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¿Tendrá Farmacias Benavides Una Nueva Hermanita En El Negocio?

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¿Tendrá Farmacias Benavides Una Nueva Hermanita En El Negocio? ¿Tendrá Farmacias Benavides una nueva hermanita en el negocio? Si esta cadena de distribución de medicamentos al menudeo no fuera suficiente para México, este gigante del sector, que vende al menos de 10 mil millones de dólares anuales en el mundo, no cierra ... Ornella Barra cree que México es un campo fértil para este sector. (Especial) BÁRBARA ANDERSON/ENTREVISTA12/11/2014 04:22 AM México Ornella Barra es una ejecutiva impecable, que habla varios idiomas y maneja los números de la mayor cadena de farmacias del mundo con una memoria prodigiosa. Tiene 30 años trabajando en Alliance Boots, el mismo tiempo que tiene como pareja de Stefano Pessina, el CEO y mayor accionista del gigante farmacéutico (y uno de los italianos más ricos del mundo). Barra lleva las operaciones internacionales de la empresa y fue central en el cierre de la compra de Walgreens en 2012. Será la responsable del negocio de Farmacias Benavides en México y analiza traer el formato de Walgreens al país. Es la primera incursión de la marca en el mercado latinoamericano, ¿qué coyuntura detectaron en esta oportunidad para voltear a la región? Primero que nada, para Alliance Boots los márgenes en un mercado son muy importantes, y en el caso de México los márgenes que maneja en relación con el resto de la región son muy buenos. En segundo lugar, Latinoamérica es en general muy atractivo. Y en el caso particular de México es muy interesante para desarrollar nuestra marca más europea, Boots. Dado que es un mercado muy cercano a Estados Unidos y por su población de más de 100 millones de personas, el potencial es enorme. Ofrece una enorme oportunidad para desarrollar nuestras marcas y para implementar nuestro nuevo modelo minorista en las farmacias. Alliance Boots se convertirá en la líder del mercado de las farmacias al quedarse con Benavides, ¿cuáles son las expectativas de crecimiento? Antes que nada tenemos que analizar muy bien el mercado y entender las necesidades de los clientes. Pero vamos a continuar invirtiendo y también vamos a continuar creciendo en la participación de mercado. ¿Más sucursales o reconfiguración de las tiendas que ya poseen? La estrategia que llevamos adelante en Alliance en todo el mundo, no solo en México, es primero llegar al mercado, luego entenderlo muy bien e involucrarnos mucho con el management local. Luego, juntos tomamos las mejores decisiones para desarrollar el negocio, para reorganizar la compañía y aumentar las ventas y la participación de mercado. Pero es importante ahora entender bien el mercado, la compra ha sido muy reciente y es muy pronto para tomar decisiones con nuestro staff. Benavides es una excelente plataforma para posicionar Alliance Boots de una manera fuerte en este mercado. ¿Por qué desestimaron la compra de Casa Saba y prefirieron comprar solo la cadena de farmacias de este emporio? Para nosotros es muy importante la actividad minorista, el sector de las farmacias solamente. Nosotros estamos más enfocados en las ventas de farmacias que en la cadena completa de distribución. Es importante en la vida elegir y nosotros elegimos solo las ventas minoristas. ¿Y en el mediano plazo, les interesa el negocio de distribución? En la vida nunca se puede decir nunca (risas). Después de la experiencia en EU con la compra de Walgreens, ¿traerán a México este formato de espacios con múltiples servicios? Esta cadena es muy famosa entre millones de mexicanos que van a EU. Una razón por la que he venido a México es porque quiero visitar todas las tiendas, pasar tiempo con el management local para entender las similitudes entre el mercado mexicano y Walgreens. Si bien ya le había pedido al equipo local la mejor información del sector, para mí es muy importante verlo por mí misma, para entender cuál es el mejor modelo a implementar en México el día de mañana. Entonces, ¿qué marca quieren reforzar o traer a México? Alliance Boots no, solo tenemos la intención de sumar los productos de la marca propia de Boots en las tiendas mexicanas. La marca Benavides es histórica, y una de nuestras características es respetar las marcas donde llegamos. Una vez que hayamos terminado nuestros análisis determinaremos en el futuro qué marca elegir. En ese caso, ¿podría mantenerse la cadena Benavides con su marca y luego traer la marca Walgreens? Como dije antes… ¿por qué no? ¿Cuánto tiempo demandará el análisis para los cambios? Va de tres a seis meses tomar una decisión. ¿Qué potencial ven en México? Muy alto. Pero la clave es encontrar el mejor modelo para este mercado. Una vez que tengamos eso, confío en aumentar los números y el tamaño de la cadena Benavides. ¿Qué porcentaje de las operaciones de Alliance Boots (10 mil 100 millones de dólares) representa México? Cerca de 2 por ciento del total. En el primer semestre de 2015 inicia la fusión Walgreens Boots Alliance, ¿cómo se integra su negocio en México a este corporativo global? En la nueva empresa habrá cuatro grandes divisiones. Una de ellas (la que estará a mi cargo) es la de las ventas internacionales fuera de Estados Unidos y Gran Bretaña. En esta unidad entra México. ¿Tienen pensado hacer más compras en Latinoamérica? ¿Por qué no? ¿Usted nunca dice que no? Yo nunca digo no. Nada es imposible para mí, ese es mi lema. .
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