efforts Thanks to Masisa’s efforts in terms of its Triple Bottom Line management and the implementation of sustainable development standards, positive impacts can be observed in the following areas: –Operational efficiency –Organization alignment to achieve the best financial, environmental and social results. –Positive internal and external corporate image. License to operate and good relationship with environmental authorities, clients, collaborators, suppliers and the community in general. –Competitive advantage and differentiation attribute: Increasing value by the Latin American market in terms of environmental and social attributes of companies, leading to a good position and to establish the standards in the industry. –Access to funds that only invest in responsible companies.
How do you add Rainforest Alliance certification as an atribute for your brand? Masisa is developing its own corporate seal so brand name values are transmitted and included in its products and final products. Markets have gradually acknowledging Masisa’s efforts and privilege our company because of how we operate. Likewise, financial agents are becoming seriously interested in our environmental and social performance. Communicate our achievements to the market and to the different stakeholders has been critical for Masisa in the creation of brand name value, and the results confirm that this is a positive and growing trend and encourage us to continue capitalizing our efforts for conducting business in a responsible and sustainable manner.