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Relatório Anual Cyrela Brazil Realty 2011 Solidez E Renovação Rumo Ao Crescimento Sustentável

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Relatório Anual Cyrela Brazil Realty 2011 Solidez E Renovação Rumo Ao Crescimento Sustentável RELATÓRIO ANUAL CYRELA BRAZIL REALTY 2011 SOLIDEZ E RENOVAÇÃO RUMO AO CRESCIMENTO SUSTENTÁVEL ANNUAL REPORT CYRELA BRAZIL REALTY 2011 SOLIDITY AND RENOVATION TOWARDS SUSTAINABLE GROWTH Relações com Investidores Diretoria Estatutária Investors Relations Statutory management Av. Pres. Juscelino Kubitscheck, 1.455 – 3º andar Elie Horn São Paulo – SP Rogério Jonas Zylbersztajn CEP 04543-011 Ubirajara Spessotto de Camargo de Freitas Site: www.cyrela.com.br/ri Cassio Mantelmacher www.cyrela.com.br/ir Gilson Hochman Telefone/Phone: (55 11) 4502-3153 Cláudio Carvalho de Lima E-mail: [email protected] José Florêncio Rodrigues Neto Atendimento ao acionista Concepção e desenvolvimento Assistance to the shareholder Conception and development Banco Bradesco S.A. FSB Design Departamento de Ações e Custódia E-mail:[email protected] Revisão Site: www.bradescocustodia.com.br Proofreading Telefone/Phone: 0800-701-1616 Assertiva Produções Editoriais Auditores independentes Tradução Independent auditors Translation Ernst & Young Terco BanFor Gerenciamento e Produção de Materiais Av. Nações Unidas, 12.995 – 16º andar 2ª CAPA São Paulo – SP CEP 04578-000 Fotos Site: www.ey.com.br Photos Telefone/Phone: (55 11) 3054-0000 Acervo Cyrela Cyrela’s collection Código de negociação das ações na Bovespa Impressão e acabamento Code of trading of the shares in Bovespa Printing and finishing CYRE3 Conselho de Administração Tiragem (em 31/12/2011) Print run Board of Directors in 12/31/2011 500 exemplares Elie Horn 500 copies Rogério Jonas Zylbersztajn George Zausner Papel Rafael Novellino Paper Fernando Goldsztein Capa – Duo Design 300g/m2 Sergio Rial Cover – Duo Design 300g/sqm (conselheiro independente independent director) Miolo – Couché Fosco Matte 115g/m2 João Cesar de Queiroz Tourinho Inside – Couché Fosco Matte 115g/sqm (conselheiro independente independent director) 3 Mensagem da RUMO AO Administração CRESCIMENTO Message from the Board SUSTENTÁVEL Ao longo de 50 anos, a Cyrela os resultados de desempenho de entidades setoriais indicam In 2011, our efforts were directed towards the evolution of systems, processes and passou por diferentes ciclos estão em linha com a estratégia um déficit habitacional da ordem corporate governance. In addition to the de crescimento e de gestão, de crescimento. Em 2012, nosso de 7 milhões de residências no commitment of our collaborators in the current moment, the performance results apoiados na solidez da empresa e planejamento aponta que a Cyrela Brasil. Portanto, reafirmamos nossa are in line with the growth strategy. In de valores que integram a Cultura chegue a 80% de participação crença no potencial do mercado 2012, our planning indicates that Cyrela may reach 80% of interest in works with Cyrela. São pilares e práticas para nos projetos com mão de obra brasileiro a médio e longo prazos, proprietary workforce, emphasizing our garantir a excelência de nossa própria, ressaltando nosso cientes de que oferecemos os operation model. In terms of corporate governance, certain changes shall operação e o reconhecimento modelo de atuação. Em termos melhores produtos, balizados strengthen the Board, such as the do mercado e de nossos clientes. de governança corporativa, por uma marca forte, sólida decrease of the number of executives in it and a greater balance of independent Nos últimos anos, a Cyrela algumas mudanças fortaleceram financeiramente e de credibilidade. directors, with plans to increase such tomou decisões estratégicas o Conselho, como a redução number soon. para o desenvolvimento do número de executivos no Boa leitura. The real estate segment forecasts sustentável. Entre elas, está tornar Board e um maior equilíbrio de indicate a continuous growth of the demand. One of the main entities of as operações mais orgânicas, conselheiros independentes, the sector, Secovi-SP (Residential and com maior controle sobre o com planos de aumentar esse Commercial Real Properties Purchase, Sale, Lease and Administration Union of processo construtivo, em todas as número já em 2012. São Paulo), works with growth estimates etapas do negócio, por meio do of 3.5%. For habitation credit, the increase Towards shall be of approximately 30%, according investimento em equipes próprias. As projeções da indústria to the Brazilian Association of Real Estate Naturalmente, esse crescimento imobiliária apontam para um Credit and Savings Entities. In addition, sustainable growth forecasts and studies conducted by entities não possibilita prosperar na crescimento contínuo da Along 50 years, Cyrela has gone of the sector indicate a habitation deficit mesma velocidade dos ciclos de demanda. Uma das principais through different cycles of growth and of approxmately 7 million residences in management, supported by the solidity of Brazil. Therefore, we reinforce our belief in expansão anteriores. Contudo, a entidades do setor, o Sindicato the company and of values that integrate the potential of the Brazilian market in the solidez da Cyrela possibilita trilhar das Empresas de Compra, Venda, the Cyrela Culture. They are pillars and medium and long-terms, aware of the fact practices to ensure the excellence of our that we offer the best products, marked by esse caminho com os melhores Locação e Administração de operations and the acknowledgment by a strong brand that is financially solid recursos disponíveis, de forma Imóveis Residenciais e Comerciais the market and our clients. Over the last and which has credibility. few years, Cyrela has made strategic madura e transparente. de São Paulo (Secovi-SP), decisions for sustainable growth. Among Enjoy your reading. trabalha com estimativas de them is rendering our operations more organic, with greater control over the Em 2011, nossos esforços foram crescimento de 3,5%. Para o construction process in all stages of the direcionados para a evolução crédito habitacional, o aumento business, by means of investment in our own teams. Naturally, such growth de sistemas, processos e deve ficar em 30%, segundo a does not allow us to prosper in the same governança corporativa. Além do Associação Brasileira das Entidades speed as in the previous expansion cycles. However, Cyrela’s solidity allows us to take comprometimento dos nossos de Crédito Imobiliário e Poupança. this path with the best resources available, colaboradores no atual momento, Além disso, projeções e estudos in a mature and transparent manner. 4 5 Índice Foreword Apresentação Presentation 08 Perfil Profile 12 Cyrela em Números Cyrela in Numbers 20 Estratégia Strategy 36 Living Construtora Living Construtora 46 Governança Corporativa Corporate Governance 56 Gestão de Pessoas People Management 72 Público Estratégico Strategic Public 82 Responsabilidade Social Social Responsibility 90 Desempenho Econômico Economic Performance 100 Perspectivas Perspectives 114 6 7 Apresentação Presentation CINCO DÉCADAS DE HISTÓRIA A Cyrela Brazil Realty apresenta, neste Relatório Anual 2011, o desempenho da Companhia ao longo do período, nos âmbitos econômico, social e ambiental. As informações disponíveis neste relatório constituem uma ferramenta importante de comunicação transparente da empresa com o mercado e com os seus públicos de interesse. Five decades of history Cyrela Brazil Realty presents, in this 2011 Annual Report, the Company’s performance along the period, in the economic, social and environmental scopes. The information available in this report constitutes an important tool of transparent communication of the company with the market and its relevant audience. Lobby de entrada da sede da Cyrela, em São Paulo (Avenida Juscelino Kubitschek,1455) Entrance hall of Cyrela’s headquarters, in São Paulo (Avenida Juscelino Kubitschek, 1455) 8 9 ApresentaçãoPerfil PresentationProfile Cyrela é pioneira em Cyrela is a pioneer in venda pelo Facebook sales through Facebook O ano de 2011 representou um período importante no histórico evolutivo da Cyrela, com a intensificação e a consolidação de ações Um mês após o lançamento do canal de vendas pelo One month after the launch of the Facebook sales channel, in 2011, de governança corporativa para um crescimento sustentável e de forma Cyrela made the first actual sale of a real property by means of the orgânica, ou seja, alavancado pelas operações e investimentos internos Facebook, em 2011, a Cyrela fez a primeira venda social network – becoming the first company of the Brazilian real efetiva de um imóvel por meio da rede social, sendo estate sector to achieve such deed. The unit sold was of the Vita de projetos da Companhia. Residencial undertaking in the city of Recife, state of Pernambuco. a primeira empresa do setor imobiliário brasileiro a The transaction was assisted by the iPhone app launched by Cyrela realizar esse feito. A unidade comercializada foi do in 2010. The tools are part of the strategy of intensification of the Este relatório traça uma visão macro da gestão do Grupo Cyrela, a partir company’s presence in the Internet and social media. das diretrizes estratégicas estabelecidas pelo Conselho de Administração empreendimento Vita Residencial, em Recife (PE). e, também, dos resultados operacionais e econômico-financeiros A transação contou com o auxílio do aplicativo para registrados durante o ano de 2011, além de perspectivas para o próximo iPhone, lançado pela Cyrela em 2010. As ferramentas período. As informações gerais compiladas neste documento são fazem parte da estratégia de intensificação da resultados de entrevistas com os principais executivos da empresa, de presença da empresa na
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