Revista Promexico Diciembre Enero 2015

Special Feature
Mexico, Dressed
to Compete
on International
Runways
The Lifestyle
The Fine Art

of Exhibiting
Negocios
para
exportadores
The Consolidation
of Infrastructure
Works in Mexico
XII - 2014
I - 2015
exico is on the move. Our country has

concluded an important transformative cycle that includes 11 structural
reforms. With these profound changes, Mexico
is breaking the restraints that have prevented it
from reaching its full potential.
Six of these transformative reforms aim to
elevate the productivity and competitiveness
of our economy, to accelerate its growth. They
form a platform that will enable us to drive development in the coming years.
With the Labor Reform, Mexico advances towards a more efficient and flexible
labor market that permits the incorporation
of women and young adults. Meanwhile, the
Economic Competition Reform establishes
clear rules that set competing companies on a
level footing and bring down entry barriers to
new participants across all sectors.
In the same way, the Telecommunications
and Broadcasting Reform encourages effective
competition in the sector, enabling Mexico to
close the digital gap and integrate more Mexicans into the knowledge society. In addition, it
generates great opportunities for new productive investments and latest technologies.
The Tax Reform increases the States financial capacity and favors public investment in priority areas for economic activity, such as science,
technology, and infrastructure. In its turn, the
Financial Reform gives place to the conditions
that allow the robust Mexican bank to participate more actively in the countrys growth,
through more credit options and at lower interest rates for families and businesses.
Finally, the Energy Reform will allow the participation of a higher number of companies, thus
modernizing the sector with more productive investment and cutting-edge technologies. This ensures the supply of electricity and hydrocarbons at
competitive prices for industries and homes.
The transformative reforms are already a reality. Now, the Mexican Government is putting them
into action. To do so, we follow an agenda of actions in concrete terms that will allow them to be
implemented effectively. By combining the efforts
of authorities, the private sector, and citizens, we
are building a more prosperous Mexico.
Enrique Pea Nieto

President of the United Mexican States
Table of Contents December 2014 | January 2015

18
22
38
Special Report
Guest Opinion
Special Feature
Investment Envelops
the Energy Landscape
in Mexico
Smog Slowly Lifting

From Mexico Citys
Public Transport
Mexico, Dressed to Compete

on International Runways
24
From
ProMxico
10
12
Briefs
Special Feature: Textile and Footwear Industries
54
Mexicos Partner
42
Premium Knits
26
Terminal Martima Mazatln
44
Dues
28
Tsol
46
Grupo Industrial Brigitte
30
Aldesa
48
Uniformes Unin
32
Katoen Natie
50
Entretelas Brinco
34
Lintel
52
EDC de Mxico
36
Tuscor Lloyds
figures
photo
The Consolidation
of Infrastructure
Works In Mexico
courtesy of sct
cover feature
58
The
Lifestyle
Briefs
courtesy of ten arquitectos
The Complete Guide

to the Mexican Way of Life
62
Enrique Norten:
The Mexican
Who Changed
the Face
of Architecture
photo
photo
courtesy of museo tamayo
The Lifestyle
The Fine Art

of Exhibiting
pedro rosenbleuth
Many of Mexicos contemporary art galleries are

rated among the most important in the region
and several have an international presence. Each
has its own unmistakable voice.
70
68
in Barcelona
archive
A Taste
of Mexico
photo
photo
courtesy of oaxaca cuina mexicana
photo
64
Five
Mexican
Spirits
to Lift
the Spirits
THE NEW MEXICO CITY

INTERNATIONAL AIRPORT
| Negocios ProMxico
Para exportadores
The most important infrastructure work of the last decades

The New Mexico City International Airport
will contribute to create the identity of Mexico
in the 21st Century
The New Mexico City International Airport is a
model that will be the inspiration for future airports
The biggest airport in Latin America
The airport will be six times bigger than the actual
one with a surface of 4,430 hectares
6 runways with triple simultaneous operations
A terminal building with 550,000 sqm of construction
WHY A NEW AIRPORT?

It will generate employment
It will increase the investments
It will elevate the productivity
It will strengthen the business
environment
It will allow an equilibrated regional
development
120 million passengers in its last stage

1.2 million tons of cargo for 2030
First international airport in the world with LEED Platinum certification
La misin:
pymes mexicanas con

presencia global
94
De
ProMxico
74
breveS
Conceptos clave
para incursionar con xito
en nuevos mercados
76
Mxico
82
en el mundo
Sobre el cumplimiento
de las obligaciones
fiscales
y el comercio exterior
84
fotos
archivo
Logstica:
88
La importancia
de la banca
pieza clave del comercio

internacional
en el comercio exterior
de Mxico
86
90
December 2014 | January 2015
| Negocios ProMxico
ProMxico
Francisco N. Gonzlez Daz
CEO
Karla Mawcinitt Bueno
Communication and Image
General Coordinator
Sebastin Escalante Bauelos
Director of Publications and Content
sebastian.escalante@promexico.gob.mx
Copy Editing
Felipe Gmez Antnez
Jorge Morales Becerra Contreras
Advertising
negocios@promexico.gob.mx
Cover Photo
Archive
Editorial Council
consejo editorial
Ildefonso Guajardo Villarreal
Francisco de Rosenzweig Mendialdua
Enrique Jacob Rocha
Embajador Alfonso de Maria y Campos Castell
Luis Miguel Pando Leyva
Francisco Javier Mndez Aguiaga
Rodolfo Balmaceda
Guillermo Wolf
Jaime Zabludovsky
Gabriela de la Riva
Adolfo Laborde Carranco
Silvia Nez Garca
Mara Cristina Rosas Gonzlez
Ulises Granados Quiroz
Karla I. Mawcinitt Bueno
Negocios ProMxico es una publicacin mensual editada por ProMxico, Camino a Santa Teresa nmero 1679, colonia Jardines del Pedregal, delegacin
lvaro Obregn, CP 01900, Mxico, DF Telfono: (52) 55 5447 7000.
Portal en Internet: www.promexico.gob.mx; correo electrnico: negocios@promexico.gob.mx.
Editor responsable: Gabriel Sebastin Escalante Bauelos. Reserva de derechos al uso exclusivo No. 04-2009-012714564800-102. Licitud de ttulo:
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ISSN: 2007-1795.
Negocios ProMxico ao 7, nmero XII 2014 | I 2015, diciembre 2014 - enero 2015, se imprimi un tiraje de 13,000 ejemplares. Impresa por Ca. Impresora El Universal,
S.A. de C.V. Las opiniones expresadas por los autores no reflejan necesariamente la postura del editor de la publicacin. Queda estrictamente prohibida la reproduccin
total o parcial de los contenidos e imgenes de la publicacin sin previa autorizacin de ProMxico. Publicacin gratuita. Est prohibida su venta y distribucin comercial.
ProMxico is not responsible for inaccurate information or omissions that might exist in the information provided by the participant companies nor of their economic
solvency. The institution might or might not agree with an authors statements; therefore the responsibility of each text falls on the writers, not on the institution, except
when stated otherwise. Although this magazine verifies all the information printed on its pages, it will not accept responsibility derived from any omissions, inaccuracies or
mistakes. December 2014 | January 2015.
Download the PDF version and read the interactive edition of
This publication is not for sale.
Negocios ProMxico at negocios.promexico.gob.mx.
Its sale and commercial distribution are forbidden.
From
promxico.
Mexico is destined to become a world-class logistics platform that facilitates
mobility, people-to-people
connectivity and trade of
merchandise and services, generating nationwide prosperity and growth.
The thrust behind multiple infrastructure
projects in the country is a strategic program
to accelerate national economic development.
In this regard, the National Infrastructure Plan 2014-2018 provides an historic
investment of over 600 billion dollars to
expand and modernize 3,000 kilometers
of highways and increase our seaport capacity, in order to handle from 280 to 500
million tons a year. This investment also
considers the construction, expansion
and modernization of 14 airports, including the new Mexico City International
Airport, which will increase its capacity
to 120 million annual passengers, among
other unprecedented transport and communications projects.
Mexico is adding institutional efforts
to enhance physical connectivity within
the country through the development of
ground-breaking infrastructure projects

that bring our communities closer together.
National and international connectivity has
also been boosted by streamlining trade
and customs procedures so that business in
our country is increasingly competitive.
In this issue of Negocios, we are proud
to share with you the successful results in
the development of national infrastructure.
In addition, this issue addresses the
textile and clothing industry in Mexico,
highlighting its relevance on the international market. Our country is an important exporter of leather goods and
footwear, and has developed coordinated
strategies with the public and private sector to penetrate new markets. In 2013,
Mexico exported more than 6 billion dollars in textile products and garments and
is now a firmly established supplier of
textiles and clothing to the US.
Mexico is renowned for its innovation in
design, style and quality. Multiple companies
have undertaken high value-added strategies
to continue the countrys success in international fashion showcases. We hope the contents of this edition will be of your interest.
Welcome to Negocios!

CEO
ProMxico
11
BRIEFS
FOOD
Long term bet

US cereal and snack maker Kelloggs plans investment of approximately 52 million usd in Mexico over the next three
years. Resources will focus on the companys major production
plant in the central state of Quertaro, to upgrade areas such
as sustainability, productivity, and innovation, and target the
healthy-lifestyle market niche.
www.kelloggs.com
IT
GROWING STRONG IN MEXICO

Chinese information technology equipment and services giant
Huawei will invest approximately 1.5 billion usd in the central
state of Quertaro, in the construction of four information and
communication technology facilities.
The investment will be made over the next five years and
will generate over 1,100 jobs. The four centers will be a Global
Technical Care Center, a Regional Center for Network Operations, a Regional Innovation Center and a Regional Technical
Training Center.
The Innovation Center is already under construction in El
Marqus industrial park and is slated to be operational in the
second half of 2015.
photo
archive
www.huawei.com
AUTOMOTIVE
New Home for Mexican Sports Car

Mexican high-performance boutique auto maker Vuhl will establish
its first manufacturing plant in the central state of Quertaro. The 10
million usd facility is expected to produce chassis, suspensions and
do the final assembly of the companys Vuhl 05 model.
courtesy of vuhl
courtesy of huawei
photo
photo
www.vuhl05.com
13
BRIEFS
BRIEFS
AUTOMOTIVE
AUTOMOTIVE
Targeting in Mexico
Painting a Successful Business
Italian packaging injection molder EuroPlast is planning to establish a mold-making operation in the central state of Quertaro. At
an investment of 2.5 million usd, the facility will produce specialized molds for the automotive industry.
US off-road vehicle manufacturer Polaris

Industries plans investment of 110 million usd to expand operational capacity
at its production plant in the northeastern state of Nuevo Len. Expansion is
expected to focus on painting and welding processes for all-terrain and light
utility vehicles.
www.polaris.com
courtesy of polaris industries
photo
archive
www.europlast.mx
archive
MANUFACTURE
photo
Unpacked Investment
Innovating the Future

Mexican-US auto parts manufacturer Sistemas Automotrices de
Mxico (Sisamex) inaugurated a Technological and Human Development Center in the northeastern state of Nuevo Len at a
cost of approximately 7 million usd. The laboratory complex is
planned to develop innovations for the companys product line of
axle and brake components.
photo
US beverage giant Constellation Brands

will build a new cardboard packaging
plant in the northern state of Coahuila.
The 50 million usd facility will provide
packaging for the Modelo beer brand.
AUTOMOTIVE
archive
www.cbrands.com
METALLURGICAL
Exploring New
Opportunities
photo
Technimark Opens
New Plant
archive
PLASTICS
TenarisTamsa, the Mexican subsidiary of

Luxembourg-based pipe maker Tenaris,
plans investment of approximately 350 million usd over the next two years. Outlays
are intended to boost capacity for production of steel drilling pipe in the face of an
expected increase in deep-water petroleum
drilling in Mexico in the coming years.
photo
www.sisamex.com.mx
www.tenaristamsa.com
www.technimark.com
Austrian automotive lights manufacturer

ZKW has a 40 million usd investment
underway to build a production plant in
the central state of Guanajuato. The site
is expected to provide lighting systems
for regional OEMs such as Volkswagen,

General Motors, BMW, Mercedes Benz,
Volvo and Audi.
www.zkw-group.com
archive
A Well Lit Path to Success
photo
photo
archive
AUTOMOTIVE
US plastic injection molder Technimark
inaugurated a new 5 million usd process
plant in the central state of Guanajuato.
The site the companys third in Mexico
will provide molding processes for rigid
packaging.
BRIEFS
BRIEFS
RENEWABLE ENERGY
AUTOMOTIVE
Strong as Steel
Partnership
ENEL grows with the wind

Italian renewable energy developer Enel
Green Power has completed and connected to the grid its new wind farm Dominica
I in Mexico.
The power plant is located in the municipality of Charcas, San Luis Potos, and
owned by Dominica Energa Limpia, a
subsidiary of Enel Green Power Mexico.
It is the first operational wind farm in the
state of San Luis Potos.
With a total installed capacity of 100
MW, Dominica I comprises 50 wind turbines of 2 MW each and is capable of generating up to 260 GWh per year.
Construction of the wind farm required a total investment of around 196
million USD. The project is supported by
two long-term PPAs for the supply of energy, worth a total of about 485 million USD.
This wind farm has enabled Enel Green
Power to reach an installed capacity in
Mexico of nearly 300 MW, whilst another
200 MW are currently under construction
with the Sureste and Dominica II plants.
photo
archive
Chinese metal caster IKD Auto Products

and Mexican zinc and aluminum alloy
specialists Faeza Alloyers are teaming up
to establish a new process plant in the
central state of Guanajuato. The 9 million usd first stage of the operation is
planned to produce small cast parts for
automotive OEMs.
www.ikd-china.com
www.faeza.com.mx
LOGISTICS
archive
Growing at Cruise Speed
ELECTRONICS
photo
archive
A Business With Clear

Direction
Taiwanese electronics manufacturer Lite-On will invest 12 million USD to establish a production plant in the western
state of Jalisco. The plant is expected to
produce components for vehicle navigation systems.
www.liteonit.com
INFRASTRUCTURE
courtesy of el florido
www.dhl.com
www.enel.com
A Region like no other

When you think about the San Diego-Tijuana region, the whole is more than the
sum of its parts. This area has an extensive binational business community that
includes a growing number of cross-border partnerships, joint ventures and alliances. San Diegos thriving wireless telecommunications, software and biotechnology sectors, along with Tijuanas large
number of world-class manufacturing
facilities, create the perfect link between
R+D and manufacturing.
Cross-border infrastructure is also
blooming: expanded natural gas linkages
will soon provide a cleaner, cost effective
energy supply, and the new Binational Terminal connecting Tijuanas international
airport to San Diego is expected to start
operations in 2015.
Taking a closer look at Tijuana, El
Florido Master Plan stands out. Its loca-
photo
photo
courtesy of dhl
photo
German freight shipper DHL Express carried out an expansion of its domestic air
freight hub in the central state of Quertaro at a cost of approximately 14.5 million usd. The expansion will allow DHL
Express to increase its capacity at the distribution center by 250%, to meet growing
demand driven by the regions aerospace
and automotive industries.
tion is only a 15-minute drive from the

Tijuana-San Diego border and it has a
population of 150,000 inhabitants. Many
housing developers have chosen the area,
which now has over 35,000 houses,
where factory line workers and supervisors live. The availability of a diversified
labor force is plentiful.
El Floridos newest industrial area, La
Encantada Industrial Park, has companies
like Precision Dynamics, RSI, Ryerson, Allegion and Smiths. In 2015, Essilor and
G-Box will begin their manufacturing operations on site. La Encantada Industrial
Park offers state-of-the-art infrastructure

and services. Complete build-to-suit capabilities as well as full support in the processes of obtaining licenses and permits are
backed by 25 years of experience. A turnkey project with high-end tenant improvements is delivered in six to eight months
from planning to completion. Environmental integrity, economic viability and
fantastic connectivity make La Encantada
Industrial Park an important factor to consider when looking for a competitive edge.
florido.com
Negocios ProMxico | Special Report
Investment
Envelops
the Energy
Landscape
in Mexico
The recent Energy Reform has
changed the face of the Mexican
power sector. The gateways to the
power generation, transmission, and
distribution markets have been flung
open, and investment from private
companies is expected to start
flooding in.
by wallace porter* and michelle adams**
Mexicos new energy landscape features

the prominent presence of renewable
energies and the Mexican government
is swift to confirm its commitment to a
35% of clean energy power generation
by 2024. Additionally, the governments
National Infrastructure Program 20142018 aims for an efficient interconnection of clean technologies to the national
energy grid. The modernization and
development of the grids transmission
lines is expected to further evolve the development of renewable energy generation projects.
According to Mexicos Energy Reform: A Game Changer in the Nations
History a recent publication by law firm
Goodrich Riquelme y Asociados project investments from the private sector
could reach 27% of overall investment
in the Mexican energy sector, and private investments that originate from the
structural reforms are expected to reach
20 billion usd annually between 2015
and 2018. The study also predicts that
by 2018, these investments will represent
15% of the energy sectors total investment capital.
While the finer details of the Energy
Reform were being ironed out, several
projects in the energy sector were put
on hold. Francisco Gonzlez, ProMxicos CEO, has stated that trend is due to
change over the next two years. As new
projects start to materialize, he expects
that 80% of them will be in the wind
18
photo
courtesy of gamesa
Special Report | Negocios ProMxico
sector, 15% in solar, and the rest will be

distributed between biomass, geothermal, and hydroelectric. Gonzlez also
stressed that most companies that negotiated projects prior to the Energy Reform had already anticipated the arrival
of that legislative change. Despite the uncertainty caused by the Energy Reform
process, significant financial resources
have been allocated in 2014. According
to a Bloomberg New Energy Finance
study, this year investment in Mexicos
renewable energy sector will surpass the
2010 record of 2.4 billion usd. During
the first half of 2014, investment reached
1.3 billion usd; a significant figure, considering that last years entire investment
only amounted to 1.6 billion usd. This
year is destined to be a record breaker,
with Mexico and Central America expected to install 1 GW of wind capacity,
surpassing the 757 MW record of 2012.
The figure is likely to leap to 1.3 GW in
2015 and 2016, while solar installations
in the region are expected to increase to
193 MW in 2015 and 355 MW in 2016.
The new landscape offers boundless opportunities to the private sector, and it
is through the eyes of the private sector
that we can gather whether those goals
are within easy reach.
The investment stemming from the
private sector flaunts an international
profile, with companies arriving from
the US, Spain, Denmark, and China. The
Spanish energy giant Iberdrola recently
announced an investment of 5 billion
usd to be allocated between 2014 and
2018. According to Eduardo Andrade,
Corporate Director of Iberdrola Mxico,
the financial resources will be designated
to the generation, transportation, and
distribution of energy. Andrade stated
that Iberdrola will continue to focus on
Mexico due to a certainty that exists in
the country, and because the market is
gaining momentum continuously. As
the largest private energy generator in
Mexico, Iberdrola with support from
the Federal Electricity Commission
(CFE) intends to direct 270 million usd
toward a 300MW combined cycle plant
in Ensenada, Baja California. The electricity generated by that plant will be
delivered directly to CFE for 25 years,
as stated in the agreements. Baja Californias governor, Francisco Vega de Lamadrid, has declared that Baja California is
striving to provide the most competitive
electricity tariffs in the country, an ambition that will depend on the constant
participation of private entities. Another
player that will help to make that vision
a reality is InterGen, a company that
signed a contract in February to supply gas generated electricity from its La
Rosita thermoelectric plant to Baja Californias water commission. In the same
state, IEnova the company responsible
for the operation of the Energa Costa
Azul LNG storage plant is developing
the Energa Sierra Juarez wind farm.
That project will require an investment
of 300 million usd during its construction stage, and is poised to become the
largest wind energy development in the
state.In April 2014, IEnova announced
that it will sell 50% of the project to InterGen, an initiative that is still being assessed by regulators from both countries.
Energa Sierra Jurezs commitment to
Mexicos goal of reducing emissions is
clear since it is estimated to prevent 1.5
million tonnes from being released into
the atmosphere every year.
The participation of international
players will continue to play an important role in the Mexican energy market.
Private banks, in particular, are aware of
the future that those companies hold in
the wind energy sector, especially considering that the rules of the market have
changed. In anticipation for Open Season II, Santander Mxico has formed a
joint venture with Spanish wind park developer Gamesa Corporacin Tecnolgica and is aiming to build wind parks
with an installed capacity of 500 MW
in Oaxaca. That effort will consolidate
the partnership as the largest private
investment group in the sector and will
strengthen Santander Mxicos position
in the energy market.
For Actis Capital, it is important
to assess the macro-level elements of a
country prior to making an investment
decision. According to Michael Harrington, Actis Capitals Director of Energy for Latin America, one of Mexicos
advantages is its competitive installation
costs. The cost of installing a wind farm
is roughly 2 million usd per megawatt,
whereas the cost in other Central American markets can approach 3 million usd.
Michael Till, Co-Head of Energy at Actis
Capital, commented that, backed by the
Energy Reform, Mexico has developed
compelling fundamentals for investing
19
Negocios ProMxico | Special Report
photo
courtesy of gamesa
Special Report | Negocios ProMxico
The participation of international

players will continue to play an
important role in the Mexican
energy market. Private banks, in
particular, are aware of the future
that those companies hold in the
wind energy sector, especially
considering that the rules of the
market have changed.
in power generation, an evolving and

supportive regulatory framework, and a
deep project finance capacity.
The certainty provided by the new
framework has also sparked an interest
in non-traditional renewable sources.
Reykjavik Geothermal started pursuing
Mexico after finding out about the governments aforementioned commitment
to include 35% of renewable sources
in its energy mix by 2024. Geothermal
energy could play an important role in
the fulfillment of that objective, as is
evidenced with the drafting of secondary legislation of the Energy Reform
aimed at facilitating the development of
that energy source. One of the main reasons why the utilization of the countrys
geothermal potential of approximately
9GW has not been optimized was the
absence of such legislation. Mexico
has the fourth largest installed geothermal capacity in the world at 964.5MW,
which proves that energy source still
has substantial development potential.
Reykjavik Geothermal formed a joint
venture with Mexxus Drilling, a leading Mexican geothermal drilling services
provider with experience in supporting
CFEs geothermal activities including
Los Humeros and Cerro Prieto, which
are two of Mexicos four geothermal
plants. The joint venture, Mexxus RG,
was created without any concessions in
mind or in place. However, CFE awarded it a concession to develop a geothermal project in Ceboruco, Nayarit, which
will be the first geothermal IPP concession in Mexico.
While the legislative shortcomings
have been taken care of, financing continues to be the biggest challenge for the
20
According to Mexicos Energy

Reform: A Game Changer in
the Nations History a recent
publication by law firm Goodrich
Riquelme y Asociados project
investments from the private
sector could reach 27% of overall
investment in the Mexican energy
sector, and private investments
that originate from the structural
reforms are expected to reach
20 billion usd annually between
2015 and 2018. The study also
predicts that by 2018, these
investments will represent 15%
of the energy sectors total
investment capital.
development of geothermal energy. Chris
McCormick, Director of Strategy and
Project Finance for Reykjavik Geothermal, explains that the exploration phase
alone requires an investment of approximately 5 million usd for each well and
that building a plant can cost up to 4 million usd per megawatt. That compares to
roughly 1 million usd per megawatt for a
combined cycle natural gas plant. Fortu-
nately, Mexico has the ability to diversify

development risk, enabling the creation of
financial structures that facilitate development. Nacional Financiera (Nafinsa),
Mnich RE, IDB, and the Ministry of
Energy (Sener) are aware of this condition and have developed a risk mitigation
strategy to cover it. Sener and Nafinsa
will head the risk mitigation program
with funds from IDB and the Clean Tech-
nology Fund. The model will allow the

installed capacity of the project to be expanded from its initial 30 MW to an additional 200 MW for the year 2020. The
involvement of IDB, as well as the flexibility of Sener and Nafinsa, indicates that
the new legislation for geothermal energy
is creating confidence among investors,
in spite of the inherent risks involved in
these projects.
The allocation of monetary resources,

as well as the participation of international
heavyweights in the first year following the enactment of the Energy Reform, is aligned with
the legislations paramount goal of attracting
capital. Nevertheless, Mexicos steep climb to
achieve the targets set out by the General Climate Change Law will be arduous. Backed by
the Energy Reform, and with the support of
experienced players in the private sector, the
task appears to be a little less overwhelming.

Mexicos transition to a dynamic renewable
energy market should be swift and hopefully
it will increase the countrys competitiveness
and industrial capacity. N
* Senior Editor of Mexico Energy & Sustainability Review.
** Editor of Mexico Energy & Sustainability
Review.
21
Negocios ProMxico | Guest Opinion
Smog Slowly Lifting

From Mexico Citys
Public TransporT
IBMs 2011 Commuter Pain Survey rated Mexico City as the most painful city
for commuting. This situation has now risen to such a level that people will
actually avoid trips altogether when possible due to the traffic. Of course,
that is not possible for the more than 22 million trips taken a day by the
residents of Mexico City. However, the public and private sector efforts have
been very important to the citys transport reform.
by chris dalby* and mariana palacios**
22
photos
archive
The Mexican Institute for Competitiveness (IMCO) reports that an estimated

3.3 million man hours a day are lost due
to the traffic, since many of the citys
workers spend up to four hours a day in
the commute. Cars also generate 18% of
the capitals CO2 emissions and lead to
24,000 deaths a year nationwide on top
of 14,000 more from poor air quality. In
the last twenty years, the vehicle park in
Mexico has doubled to around 3.5 million but 32% of these are over 20 years
old and 11% have no emission control
mechanisms. Some analysts suggest that
combined externalities across Mexicos
five largest cities cost the country about
4% of GDP.
One statistic is actually misleading:
20% to 30% of the 22 million trips
made a day in Mexico City are made by
car, says Guillermo Caldern Aguilera,
General Director of the Mexico City
Metrobs, while 70% to 80% are made
by public transportation. However, cars
take up around 80% of the roadways,
leading to a disproportionate impact
on the citys mobility. Furthermore, UN
Habitat finds that 66% of transportation
spending in the city has been dedicated
to improving infrastructure for cars, including the second floor of the Perifrico
the capitals main ring road.
To compound the situation, the massive part of the population that is using
public transport is not exactly enthused
at it. IMCO statistics report that 90%
of users say that on the whole, public
transport is uncomfortable, 80% see it
as unsafe and 70% think it is too slow.
However, it is time to fight back.
Many public transport options in
Mexico concern privately owned microbuses that operate solo, with little
supervision as to maintenance and security, and that account for many traffic
accidents. Those also tend to congregate
along Mexico Citys busiest commuter
routes. It is estimated by Mexico Citys
authorities that 43% of these microbuses
congregate on the citys 10 most popular
routes. That leads to significant worsening of congestion, given the hop-on hopoff nature of these vehicles.
The local government has been taking
active steps for the last decade to move
Mexico City toward a model of urban
mobility. In so doing, it has built five
lines for the Metrobs, designed a massively successful system of public bicycles
Guest Opinion | Negocios ProMxico
named Ecobici, and is expanding these

two along with its metro to provide as
many people as possible with an efficient
and sustainable journey from home to
work and back again.
Mexico Citys vision of urban mobility has been developed through collaboration with international bodies such as the
Institute for Transportation and Development Policy (ITDP). Caldern Aguilera
describes the pyramid of transportation
in the city as being inverted. Right now,
cars are at the top of the pyramid, getting
the lions share of transportation spending, despite accounting for a minority of
commuters. Meanwhile, pedestrians, who
should be at the top, are at a disadvantage
as they have trouble navigating a city designed for cars to move with ease.
The pyramid, as he described, was
part of a new mobility law announced in
July 2014. That law guarantees the right
to mobility to Mexico City residents,
which might sound rather ineffectual if
it was not matched by a consolidation of
transport operators. It creates a regulatory body that will oversee all transport
operators from January 2015, ensuring
that new bus, metro, BRT and Ecobici expansions are part of one united transportation roadmap for the capital.
That is why the Metrobs has been a
runaway success. Occupying a dedicated
lane of traffic on each route it uses, the
Metrobs vehicles are comfortable, clean
and safe. Caldern Aguilera, who has
headed up Mexico Citys Metrobs system since its inception almost 10 years
ago, lists its accomplishments. Our mission was to get cars off the road, reduce
CO2 emissions and provide people with
a safer and faster way to get around.
We have succeeded in all of those. Since
2005, the Metrobs expansion to five
lines has taken over 1,300 microbuses
off the roads and has reduced the time
of the average commute along its routes
by 40%. Furthermore, 17% of our users
are car owners who make the conscious
decision to leave their cars at home and
use Metrobs to get to work. That means
150,000 less car journeys a day.
With 105 kilometers of dedicated
road across five lines and a sixth to be
added in 2015, Metrobs is growing. It
carries 900,000 passengers a day and
estimates that just one of its articulated
buses carries the passengers that would
otherwise take up 126 cars. So go the
statistics for Metrobs passenger numbers but the impact of the chosen vehicles is equally influential.
The Metrobs was the first public
transport system to implement Euro III,
IV, and V in Latin America, and any heavy
vehicle manufacturers wishing to bid for
Metrobs spots must fit the citys requirements for emissions reductions, including
the use of exclusively ultra-low sulfur diesel. So far, Volvo, Mercedes-Benz, Scania,
Dina, and MAN are the companies whose
buses trundle along the Metrobs routes.
By 2018, Metrobs aims to reach 200 kilometers of coverage city-wide.
However, for all of those efforts, Metrobs cannot do it all alone. Another
success story has been that of Ecobici,

which Tanya Mller, Secretary of Environment for Mexico City, says greatly encouraged public participation in sustainability. One of the elements that have
the biggest impact on quality of life is the
time it takes to commute. Mexico City, as
a whole, saw an increase of 40% in the
use of bikes in the last couple of years.
Ecobici alone saw an increase of 50% in
its total users in 2013. There is a predisposition among residents to change their
transportation habits, as long as they can
do so efficiently and safely.
Meanwhile, the metro remains the
central pillar of the citys urban mobility system. With 12 lines winding their
way through 226.5 km of track connecting 195 stations and carrying 4.4 million
passengers a day, one might think it is
well equipped to service Mexico Citys
needs. Yet it is only the eighth biggest
metro in the world, smaller than Madrid
or Berlin.
Finally, for those commutes that require shuttling outside of Mexico City,
the long proposed light rail line from
Mexico City to Quertaro would help
alleviate growing road traffic in that direction. That has been one of the pledges
on the transportation agenda of President
Enrique Pea Nieto. With a cost estimate
of 3.75 billion USD, the high-speed railway would ideally carry 23,000 passengers a day, leading to 18,000 cars being
taken off the road.
The public sector efforts have certainly been the backbone of the citys transport reform. However, they have been
matched by increasing efforts from the
private sector. For example, 2014s transport wunderkind, Uber, first rolled out
into Mexico City streets in June and has
made its usual splash. Car-sharing service
Carrot has also put up pick-up points
around the city but has so far not had a
massive impact on carpooling.
Consistent and ongoing funding public and private transportation and mobility projects is a concern. Those are some
of the efforts transforming Mexico Citys
image from a city beleaguered by transport
and pollution problems into one which is
determined to break their back. The likes
of Beijing or Tehran might do well to take
a page out of Mexico Citys books. N
*Senior Editor of Mexico Automotive Review.
** Editor of Mexico Automotive Review.
23
Negocios ProMxico | Cover Feature
Cover Feature | Negocios ProMxico
photo courtesy of sct
The Consolidation
of Infrastructure Works
in Mexico
The Ministry of Communications and Transportation (SCT) is making
headway in the construction of a modern Mexico. With the addition of
initiatives and the joint efforts of all sectors, the country is being pushed
forward and established as a high value-added global logistics platform that
influences national and international markets.
by ministry of communications and transportation (sct)
The Federal Government is executing a

program of highly ambitious works aimed
at establishing a vital strategic connectivity that boosts the countrys growth and
economic development. Infrastructure development impacts the economic momentum of Mexico, leveraging its privileged
geographic position.
The governments commitment is to
consolidate infrastructure as an effective
lever to spur national development, which
is a necessary step on the way to transformation. Data from the SCT indicate that
from 2013 to 2018 private investment
will climb to more than 800 billion pesos
to clinch infrastructure projects or finish
those already started.
On land, on the coasts, in the skies and
even in space, Mexico is flying into the future with a number of infrastructure works
that will bring about enhanced social integration and improved living conditions.
The addition of kilometers to the network of highways, major roads, bridges
and rural roads across the country and the
development of airspace projects with the
building of new airports or putting satellites in orbit, will be common goals. Furthermore, the movement of cargo in ports
and providing Wi-Fi connectivity in public
places nationwide leads to more and better
services.
The SCT has identified more than
1,500 strategic infrastructure projects
to develop in the 2,440 municipalities
around the country. Infrastructure projects are already underway in more than
70% of Mexicos municipalities, among
them the construction of 46 new highways
and 90 major roads. This represents more
than half of what has been achieved in the
history of the country, with the development of more than 3,000 kilometers of
24
roadways, as well as the launching of eight

railroad lines, three of which will be high
speed.
The National Infrastructure Program
2014-2018 being developed in the country
is the most ambitious project in the history
of Mexico. President Enrique Pea Nietos
administration has so far completed nine
highways, 12 major roads, 1,467 rural
roads and service roads.
These infrastructure works amount
to 19,269 kilometers that will enrich the
national road network. They involve an
investment of close to 106 billion pesos
and will generate more than 600,000 jobs.
Among the infrastructure works that have
been developed are:
Mexico-Tuxpan Corridor. The current
administration finished this road 20 years
after it was started. It crosses the Sierra
Norte of Puebla reducing road time to 2
hours 45 minutes. With these new roads,
the port of Tuxpan has become the closest
port to the center of the country.
J Caborca-Sonoyta Highway. With the
modernization and expansion of traffic lanes, this road crosses the desert of
Altar. It is the only road that connects
to the northwest of the country.
J Jerez-Tlaltenango Highway. This road
is in Zacatecas and communicates the
north with central Mexico connecting
with the Torren-Guadalajara road.
J Texcoco-Calpulalpan Highway. Communicates the center of the country
with the Gulf of Mexico making it easier to get around and increasing road
safety for users.
J La Laguna Northern Bypass. Communicates strategically with the countrys northern border. This road has
increased the regions communication
and boosted productivity.
J Palenque Airport. Modern terminal

with the capacity to receive 300 thousand passengers a year.
J Lzaro Crdenas Port. A new container terminal has been modernized and
equipped to increase its cargo capacity
by 50%.
J Resurfacing Works in Cancn, Quintana Roo. Around 75 kilometers of
109 streets were resurfaced in order
to boost tourism in Cancn, Quintana
Roo. An additional 300 kilometers of
farm roads have been built to support
the regions inhabitants.
In addition to these works currently in
the process of completion, the new International Airport of Mexico City (AICM)
will be built; the emblematic work of the
federal government will be a symbol of

identity and reference in the 21st century.
This project is vital to the country, and
once in operation will move 120 million
passengers a year, with the consequent economic spillover.
Another great project to move Mexico is the recovery of passenger trains to
transport millions of people. Particularly
important in this respect are the MexicoToluca (Estado de Mxico) and MexicoQuertaro railroad lines and the electric
train linking Guadalajara, Jalisco and the
Metro of Monterrey, Nuevo Len.
Furthermore, there is the commitment
to provide Wi-Fi connectivity in 250,000
public sites including schools, hospitals,
libraries, cultural buildings and others, to
bring technology and information into all

corners of the country. The goal for 2014
has already been surpassed with 65,000
sites connected.
These actions support the nations
growth and competitiveness by invigorating all commercial activities. Thanks to
the constitutional reforms pushed by this
administration, Mexico has huge growth
opportunities. Continuing with the investment program and carrying out the infrastructure works will bolster the countrys
economic activity and development. The
commitment is to improve the quality
of life of its inhabitants. Thus, in todays
Mexico, the far-sighted works of the SCT
converge to unite horizons and shape the
destiny of millions of Mexicans. N
The National
Infrastructure Program
2014-2018 being
developed in the country is
the most ambitious project
in the history of Mexico.
President Enrique Pea
Nietos administration
has so far completed nine
highways, 12 major roads,
1,467 rural roads and
service roads.
25
Negocios ProMxico | Mexicos Partner
photos
Terminal Martima Mazatln,

A Gateway to the Asian Market
The Chilean-funded company has been operating since 2012 in the port of Mazatln,
Sinaloa, a state with nearly 650 km of coastline on the Pacific Ocean.
by antonio vzquez
In just two years, the Terminal Martima Mazatln in

Sinaloa has become one of
the most important seaports
run by the Chilean group
SAAM, and one of the main
ports for imports and exports
in different sectors of the
Mexican economy.
In 2011, the Port Authority of Mazatln (API in Spanish), an organization that
works with the government
of Mexico for the operation
of this port in Sinaloa a
state that has more than 650
kilometers of coastline on the
Pacific Ocean launched a bid
that the SAAM group, a Chilean corporation expert in port

activities, vowed not to let go.
We saw an opportunity to
expand SAAMs participation
in Mexico. There were several
elements that came together:
the need for participation, the
bid that was launched and the
Mazatln-Matamoros (Tamaulipas) logistics corridor which,
if viewed on a map, is a shorter way to reach China and
the eastern US, which makes
for a very attractive business
potential at the macro level,
says Miguel Chvez, CEO of
Terminal Martima Mazatln.
The time was ripe for the

Chilean company. With over
16 years of operations in the
country, at the front of terminals in Veracruz on the Gulf of
Mexico and Lzaro Crdenas
in Michoacn, SAAM Group
decided to invest heavily in
Mazatln, reflected in quality facilities and equipment,
in order to export mainly to
Asian markets.
The Chilean firm has invested nearly 30 million USD
in Mazatln, which has been
earmarked for the purchase of
mobile cranes, reconstruction
of a wharf, construction of ac-
courtesy of tmaz
Mexicos Partner | Negocios ProMxico
cess routes, acquisition of port

control systems and equipment, obtaining quality and
environmental certifications,
and the recovery and design of
an electrical network.
The Chilean company
is the largest port operator
in Latin America, with 11
sites in the region and one in
Miami, Florida. In just over
three decades in Mexico,
SAAM Group has invested
nearly 200 million USD in the
three ports it operates in the
country, where its services include containers, general and
bulk cargo, shipping, customs
clearance and software specialized, among others.
Chvez stresses that the
SAAM terminal in Mazatln
is the only one of its kind,
offering a comprehensive
service to each of its clients
in an area of over 16 hectares
which today is ready to operate its various services.
In just over three

decades in Mexico,
SAAM Group has
invested nearly 200
million usd in the
three ports it operates
in the country, where
its services include
containers, general and
bulk cargo, shipping,
customs clearance and
software specialized,
among others.
Terminal Martima Mazatln has the capacity to operate 200,000 TEUs per year.
In less than two years, it has
moved around 30,000 TEUs
per year, with annual growth
of up to 20%.
We can do customs clearance, cross-docking; we have
yards for bulk storage [...] we
move steel, copper, and as this
port was previously for the
automotive sector, we are able
to move cars, adds Chvez.
Our main activities are steel
imports and the export of
basic commodities from the
region. We have specialized
warehouses for handling steel
of up to 5,000 square meters,
which means loading can be
carried out very efficiently
without damaging the material. Thats part of the added
value we offer in the north of
the country, he explains.
The terminal holds environmental certifications and is
working to obtain ISO 9000
and 14000, which are focused
26
on quality and environmental

friendliness.
Mazatln is also one of
the safest areas of the country.
There is a very positive outlook
in that regard and part of our
plan for 2015 is to demonstrate
the potential that exists for offering first world freight services
from here, reveals Chvez.
Over a period of about
three years, Terminal Martima
Mazatln intends to grow its
operating capacity to establish
itself as the primary operating
port offering services to seven
states in northern and northeastern Mexico.
We are focused on
growth in the north and
northeast. We are seeing the
possibility of attracting automotive industries from the
Bajo region, expanding our
services and providing logistics solutions to virtually any
industry, concludes Miguel
Chvez. N
www.tmaz.com.mx
27
photos
archive
Tsol,
Everything Under Control
If smart systems have become essential to our daily lives, how much more so must they be to industries with
complex processes and valuable asset flows. Tsols mission is to offer solutions that keep it all under control.
by omar magaa
Erik Markeset is a logistics

and supply chain consultant.
He is also an expert on information technologies that help
optimize processes in these
two areas and reduce their
associated risks and costs.
Markeset has two nationalities he is US and Mexican
citizen and one company, Tsol
Soluciones en Logstica, which
selects and implements transportation and storage management systems to meet the needs
of companies that depend on
precise, well-timed and affordable flows of raw materials and
finished products.
Mexico is a land of opportunities for technological
companies like Tsol. Many
companies out there still
manage their logistics manually or using spreadsheets
and Tsols job, he says, is to
guide them to a new scenario
where specialized hardware
and software provides clear,
verifiable data on the movement of assets.
Our medium is where
logistics and technology
converge, says Markeset,
who not only founded and
manages Tsol, but who also
happens to be president of
the Mexican Chapter of the
Council of Supply Chain
Management Professionals
(CSCMP).
Tsol doesnt develop the
actual tools; rather, it integrates ad hoc products created by HighJump, Oracle,
Llamasoft and the other firms
it represents into technological
solutions packages tailored to
the customers needs.
28
We aim to offer the market a menu of tools and solutions for different problems,
says Markeset.
HighJump has a portfolio
of warehouse management
solutions and integrated supply
chain management and control
packages for the aerospace,

automotive, consumer, food and
beverage, hi-tech, manufacturing and retail industries, including solutions for providers of
logistics services themselves.
Llamasofts products are
geared toward the design of
supply chains, the conducting

of tests and the anticipation of
contingencies that could arise
when the process is active,
while Oracle has programs
like Oracle Transportation
Management (OTM), an allin-one system that allows com-
panies to migrate information

related to their transportation
operations to a single platform
so they can better manage
their fleets, merchandise and
global trading operations,
thereby providing greater certainty as regards their supply
chains and the transportation
and storage of their goods.
Like its founder, Tsol blurs
the borders of North America.
My Mexican engineers are
helping implement solutions
in the US for Mexican and
American companies, says
Markeset.
Tsol also exports knowhow to South America, mostly
Colombia, Panama, Peru and
Venezuela. Its most recent success story, covered by Inbound
Logistics magazine in its September 2014 issue, involved
Yobel, a Peruvian logistics
service provider with operations in over a dozen South
American countries.
Yobel chose HighJumps
Warehouse Advantage system
to manage and control its storage operations. Every month,
the company handles 15 million units that need to be sent
to some 70,000 geographical
locations in Latin America.
After working closely with
Tsol and HighJump, Yobel decided to enter into an alliance
with them to meet the logistics
needs of its South American
customers.
Green pastures
Markeset has found in Mexico
an ecosystem conducive to the
development of its business. Not
only are there ample opportunities to be had in the technological sector, but the country has
human capital trained to implement logistics systems.
Globally, we compete
with companies that work
out of India and tend to be
cheap, but we also compete
with American companies
whose services are more expensive, he says.
Mexico has done its part to optimize logistics tasks: infrastructure is being
developed and the training of human capital promoted. Technology, insists
Markeset, allows companies to be more efficient when it comes to processes
as complex as the transportation of goods and inputs, allowing them to
reduce both the cost and the environmental impact of transportation.
Tsol is an excellent ambassador for a country that wants

the rest of the world to view
it as a stable economy with
fertile ground for the development of businesses. Technology can help show foreign
companies that are considering
investing in Mexico that we
have access to cutting-edge
systems, says Markeset.
Mexico has done its part
to optimize logistics tasks: infrastructure is being developed
and the training of human
capital promoted. Technology, insists Markeset, allows
companies to be more efficient
when it comes to processes as
complex as the transportation
of goods and inputs, allowing
them to reduce both the cost

and the environmental impact
of transportation.
Tsol is seeking to step up
its participation in the automotive supply chain in Mexico. According to Markeset,
manufacturers are coming here
in the understanding they will
find the local suppliers and
complex logistics services they
need to guarantee the delivery
of valuable supplies on time.
There should be some great
business opportunities in the
retail and e-commerce industries in the future, says Markeset. Now that were emerging
from the crisis and recession,
were seeing a change in companies that were previously
reluctant to invest in technology. In 2013, we saw improvements. We did better in 2014

and 2015 is looking promising.
Were seeing an evolution in
the thinking of Mexican companies as regards technology,
particularly among professionals in the logistics business.
With Mexico about to enter
a new free trade agreement the
Trans-Pacific Partnership (TPP),
Markeset is confident new windows of opportunity will open
up in Latin American economies
where there are still fiscal barriers that make it difficult for technological companies like Tsol to
export their services. N
tsolco.com
29
photos
courtesy of aldesa
Aldesa,
a Successful Equation
between Spain and Mexico
Established in the country for eight years, the Spanish firm has enjoyed annual growth of about 30%.
by antonio vzquez
We observed that Mexico

was an attractive country due
to its overall situation, its
macroeconomic indicators and
the various trade agreements
with other countries in Europe. That is how Jos Mara
Argelles, Managing Director
for International Development
of Grupo Aldesa, summarizes
the companys decision to start
operations in the country.
Since 2006, when it established itself in Mexico,
the Spanish firm has grown
at a rate of 30% annually in
the country and generated
employment for about 1,100
people.
That year, when the Spanish economy was experiencing
a boom, Aldesa a specialist
in construction and infrastructure in areas spanning industry, the energy sector, tunnels
and underground works, railroads and concessions chose
Mexico as a point from which
to diversify geographically.
The first investment the
company made in the country
was in Huatulco, in the state
of Oaxaca, where it spent
some resources in land acquisition to develop a tourist resort.
At that time, Aldesa realized the huge business potential that existed in building
roads, and in other sectors.
Shortly thereafter, the company won a concession to
build and operate for 30 years,
a 150-kilometer highway
project connecting the two
major cities in Chiapas: Tuxtla
Gutirrez to San Cristbal
and the Arriaga-Ocozocuatla
extension.
30
In 2008, the company went

after something bigger: the
bid for the Durango-Mazatln
superhighway. Aldesa subsequently took charge of other
important projects such as the
construction, operation and
maintenance of the Siglo XXI
highway in the state of Morelos.
The year 2013 saw the
companys consolidation in
Mexico: it won contracts for
more than 5,000 million pesos
(over 380 million USD).
We are a company with
Spanish equity but with more
than 1,000 employees in
Mexico and 95% of them are
Mexicans, says Argelles.
Why has a firm like Aldesa
been so successful in Mexico?
Argelles explains that the
model it developed in Spain
has been brought to Mexico
but adapted to the countrys
needs, taking into account the
opinions of the directors here.
We are trying to bring over
a model that has been successful for us in Spain working
with energy service companies.
In Mexico it involves making
a large investment in municipalities, then as a result of the
savings you make with the
new technologies, you can pay
off the debt acquired with the
company and at the same time
improve the towns lighting,
says Argelles.
Aldesa, which has a presence in countries like Poland,
Romania, Guatemala and
India, considers Mexico a
strategic ally. The country accounts for almost one third of
total revenues of the Spanish
corporation.
Aldesa has sought to be at
the forefront of the countries
where it operates. In Mexico
we are in the top 10 construction companies and among the
top 500 companies, emphasizes Jos Mara Argelles.
If the European company
has something, it is the humility to learn from the surroundings where it works. We come
to learn, not to teach, to take

the best aspects of the two
countries, says Argelles.
The talent of Mexican
human resources has been a
surprise. Argelles rates Mexican engineers hired by the
company as first-world professionals who deal with complex
problems and manage to solve
them adeptly.
We have well-trained professionals from local schools
and also from abroad, who,
when given a chance to work,
develop in an excellent manner, he adds.
Aldesa holds ISO 9001,
ISO 14001 and OHSAS 18001
certifications, which help to
reduce errors in each of its
processes.
It also maintains an internal sustainability policy
that governs, among other
things, compliance with local
legislation, use of processes
that reduce pollution, training
for all staff in this area and
continuous monitoring of its
environmental objectives.
According to Jos Mara
Argelles, the structural reforms promoted by the gov-
Aldesa, which has a presence in countries

like Poland, Romania, Guatemala and
India, considers Mexico a strategic ally. The
country accounts for almost one third of total
revenues of the Spanish corporation.
ernment of Mexico in the last
year will attract foreign investment and generate more jobs
in the country.
These are reforms that
benefit the liberalization of
the economy, which will allow greater competitiveness
and reduce the cost of ser-
vices for citizens. We observe

this with tremendous optimism, as reforms that are on
the right track, perhaps the
most important of which has
been the energy reform, he
concludes. N
www.grupoaldesa.com.mx
31
photo
courtesy of katoen natie
Katoen Natie,
A Strategic Partner in Mexico
A logistics company with a global footprint takes advantage of business opportunities
that exist in Mexico by revolutionizing the supply chain for the industries with the
best outlook for the future.
by omar magaa
Katoen Natie, a multinational

company that has accumulated a century of experience
in the comprehensive management of logistics services, has
a strategic position for the
economic sectors in Mexico
that require the continuous
and secure supply of plastic
32
resins and other derivatives of

the petrochemical industry.
Since 2001, the company
of Belgian origin, with David
Rubio Echaniz at the head
of operations in Mexico, has
seen fit to invest in those
regions of the country that
are considered important
nodes for the input, generation, transfer and receipt of

plastics that will be required
in the future by thriving industries such as the automotive sector. We see it as an
interesting area with a lot of
growth, says its director and
representative in Mexico.
The company sees Mexico

as a strategic point of significant growth. If we look at
traditional markets, growth
is either zero or negative; the
company seeks markets where
there is opportunity for growth
and Mexico is among the most
important, he remarks.
Katoen Natie operates in
Altamira, Tamaulipas; Silao,
Guanajuato; Huehuetoca, Estado de Mxico, and Pantaco,
Mexico City. Thus, it can offer
industries a complete service
for the management, movement, storage and transfer of
raw materials derived from
petrochemicals efficiently and
at lower costs, since it exploits
the combined advantages of
rail and trucking services.
The most recent of the
investments made by the
firm in the country covers
the years 2012-2013, for the
construction of an intermodal terminal in Huehuetoca,
Estado de Mxico about 65
kilometers north of Mexico
City which is interconnected
to the railroads run by Kansas City Southern de Mxico
and Ferromex.
According to Rubio Echaniz, the metropolitan area of
Mexico City consumes 60%
of the plastic resins that are
mobilized by the company
in his charge. That led to the
decision to develop a distribution center with the features
of the one that Katoen Natie
established near the Circuito
Katoen Natie operates in Altamira, Tamaulipas; Silao, Guanajuato;

Huehuetoca, Estado de Mxico, and Pantaco, Mexico City. Thus, it can
offer industries a complete service for the management, movement, storage
and transfer of raw materials derived from petrochemicals efficiently and at
lower costs, since it exploits the combined advantages of rail and trucking
services.
Mexiquense and MexicoQuertaro highways.
The Belgian company spent
25 million USD on building
the distribution center on an
area of 10 hectares, with five
more in reserve. It manages
the loading of up to 230 railcars and the transfer of some
20,000 tons of plastic products
every month for distribution
in the Valley of Mexico by
truck. The terminal also has
an 18,000-square-meter warehouse and a bagging machine.
The connectivity of the
intermodal terminal with
the railroad together with
the six kilometers of track
owned by Katoen Natie has
transformed the dynamics of
logistics and supply of the
chain value of the plastics
industry in Mexico because
the materials that previously
were moved on a smaller scale
using the highways can now
circulate in large volumes,
reducing the cost and environmental impact of the transfer.
Furthermore, Katoen Natie
maintains strategic partnerships with trucking companies
that comply with regulations
for handling petrochemicals.
We look for market leaders

that meet the highest international standards. We are part of
the petrochemical sector and the
industry has some statutes and
procedures such as full responsibility for product handling,
highlights Rubio.
Connecting the Center
and the Coast
Katoen Natie views its intermodal terminal in Huehuetoca
as a logistics platform that
allows Mexican companies,
as well as receiving imported
raw materials, to export goods
manufactured in the center of
the country from the ports of
Manzanillo, Lzaro Crdenas
and Altamira.
The terminal has grown
even better than our investment
plans and that has given us great
encouragement, says Rubio.
For its part, the transfer
terminal which Katoen Natie set up in Silao helps to
strengthen the supply chain for
the automotive and footwear
industries in the Bajo region.
The terminal is located in
Parque Industrial Silao FIPASI
and allows the operation of
railcars up to 90 tons.
Given the strategic position of Mexico with respect

to the most dynamic market
in the world, the US, the
country must support policies
for infrastructure development that favor the optimal
movement of goods, believes
Rubio. We definitely need to
remove bottlenecks in order
to provide a better service
and I think the federal government is already dealing
with this, he adds.
The automotive sector, for
example, is enjoying a good
period and the arrival of new
carmakers to Mexico paints
a good picture for a company
that is contributing to opening
up new supply channels, particularly for goods related to
petrochemicals and specialty
chemicals, two of the seven
business units that constitute
Katoen Natie globally.
The per capita consumption of plastic resins in Mexico, compared to countries
in Europe or with the US, is
one third or less but there
is opportunity for growth,
concludes Rubio. N
www.katoennatie.com
33
photos
courtesy of lintel
Lintel,
When a Factory is Part of LifE
This design builder and developer of industrial parks has established hundreds of projects across the country,
representing about 18 million square meters for the industrial sector.
by antonio vzquez
Building an industrial park is

not only about raising walls
and creating a service infrastructure. That is something
well understood by Lintel, a
Mexican company that has
forged its own path in the
creation and development
of industrial parks for over
three decades.
Lintel began operations in
1983 in Ciudad Jurez in the
border state of Chihuahua.
34
Today, it has offices in central

Mexico, in states like Guanajuato and San Luis Potos.
We are a company known
for quality and innovation in
the construction industry and
industrial real estate development. We are also a socially
responsible company, committed to the development of the
country and to transforming
the communities in which it
invests capital, says Miguel
Barreda Araiza, who is in

charge of attracting new projects to the company.
Over its 31 years of history, Lintel has revolutionized
the field of industrial park
construction. In all that time,
it has developed over 18 million square meters of that
type of infrastructure.
The company has had a
hand in hundreds of projects in
some 25 cities in Chihuahua,
Sonora, Baja California, Coahuila, Nuevo Len, Estado de

Mxico, Guanajuato, San Luis
Potos and Aguascalientes.
In Guanajuato alone,
where it has strategic offices,
Lintel has developed five
parks within Puerto Interior
Guanajuato and another one
in Len, Guanajuato, each
with an approximate cost of
400 million pesos (about 30
million usd).
We have developed
projects for industrial parks
based on what the customer
requires. We have built parks
for the electronics, medical
device, food processing, and
of course, automotive sectors, says Barreda Araiza.
Chrysler, Getrag, Yazaki,
Honeywell, Johnson & Johnson, Motorola, Lexmark,
Phillips, Epson, Lear, Becton
Dickinson, Wistron, Continental, Koito, Magna, and
Omron among other prestigious global brands have
a presence in the industrial
parks created by Lintel.
According to the company, 90% of its customers
have returned to develop new
projects and 95% are corporates with foreign capital,
mainly from countries like
Canada, Germany, Japan and
the US.
Lintel works with each
customer to define the scope
and requirements of each
project. We offer added value
to our clients. For example,
in order to serve them in
countries like Japan, we
employ translators to facilitate dialogue. Additionally,
we provide assurances that
the infrastructure required
for their process will not be
a problem. We also ensure
that people working in the
company are close to their
homes, reducing commuting
times for workers, among
other positive things, explains Barreda Araiza.
Among its flagship projects is the development of
the industrial parks Santa Fe
I, II, III, IV and V in Puerto
Interior Guanajuato, one of
the most ambitious industrial
developments in Mexico
in recent years about 72
automotive companies have
established themselves in
the development, which has
served as a trigger for the
formation of a new automotive cluster in the region.
According to the company, 90% of its customers have returned to

develop new projects and 95% are corporates with foreign capital,
mainly from countries like Canada, Germany, Japan and the US.
There are great advantages in the Bajo region,
such as geographic location
and a network of suppliers,
which together with Mexicos
various trade agreements
and the domestic workforce
have attracted major auto
manufacturers, most recently
Honda, Mazda and BMW,
Barreda points out.
For business people,
that means an encouraging
outlook for the economy
because locally the automotive industry recorded an
average growth rate of more
than 5%.
In that context, an experienced and knowledgeable firm
like Lintel will be present in
order to attract more international firms in the industry.
Bringing the first company

to a new industrial park is a
real challenge. Companies do
not know if the park is going to
succeed or not, they want companies that provide credibility.
The name Lintel in association
with this kind of development
has intrinsic value: we plan the
product, we investigate location, soil characteristics, studies,
service feasibility, everything
that provides certainty, says
Barreda. He adds that with
the support of organizations
such as ProMxico, Lintel has
approached other markets,
specifically in Asia, and has
participated in trade missions
that have allowed it to become
known elsewhere.
Throughout its existence,
Lintel has created more than
10,000 jobs and also holds

ISO 9001: 2008 quality management certification.
Among its immediate
plans, the firm has in mind
the consolidation of its recent developments Colinas
de Lagos, Colinas de Len
and Colinas de San Luis. In
the coming years, the company plans to exploit the full
potential of the automotive
sector which is becoming established in the Bajo region
of Mexico.
By the nature of the
business we anticipate an
automotive sector in growth,
so we will be seeking to work
in other states as well, concludes Miguel Barreda. N
www.lintel.com.mx
35
photos
courtesy of tuscor lloyds
Tuscor Lloyds,
Mexicos Window on Europe and Asia
With 16 years in Mexico, Tuscor Lloyds runs maritime import and export operations with the European and Asian
markets.
by antonio vzquez
From the Gulf of Mexico,

Tuscor Lloyds a British company that offers cargo, container, and ship rental services,
among others has found in
Mexico the perfect window
for import and export to Europe and Asia.
Based in Manchester,
United Kingdom, the company
36
has maintained a presence in

Mexico for 16 years, making
the country one of its oldest
international operations.
We decided to open operations in Mexico since we had
an account with Volkswagen.
In early 2000, that allowed
us to increase the amount of
fares to Europe and the Medi-
terranean from Mexico. That

came hand in hand with other
accounts, such as Wal-Mart,
and gave us the opportunity to
expand import traffic to Mexico, explains Mnica Hernndez, Commercial Director at
Tuscor Lloyds Mexico.
Thus, from the ports in the
state of Veracruz and Altamira
in Tamaulipas both located

on the Gulf of Mexico the
firm has managed to connect
the country with Northern Europe and the Mediterranean.
In the port of Veracruz,
Tuscor Lloyds has become the
second and third forwarder
with the largest amount of
imports (about 13,000 TEUs
for its different customers).

Similarly, from Mexico it has
established connectivity to
Brazil, Colombia and some
Asian countries.
About four years ago
we opened an office in Hong
Kong that has been very successful. Year on year we have
grown our figures for import
and export between Asia and
Mexico, so we opened another
office in Manzanillo, Colima,
on the Mexican Pacific. Those
operations have grown 25%
in a very competitive market,
says Hernndez.
Mnica Hernndez explains that the Tuscor Lloyds
office in Mexico combines two

roles: one commercial and one
as an intermediary for markets
in Asia and Europe.
The services offered
by the firm include cargo,
containers, bilateral trades,
export packaging, heavy duty
cargo, insurance, oversized
cargo, project cargo, supply
chain and vessel leasing.
Tuscor Lloyds presence
in Mexico is very strong. We
have customers like Wal-Mart
that has a 24/7 demand for
services; we have the largest
papermakers, based in Burgos,
and we are working for New
Holland, which has presence
in the state of Quertaro.
Those are larger accounts,
with a greater volume,
Hernndez said.
Tuscor Lloyds can handle
products ranging from wines
and spirits, to moving whole
factories from one country
to another. The company is a
logistics operator that offers
a full service because it has
its own ships and containers,
allowing it to specialize in container cargo between Mexico
and Europe and Asia.
Tuscor Lloyds can handle products ranging from

wines and spirits, to moving whole factories from
one country to another. The company is a logistics
operator that offers a full service because it has its
own ships and containers, allowing it to specialize
in container cargo between Mexico and Europe
and Asia.
Tuscor Lloyds has been
operating for 20 years in England and is now a well-known
company that has worked
with other logistics agents. The
length of time in business and
continual customer satisfaction speak for themselves,
said Hernndez, who considers that one of the factors influencing the firms decision to
establish a branch in Mexico is
its geographic location, which
allows it to function as a door
to both Europe and Asia.
Similarly, the national
railway infrastructure enables the distribution of
cargo across the country, says
Hernndez. Last but not least,
the trade agreements signed
between Mexico and other
nations means that customs

clearance is faster.
In the past three or four
years, tariffs on the footwear
and apparel industry from
China have begun to be removed. That has presented
us with great opportunities,
as happened with the treaties signed with the European
Union, says Hernndez.
We also want to increase
imports and exports to Central America, something we
will do throughout 2015,
when we promote greater
commercial traffic from Mexico with that region and with
South America, concludes
Mnica Hernndez. N
www.tuscorlloyds.com.mx
37
Negocios ProMxico | Special Feature
photos
archive
Special Feature | Negocios ProMxico
Mexico, Dressed to Compete

on International Runways
Mexicos apparel and footwear industries continue garnering recognition for innovation in the areas of industrial
processes, design, style and quality, while value-added strategies are helping position the country on international
runways as a competitive force.
by jess estrada corts
Mexicos apparel and footwear industries have a long tradition of innovation

dating back to Pre-Colombian and Colonial times. Today, these two sectors have
adopted added-value strategies to give
them a competitive edge on international
markets, despite obstacles such as unfair
trade practices.
The domestic footwear industry produces 300 million pairs of shoes a year
(2.6 pairs per capita on average), while
the apparel industry is valued at an annual 21 billion USD, according to their
respective business chambers. But the
potential of these two sectors isnt limited to the domestic market: many multinationals have found in Mexico the ideal
host for their manufacturing operations
and an increasing number of Mexican
companies are gaining a larger share of
foreign markets.
Total foreign trade (imports and exports) in textile products was valued at
16.7 billion USD in 2013, which translates into growth of 3.6% compared to
2012, while exports alone grew at an average annual rate of 6% between 2009
and 2013. The US represented the bulk
of exports in this sector (64%), followed
by China (11%), India (2%), Canada
(2%) and Colombia (2%).
In the leather and footwear industries, total foreign trade increased 6.6%
between 2013 and 2014 to 4.1 billion
USD. The US accounted for 40% of exports in the period, with China (19%),
Vietnam (7%), Brazil (7%), Italy (5%)
and other countries making up the remainder.
In the 2012-2013 period, total foreign trade in textiles, leather products
and footwear as a whole grew 4.2% to
20.8 billion USD, with exports increasing
4.6% to account for 8.2 billion USD of
this figure.
38
Designing growth
In 2013, Mexico exported 6.9 billion USD
in textile products, which translates into
growth of 2.4% compared to 2012. Suits,
tailored suits, overcoat sets, T-shirts and
undershirts, sweaters, pullovers, stockings, pantyhose, cloth and net curtains,
sacks and duffle bags, cotton and synthetic and artificial yarns were among the
most popular products.
Apparel companies faced a difficult
scenario in 2013 and 2014, especially
those focused on the domestic market.
According to Sergio Lpez de la Cerda,
president of the National Apparel Industry
Chamber (Canaive), a slower economy,
compounded by cheap imports that threaten to displace Mexican-made products,
have taken their toll on the sector. This, he
says, is why the industry has registered low
growth in the last two years.
Notwithstanding, the sector continued
to create jobs 330,000 in the periodand
its outlook is promising in terms of future
growth. Lpez de la Cerda attributes this to
the fact that exporters continue expanding
and investing in Mexico because its export
In 2013, Mexico exported 6.9 billion usd in textile products, which

translates into growth of 2.4% compared to 2012. Suits, tailored
suits, overcoat sets, T-shirts and undershirts, sweaters, pullovers,
stockings, pantyhose, cloth and net curtains, sacks and duffle bags,
cotton and synthetic and artificial yarns were among the most
popular products.
market is becoming increasingly competitive. Mexicos apparel industry is highly esteemed abroad for its value-added products,
its skilled labor and the swiftness with which
it is able to meet the demands of markets like
the US. Companies operating on the domestic market have come under a great deal of
pressure, but this hasnt resulted in layoffs.
Exports stand at approximately 5.5 billion USD, while imports are valued at 3.8
billion USD. As a sector, we have a trade
surplus of over 1 billion USD. We are one of
the industrial sectors with the largest trade
balance surpluses, which represents a wonderful opportunity for growth, because to
the extent that markets like the US recover,
Mexicos exports will benefit, he says.
However, rather than wait for the impetus to come from abroad, Canaive
is cooperating with the Mexican government on strategies to get back on the path
to growth. Weve been working closely
with the ministries of Finance (SHCP)
and Economy (SE), and the Tax Administration Service (SAT) on strategies to
combat the sale of illegal, undervalued
products on the domestic market.
The apparel industry is also forging
alliances with businesses with a view to
bringing more homegrown suppliers on
board. Right now the situation is complicated, but weve had a positive response from certain business chains that
understand we need to transform this
39
downward spiral into an upward one.

Its important they support the countrys
economy by giving preference to Mexican-made products and attracting more
consumers, says Lpez de la Cerda.
Another of the sectors strategies,
he says, has been to promote Mexican
brands. Certain brands have a large
market share, but more companies need
to develop their own brands to cater, first
to the domestic market and then to international ones. The goal is to strengthen
Mexican brands so they stand a better
chance of penetrating other markets.
And when it comes to brand development, innovation is essential to an industrial sector like the apparel industry. Canaive seeks to promote innovation in
product processes and business systems.
The term innovation is transversal. We
need to draw up strategies that meet the
consumers needs and surpass their expectations, says Lpez de la Cerda.
Reason why the industry is working on
the creative design of garments and business systems. Its about instilling a business philosophy, identifying market niches
photos
and target consumers, and familiarizing

ourselves with their needs so we can create
brands and design businesses that target
these specific markets.
To this end, Canaive has promoted
the creation of the National Center for Innovation in the central state of Pachuca,
Hidalgo. Its offices are already functional
and when the infrastructure is in place,
market research and design companies will
begin to interact, pinpointing in real time
the innovations that will enable companies to be more competitive and providing
platforms that will afford businesses of all
sizes access to information that facilitates
the development of their products and
brands, says Lpez de la Cerda.
The industry is also seeking to collaborate with universities with a view to strengthening middle and upper management, whose
executives need to refresh and improve their
knowledge of strategies and processes for the
development of their companies.
According to Lpez de la Cerda, the
apparel industry requires made-to-measure financial instruments. Although bank
credit is available, due to the nature of our
As in the apparel sector, innovation is key to the footwear industry.

One of the many initiatives implemented in this respect is the
Mexico-European Union Competitiveness and Innovation Program
(PROCEI), which has benefited over 88 companies in the fashion
industry.
40
archive
industries 95% are small and medium

companies , we need financial assistance
to raise working capital and purchase
equipment [] We need more hi-tech
equipment so we can be more competitive
and we need to capitalize our companies
so they can offer more competitive prices.
ProMxico is working with representatives of the apparel industry to get
more companies participating in international expos and trade fairs. There
are specific niches for small and medium
companies and others for those that
handle large volumes. Its a question of
analyzing the capacities of small and medium companies and training them so
they can successfully participate in international events and close business deals
and sales, says Lpez de la Cerda.
Growth estimates for the sector are
based largely on the expected results of
these strategies and the advantages Mexico
enjoys over the apparel industries of other
countries. Mexico has enormous experience in industrial manufacturing and operating aspects. Theres versatility, innate
creative capacity and high standards as regards quality and product development,
says Lpez de la Cerda.
Furthermore, the recent shift in focus has
proven to be an ace up the sectors sleeve.
In 2004, many companies were still producing low-added-value commodities aimed
at the mass market. Today, more and more
are manufacturing specialized, added-value
products for a higher income target group,
making it less likely Mexican-made products
will be substituted with foreign ones.
Specialization is another plus Mexico has
to offer. For example, in the state of Jalisco,
highly developed small and medium companies geared toward innovation predominate,
whereas Southeast Mexico concentrates on
high-volume manufacturing. There are production facilities all over the country, each
with clear-cut areas of specialization, says
Lpez de la Cerda.
Add to this the creative reserves of the
industry, where product design and development take their inspiration from the
colorful traditional textiles of Mexicos
indigenous cultures.
And while there have been international scandals relating to working conditions
in the clothing industry in other countries,
Lpez de la Cerda says that in Mexico
Canaive encourages companies in the
sector to get certified in social responsibility practices and labor culture.
In light of these strategies and the advantages Mexico enjoys, its apparel industry looks set to become increasingly
competitive. Were working closely with
the government on actions for the domestic market in years to come and are confident that implementing these will result in
growth () The sector aims to work in a
more coordinated fashion in the interests
of consolidation, says Lpez de la Cerda.
A well-marked-out path
Mexicos footwear industry is concentrated in the western state of Jalisco and the
central state of Guanajuato. In the 20122013 period, exports of leather goods and
footwear increased 4.5% to 1.3 billion
USD. These were comprised mainly of rubber-soled shoes, leather further prepared
after tanning, regenerated leather, tanned
cow hides and skins, trunks and suitcases
and natural leather goods.
In November 2014, Guanajuato
hosted the Fifth World Footwear Congress. Here, State Governor Miguel
Mrquez Mrquez told an audience of
500 people from 27 countries that Guanajuato is the countrys top footwear exporter, with sales of 12 million pairs of
shoes valued at 315 million USD in the
first three quarters of 2014. Guanajuato,
he added, manufactures 60% of the footwear Mexico exports.
Guanajuato is home to Mexicos largest leather goods and footwear cluster. The
industry has consolidated itself as a mainstay of the state economy. Within a radius
of 300 kilometers, you can find hundreds
of companies that manufacture, distribute,
market and supply inputs for the production chain, said Mrquez.
Its a sector, he said, that creates
thousands of jobs and provides an income
for over 130,000 families. Were talking
about over 4,700 economic units, including manufacturers of footwear and leather goods, tanneries and suppliers whose
economies depend directly on the leather
goods-footwear supply-marketing chain.
It was at this same congress that the
Guanajuato State Footwear Industry
Chamber (CICEG) and the industrial
chambers of seven other countries decided
to standardize shoe size labeling and share
technology for the creation of new designs.
According to CICEG President Ysmael Lpez Garca, as a result of the
agreement and to make life easier for the
consumer, the labels of products from
CANAIVE has promoted the creation of the National Center for

Innovation in the central state of Pachuca, Hidalgo. Its offices are
already functional and when the infrastructure is in place, market
research and design companies will begin to interact, pinpointing
in real time the innovations that will enable companies to be more
competitive and providing platforms that will afford businesses of
all sizes access to information that facilitates the development of
their products and brands, says Lpez de la Cerda.
Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru and Uruguay will
bear the same information.
As in the apparel sector, innovation
is key to the footwear industry. One of
the many initiatives implemented in this
respect is the Mexico-European Union
Competitiveness and Innovation Program
(PROCEI), which has benefited over 88
companies in the fashion industry.
Mexican-made footwear is renowned
worldwide for its quality and design and the
industry is known for its capacity to deliver.
Because we are so close to the US market,
which is the worlds largest consumer (almost 2.3 billion pairs of shoes a year), we
can meet delivery deadlines Asian companies
cant. This has enabled us to make greater
inroads on the US market, says Lpez Garca, adding that Mexico doesnt compete
with its Asian counterparts in terms of price,
but with value-added products. Were not
competing with poor quality products, but
fashionable, top quality ones.
Guanajuatos footwear industry is

following the path marked out by Vision 2030, a study published by CICEG
in 2013 that sets growth targets based on
three strategic pillars of competitiveness:
coordination of the productive chain, sustainable development and fair competition.
On a national scale, the Mexican Fashion Committee is an integrated strategy promoted by companies in the sector and the
government whose members include representatives of the jewelry, apparel, textile,
footwear and footwear supply sectors. The
idea is to produce matching outfits. If one
company makes a line of shoes, the apparel
industry will design garments to go with that
style of footwear, says Lpez Garca.
And so the apparel and footwear industries look to the future with optimism
as they walk down the runway together,
cheered on by creative strategies guaranteed to keep them at the forefront of
their sectors in terms of industrial processes, design, style and quality. N
41
photos
courtesy of premium knits
Premium Knits soon

found that it enjoyed
competitive advantages
over other manufacturers
in the global arena, due
to the proximity of its
factory in Puebla to the
US and its capacity to
deliver rapidly to this, the
worlds largest market,
two factors that remain
decisive in its operations
to this day.
Premium Knits,
A Blend of Young Talent
and Experience
This Puebla-based family business has evolved naturally with the incorporation of a second generation of young
talents into its ranks and is now looking to export its textile products.
by omar magaa
Premium Knits, a Puebla-based company

that designs, manufactures and dyes Tshirts, has benefited from the fresh ideas
of a second generation of family members
that have joined its ranks, combined with
the experience of its founding members,
Carlos and Jorge Carvajal.
This fusion of new ideas and experience could help a lot of companies in
Mexico improve, says Carlos daughter,
Fernanda Carvajal, in interview.
Fernanda and her cousin Jorge are two
of a dozen or so young talents that have
injected creativity and innovation into the
company, mainly in its design and customer service areas. They are also responsible
42
for conducting market research to ensure

Premium Knits keeps up to speed with developments in the fashion industry.
We analyze trends on the international market, whos buying most, whos
buying less, how much consumers are
spending on food and other products,
she says.
Creativity is important in any business and Premium Knits is constantly
coming up with new models and designs
it thinks will appeal to customers in
Mexico and in the US.
The company has its own fabric-dying
facilities and has exploited them to the full.
A differentiator from day one, that is what
gives its products added value and sets it

apart from its competitors.
It gives us the versatility to make a
wide range of products. Its that differentiation in a garment that makes it unique
and its what people are looking for.
Its garment dye process and its own
specialty washes are done at their own
facilities. These processes represent the
companys main assets, the last link in a
complete manufacturing chain that begins
with production of the yarn that goes into
its T-shirts and ends with the washing and
packaging of the final product. That reduces waste and product rejects at our two
factories, says Fernanda.
A Hard-Wearing Start
The central states of Puebla and Tlaxcala
have been specializing in the textile industry for decades and it was here, 35 years
ago, that Carlos and Jorge Carvajal started
out making denim pants for the domestic
market, recalls Fernanda.
It wasnt long before the brothers installed their own industrial laundry to
soften and wash the fabric to give it a
worn effect, putting them one step ahead
of other factories in the region. Some years
later, they realized it was going to be tough
to remain profitable in the same sector,
given the influx of Asian manufacturers.
The time had come to rethink the business and so, in 1997, Premium Knits folded its jeans and started manufacturing and
dying T-shirts.
Carlos and Jorge had the necessary infrastructure but they needed machinery for
the treatment of their new products because the fabric of a T-shirt is much more
delicate than that of a pair of jeans, says
Fernanda.
When we saw our T-shirts were starting to become a popular product among
our Mexican customers, we decided to
open the door to foreign buyers.
Premium Knits soon found that it enjoyed competitive advantages over other
manufacturers in the global arena, due to
the proximity of its factory in Puebla to
the US and its capacity to deliver rapidly
to this, the worlds largest market, two
factors that remain decisive in its operations to this day.
As a result of its incursion into the

international market, the company was
forced to actively seek certification by its
customers and comply with regulations
in receptor countries. Likewise, it has
had to establish strategies to ensure its
products remain profitable after covering costs associated with the transportation of its T-shirts from the factory to the
consumer.
We offer our Mexican customers the
same treatment and quality as our foreign
customers. That is one of the reasons they
choose us, says Fernanda.
Just as important has been the companys participation in trade fairs like
MAGIC in Las Vegas, which Premium
Knits attends every year with the support
of ProMxico.
Aside from attracting new customers,

its important for the ones we already have
to see us at this type of fair because it gives
us credibility and reassures foreign customers we are a serious company, she says.
Premium Knits products are sold in
the US market via large distributors who
deal with the final customer and follow up
on those accounts.
Just recently, Hard Rock, a bar, restaurant and merchandising chain, approached
the company about the manufacture of Tshirts for its branches in Japan. We have
plenty of room to expand, says Fernanda,
adding that Premium Knits is about to
launch its own commercial brand, an exclusive line for the international market. N
www.premiumknits.com.mx
43
Dues:
thinking biG
In one of the top beach
destinations on the northern
Pacific coast of Mexico, a company
that caters to large hotel groups
with a new generation of high
standard textiles operates.
photos
courtesy of dues
by omar magaa
The tourist destinations in Mexico and

the Americas are of the foremost importance for the company that has run Valeriano Surez Surez in Mazatln, Sinaloa,
since 2003. As a supplier of blinds and
curtains, bed linens and upholstery for
hotels, Dues depends wholly on the development of such locations.
The company has participated in the
decoration and supply of textiles for hotels
in Puerto Vallarta, Riviera Maya, Guadalajara, Mexico City, Monterrey, Los Cabos,
and Mazatln, as well as in the US (Las Vegas), Jamaica, and the Dominican Republic.
Projects in one of the leading hotels in
Las Vegas, the Royalton in Cancn and
the Hyatt in Puerto Vallarta; the refurbishment of Pueblo Bonito, Marival and
Barcel hotels and rehabilitation of resorts in Los Cabos after the damage left
by Hurricane Odile in September 2014
mean the textile manufacturing factory
is very active and expects good financial

results for the year 2014, after a couple of
difficult years for the company.
We are recovering in a very positive
way, asserts Surez, who explains that
during the second half of 2014, Dues was
already working at 100% of its production
capacity due to the commitments made in
recent months in and out of the country.
During the final quarter of the year, the
company had to meet the needs of customers who were affected by the weather
phenomenon that hit the coast of northern
Mexico. We have some very important clients who we couldnt let down. We had to
redouble our efforts and work from sunrise
to sunset, recounts Surez.
Innovation as a leading value
Dues specializes in the manufacture
of coverings for windows but also
manufactures decorative textiles and
Innovation is a core activity at Dues which, as a company involved in international markets, it

has been necessary to meet the standards that regulate the industry in countries that are at the
forefront and to offer products that match these standards.
upholstery for the public areas of large
buildings. During periods of peak demand, up to 90 employees are at work
on their production lines in addition to
the human capital in charge of the area
of development and innovation which,
each year, presents two new product
collections: one in the first quarter and
once during August and September.
We manufacture the textiles and in
some cases do the finishing and printing,
says the director.
Innovation is a core activity at Dues
which, as a company involved in international markets, it has been necessary to meet
the standards that regulate the industry in
countries that are at the forefront and to offer products that match these standards.
One difference that has defined our
company and has given us success is
that for several years we have been introducing and pioneering in Mexico fire
retardant fabrics, while raising awareness
about their use, Surez points out.
Dues has adopted the California
standard NFPA 701, which provides
44
standardized methods for testing fire

and flame spread on textiles and films.
The use of these textiles in large buildings can be a decisive factor in peoples
safety, says Surez.
In addition, resort developers increasingly demand from their suppliers
durable and easy to clean fabrics. We
have implemented a lot of technology
and adopted synthetic fibers, which are
easier to clean and are less absorbent,
remarks Surez.
In recent years we have seen a focus
on environmental protection. The use of
recycled fibers has become important and
some hotel chains are even specifying that
certain products and tissues make use of
environmentally friendly fibers, he adds.
Growth within
and outside the home
Dues works hand in hand with offices in
architecture and interior design, as well
as with distributors in the US a market
that the firms directors observe offers very
good prospects.
We have a strategic alliance with a

US distributor who connects us to contracts in cities such Las Vegas. We want
to strengthen that partnership. The
strategy is that we market their products in Mexico and they market ours in
America, Surez adds.
The growth plan for Mexico also
entails that Dues establishes a physical
presence in all the countrys major cities
through showrooms and commercial offices, to begin operating from 2015.
As a leader in the market of decorative textiles for hotels and a major
player in the bed lining sector, Dues
considers that new investment in infrastructure in the coming years is crucial.
For Surez, this is the beginning of a
bright future for the business. Mexico,
says the entrepreneur, favors things
happening because it has young and
dynamic people, a strategic location,
good logistics, and suppliers with the
right infrastructure. N
www.dues.com.mx
45
photos
courtesy of grupo industrial brigitte
Grupo
Industrial
Brigitte,
A Recovery
in Sight
North of the
Border
After a dip in exports to the US,
Grupo Industrial Brigitte plans to
bounce back by knocking on the
doors of the countrys growing
Hispanic community.
by omar magaa
Grupo Industrial Brigitte, a textile company located in the municipality of San

Mateo Atenco, Estado de Mxico, has
a strategy to bounce back from a recent
drop in exports to the US market, where it
has been operating for 20 years.
Its a slow process, but were on the
right track, says Brigitte Director Alberto Bagdadi.
The company specializes in the manufacture and sale of ladies corsetry, girls underwear and pajamas for children, young
adults and men, and its reentry strategy to
the US hinges on offering attractive products to the Hispanic community, which is
the countrys largest minority group (54
million), accounting for 17% of the total
population, according to estimates by the
US Census Bureau in 2013. It is also the
group with the highest growth rate (2%
annual), according to the same source.
Grupo Industrial Brigitte recently
contacted ProMxico for advice on how
to complement its reentry strategy to
the US market. We began working with
ProMxico about a month ago and its
paid off. They got us an appointment
with a very important client in the US,
says Bagdadi.
Experience and Presence
Grupo Industrial Brigitte began operating in Mexico City 40 years ago. It later
moved to Estado de Mxico, where it has
remained ever since. For just over a decade, it focused on ladies corsetry and, 17
46
years ago, it broadened its product range

to reach new market segments.
In Mexico the company sells its products under the Brigitte brand name, as well
as other textiles produced under license,
including garments featuring cartoon
characters, and has a nationwide presence
in department stores and supermarkets
like Walmart, Coppel, Soriana, Liverpool,
Control, Woolworth, Fbricas de Francia,
and Sears, among others. According to
Bagdadi, it is particularly strong in the licensed girls underwear tank top, panties,
boxers and tops and pajamas segment.
The lingerie Brigitte designs and manufactures for the young female market, mainly
panties and brassieres, come in a wide range
of fabrics, such as cotton, polyester, elastane
and lace, all of Mexican origin, and meet
fashion, comfort and aesthetic requirements, says Bagdadi, adding that There
is still a lot of market to be tapped into in
Mexico and we remain very competitive.
According to company sources, its differentiator lies in its capacity to create exclusive designs using printing techniques
that give its licensed products added value. Brigitte segments some of these products and, for example, has licenses specifically for the childrens market: Brigitte,
Winx and Monster High for girls and
Ben10, SlugTerra and Justice League for
boys, among others.
Weathering the Ups and Downs
Many companies that started out at the
same time as Grupo Industrial Brigitte
have been left by the wayside, due to the
ups and downs of the economy and the
emergence of new competitors. In Mexico, however, our cotton products are
very competitive and of excellent quality, says Bagdadi.
In Mexicos textile industry, companies
have tended to specialize in certain market
niches. In this type of industry, Mexico
has enormous potential because it has

access to quality cotton and the elastics
needed for corsetry products.
According to the Master Plan for the
Cotton Product System published by the
National Cotton Product System Committee, cotton has historically been in
high demand in the domestic market because it is a product whose characteristics
make it ideal for manufacturing yarns
and that has the versatility, texture, comfort and quality required for the manufacture of top-of-the-line textiles.
Other studies, such as the Analysis
of the Cotton Production Value Chain
in Mexico, drawn up by the Ministry
of Agriculture, Food, Livestock and
Fisheries (SAGARPA) in 2013, underscore that, after the recovery of the cotton industry in Mexico after 2010, the
strategy to improve supply chains has
centered on improving and certifying
its quality.
Until a few years ago, Grupo Industrial

Brigitte purchased its raw materials from
Colombia and other South American countries but is now turning more and more to
Mexican suppliers of knitted fabrics and
elastics. We have approached them with
the intention of developing specific products with the potential to compete on the
domestic market, says Bagdadi.
This local supply chain has been very
important for the firm. It has been one of
the reasons the company ended 2012 and
2013 with very good numbers. Last year
(2014) was a difficult one for the domestic industry but were closing fine, says
Bagdadi, adding that in the medium term,
Grupo Industrial Brigitte plans to bolster its
position on the international market with
several projects and alliances, while consolidating its presence on the domestic market
with the development of new products. N
According to company
sources, its differentiator
lies in its capacity to create
exclusive designs using
printing techniques that give
its licensed products added
value. Brigitte segments
some of these products and,
for example, has licenses
specifically for the childrens
market: Brigitte, Winx and
Monster High for girls and
Ben10, SlugTerra and Justice
League for boys, among
others.
brigittebra.com
47
photos
archive
Uniformes Unin:
Export Success
Viewing competitors as partners has been the key to Uniformes Unin becoming one of the best examples of how an
SME can penetrate larger markets.
by omar magaa
Carlos Venegas Daz,

commercial director of
Uniformes Unin, directs,
coordinates and monitors
a chain made up of 12
SMEs in Mexico, all in
the textile industry but
each specializing in the
manufacture of a specific
garment. Between the 12
they manufacture complete
uniforms, which are
containerized in Mexico and
shipped to their main client
in San Juan, Puerto Rico.
Theres strength in numbers, especially
when it comes to small and medium enterprises (SMEs) who want to leave their
home country to conquer new markets.
Carlos Venegas Daz is commercial director of the textile company Uniformes
Unin and an enthusiast of creating export
chains that bring together complementary
companies in the same industry with the
aim of comprehensively meeting the needs
of foreign customers.
The entrepreneur directs, coordinates
and monitors a chain made up of 12 SMEs
in Mexico, all in the textile industry but each
specializing in the manufacture of a specific
garment. Between the 12 they manufacture
complete uniforms, which are containerized
in Mexico and shipped to their main client in
San Juan, Puerto Rico.
Venegas Daz began his commercial relationship with the Puerto Rican client as
a shirt supplier, and later began to seek out
Mexican companies to cover the range of
48
customer needs, which Uniformes Unin

alone could not satisfy. Initially, when we
spoke to Mexican SMEs about exporting,
they didnt think they could do it by themselves, recalls the businessman.
As a result of this partnership, the volume of exports of Uniformes Unin to
Puerto Rico rose, and a collective awareness
of the power of collaboration, quality care
and commitment to delivery times emerged.
In the partnership, Unin is the company
responsible for checking that the other 11
meet the standards and delivery times.
In Search of Allies
and New Markets
Uniformes Unin was established in 1982
in Ecatepec, Estado de Mxico. A decade
later, in 1992, its founders approached the
National Foreign Trade Bank (Bancomext)
to explore opportunities to enter the global
market. As a result, in 1999 Unin textiles
came to the US and Canada.
Since then and after having seen the

benefits brought by alliances Venegas
Daz travels around the world looking
for new partners interested in pursuing
new customers together. The trade fairs
in Central and South America have been
revealing. There is a great deal of interest among Latin American companies to
develop strategic partnerships with companies in Mexico, says the entrepreneur.
During his last trip to Uruguay, Venegas came across a family business like
his own that is now a potential ally, open
to exchange, which will facilitate the entry of Uniformes Unin into the South
American market, while he will help the
Uruguayan company enter the Mexican
market.
This company is reviewing which
products may be competitive in order for
us to export to South America and we, in
turn, are doing the same for them in Mexico, explains Venegas Daz.
In Peru, the employer met with cotton suppliers who meet the requirements
of his customers in North America, and is
already making efforts to establish new integrated chains.
You have to work hard to realize that
someone who is making the same thing
you are is not necessarily a competitor but
an ally, says Venegas.
Product Developments
for New Customers
Uniformes Unin is still turning northward
where its biggest market lies. Venegas has
had been advised by ProMxico in Chicago,
Dallas, New York, Toronto and Montreal to
explore new export destinations and follow
up on existing and potential customers. It
has been very positive for us in terms of approaching the market and knowing what the
specific demands are, he acknowledges.
Driven by customer requirements, Uniformes Unin has moved from manufac-
turing to the development of textile specialties. Venegas Daz acknowledged that

Mexican SMEs have the opportunity to
find customers among their US counterparts seeking tailored suits rather than volume. And in his view, Mexican companies
are competitive thanks to their flexibility
and ability to adapt to the changing needs
and tastes of their customers. Large companies have their lines of products for export or domestic sale, with their measurements and types of fabrics. When a small
business comes along they cant develop a
product in smaller quantities, he explains.
Uniformes Unin is a provider of adaptive clothing, such as adaptive pants and
jeans for incontinence patients that look
like street clothes, but with a special cut
for patient care, meeting Canadian standards, for the Qubec-based company
Creation Comfort. It also provides the US
company Prevent Products with covers for
orthopedic cushions.
During product development, Uniformes Unin aims to balance the costs of

raw materials and production relative to
major competitors like Asian suppliers, in
addition to leveraging the advantage that
gives them the ability to make tailored deliveries and to resupply in a timely manner, when the market so demands. With
this in mind, Mexican and Latin American companies have many niches to exploit, insists Venegas.
A business philosophy based on cooperation, reciprocity and commitment to
the specific needs of customers allows a
small company to respond quickly to new
manufacturing contracts and participate in
new markets.
We are completely able to develop
strong business relationships and strategic
alliances with new companies around the
world, concludes Venegas. N
www.uniformesunion.com
49
photos
courtesy of entretelas brinco
Entretelas Brinco:
Textile Skin of Mexican Quality
For over seven decades, Entretelas Brinco has manufactured interlinings for garments and other industrial products;
today it reaches markets in the Americas and Asia.
From small-scale
production, the company
moved to industrialized
volumes by the mid-1960s.
Thus, from the little over
10 rolls of interlining that
Brinco manufactured,
it expanded its catalog,
which today has more
than 150 products that are
manufactured in a plant
of about 23,000 square
meters in Tultitln, Estado
de Mxico, and which
employs about 160 people.
by antonio vzquez
It was the 1940s and in Mexico there was

a need for interlinings for the specialized
market of tailors: small firms that produced mens garments and suits.
A Mexican saw a great opportunity in
that market niche and began manufacturing interlinings for ties. That was the beginning of Entretelas Brinco, a company
that today continues to manufacture interlinings for clothing and has expanded its
catalog to include industrial design products such as automotive and surgical items.
My grandfather was the one who
started making wool blends with animal
hair, to weave interlinings. The industry
was not as developed then and interlinings
for suits were sold to tailors. In those years,
we manufactured an insignia interlining,

CRIN, which was so called because it
was made with horsehair, which is a very
durable material, says Vctor Mizrahi Cohen, CEO of the company.
From small-scale production, the company moved to industrialized volumes by
the mid-1960s. Thus, from the little over
10 rolls of interlining that Brinco manufactured, it expanded its catalog, which
today has more than 150 products that
are manufactured in a plant of about
23,000 square meters in Tultitln, Estado
de Mxico, and which employs about 160
people.
With more than seven decades in the
market, the longevity of Entretelas Brinco
is due to one simple reason: working

hand-in-hand with the customer, says Vctor Mizrahi. The success of the company
has been due to working closely with customers, developing their products. We always analyze the needs that each customer
has, we think about how to solve them,
the applications they require and the effect
they want for each garment, he explains.
He adds: Our product has great features such as resistance to washing and
use. Much of that is due to the selection
and design of each interlining. It is not
only about selling but developing products
always in partnership with our customers.
That formula allowed Entretelas Brinco to take a great leap and begin to export
in 1985. Today, the Mexican company
sells its products in markets in Central and
South America, and 25% of its production
is exported to the US.
We export to Bolivia, Brazil, Colombia,
Costa Rica, China, the Dominican Republic,
Ecuador, El Salvador, Guatemala, Honduras,
Jamaica, Panama, Peru, Puerto Rico, the US
and Venezuela explains Mizrahi.
He stresses that Entretelas Brinco has
maintained a close collaboration with government agencies like ProMxico, participating in trade missions to other countries,
such as Paraguay and the US, which has
helped it to position itself in other markets.
Thanks to ProMxico, says Vctor
Mizrahi, the company expanded its range
of interlinings and ventured into manufacturing for the automotive industry. Since
2010, Entretelas Brinco extended its divisions and in addition to interlinings for
clothing, started up production lines focused on the automotive industry and disposable surgical devices.
According to Mizrahi, operating from
Mexico has been beneficial to Entretelas
Brinco, thanks to factors such as human
resources trained for any area of production; its geographic location, meaning it is
possible to reach foreign markets in less
time, whether by air, sea or land, and the
50
trade agreements signed by the country

with other nations that encourage competitiveness.
Many of the free trade agreements
mean we dont pay tariffs, which gives us a
significant advantage over our competitors.
Furthermore, the geographical location is a
factor that helps us to reach the markets in
which we operate faster, explains Erndira
Maldonado, Export and International Sales
Manager for the company.
As if that were not enough, Entretelas
Brinco has incorporated ISO 9001:2008
and ISO TS/16949 quality systems into its
production processes.
Holding these certifications means we

can guarantee design processes for creating
products that enhance the use of the garment or industrial part for the purpose it is
designed for, says Mizrahi.
Over the next five years, Entretelas
Brinco views itself as a company with an
increasing presence in markets it has already penetrated, as well as new ones. We
are looking for markets and higher valueadded products, where our participation
becomes significant in relation to our customers, Mizrahi concludes. N
www.brinco.com.mx
51
photos
EDC de Mxico:
A Talented Growing Team
Experience and circumstances have enabled EDC de Mxico to establish
itself in the manufacturing industry in Ciudad Jurez, Chihuahua, on the
Mexico-US border.
by antonio vzquez
The experience of the company owner,

an expert in the maquiladora sector, and
the loyalty of a team of people who had
worked with him at another firm, provided a solid foundation for EDC de Mxico.
Given all the knowledge, the founder and his team started up the new project. Many of our customers already knew
52
about his ability and as a result it was

possible to set up a whole manufacturing program, acquire a building, and hire
staff. To this day, Alejandro Noriega, the
founder of EDC, describes himself as a
circumstantial entrepreneur, says Fernando Ros, corporate director of the
company.
archive
With offices in Ciudad Jurez, Chihuahua, and El Paso, Texas, EDC de Mxico
describes itself as a company that offers its
customers honesty, integrity, respect, quality, leadership, simplicity and trust; values
that have allowed it to become a reference
point in the maquiladora sector in less
than two decades.
We managed to stay in the business
and we are doing more to keep growing.
I think that much of the success has been
due to the tenacity and effort of all of us
involved in this project, says Ros, who
states that EDC de Mxico is a company
that adapts to its customers needs to find
solutions to their requirements.
The firm has experience in the cutting
and sewing of any kind of textile goods,
manufacturing of components for computers, providing labor for all kinds of pack-
aging needs, assembly for the electronics

industry, electromechanical production, and
articles for the medical sector, among others.
Since our start up we have made all
kinds of products and performed all kinds
of manufacturing tasks according to our
customers needs: in the cutting and sewing
area everything from lingerie to saddles for
horses; in the electric and electronic from
wire harnesses to motors; we have provided packaging solutions for little plastic
eggs or 10+ components kits; we cut, bind,
separate, inspect, and do everything in
most production processes, Ros explains.
The entire output of the company is for
the international market. Everything we
do is for export. Most products right now
are going to the US, and some are sent to
Asian or European countries, states Ros.
As a result, EDC de Mxico decided
years ago to establish a liaison office in
the city of El Paso, Texas, to serve its US
customers.
In Ciudad Jurez, the company plant
covers an area of 1,600 square meters and
100 talented people regularly work there
though the number of employees can
reach up to 500, depending on the contracts and the production season.
Fernando Ros notes that EDCs location puts it on the map with regard to
logistical advantages. Labor also plays
an important role; in Mexico we have a
high-quality and experienced workforce.
We know how to do our job, and everyone
in our team has the experience, quality and
capacity to make a successful and quality
product, he says.
He adds: Mexicos trade agreements
have favored companies like ours. To our
customers we can assure quality in line
with NAFTA, with a first-class workforce
and raw materials.
EDC de Mxico has the ability to meet
the production standards that its customers
request and is already working on a strategic
plan for quality certification for its processes.
At EDC de Mxico we are aiming for
further growth. We want this to become
bigger, and a better source of business. We
are aiming higher and working hard to
achieve it, concludes Fernando Ros. N
The firm has experience in the cutting and sewing of any kind
of textile goods, manufacturing of components for computers,
providing labor for all kinds of packaging needs, assembly for the
electronics industry, electromechanical production, and articles for
the medical sector, among others.
www.edcms.com
53
Negocios ProMxico | Figures
infographic
oldemar
MEXICO, DRESSED FOR SUCCESS

MAIN EXPORTS
OF THE MEXICAN
TEXTILE INDUSTRY
MAIN ARTICLES OF APPAREL

AND CLOTHING ACCESSORIES
EXPORTED BY MEXICO IN 2014*
from 2000 t0 2014*, million
(million )
Articles of apparel and

clothing accessories,
not knitted or crocheted
Figures | Negocios ProMxico
MAIN COTTON PRODUCTS
Other vegetable textile

fibers; paper yarn and
woven fabric of paper yarn
Exported by Mexico in 2014* (million )
83.66
7.75
3.20
Woven cotton
fabrics containing
85% or more by
weight of cotton,
weighing more than
200 g/m2
Woven cotton fabrics

containing less than 85%
by weight of cotton, mixed
mainly or solely with
man-made fibers, weighing
more than 200 g/m2
Woven cotton
fabrics containing
85% or more by
weight of cotton,
weighing not more
than 200 g/m2
3.0
2.5
2.0
1.5
1.0
0.5
0.0
1.20*
Carpets and other

textile floor coverings
KNITTED OR
CROCHETED
5,000
4,000
1,979.98*
3,000
2,000
100
1,000
50
Articles of apparel and

clothing accessories,
knitted or crocheted
3,000
662.96
137.56
107.29
84.28
39.24
32.01
25.82
11.02
T-shirts,
singlets,
tank
tops and
similar
garments
Sweaters,
pullovers,
sweatshirts,
waistcoats
(vests) and
similar
articles
Panty hose, tights,

stockings, socks and
other hosiery, including
graduated compression
hosiery (for example,
stockings for varicose
veins) and footwear
without applied soles
Women's or girls'
overcoats, carcoats,
capes, cloaks,
anoraks (including
ski-jackets),
windbreakers and
similar articles,other
than those of heading
Women's or girls'
slips, petticoats,
briefs, panties,
night-dresses,
pajamas, negligees,
bathrobes,
dressing gowns
and similar articles
Women's
or girls'
blouses
and shirts
Track suits,
ski-suits and
swimwear
Other made
up clothing
accessories,
parts of
garments
or of
clothing
accessories
1,302.53*
2,000
NOT KNITTED
OR CROCHETED
1,000
0
Other made-up textile

articles; sets; worn
clothing and worn textile
articles; rags
757.18*
800
600
400
200
0
222.17
184.66
29.62
15.32
5.44
Men's or boys' suits,

ensembles, suit-type
jackets, blazers, trousers,
bib and brace overalls,
breeches and shorts
(other than swimwear)
Women's or girls' suits,

ensembles, suit-type jackets,
blazers, dresses, skirts,divided
skirts, trousers, bib and brace
overalls, breeches and shorts
(other than swimwear)
Track suits,
ski-suits
and
swimwear;
other
garments
Brassieres, girdles,
corsets, braces,
suspenders,
garters and
similar articles
and parts thereof
Women's
or girls'
blouses,
shirts and
shirtblouses
Women's or girls' singlets and

other undershirts, slips,
petticoats, briefs,panties,
nightdresses, pajamas,
negligees, bathrobes, dressing
gowns and similar articles
Man-made
filaments
500
400
189.94*
400
212.87*
300
150
100
200
100
100
50
100
50
300
200
54
Cotton
Wadding, felt and

nonwovens; special yarns,
twine, cordage, ropes and
cables and articles thereof
192.14*
170.54*
70
60
50
40
30
20
10
0
35.81*
100
Man-made
staple fibers
300
250
200
150
100
50
0
Wool, fine or coarse

animal hair; horsehair
yarn and woven fabric
Knitted or
crocheted
fabrics
1,224.61
Impregnated, coated, covered

or laminated textile fabrics;
textile articles of a kind
suitable for industrial use
80
40
20
0
200
150.23*
41.66*
60
150
100
50
Special woven fabrics; tufted

textile fabrics; lace, tapestries;
trimmings; embroidery
79.06*
*January to September.
Source: Banco de Mxico.
32.07*
55
Negocios ProMxico | Figures
infographic
oldemar
A WELL-MARKED-OUT PATH
The Complete Guide to the Mexican Way of Life
Mexican footwear exports from 2000 t0 2014*, million
The Lifestyle
469.37*
400
300
200
TOTAL EXPORTS
Footwear with outer soles of rubber,

plastics, leather or composition
leather and uppers of leather
Parts of footwear (including uppers whether or not

attached to soles other than outer soles); removable
insoles, heel cushions and similar articles; gaiters,
leggings and similar articles, and parts thereof
330.98*
54.76*
500
100
400
80
300
60
200
40
100
Footwear with outer soles of rubber,

plastics, leather or composition leather
and uppers of textile materials
80
24.41*
Footwear with
outer soles of
cloth or wood
The Fine Art

of Exhibiting
50
40
1.19*
60
30
40
20
10
64
photo
archive
20
*January to September. Source: Banco de Mxico.

56
Many of Mexicos contemporary art galleries are

rated among the most important in the region
and several have an international presence.
Each has its own unmistakable voice.
58
The Lifestyle Briefs
68
62
Enrique Norten:
The Mexican Who Changed
the Face of Architecture
A Taste of Mexico
in Barcelona
70
Five Mexican Spirits

to Lift the Spirits
ART
ART
Infinite Obsession
in Mexico City
A Mexican Artist
at the PinchukArtCentre
museotamayo.org
ART
TOURISM
Mexico-China
Cultural Cooperation
58
photo
On November 2014, the Ro Secreto nature reserve in the Riviera Maya was presented with a World Travel Award for its
leadership in the operation of the park.
Located five kilometers south of Playa
del Carmen in the state of Quintana Roo,
Ro Secreto is considered a a unique example of sustainable tourism. Its natural
ecosystems include crystal-clear turquoise
waters and a system of underground caves
sculpted out of stalactites, stalagmites and
helictites, which, together with the 15
square kilometers of jungle on which it
stands, are managed under a conservation
model that has been loudly applauded.
According to the parks operating director Otto Von Bertrab, this is the fifth
consecutive year Ro Secreto has received
a World Travel Award in the Mexico &
Central Americas Leading Nature Reserve category.
courtesy of ro secreto
Ro Secreto
Wins World Travel Award
Winners of World Travel Awards are

chosen based on the votes of tourism professionals from all over the world.
www.riosecretomexico.com.mx
www.worldtravelawards.com
December 2014
Two exhibitions were held as part of President Enrique Pea Nietos visit to China during November 2014. The first, Diego Rivera,
Pride of Mexico, was presented in the National Museum of China (NAMOC), one of
Chinas leading art museums.
The exhibition Diego Rivera, Pride of
Mexico comprises 37 works created from
1904 to a year before the artists death in
1965. It includes paintings and drawings
from an extensive period of Riveras life
(52 years) that illustrate the artists most
representative genres and languages. The
works highlight Riveras classic forms of
expression from the early 20th century, his
interpretation of cubism, impressionism,
and experiments with the techniques in
vogue during the time he lived in Europe.
The exhibition will be open to the public
until December 9, 2014.
The second exhibition is entitled Maya:
The Language of Beauty, a Maya sculp-
December 2014
ture and ceramic art collection that focuses

on a fundamental element of pre-Hispanic
plastic art: the body seen from four perspectives the body as a canvas, the covered body, the animal counterpart and the
bodies of the divinity.
Maya: The Language of Beauty will
be held at the National Museum of China
(NMC), Beijing, located in historic Tiananmen Square, until March 8, 2015.
These two exhibitions have been possible thanks to close collaboration between
the Ministry of Foreign Affairs (SRE),
through the Mexican Embassy in China,
the National Council for Culture and the
Arts (CONACULTA), the National Institute
of Anthropology and History (INAH), the
National Institute of Fine Arts (INBA), the
Chinese Ministry of Culture, among others.
Mauricio Limn of Mexico was one of 21

artists selected for the Future Generation
Art Prize 2014, an international contemporary art competition based in the Ukraine
that aims to support artists under 35.
A graduate of the National Autonomous University of Mexico (UNAM),
Limns portfolio consists mainly of
sketches, paintings, videos and performance art whose main themes are urban
characters, their lifestyles and social differences.
With the prize money, Limn plans to
take up residence in Kiev for a short time
to finish a series of videos he began shooting in Mexico of a group of men in La Alameda, Mexico Citys central park, with a
machine used to make corn tortillas.
These images will be juxtaposed with
those of a group of Ukrainians using the
same machine, which is commonplace in
Mexico but not so in those parts. What
the artist is interested in is the thought
process behind these characters, the inner
world of the social group using the machine and their contrasts.
Limns four-channel video installation complete with tortilla machine sound
track can be seen at the PinchukArtCentre
one of Europes most prestigious contemporary art centers until January 2015, after which it will travel to the Venice Biennial in May 2015 along with the works of
the other 20 finalists.
pinchukartcentre.org
archive
courtesy of conaculta
photos
photo
courtesy of museo tamayo
The non-conformist art of Japans Yayoi

Kusama (Matsumoto, Japan, 1929) will be
shown in Mexico City for the first time at
the Infinite Obsession retrospective hosted
by the Tamayo Museum from September
26, 2014, to January 18, 2015.
Deemed one of Japans most original
artists, the exhibition features 100 works
dating from between 1950 and 2013, from
paintings, works on paper, sculptures,
videos and slideshows to installations on
Kusamas inner and public faces.
The retrospective is curated by Frances Morris and Philip Larrat-Smith and
includes Infinity Nets, the film Kusamas
Self-Obliteration, records of the happenings Love-in Festival and Flower Orgy,
the installations Phallis Field, Im Here
But Nothing, Obliteration Room and Infinity Mirror Room, as well as previously
unseen works from 2013.
photo
www.namoc.org
sp.chnmuseum.cn
59
ART
Mathias Goeritz
at the Reina Sofa
New York to Recreate

Frida Kahlos Garden
The Return of the Serpent, Mathias Goeritz and the Invention of Emotional Architecture will be opening at Madrids
Reina Sofa Museum on April 13, 2015.
An attempt to reveal Goeritzs experimental, analytical and playful approach
to art, the exhibition features some 200
works, including drawings, sketches,
scale models, photographs, sculptures and
paintings on wood.
Curator Francisco Reyes Palma has
promised visitors a lot of surprises from
an artist who plays with language as if it
were an almost childlike poem.
According to Reyes, the legacy of
Goeritz who was born in Poland but
naturalized a citizen of Mexico where he
produced most of his work remains very
much alive today among conceptual art,
relational art or art mediation groups
that are aware of the processes behind the
distribution and reception of their work.
New Yorks Botanical Garden plans to

stage a recreation of Frida Kahlos garden
and studio home as part of the exhibition
Frida Kahlo: Art, Garden and Life that
will be showing from May 16 through November 1, 2015.
Featuring species of flowers and plants
Frida planted in her garden, mainly ones
native to Mexico, the aim of the exhibition
is to illustrate the textures and colors of
these same flowers and plants that appear
in her portraits and other works.
A dozen paintings and original drawings of Fridas inspired by botanical
themes will also be on show, along with a
few works by her husband, Diego Rivera.
This will be the first exhibition of
Fridas work held in New York in over a
quarter of a century.
Kahlo (1907-1954) was born in Mexico City, where she had two main homes:
the Blue House in the Coyoacn district,
and her studio home in San ngel, where
she produced some 100 works.
photo
joaqun corts
ARCHITECTURE
photo courtesy of
The itinerant exhibition Aztecs, Conquest

and Glory has received thousands of visitors on its travels through Europe. In mid-
archive
September 2014, it opened at the Australian Museum, where it will remain until
February 1, 2015.
A wonderful opportunity for people
in other parts of the world to learn more
about the Aztec civilization, the exhibition consists of no less than 266 artifacts
from museums like the Teotihuacn Archaeological Zone, the National Anthropology Museum, the National Viceroyalty
Museum and the National Anthropology
and History Library, including breathtaking possessions of Aztec rulers crafted by
skilled artisans.
In the 15th Century, while Europe was
entering the Renaissance, the Aztecs controlled a large empire with a complex social
and economic organization and world vision.
Multimedia touch screens reveal the
mysteries of this culture rich in folklore,
from the origins and evolution of the Aztec
people to their religious beliefs and rituals, the life of their royals and commoners, their markets, trade and agriculture,
war and the Spanish conquest that finally
brought about the fall of the empire.
australianmuseum.net.au
60
December 2014
www.nybg.org
ART
Mexico
at the Venice Biennial
Mexico will be participating in the 56th
Venice Biennial with Possessing Nature,
a project by Tania Candiani (1975) and
Luis Felipe Ortega (1966).
In an attempt to break with the immediate present and get us to reflect
on the past, the artists have based their
project on the notion of Mexico City and
Venice as floating cities whose architecture is closely tied in with the presence
of water.
But while Venice enjoyed almost five
centuries of dominance due to its proximity to the ocean, the lakes on which
Mexico City stands were dried out in
colonial times. Possessing Nature looks
at how these two cities have evolved in
terms of lifestyle, social memory, singularities and differences.
December 2014
courtesy of ars electronica
banamex
The Aztec Empire

Extends to Oceania
www.museoreinasofia.es
photo
HISTORY
During his lifetime, Goeritz not only

produced paintings, sculptures, graphic
art and visual poetry but also designed
buildings.
photo
The Return of the Serpent, which focuses

on Goeritzs most emblematic works, leaves
the spectator in no doubt whatsoever that
his entire oeuvre was based on his perception
of art as a meta-artistic project that extends
to the social, political and public spheres.
Details on the form the piece will

take and its support medium wont be
revealed until the exhibition opens on
May 9, 2015, at the Arms Room of the
Venetian Arsenal, where it will remain

on show until November 22, 2015.
www.labiennale.org
61
The Lifestyle | Negocios ProMxico
TEN is an acronym that spells the number ten, the highest qualification many institutions grant. In Enrique Nortens case,
TEN means just that: excellence, concepts
and ideas that materialize into extraordinary buildings.
According to the famous New York
gallery owner Max Protetch, Norten is the
most important architect Mexico has produced since the mythical Luis Barragn.
With offices in Mexico and New York,
TEN Arquitectos is among the internation-
al elite in its field and has left its mark on

cultural, tourism, educational, recreational, residential, corporate, urban, interior
design and landscape projects in Mexico,
the United States, Europe and various
countries in Latin America.
Mexico Citys National Theater
School, built by Norten in the mid-1990s,
has a cylindrical roof that TEN says was
the result of a dialogue between the project and its natural and urban context.
The building, which has three stage areas,
photo
pablo fossas
Walls, windows, spaces, forms, colors and

lines all acquire a fresh perspective in the
works of Enrique Norten (Mexico City,
1954), coming together in an act of pure
creation that can only be described as sublime.
Norten founded TEN Arquitectos
(Taller Enrique Norten) 28 years ago and
his artistic superiority and prestige have
grown with every new undertaking. Today
his is a familiar name on the contemporary
architecture scene.
62
New York is a city that has embraced the talent of this

creative Mexican architect, who designed the Brooklyn
Public Library for the Visual and Performing Arts and the
New York Public Library, which is currently undergoing
construction. Scheduled to open its doors in 2015, this
20-million-usd project includes a three level building that
stands on some 2,600 square meters of land.
by antonio vzquez
rehearsal rooms, reading rooms and offices, constitutes Nortens contribution to

the citys artistic and educational heritage.
And when it comes to putting Mexico
in the international spotlight, Norten surpassed himself in 2004 with the space he
created for an exhibition of artifacts from
the Aztec Empire at New Yorks Guggenheim Museum. Availing himself of folds
and incisions, he managed to ensure the
hundreds of Pre-Hispanic pieces on display were visible from every angle in the
room.
New York is a city that has embraced
the talent of this creative Mexican architect, who designed the Brooklyn Public Library for the Visual and Performing Arts
and the New York Public Library, which
is currently undergoing construction.
Scheduled to open its doors in 2015, this
20-million-usd project includes a three
level building that stands on some 2,600
square meters of land.
Likewise, the Bowery and Harlem
Park hotels, the Sebastian+Barquet Gallery
and the BAM South Side building in New
Yorks cultural district play a part in the
architectural magic Norten has invoked to
captivate New York.
TEN Arquitectos has also been invited
to participate in urban design projects,
like the New Orleans River Front, a long
term project for the refurbishment of four
and a half miles of river bank that provides for synergies between commercial,
cultural and open spaces and transportation systems.
Norten graduated from the Iberoamericana University in 1978 and the extensive
body of work he has since created has been
the theme of exhibitions in Russia, France
and Germany and has been recognized by
organizations like the Society of American
Registered Architects, the Municipal Art
Society of New York and the World Cultural Council.
But theres more to his calling as an
architect than creating. Sharing his knowledge is just as important to Norten, who
holds the Miller Chair at the University
of Pennsylvania, the ONeil Ford Chair in
Architecture at the University of Texas and
the Lorch Professor of Architecture Chair
at the University of Michigan. N
photos
With offices in Mexico and New York and a portfolio of international

projects, TEN Arquitectos is one of the most prestigious architecture firms
on the planet.
photo
ENRIQUE NORTEN:
The Mexican Who Changed
the Face of Architecture
Negocios ProMxico | The Lifestyle
63
Mexicos vast cultural wealth isnt limited

to its most deeply rooted traditions but also
extends to the contemporary art expressions
that have lent it its own unique identity over
the last century, an identity that has found its
voice in the hands of talented curators.
From the selection of works by Mexican
talents to those of artists from other countries, the level of professionalism of Mexicos
curators has given rise to galleries and exhibition centers that have earned international
recognition.
It was during the last quarter of the 20th
century that Mexico managed to position
itself on the international art gallery and

museum circuit, where it continues to consolidate its reputation as a showcase for contemporary art.
The list of Mexican galleries is a long
one but some of the more successful projects include Eds, Patricia Conde, Altiplano,
Arrniz Arte Contemporneo, Proyectos
Monclova, Kurimanzutto, Labor, Nina
Menocal, Yautepec, Fifty24Mx, OMR,
Vrtigo, Curro & Poncho, Diresis, Myto
and Alfredo Ginocchio.
Lets take a gander at some of the ones
based in Mexico City.
This gallery has become a firm favorite

among the increasing number of cultural
options on the stately Roma districts art
corridor. An offshoot of the Fifty24 San
Francisco project, Fifty24Mx has shown
the work of artists of the stature of Estevan Oriol, Pedro Friedeberg, Peter Kennard, Elisa Malo, Meredith Dittmar and
Acamonchi, among other well-known
names in the world of contemporary art.
One of its distinguishing marks is its focus on the handiwork of the artist and the
originality with which he intervenes his
materials of choice, as opposed to mere
symbolic representations of an object taken out of context.
photo
Many of Mexicos contemporary art

galleries are rated among the most
important in the region and several
have an international presence. Each
has its own unmistakable voice.
Fifty24Mx
by rogelio villareal
okuda
The Fine Art

of Exhibiting
www.kurimanzutto.com
This project is directly linked to Alexis

Maya, who has earned a name on the contemporary art market. Founded by Daniel
Elbahara and Brett W. Schultz, in the six
years since it opened its doors it has taken calculated risks in a bid to appeal to a
broad public, coming up with an attractive
portfolio that includes lesser known works
by emerging talents, balanced out by pieces
by more established artists. Its walls have
been graced by the likes of Anbal Cataln,
Calixto Ramrez and Alexis Mata, to name
just a few.
archive
Yautepec
Number 20 on the list of the worlds top

galleries, Kurimanzutto has been promoting contemporary artists like Dr. Lakra,
Minerva Cuevas, Gabriel Kuri, Roman
Ondak, Sofa Tboas, Fernando Ortega
and Eduardo Abaroa since it was founded
in 1999 by Jos Kuri, Mnica Manzutto
and Gabriel Orozco. The gallery is located
in the citys San Miguel Chapultepec district and aside from its exhibition spaces
per se has a documentation center and research area.
photo
photo
vladimix
Kurimanzutto
photo
photo
archive
ramiro chaves
fifty24mx.com
yau.com.mx
64
65
Proyectos Monclova
Patricia Conde
proyectosmonclova.com
courtesy of patricia conde

photo
archive
With a distinct leaning toward photography, the Patricia Conde Gallery aims to
establish itself as a key player on Mexicos
art exhibition scene and afford its artists
exposure abroad. Founded in 2003, the
works of photographers like Francisco
Mata Rosas, Ana Casas, Dulce Pinzn, Gabriel Figueroa and Yolanda Andrade have
breathed life into Condes project, which
has a strong presence on todays gallery
circuits and a bright future.
photo
Jos Garca founded Proyectos Monclova in

2005 in the Roma Norte district and has consistently selected examples of contemporary art
that have enabled it to get a foothold in Mexicos gallery circuit in Mexico, to the point where
it is now a familiar name on the countrys contemporary art scene.
In 2012, the artists Tefilo Cohen and David
Trabulsi joined Garca, broadening the gallerys
horizons and allowing it to further its mission
of catapulting its artists to international acclaim
and with them Proyectos Monclova as a gallery that promotes research and art of an export
standard.
www.patriciacondegaleria.com
want to
see more?
Alfredo Gunocchio
www.ginocchiogaleria.com
Altiplano
www.altiplanogaleria.com
photo
courtesy of omr
ismael villafranco
OMR
66
Arrniz Arte Contemporneo
Curro & Poncho

curroyponcho.com
Diresis
photo
Three decades in the business of hunting

down and selecting works of art and curating exhibitions have established OMR
as one of the most prestigious galleries in
the country. Patricia Ortiz Monasterio and
Jaime Riestra have remained true to their
calling to promote independent art that is
or has the potential to be significant in national and international art circles. In addition to its exhibition space, OMR has its
own bookstore, library and research studio to encourage artists and the public at
large to acquire a greater appreciation of
contemporary art.
www.arroniz-arte.com
www.dieresis.com
Eds
Nina Menocal
The Nina Menocal Gallery began life as the
Ninart Gallery in the thriving Roma district
and has been setting the bar since the early
nineties when Menocal became the first gallerist to treat Mexican spectators to the work
of contemporary Cuban artists. The gallery
later opened its walls and floors to photographs and videos, paintings and installation
art by artists from Mexico and other Latin
American countries, generally young, upand-coming talents that are trying to carve
out a place in Mexicos art circuits.
www.galeriaomr.com
www.edsgaleria.com
In 2008, Menocals dedication to her

profession was acknowledged when her
name was featured on the list of owners
and managers of the worlds 30 leading
art galleries published in the book Women Gallerists in the 20th and 21st Centuries. Now located in the citys San Miguel
Chapultepec district, artists like Arturo
Cuenca, Ren Francisco, Omar Torres and
Carlos Aguirre have shown here.
Labor
www.labor.org.mx
Myto Gallery
www.mytogallery.com
Vrtigo
vertigogaleria.com
www.ninamenocal.com
67
photos courtesy of
A Taste of Mexico
in Barcelona
An ancestral Mesoamerican culinary tradition
and a chef from Menorca, Spain, have
come together to create one of Barcelonas
most original restaurants: Oaxaca Cuina
Mexicana, located in Pla de Palau, one of this
cosmopolitan citys main squares.
oaxaca cuina mexicana
by antonio vzquez
Chef Joan Bagur a seasoned traveler and

enthusiast of Mexican cuisine, especially
that of Southern Mexico combines the
spicy, acidic notes of Mexican food with
the aromatic flavors of Iberian cuisine to
produce exquisite and often unexpected
textures and fusions. The restaurants bar,
Oaxaca Cuina Mexicana Mezcalera, is
the only one in Europe to carry over 200
types of mezcal to complement its menu.
It was at the turn of the century that
Bagur traveled to Mexico, where his sense
of taste was captivated by the flavors he
discovered here. For 15 years he worked
alongside Carmen Ramrez Degollado
Titita, founder of the famous Mexican
restaurant El Bajo, and in close quarters
to Diana Kennedy, an acclaimed researcher of Mexican food and author of books
like The Cuisines of Mexico, The Essential
Cuisines of Mexico and Oaxaca al gusto.
At El Bajo, Bagur learned the techniques
of the mayoras the name given to traditional indigenous cooks who measure out
The chefs underlying goal is to preserve the distinct Mexican

flavors of his dishes in a country that is over 9,000 kilometers
from their source. And he has managed to do just that, while
fusing them with European ingredients and respecting the
changing seasons of the year.
the ingredients of their dishes in handfuls
and pinches. He later traveled to the provinces, where he snuck into the kitchens of
restaurants and markets, only to fall hopelessly in love with the countrys traditional
fare after sampling and researching its diversity and complexity.
Back in Spain, Bagur created his own
contemporary version of traditional Mexican cuisine with his partner, Iaki Lz. De
Viaspre, and came up with a menu that is
a veritable work of art.
The chefs underlying goal is to preserve the distinct Mexican flavors of his
dishes in a country that is over 9,000 kilometers from their source. And he has
managed to do just that, while fusing them
with European ingredients and respecting
the changing seasons of the year.
Oaxaca Cuina Mexicana is for people
who want to try something new. The menu
features a wide variety of fish, meat, poultry and seafood dishes, like cod in Tikinxik sauce (a Maya sauce popular in the Yucatn Peninsula), anglerfish with goosefoot
and green mole (a sauce made with several
kinds of chili peppers, almonds, peanuts,
ground corn, cinnamon, chocolate and a
whole host of other ingredients), cochinita
pibil made with Iberian pork, Michoacnstyle pork carnitas, chicken in black mole
from Oaxaca, marrow in Galician salsa,
Sonora-style rib of beef, salsa ground in a
stone mortar, guacamole, tuna in mezcal
sauce, prickly pear salad and lime soup.
For dessert, patrons can choose from a
citrus and pulque soup (an alcoholic beverage made from the maguey plant) and
guava atole.
A deep respect for ancestral Mexican
cuisine is what makes eating at Oaxaca
Cuina Mexicana an authentic experience,
washed down with a shot of mezcal and
crowned by the genius of a chef with a
restless palate. What better way to enjoy a
taste of Mexico in Barcelona! N
www.oaxacacocinamexicana.com
68
69
Their common denominator is the maguey

or agave plant, whose juices, transformed
into mezcal, tequila, raicilla, sotol and bacanora, are synonymous with Mexico,
where those plants grow from the deserts in
the north to the jungles of the south.
The five spirits are similar but definitely
not the same. Their unique aroma, flavor
and color depend on the type of maguey
they are made from, which in turn depends
on the soil and weather conditions in that
particular region and the distilling process

used, among other factors.
Many roads lead to the fruits of the
agave plant. Sometimes its best to sample
them in the towns where they are produced;
other times theyre best accompanied with a
traditional dish in a fine Mexican restaurant.
It all depends on your mood, curiosity and
how much time you have on your hands.
But there is no doubt that these spirits will
delight even the most discerning of palates.
photo
aaron rodriguez
70
photo
They say the best mezcals are produced in

Oaxaca, where an age-old tradition of distilling the beverage and the type of maguey
it is made from have earned the region
appellation of origin. Some brands have
a maguey worm suspended in the liquid
at the bottom of the bottle, which is supposed to go down with the last swig.
Needless to say, Oaxaca is the best
place to sample mezcal, although its also
produced in Guerrero, Durango, San Luis
Potos, Zacatecas and other states in the
country such as Guanajuato and Tamaulipas. A trip includes numerous attractions.
One option is to book a room at the Azul
Oaxaca boutique hotel in the city center
and order a shot of the king of mezcals:
Casco Legendario.
If a trip to Oaxaca is out of the question, Pujol, Chef Enrique Olveras restaurant in Mexico City, carries the best
known brands, or make a reservation at
Guzina Oaxaca restaurant it has a menu
created by Chef Alejandro Ruiz from the
internationally acclaimed Casa Oaxaca
both located in the Polanco district. If
youre already familiar with the neat version and are looking for something new,
Bar Artemisia in the Roma district mixes
up some mezcal-based cocktails that will
surprise even connoisseurs.
archive
Mezcal
Tequila
By far the most popular spirit in Mexico,
its appellation of origin demands compliance with strict standards: if it wasnt produced in Jalisco or certain municipalities
of Nayarit, Guanajuato, Tamaulipas and
Michoacn and doesnt contain at least
51% blue agave, it isnt tequila.
In Mexico City, we recommend the
cocktails at Limantour, which has branches in the Roma and Polanco districts and is
rated one of the 50 best bars in the world.
Another option is La Casa de las Sirenas
besides the Templo Mayor in the citys
Historic Center, which has a list of 250

tequilas.
Another mandatory point-of-call is
the Tequila and Mezcal Museum in iconic
Garibaldi Square, where you can sample
dozens of brands.
But if you really want to get to the roots
of this particular spirit, a visit to Casa Cuervo in the town of Tequila, Jalisco, is a
must. Here youll also find La Capilla,
where Javier Delgado converts his visitors
into tequila disciples with concoctions like
La Batanga.
archive
Similar in origin but produced

using different methods, the subtle
flavors of these spirits speak to a
long Mexican tradition of distilling
alcoholic beverages.
There are records going as far back as

the 16th Century of raicilla being made
by indigenous communities, which
equated its consumption with mystical
experiences.
The method for distilling raicilla is similar to that used for mezcal and tequila,
the only difference being the type of
plant and its age. The agave it is made
from is known as lechuguilla and must
be at least six years old before it is cut.
Lechuguilla is native to Jalisco,
which explains why raicilla is produced
exclusively in that state, namely in the
municipalities of Atenguillo, Cuautla,
Guachinango, Mascota, San Sebastin
del Oeste, Talpa de Allende, Atengo,
Ayutla, Cabo Corrientes, Chiquilistln,
Puerto Vallarta, Tecolotln and Tomatln, several of which are deemed the
most striking in all of Mexico in terms of
their natural beauty.
Raicilla is a popular beverage in
Puerto Vallarta, especially among foreign visitors to this tourism destination
of breathtaking scenery that lies within
the beverages appellation of origin.
Drinking raicilla should be a sensory
experience and those in the know recommend Raicilla de Crisanta, a distillery located between Mascota and Puerto Vallarta. In Mexico City, a popular watering
hole where raicilla drinkers gather is La
Nacional in the Roma district.
by diana osuna
photo
Five Mexican
SpirIts to Lift
the Spirits
Raicilla
71
Negocios ProMxico
Para Exportadores
photo
archivo
This spirit is obtained from a maguey

known as sereque, a desert variety of the
plant that is so fragile it was classed as an
endangered species just over a decade ago.
In 2002, the states of Chihuahua, Coahuila
and Durango were granted appellation of
origin, resulting in a considerable increase
in its consumption and distribution.
Sotol is an organic beverage and has an
alcohol content of between 38 and 45%.
Made using traditional methods, it has
a strong, smoky flavor. There are several
brands on the market and its varieties include young, aged and rested sotol. You
can also find cured varieties made with damiana, wereke, golden shower tree flowers
and green apple.
The perfect accompaniment to fresh
foods, its aged version is an excellent digestive, especially after eating red meat.
One of the more traditional, wellknown brands is El Excntrico, produced
by a distillery located between Coahuila
and Durango. Tours of the facilities are
available and you get to sample the end
product.
foto
archive
Sotol
La misin:
pymes mexicanas con presencia globaL

Bacanora
72
Canacintra y ProMxico han estrechado lazos de colaboracin para contribuir en conjunto a la

internacionalizacin de las pequeas y medianas empresas mexicanas, de cara a los compromisos
comerciales que el pas est por asumir.
94
Breves
Logstica:
para exportadores
pieza clave del comercio internacionaL
76
86
mxico
en el mundo
Sobre el cumplimiento de las

obligaciones fiscales
y el comercio exterioR
88
Conceptos clave
La importancia
de la banca
scott
82
para incursionar con xito
en nuevos mercados
en el comercio exterior de Mxico
photo
Bacanora is produced in North Mexico

from the vivipara agave. A colorless spirit, it
is similar to mezcal many consider the two
distant cousins.
There is evidence to suggest bacanora
was consumed as far back as the 16th Century by the indigenous communities of Sonora, the state that produces the greatest
volume of the spirit. Like raicilla and sotol,
bacanora was once prohibited and was also
associated with otherworldly experiences.
In recent years, bacanora distilleries have
sought tighter regulation in an attempt to
reach a larger market.
Word has it the best bacanora is found
at its source. We recommend you stay at Hacienda Los Magueyes in Bacanora, Sonora.
Here you can visit the nurseries where the
vivipara agave is grown, the bottling factory
and warehouses.
Containing up to 40% alcohol, bacanora is a spirit for seasoned throats only. The
best brands include Puro Chuqui, produced
by Hacienda Los Magueyes, and Bacanora
Pascola.
84
90
Negocios ProMxico | Para Exportadores
de
promxico.
La distribucin de bienes y
servicios en los mercados internacionales representa un
gran reto para las empresas
que han consolidado su participacin en el mbito local, pero desean
extender sus operaciones o cobertura a
otras regiones. En esta edicin se publican
un par de reflexiones relacionadas con este
tema y se exponen algunos factores relevantes en el proceso de internacionalizacin de
las pymes mexicanas. Debe incentivarse que
ms de estas empresas participen en nuevos
mercados, aprovechen la apertura econmica del pas y el vnculo comercial con mercados tradicionales y no tradicionales.
La logstica y el desarrollo de infraestructura son dos componentes cruciales en
la apertura y competitividad comercial de
las naciones. En esta edicin se incluye una
interesante reflexin en torno al desarrollo
logstico nacional, el cual se ha consolidado
como uno de los ms modernos en Amrica
Latina. Se sealan varias reas de oportunidad sobre todo en las cadenas de suministro y se enfatizan algunos de los esfuerzos
realizados en distintos niveles para optimizar los procesos logsticos nacionales.

Tambin se incluye una entrevista en torno a la relevancia de los apoyos financieros
que ofrece la banca, y su incidencia en la
promocin de exportaciones y la consolidacin de proyectos. Los respaldos financieros
repercuten directamente en la concrecin de
iniciativas comerciales en otros pases, por lo
que deben utilizarse los servicios que ofrece
la banca, adems de aprovechar las sinergias
institucionales existentes sobre este tema.
Por ltimo, se menciona la importancia
del cumplimiento oportuno de las obligaciones fiscales de las empresas. Los aspectos contables y administrativos deben
supervisarse de forma permanente con
el propsito de evitar contratiempos que
obstaculicen el progreso o conclusin de
las actividades comerciales. Tambin se
incluye una infografa sobre el comercio
internacional de Mxico, que rene datos
representativos relacionados con la participacin del pas en distintas regiones.
Esperemos que los contenidos de esta
edicin sean de su inters.
Bienvenidos a Negocios ProMxico!
74
Diciembre 2014 | Enero 2015
BREVES
INFRAESTRUCTURA
foto
Segn estimaciones de la Comisin Econmica para Amrica Latina y el Caribe

(CEPAL), los pases de Amrica deberan
invertir 6.2% anual de su producto interno bruto (PIB) unos 320,000 millones de
dlares para satisfacer sus demandas de
infraestructura en el periodo 2012-2020.
Segn la base de datos de inversiones en infraestructura econmica en
Amrica Latina y el Caribe, la inversin
promedio regional fue de 3.49% del
PIB (2012). Costa Rica fue el pas que
ms invirti en infraestructura (en total
5.47% del PIB entre inversin pblica y
privada), seguido por Uruguay (5.08%),
Nicaragua (4.93%), Bolivia (4.47%),
archivo
INFRAESTRUCTURA:
INVERSIN ESTRATGICA
Per (4.46%) y Brasil (4.10%). Mxico

registr 3.32%, el mismo nivel que tuvo
Panam en ese ao.
Los pases en Amrica Latina y el Caribe deben invertir ms recursos en este ru-
bro que es fundamental para la insercin

regional en la economa global y para mejorar la calidad de vida de sus habitantes.
En estos espacios, la CANIEM establece contactos con profesionales del sector en

el extranjero y asesora a los editores afiliados en sus negociaciones, sobre todo en lo
concerniente a la compra o venta de derechos editoriales, libros y traducciones, entre
otros contenidos. En 2013 las exportaciones de libros y contenidos fueron de 141.5
millones de dlares, lo que represent un in-
cremento de 3.4% respecto al ao anterior.

Cabe destacar que Mxico ser el invitado
de honor en la prxima Feria del Libro
que se realizar en Londres, Inglaterra en
2015, con el objetivo de promover la venta y la difusin de la produccin de los
autores, editores y contenidos mexicanos.
www.cepal.org
INDUSTRIAS CREATIVAS
foto
La Cmara Nacional de la Industria Editorial Mexicana (CANIEM) fomenta la

presencia del libro mexicano en otras regiones del mundo. Desde hace ms de 50
aos agrupa a la mayora de los editores de
libros y publicaciones peridicas del pas,
y promueve su difusin, defendiendo los
intereses de sus agremiados y colaborando
con las instituciones pblicas y privadas
para fomentar la lectura, entre otros fines.
Un objetivo permanente de la CANIEM
es que Mxico tenga una mayor presencia
en el extranjero mediante estrategias comerciales y promocionales que incidan en
la promocin de exportaciones de libros y
contenidos nacionales.
La CANIEM orienta a las empresas
que estn interesadas en asistir a eventos
editoriales en el exterior. Se coordina con
autoridades culturales y comerciales de
otros pases y mantienen su representacin
permanente en eventos internacionales realizados en Bolonia (Italia), Book Expo of
Amrica (Nueva York), y Frncfort (Alemania). La CANIEM tambin participa en
las ferias que se realizan en distintos pases
en Centroamrica Mxico ha sido invitado de honor en varias ocasiones, as como
en pases de Amrica del Sur.
archivo
Libros y contenido
de Mxico en el exterior
www.caniem.com
77
BREVES
BREVES
INFRAESTRUCTURA
Mxico se convertir en
un centro logstico de
alto valor agregado
archivo
INFRAESTRUCTURA
foto
foto
www.presidencia.gob.mx
foto
archivo
cortesa de secretara de comunicaciones y transportes
En el marco de la vigsimo segunda Cumbre

de Lderes de las Economas del Foro de Cooperacin Asia-Pacfico (APEC), el Presidente
Enrique Pea Nieto afirm que la conectividad y la infraestructura son aspectos fundamentales para impulsar el comercio, la productividad y la competitividad de la regin.
Mxico busca convertirse en un centro
logstico de alto valor agregado. El Programa Nacional de Infraestructura (PNI) 20142018 inici una nueva etapa en la construccin, modernizacin y conservacin de la
infraestructura nacional.
El PNI prev una inversin histrica
superior a los 600,000 millones de dlares,
considera la ampliacin y modernizacin de
3,000 kilmetros de autopistas y un aumento en la capacidad de los puertos de 280 a
500 millones de toneladas al ao. Asimismo,
prev la construccin del nuevo Aeropuerto Internacional de la Ciudad de Mxico
(AICM) para incrementar su capacidad a
120 millones de pasajeros anuales.
INVERSIN Y COMERCIO
PARQUES INDUSTRIALES
EN BUSCA DE CERTIFICACIN
Se realizar Cumbre de Inversin 2015

en Estados Unidos
Parques industriales en Cuautitln Izcalli

(Estado de Mxico), Mexicali y Tijuana (Baja California), Puebla y San Luis
Potos participan en el programa piloto
para la obtencin del Nuevo Esquema de
Empresa Certificada (NEEC).
El objetivo del proyecto piloto es que
la Administracin General de Aduanas
(AGA), la Asociacin Mexicana de Parques
Industriales (AMPIP) y la Confederacin
de Operadores Econmicos Autorizados de
Latinoamrica, Espaa y el Caribe (COEALAC) identifiquen la operacin de un parque
y sus usuarios con el fin de redactar el perfil real del recinto. Una vez que el proyecto
concluya se presentarn los beneficios de este
esquema para desarrolladores y almacenes.
Durante 2013 con la asistencia del Presidente Barack Obama como anfitrin
se efectu la Primera Cumbre de Inversin SelectUSA en la que participaron
ms de 1,300 personas provenientes de
60 pases. Tambin acudieron gobernadores, alcaldes y oficiales de desarrollo
econmico de casi todo el pas, entre
otros funcionarios.
La Segunda Cumbre de Inversin SelectUSA se realizar el 23 y 24 de marzo de
2015 en el Gaylord National Resort and
Convention Center (cerca de Washington,
D.C.) con el propsito de:
Aprender sobre el clima y oportunidades de negocios e inversin en Estados
Unidos, incluyendo los proyectos de
infraestructura a travs de la Iniciativa
de Inversin Build America.
t21.com.mX
Programar reuniones privadas e individuales con empresarios, proveedores de servicios y autoridades regionales y municipales.
Conocer el punto de vista de diferentes
oradores corporativos y de alto nivel
del gobierno federal, as como sobre las
leyes, iniciativas e incentivos existentes
para los inversionistas, entre otros.
El mercado estadounidense es reconocido por su clima de negocios transparente, justo y estable y presenta una
oportunidad incomparable para los inversionistas extranjeros.
El Gobierno de ese pas, a travs del
programa SelectUSA, brinda servicios de
primer nivel a las pymes, as como a empresas multinacionales para que establezcan inversiones productivas en los Estados
Unidos. Asimismo, proporciona informacin sustantiva sobre las ventajas para

operar en el pas, brinda orientacin sobre
estndares, reglas y regulaciones federales,
facilita informacin e investigaciones actualizadas sobre las cadenas de suministro
adecuadas para la empresa, as como insumos sobre la capacitacin y las fuentes de
financiamiento ms convenientes.
Segn ltimas proyecciones, Estados
Unidos tiene con una poblacin superior
a los 319 millones de personas por lo
que representa el mercado ms importante en el mundo. Asimismo, mantiene
tratados de libre comercio con 20 pases,
lo que facilita el acceso a consumidores
en otras regiones. Su fuerza laboral es
muy competitiva, desarrolla actividades
de investigacin y desarrollo de vanguardia, adems de proteger los derechos de
propiedad intelectual, entre otros factores que han incentivado la operacin y
establecimiento de nuevos negocios.
www.buyusa.gov/mexico
BREVES
BREVES
TURISMO
TELECOMUNICACIONES
El tequila:
un negocio redondo
Apuesta a futuro
archivo
www.mundocuervo.com
SUSTENTABILIDAD
Energa Renovable
Energa limpia, MENORES COSTOS

La empresa regiomontana Deacero proyecta invertir alrededor de 250 millones
de dlares en una nueva planta de ciclo
combinado para producir 250 megawatts
(MW) de electricidad al ao.
La planta, ubicada en Celaya, Guanajuato, se construir con el fin de redu-
cir costos en el consumo de electricidad

en la empresa.
Deacero consume 400 MW al ao de
energa elctrica, por lo que reducir sus
gastos con este proyecto.
www.deacero.com
foto
archivo
foto
www.redambiental.com
El Gobierno de la Repblica invierte

ms de mil millones de dlares en los puertos del pas, 75% ms que el promedio
anual durante la dcada pasada, asegur
el Coordinador General de Puertos y Marina Mercante, Guillermo Ruiz de Teresa
durante la 103 Convencin y Exposicin
Anual de la Asociacin Americana de Autoridades Portuarias (AAPA) celebrada del
3 al 9 de noviembre en Houston, Texas.
En 2013, el comercio martimo en
Mxico creci 6.8%, mientras que el PIB
lo hizo 1.2%. Destac el desarrollo de
varios proyectos de infraestructura portuaria como el de Lzaro Crdenas, Michoacn que se convertir en un parque
logstico que albergar contenedores y diferentes tipos de carga. Hace unos meses
inaugur la primera etapa de la segunda
terminal de contenedores de este puerto.
Se contempla que para 2018 sea la primer terminal totalmente automatizada de
Amrica Latina, con una eficiencia de 200
contenedores por hora buque.
Asimismo, se indic que en el puerto
de Manzanillo se construye un nuevo tnel ferroviario para que los trenes entren y
salgan las 24 horas del da los siete das de
la semana. Se mencion que el puerto de
Veracruz ha recibido inversiones por casi
cortesa de secretara de comunicaciones y transportes
Mxico invierte ms de
mil millones de dlares
en sus puertos
Red Ambiental, una de las principales

compaas mexicanas dedicadas al negocio de recoleccin y confinamiento de
basura, construir una nueva base de operaciones en Nuevo Len, en el municipio
de Salinas Victoria, en el que invertir 80
millones de pesos.
La nueva unidad cuya construccin
iniciar en el 2015 y ser casi cuatro veces superior a la que construy la compaa en el municipio de Santa Catarina
en 2012 dar mantenimiento a todas
las unidades de recoleccin de basura de
los municipios de Monterrey, Apodaca,
Escobedo y San Nicols.
archivo
www.maxcom.com.mx
INFRAESTRUCTURA
Negocio Limpio
foto
Maxcom Telecomunicaciones invertir

aproximadamente 910 millones de pesos
en capital expenditures (CAPEX) para
aumentar y modernizar su infraestructura y atraer a ms usuarios.
La firma espera que en 2015 los segmentos residencial y comercial sean los que
presenten los mejores mrgenes y apuntalen el crecimiento de Maxcom, una vez
que se hayan puesto en marcha las nuevas
tecnologas inalmbricas de la compaa.
foto
foto
archivo
A travs de la Fundacin Jos Cuervo,

Tequila Cuervo invertir 300 millones de
dlares para crear un corredor turstico en
cuatro etapas, hasta el 2040, en el municipio de Tequila, Jalisco.
La nueva ruta turstica unir mediante un tren a Tequila con Puerto Vallarta y
Guadalajara en Jalisco, as como con San
Miguel de Allende en Guanajuato.
El proyecto busca ser un detonador de
inversiones en comercios, hoteles y servicios en general a lo largo del corredor.
4,600 millones de dlares con el propsito

de consolidarse en 2024 como uno de los
principales puertos de Amrica Latina.
Puerto Progreso, situado en la pennsula de Yucatn ha diversificado sus
servicios y maneja en la actualidad todo
tipo de carga, as como cruceros y embarcaciones tursticas, mientras que el
puerto de Tuxpan ms especializado
en servicios relacionados con el petr-
leo se trabaja en el dragado del canal

de navegacin a una profundidad de 45
pies, adems de la construccin de una
nueva terminal de contenedores y carga
de automviles. De esta manera, se consolidar como un punto estratgico para
el suministro de combustible y carga de
manufactura comercial en el pas.
www.sct.gob.mx
Para Exportadores | Negocios ProMxico
Exportaciones
MXICO
EN EL
MUNDO
Millones de dlares
Rubro
El comercio internacional
de Mxico en cifras
Manufacturera
Petroleras
Agropecuarias
Extractivas
Ene.Oct. 14
279,395
37,350
10,042
4,305
Variacin 13
6.7%
-9.9%
10.0%
13.1%
(Cifras oportunas,
noviembre 2014)
CANAD
$7,863 | 2.7%
ESPAA
$4,916 | 1.7%
PASES BAJOS
$1,644 | 0.6%
ALEMANIA
$2,674 | 0.9%
INDIA
$2,084 | 0.7%
CHINA
$4,699 | 1.6%
JAPN
$1,991 | 0.7%
331,092
millones de dlares
entre enero y octubre
de 2014 (un incremento
de 4.7% con respecto al
mismo periodo en 2013).
Principales
socios
comerciales
de Mxico
$ Exportaciones
acumuladas de
enero a septiembre
de 2014
Millones de dlares
%
Participacin de
las exportaciones
mexicanas totales
#2
#10
#7
ESTADOS UNIDOS
234,388
#3
#9
#4
(79.7 % del total)
#8
COLOMBIA
$3,427 | 1.2%
BRASIL
$3,721 | 1.3%
#6
#5
Enero a septiembre de 2014
Por sector
Fuente: Banco de Mxico, Global Trade Atlas (cifras revisadas, noviembre de 2014).
82
Enero-septiembre 2014
Variacin
Millones de dlares
Mismo periodo en 2013
Productos metlicos
maquinaria y equipo
Alimentos,
bebidas y tabaco
186,610
10,111
8,425
8,274
7,837
8.3%
4.2%
-16.5%
-1.4%
7.1%
Minerometalurgia
Qumica
Productos de plstico
y caucho
83
fotos
archivo
Conceptos clave
para incursionar con xito en nuevos mercados

Posicionar bienes y servicios
en mercados internacionales
representa un gran reto para las
empresas que se han consolidado
en su mbito local. Las empresas
que desean internacionalizarse
y participar con xito en nuevos
mercados debern considerar
ciertos factores cruciales.
por scar peralta casares*
Es preciso determinar con anticipacin si

una empresa est lista para acceder a nuevos mercados; para ello se debe analizar si
la empresa cuenta ya con los procesos y la
estructura necesarios para concretar operaciones en el exterior, sin que esto implique un descuido del mercado interno. Asimismo, se debe evaluar qu tan fcil o difcil ser colocar sus productos o servicios
en el mercado objetivo, o si ser necesario
primero adecuarlos a los gustos o requerimientos particulares del mercado objetivo.
Por ltimo, es necesario asegurarse de que
los canales de distribucin y la logstica de
transportacin sean competitivos, a efecto
de que el proceso de internacionalizacin
se concrete sin mayores contratiempos.
Sobre los procesos y la estructura

Los procesos que influyen en la creacin
de valor en una empresa son el alma de
cualquier organizacin. Cualquier cadena es tan fuerte como su eslabn ms
dbil; esto significa que, en una cadena
de procesos, la falla de alguno pondr
en riesgo el esfuerzo conjunto de toda la
cadena. Por ello es indispensable medir
todos los procesos de la organizacin
bajo el siguiente argumento: si un proceso no se mide no se puede controlar, y
un proceso que no se controla tampoco
podr mejorarse; dicho de otra forma:
para mejorar cualquier proceso es necesario controlarlo, y para controlarlo es
necesario medirlo.
Las empresas deben tener procedimientos muy estrictos, desde aspectos

como el reclutamiento y la seleccin del
personal, hasta la eleccin de la calidad
de sus materiales o los mtodos de abastecimiento de materias primas, sin dejar
de lado cada uno de sus procesos internos. Es deseable que los procesos productivos y el sistema de gestin de calidad de la empresa se midan a travs de
indicadores clave de desempeo.
La comercializacin debe impulsarse a
travs de una red de personas que tengan
el perfil comercial necesario para cada
mercado. Cada regin tiene sus peculiaridades, por lo que la demanda de sus
mercados siempre ser distinta. Deber
evitarse homologar los criterios de mercado, sobre todo si se desea impulsar una
estrategia de comercializacin exitosa.
Antes de emprender la conquista de
nuevos mercados debe determinarse si
con la capacidad instalada actual es posible asegurar la entrega en tiempo y forma.
Tambin debe corroborarse si el servicio
ofrecido es adecuado para el cliente, y si
con los recursos humanos actuales se podr absorber la responsabilidad que implica tener tareas adicionales.
Estudios de mercado
y nuevos productos
Cada pas tiene sus propios usos y costumbres de acuerdo al gusto y preferencias de sus consumidores; que un producto sea bien aceptado en un mercado
determinado incluso si ste es muy exigente no garantiza su aceptacin en otro.
Debido a ello, es indispensable evaluar
cul es la aceptacin del producto o servicio en cada mercado, no solo en trminos de funcionalidad o de aplicacin, sino
en detalles tan simples como el color del
producto, su empaque o etiquetado, o el
nombre adecuado de la marca o producto. Asimismo, las regulaciones y normatividad aplicables en el mercado objetivo
nunca debern tomarse a la ligera.
Un estudio de mercado es una de las
tareas que se debe realizar desde el principio, pues ste puede marcar la diferencia entre sobrevivir en el exterior o fallar
en el intento; servir para potenciar las
ventajas del producto y entender las diferencias que guarda con otros. Tambin
podr determinar si existe competencia
directa e identificar cules son las diferencias de calidad y costo, por mencionar algunos factores.
84
Es indispensable evaluar cul es la aceptacin del producto

o servicio en cada mercado, no solo en trminos de
funcionalidad o de aplicacin, sino en detalles tan simples
como el color del producto, su empaque o etiquetado, o el
nombre adecuado de la marca o producto.
Logstica, distribucin
y exportacin
Son muy distintas la distribucin y logstica
de transportacin de un producto especializado un envase para la industria farmacutica, por ejemplo, que la de un producto
bsico como una cubeta de plstico o una
refaccin automotriz o uno agroalimentario; sin embargo, en cualquier caso deben
conocerse con precisin los requisitos para
su exportacin: si puede enviarse como carga
consolidada o en un contenedor completo, si
requiere incoterms (international commercial
terms) libre a bordo o si su precio incluye
costo, seguro y flete, si es necesario contar
con un certificado de origen y si algn acuerdo comercial facilita la transaccin o reduce
el pago de algn impuesto, entre otros.
Si no se tiene en casa a un experto en
estos temas, se recomienda contratar a un
asesor en comercio exterior puede ser un
agente aduanal que facilite ese proceso,
sobre todo cuando se vinculan estos trmites con la logstica y distribucin de productos en el exterior.
La globalizacin crea competencia

y la competencia incide en la mejora de
procesos dentro de las organizaciones. La
internacionalizacin no solo es una buena opcin para crecer y acceder a nuevos
mercados, en muchos casos es necesaria a
efecto de mantener la competitividad de
la empresa o sus productos.
La exportacin de bienes y servicios
hacia nuevos mercados y la internacionalizacin de operaciones representan grandes retos para muchas empresas nacionales, sobre todo para las pymes que han
iniciado la conquista de ciertos nichos de
mercado o que se han consolidado con
algn perfil de consumo. Sin embargo,
una vez que se realicen las evaluaciones
pertinentes y se tenga la certeza de que
la empresa ya est preparada para su internacionalizacin, los beneficios sern
sumamente prometedores, por lo que no
debe detener su emprendimiento. N
*Vicepresidente, Grupo GMI.
85
fotos
archivo
Logstica:
pieza clave del comercio internacionaL

La logstica es la columna vertebral del comercio. En el mbito internacional
constituye la base para la apertura comercial, la competitividad y la
globalizacin econmica, as como para el desarrollo del transporte y la
industria de bienes y servicios, convirtindose en pieza fundamental para el
crecimiento econmico.
por guillermo wolf*
Segn datos del informe Perspectivas Econmicas de Amrica Latina 2014: Logstica y competitividad para el desarrollo,
publicado por la Organizacin para la
Cooperacin y el Desarrollo Econmicos
(OCDE), la logstica engloba una diversidad de elementos fundamentales para la
comercializacin de bienes. Comprende
todos los servicios y procesos necesarios
para su transporte, desde su produccin
hasta la recolecta del consumidor final.
Los procesos logsticos incluyen diversos componentes blandos, como los procedimientos administrativos y aduaneros,
la organizacin y la gestin del transporte,
costos de empaque, almacenaje e inventario, los servicios de seguimiento y loca-
lizacin, y el uso de las tecnologas de la

informacin durante el proceso; tambin
incluye elementos duros, como la infraestructura de transporte o telecomunicaciones y la infraestructura de almacenamiento
que facilita la conectividad a lo largo de la
cadena de suministro.
El concepto actual de logstica comprende actividades del sector privado
como la accin del Estado a travs de la
instrumentacin de polticas pblicas para
el diseo, suministro, facilitacin y regulacin de actividades. El correcto desempeo
logstico tambin depende de la participacin gubernamental en el desarrollo de infraestructura o prestacin de servicios y
en el comercio transfronterizo.
De acuerdo con el portal empresarial

Alto Nivel los primeros desarrollos logsticos
en Mxico se impulsaron por la industria automotriz, dadas las exigencias del consumidor en trminos de calidad, funcionalidad y
rapidez en la entrega de mercancas.
Se han generado cambios en la proyeccin de nuevos lderes, as como en la complementacin de diversas reas, en la especializacin y establecimiento de alianzas
estratgicas. Todos estos factores, aunados
a la llegada de compaas extranjeras, han
logrado que la logstica en Mxico sea una
de las ms modernas en Amrica Latina.
Desde hace varios aos los sectores
pblico y privado han cimentado una red
logstica nacional e internacional para la
exportacin de productos en la que se distinguen diferentes componentes: almacenes, industrias, transporte y reas productivas. La logstica mexicana asegura que el
flujo de materiales se integre a tecnologas
de la informacin, armonizando la venta
al cliente, el costo e incluso la estadstica e
inventarios que sean necesarios para asegurar una logstica eficiente.
La globalizacin tambin se ha convertido en un elemento

fundamental para elevar la competitividad de las cadenas
productivas, lo cual ha creado condiciones ptimas para
que los bienes generados se coloquen en el mercado y
generen recursos e infraestructura para desarrollar un
sistema logstico avanzado.
La globalizacin tambin se ha convertido en un elemento fundamental para
elevar la competitividad de las cadenas
productivas, lo cual ha creado condiciones
ptimas para que los bienes generados se
coloquen en el mercado y generen recursos
e infraestructura para desarrollar un sistema logstico avanzado.
Mxico tiene algunas reas de oportunidad. De acuerdo con datos procedentes
del ndice de Desempeo Logstico 2014
elaborado por el Banco Mundial, Mxico
se ubica en la posicin 50 de 160 economas evaluadas. Es bien sabido que uno de
los factores que ms contribuyen a tener
altos costos en logstica no es la distancia
entre los socios comerciales, sino la confiabilidad de la cadena de suministro.
Adicionalmente, como parte de los
esfuerzos para impulsar el desarrollo de
mejores sistemas logsticos en Mxico,
el Banco Interamericano de Desarrollo
(BID) en conjunto con la Secretara de
Comunicaciones y Transportes (SCT) y
la Secretara de Economa (SE) elabor
86
un estudio que permite definir las opciones y ejemplos que pueden ser tomados
en cuenta por el pas a fin de optimizar
sus procesos y complejos logsticos, y el
plan para su instrumentacin.
El proyecto se denomina Sistema Nacional de Plataformas Logsticas en Mxico (SNPL), propone fortalecer el papel
competitivo de la oferta exportadora en
Mxico y optimiza la eficiencia de los procesos de distribucin nacional garantizando su correcta articulacin con el territorio, su conectividad con las redes de transporte y los nodos de comercio exterior.
En este marco, la American Chamber
of Commerce of Mexico (AmCham), en
su misin por contribuir al fortalecimiento de la comunidad de negocios en el pas,
adems de apoyar la consolidacin y facilitacin del comercio con Estados Unidos
tambin impulsa la competitividad del sector, a travs de sus comits de logstica y de
polticas de comercio.
En este sentido, se ha promovido la
homologacin de los criterios del Nuevo
Esquema de Empresa Certificada (NEEC)

y el Customs-Trade Partnership Against
Terrorism (C-TPAT). Hay empresas de
talla internacional que creen en el pas y
que continan invirtiendo, tal es el caso
de FedEx Express, miembro activo de AmCham que recientemente realiz una de las
inversiones ms importantes para Mxico
y la regin al adquirir MultiPack y al construir un nuevo hub nacional en Mxico
para consolidar ambas empresas y garantizar la cobertura en el pas. Esta empresa
contina expandiendo su red de puntos de
venta, facilitando a las pymes el acceso al
mercado internacional.
FedEx Express es un facilitador y socio
de negocios de las empresas mexicanas en
lo que a exportacin e importacin se refiere, reduciendo los tiempos de trnsito y
agilizando su cadena de suministro, al aprovechar los beneficios del nearshoring traslado de operaciones comerciales o productivas lo ms cercano posible a un mercado
nacional el cual est cobrando ms relevancia ya que muchas empresas manufactureras buscan reducir sus costos de logstica
y llevar sus productos al mercado meta de
manera ms eficiente, operando cerca de
Estados Unidos.
Un estudio reciente de AlixPartners
muestra que la situacin econmica en Mxico ha hecho que el pas sea uno de los mejores destinos para practicar nearshoring,
superando incluso a Estados Unidos.
Algunas de las ventajas que ofrece el
nearshoring en Mxico son los bajos costos de flete e inventario, as como el tiempo
de salida al mercado estadounidense. Asimismo, entre otros factores, el huso horario permite una coordinacin de operaciones ms gil entre empresas de Estados
Unidos y Mxico. N
*Vicepresidente y Director General Ejecutivo
de American Chamber of Commerce of Mxico
(AmCham).
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fotos
archivo
Para cumplir puntualmente

con todas las obligaciones
fiscales descritas es necesario
tener contacto directo con
un especialista en comercio
exterior y aduanas. Asimismo
es necesario poner especial
atencin en los servicios
contables cuando se realizan
mediante terceros, ya que
es comn que no haya
comunicacin entre los
responsables de la operacin
de la empresa y los del
trabajo administrativo.
Es importante para los contribuyentes
atender adecuadamente una visita domiciliaria, pues con ello es posible prevenir
multas por parte de la autoridad fiscalizadora, ahorrar tiempo y dinero, y evitar
riesgos para la operatividad y competitividad del contribuyente.
Las empresas deben instruir a su personal administrativo para que maneje adecuadamente la informacin de la empresa y sus
documentos. La informacin relacionada
con operaciones de exportacin e importacin debe estar respaldada, las mercancas
de procedencia extranjera deben estar amparadas por documentacin fiscal y aduanera que acredite su legal estancia o tenencia.
Sobre el cumplimiento de
las obligaciones fiscales
y el comercio exterioR
El Servicio de Administracin Tributaria entre otras tareas realiza visitas

domiciliarias para verificar el cumplimiento de las obligaciones fiscales y
aduaneras de los contribuyentes. El objetivo es revisar aspectos contables,
pedimentos, comprobantes de pago de contribuciones, informes, mercancas,
control de inventarios y restricciones no arancelarias, a efecto de que fluyan las
actividades comerciales sin contratiempos.
88
por flix ponce-nava corts*
En los ltimos aos el Servicio de Administracin Tributaria (SAT) ha hecho ms

estrictas sus polticas de recaudacin y ha
implementado el uso de nuevas herramientas
fotografas y aparatos de geolocalizacin,
entre otras para verificar domicilios fiscales
e incrementar el nmero de revisiones y visitas domiciliarias a contribuyentes. Esto dio
como resultado una recaudacin histrica
de 32,788 millones de pesos en el primer trimestre del ao, un incremento de 81% respecto al mismo periodo durante 2013.
Aunado a lo anterior, si la autoridad
aduanera detecta alguna irregularidad o no
se comprueba la legal estancia o tenencia de
mercanca en territorio nacional, se iniciar
un recurso llamado Procedimiento Administrativo en Materia Aduanera (PAMA), lo
que implicar un embargo precautorio.
Toda la maquinaria que se ubique dentro de

la planta y la mercanca de procedencia extranjera debern resguardarse en los lugares
que hayan sido declarados, informando de
manera inmediata a la autoridad competente
sobre un cambio de domicilio fiscal. De la
misma forma el sistema de control de inventarios debe estar actualizado.
Para cumplir puntualmente con todas
las obligaciones fiscales descritas es necesario tener contacto directo con un especialista
en comercio exterior y aduanas. Asimismo
es necesario poner especial atencin en los
servicios contables cuando se realizan mediante terceros, ya que es comn que no
haya comunicacin entre los responsables de
la operacin de la empresa y los del trabajo
administrativo.
Tambin es comn que algunas organizaciones deleguen la atencin de visitas domiciliarias del SAT a personal no especializado,
lo que puede ser perjudicial para la empresa
debido a que las rplicas a la autoridad son
muy importantes y la imprecisin en ciertas
afirmaciones podra dificultar la defensa de
los intereses del contribuyente. Antes de llegar a un acuerdo conclusivo con la autoridad deber analizar y planear la estrategia
legal a seguir, y la posibilidad de impugnar
la resolucin de manera que el contribuyente
no sea vctima de un acto arbitrario.
Es muy importante documentar durante el procedimiento cualquier arbitrariedad o falta por parte de la autoridad, ya
que, de ser necesario, las mismas pueden
convertirse en argumentos importantes en
los tribunales competentes si hubiese un
proceso. En particular debe tenerse cuidado con los siguientes temas:
Verificacin de origen
Valoracin aduanal
Contrato de regalas
Pago de Impuesto al Valor Agregado
(IVA) en operaciones de comercio exterior
Cuotas compensatorias
Clasificacin arancelaria
Es importante mencionar que todo
aquel que paga impuestos tiene derechos
fundamentales que deben ser respetados,
por lo que es importante identificar las
malas prcticas en los procesos de recaudacin y en la ejecucin de visitas domiciliarias para ejercer efectivamente los
derechos fundamentales y, en caso de ser
vulnerados, hacer uso de todos los recursos disponibles para hacerlos efectivos. N
*Abogado asociado en Basham, Ringe
y Correa S.C.
89
La importancia
de la banca
en el comercio exterior de Mxico

Enrique Vilatela, Presidente del Consejo de Administracin de InvestaBank,
convers con Negocios sobre la relevancia de la banca para el impulso de las
exportaciones de Mxico. InvestaBank est orientada a las empresas medianas
mexicanas, sobre todo aquellas que pueden participar activamente en las
cadenas productivas con miras a la exportacin, pero tambin al mercado
interno. Se trata de crear un crculo virtuoso en el que las exportaciones crezcan
ms y tengan mayor contenido nacional para que consecuentemente crezca el
mercado interno y el empleo.
por negocios promxico
fotos
archivo
Qu panorama se vislumbra en lo
que respecta al comercio internacional?
Mxico est posicionado como un pas
importante en comercio mundial, gracias al TLCAN y a los tratados de libre
comercio firmados con diversos pases
de Europa. Algo que mencionamos poco
pero tiene gran relevancia para el pas son
los tratados de libre comercio con pases
latinoamericanos, pues tambin abren
oportunidades a las empresas mexicanas
especialmente a las pymes que deben incorporarse con mayor fuerza al comercio
exterior. El enorme potencial de crecimiento que tiene Mxico deriva de las oportunidades de exportacin. Al mismo tiempo,
hoy realizamos muchas importaciones
que podran ser sustituidas por productos
nacionales. Muchas empresas mexicanas
tienen la capacidad para sustituir esas importaciones y convertirse en proveedoras
de la cadena productiva. Si aprovechamos
el trampoln de la exportacin creceremos
ms fcilmente, incrementaremos el contenido mexicano de los productos exportados y lograremos que el mercado interno y
el empleo crezcan ms rpido.
Es oportuno ayudar a las empresas
medianas para que se incorporen a las
cadenas productivas, contribuyan al crecimiento econmico y a la generacin de
empleo, y generen ms oportunidades de
negocio para el resto de los empresarios.
Nosotros participaremos en el lado financiero de este escenario.
Qu mercados identifica como los
ms atractivos a mediano y largo plazos?
Las reformas econmicas que ha emprendido este gobierno representan un gran
paso, seguramente sern el parteaguas del
crecimiento econmico de Mxico. El centro de las reformas radica en el tema energtico. Mxico siempre ha tenido un enorme potencial de recursos naturales para
crecer que no hemos logrado aprovechar
al mximo por diversas razones.
Las reformas permitirn aprovecharlo.
En el tema energtico, le dara ms importancia al gas y a los derivados del petrleo:
la integracin eficiente y dinmica a las cadenas productivas de productos secundarios
(industrias textil y de plsticos, por ejemplo).
En cuanto a energas renovables, Mxico
puede ser potencia en energa elica, solar y
mareomotriz, fuentes que son sustentables y
de relativo bajo costo. Esta plataforma energtica permitir que las empresas se vuelvan
ms sustentables, eficientes y productivas,
90
fenmeno que repercutir en el resto de la

economa. Esto nos va a despertar.
La industria automotriz representa una
gran plataforma. Los exportadores directos son las grandes empresas multinacionales que tienen los canales de comercializacin. Sin embargo, las empresas mexicanas pueden participar activamente en la
proveedura a esas grandes empresas.
Hace poco hablaba con el presidente
de la Asociacin Mexicana de la Industria Automotriz (AMIA), quien me deca
que el potencial de crecimiento de dicha
industria podra duplicarse en poco tiempo, y luego crecer incluso cinco veces. Si
partimos de esta consideracin, entonces
estamos hablando de una gran oportunidad para que las empresas mexicanas que
hoy no participan en ese sector o lo hacen muy limitadamente puedan empezar
a aprovechar dicho crecimiento.
Si incrementamos el contenido mexicano de esas exportaciones o de la produccin de la industria, el mercado interno crecer. Lo mismo ocurre con la
Mxico tiene un enorme potencial para crecer, pero

muchos empresarios mexicanos todava estn esperando
los resultados de las reformas para iniciar su proceso de
inversin. Sin embargo, cuando uno habla con empresarios
extranjeros o con instituciones extranjeras es al revs,
todos ven a Mxico como el pas con la mayor oportunidad
de crecimiento en este momento. Todos coinciden en que es
cuestin de tiempo y en que a partir del 2015 la economa
se va a destapar y vamos a empezar a crecer.
industria aeroespacial. Hace no mucho
era impensable que Mxico participara
activamente en la industria aeroespacial,
ahora nos estamos convirtiendo en un
pas muy productivo en ella. Si bien la
industria aeroespacial an tiene una participacin pequea en el PIB, es cierto que
puede crecer y multiplicarse, impulsando
a su vez la participacin de las empresas
mexicanas. Podramos aseverar lo mismo
del resto de las industrias. Si combina-
mos esta integracin a las cadenas con los

apoyos necesarios y abrimos los canales
de comercializacin internos y externos,
pienso que podremos conseguir mucho.
Qu tipo de servicios ofrece
InvestaBank a las empresas mexicanas
que buscan entrar al mercado global?
Somos un banco nuevo y pequeo que
apenas inicia, pero tenemos muchas
ganas de apoyar y crecer. Estamos pla-
91
fotos
Las reformas econmicas que ha emprendido este

gobierno representan un gran paso, seguramente sern
el parteaguas del crecimiento econmico de Mxico. El
centro de las reformas radica en el tema energtico.
Mxico siempre ha tenido un enorme potencial de recursos
naturales para crecer que no hemos logrado aprovechar al
mximo por diversas razones.
neando nuestro crecimiento basado en
alianzas. Nuestro objetivo fundamental
es brindar apoyos financieros, de crdito,
adems de seguros de crdito, factoraje
e integracin a la cadena, entre otros. Es
decir, todo el apoyo financiero relacionado con las empresas.
Para ser efectivos se requieren dos elementos: primero, infraestructura interna,
que la estamos basando en un equipo de
ejecutivos con mucha experiencia, quienes entienden a las empresas pues han
trabajado con ellas y, por lo tanto, conocen sus necesidades. Nos interesa adecuar nuestros productos a las necesidades
reales de las empresas, hacer trajes a la
medida por sector e industria, con el fin
de apoyarlas con lo que realmente necesitan. En segundo lugar, una plataforma
electrnica poderosa que nos permita
operar a bajo costo y dar un servicio glo-
bal gil y eficiente. Lo que prometemos es

acercarnos, entender y adecuar nuestros
productos a las empresas.
En paralelo estn las alianzas. Estamos estableciendo alianzas con instituciones como ProMxico, con quienes
queremos asociarnos y aprovechar sus
programas, entenderlos y ofrecerlos a
nuestros clientes, hacer que ellos se conviertan en usuarios de los servicios y
apoyos que ProMxico brinda, y a la vez
convertirnos en un brazo financiero para
esta institucin.
El binomio promocin-financiamiento es exitoso, es lo que se tiene que hacer.
En ese sentido tambin estamos buscando
aliarnos con Bancomext y con otras instituciones. En el sector privado estamos
alindonos con la AMIA para disear
un producto y un programa especial dedicados a la proveedura de la industria
archivo
automotriz. Nos hemos acercado con las

industrias aeroespacial y textil para hacer lo mismo. Queremos acercarnos con
el resto de las organizaciones sectoriales.
A los afiliados a la Coparmex, por ejemplo, les estamos brindando servicio personalizado. Buscaremos hacer igual con
la Canacintra, la Concamin y con otras
agrupaciones empresariales para entender
sus necesidades y poder participar con los
grupos y empresas asociados a esas cmaras y organizaciones. Tambin estamos
estableciendo alianzas con otras instituciones financieras y bancos que no necesariamente tienen la capacidad analtica o
el conocimiento empresarial que tenemos,
pero que estn interesados en participar y
tienen los recursos para hacerlo.
Qu oportunidades identifica para

ProMxico?
A m me da mucho gusto que ProMxico
est retomando su orientacin promotora. Desde mi punto de vista, en algn
momento se dedic exclusivamente a la
atraccin de inversin extranjera, que
si bien es una labor importante, no lo
es tanto como integrar a las pymes en
la cadena productiva y facilitarles que
se incorporen a ella, buscando que se
conviertan en exportadores directos o
indirectos. InvestaBank podra ser muy
til para ProMxico como una ventanilla financiera para ciertos programas. A
nosotros nos queda como anillo al dedo
porque nos facilita la identificacin de
empresas y de proyectos.
A quines estn dirigidos los servicios

que ofrece InvestaBank?
El rango que tenemos definido son empresas que requieren desde 10 quizs en
algunos casos desde cinco hasta 50 millones de pesos. Ese es el nicho para el que
tenemos la infraestructura necesaria para
dar un buen apoyo. An no tenemos infraestructura para apoyar a las empresas
que requieren montos menores, es algo que
podremos hacer en el futuro. A las empresas medianas ms grandes podemos apoyarlas a travs de las alianzas en conjunto
con otras instituciones financieras.
Qu momento vive la banca

mexicana y qu momento viven las
empresas mexicanas?
La banca mexicana est viviendo una
poca de cambio. Partimos de una base
slida, de bancos mexicanos fuertes, con
un organismo de supervisin muy slido como la Comisin Nacional Bancaria
y de Valores (CNBV). Sin embargo, tenemos una banca muy exitosa en temas
de crdito al consumo y en el crdito al
gobierno. Existe una gran oportunidad
de negocio, un nicho que no est bien
atendido. Las empresas grandes tienen
resuelto el problema a travs de la banca
o mediante los mercados internacionales.
Sin embargo, las pymes necesitan apoyo.
En este mismo tenor, la reforma financiera busca orientar a la banca y en particular a la banca de desarrollo hacia
el apoyo al sector productivo, enfocado
hacia las pymes.
En InvestaBank podemos cooperar,
participar y poner nuestro granito de arena llamando la atencin de la oportunidad
de negocios existente, y participando activamente en este mercado con el propsito
de impulsar el crecimiento econmico y la
creacin de empleos en Mxico.
Cmo percibe a InvestaBank, como
banca tradicional, conservadora o
arriesgada?
Creo que somos una combinacin. Pretendemos ser muy agresivos en la generacin de productos y en el acercamiento
con nuestros clientes. El lmite de lo que
podemos hacer est en nuestra imaginacin. Tenemos que ser dinmicos, agresivos e imaginativos. Debemos evitar lo
tradicional y entender cules son real-
92
Para ser efectivos se requieren dos elementos: primero,

infraestructura interna, que la estamos basando en un equipo
de ejecutivos con mucha experiencia, quienes entienden a
las empresas pues han trabajado con ellas y, por lo tanto,
conocen sus necesidades. Nos interesa adecuar nuestros
productos a las necesidades reales de las empresas, hacer
trajes a la medida por sector e industria, con el fin de
apoyarlas con lo que realmente necesitan.
mente las necesidades para encontrar
una solucin correcta. Al mismo tiempo
debemos ser conservadores en la toma de
riesgos. Necesitamos conocer muy bien
lo que estamos haciendo para que, incluso siendo agresivos, el riesgo sea limitado y nos represente un negocio seguro.
Cmo perciben el crecimiento del pas
los inversionistas de InvestaBank?
Mxico tiene un enorme potencial para
crecer, pero muchos empresarios mexicanos todava estn esperando los resultados de las reformas para iniciar su proceso de inversin. Sin embargo, cuando
uno habla con empresarios extranjeros o
con instituciones extranjeras es al revs,
todos ven a Mxico como el pas con la
mayor oportunidad de crecimiento en
este momento. Todos coinciden en que
es cuestin de tiempo y en que a partir
del 2015 la economa se va a destapar y
vamos a empezar a crecer.
Mxico siempre ha sido un pas con un
potencial de crecimiento que no hemos sabido aprovechar, un pas que debiera crecer
entre 6 y 7%, pero aun no logramos esa
tasa de crecimiento. Creo que a partir de
ahora vamos a empezar a crecer. Con base

en las reformas ya aprobadas, con el dinamismo de las empresas mexicanas y con la
inversin extranjera, Mxico debera crecer
a una tasa razonable de entre 4 y 5%.
Qu opinin cree que tengan los
extranjeros de Mxico? Cmo nos ven los
inversionistas?
Todos reconocen que Mxico es un lugar
que les da confianza en general y que representa la mayor oportunidad de negocios en el mundo. Es enorme la cantidad
de empresas que estn deseosas de venir
a Mxico para aprovechar el crecimiento. Creo que los extranjeros ven con mucho agrado el gran potencial de Mxico
y lo que quieren es venir y participar en
nuestra economa.
InvestaBank est moviendo a Mxico?
Nosotros somos chiquitos. Nosotros queremos aportar nuestro granito de arena
para que Mxico se mueva. Creemos que
podemos contribuir, pero quienes van a
mover a Mxico son los empresarios. N
www.investabank.com
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fotos
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La misin:
pymes mexicanas con presencia globaL

Canacintra y ProMxico han estrechado lazos de colaboracin para contribuir
en conjunto a la internacionalizacin de las pequeas y medianas empresas
mexicanas, de cara a los compromisos comerciales que el pas est por asumir.
El 4 de noviembre de 2014 Canacintra y ProMxico

suscribieron el acuerdo mediante el que se
comprometen a trabajar bajo un esquema y una
agenda en comn, con la finalidad de impulsar las
exportaciones de las empresas mexicanas y fortalecer
la presencia internacional de las mismas.
por omar magaa
Es momento de que ms pymes mexicanas reciban los beneficios de la apertura

econmica del pas frente al mundo, tanto por medio de los acuerdos comerciales vigentes como de aquellos que ahora
mismo se encuentran en la mesa de negociacin.
Julio Rodrguez Trigueros, Vicepresidente Nacional de Comercio Exterior
y Asuntos Internacionales de la Cmara
Nacional de la Industria de Transformacin (Canacintra), asegura que uno de
los primeros objetivos de la institucin
que preside Rodrigo Alpzar Vallejo, es
integrar a sus ms de 40,000 afiliados
a la globalizacin ofrecindoles capacitacin, apoyo y gua en sus procesos de
investigacin, innovacin y certificacin.
Durante todo 2014 hemos estado en
intenso cabildeo. Esto ha dado por resultado la firma de un convenio que, esperamos, sea la base para cosas muy grandes
que hagan Canacintra y ProMxico en
cuanto a la integracin de la industria
mexicana, apunta Rodrguez Trigueros.
El 4 de noviembre de 2014 Canacintra y ProMxico suscribieron el acuerdo
mediante el que se comprometen a trabajar bajo un esquema y una agenda en
comn, con la finalidad de impulsar las
exportaciones de las empresas mexicanas
y fortalecer la presencia internacional de
las mismas.
Entre los ejes del convenio estn:
vincular a las empresas afiliadas a la Canacintra con las cadenas de suministro
nacional; atraer un mayor nmero de
inversiones extranjeras al pas y reforzar
las cadenas globales de valor; fortalecer
a la industria mexicana y su capacidad
de innovacin; impulsar la participacin
de las pymes nacionales en ferias y misiones comerciales, y promover un programa que prepare a las empresas para
su salida al mercado global y garantice
el desempeo ptimo de las mismas en
ese escenario.
94
Es el momento de fortalecer la presencia de pymes que si bien tienen una

larga trayectoria en Mxico, si no reciben el apoyo adecuado para su insercin
en la globalizacin pueden salir muy
afectadas, seala Rodrguez Trigueros.
Es una coyuntura crucial por la inminente puesta en marcha del Acuerdo
de Asociacin Transpacfico (TPP, por
sus siglas en ingls), en el que Mxico y
otras economas del continente Canad, Chile, Estados Unidos y Per buscan asumir una posicin preponderante
frente a sus contrapartes asiticas entre
ellas, China, Singapur, Malasia y Japn.
Definiendo a los nuevos
compaeros
Las primeras acciones de Canacintra en
esta tarea de integracin de sus agremiados al proceso globalizador han sido
capacitar a las pymes mexicanas agrupadas en las 80 delegaciones que tiene esta
cmara en el pas, identificar cuntas
empresas cuentan con fortalezas para subirse al proceso de internacionalizacin,
convocar a las empresas a misiones comerciales en el extranjero, incentivar a
las afiliadas para que se sumen a las visitas a ferias comerciales en otros pases
y efectuar giras de acercamiento y conocimiento de los mercados asiticos que
forman parte del TPP.
En 2014, recuerda Rodrguez Trigueros, la Cmara realiz dos giras nacionales centradas en la globalizacin. La
primera tuvo lugar entre enero y febrero,
donde se abord el tema de la actualizacin en materia de comercio exterior;
la segunda, de septiembre a octubre, se
centr en las reglas del intercambio internacional de bienes y servicios. En cada
una de estas giras, afirma Rodrguez Trigueros, se lleg a 26 ciudades del pas y
se convoc a ms de 1,000 empresarios.
En lo que respecta al TPP, lideramos el proceso de conocer a nuestras
contrapartes en la negociacin, seala.

Canacintra encabez una gira por cuatro
destinos asiticos Malasia, Singapur,
Taiwn y Vietnam entre el 3 y el 20 de
octubre de 2014, en la que participaron
15 empresarios mexicanos, adems de la
directiva de la Canacintra.
Esta misin nos abri los ojos para
ver lo que no estamos haciendo y lo que
estamos haciendo bien, revela Rodrguez Trigueros.
En este acercamiento, abunda, los
mexicanos certificaron la fortaleza de economas como Singapur que, a base de promover la investigacin, la innovacin y la
vinculacin entre academia e industria, se
ha colocado a la vanguardia con respecto
a sus vecinos asiticos y a los pases ameri-
canos que formarn parte del nuevo gran

bloque econmico. Vimos pases que nos
pueden competir t a t en precios, como
puede ser Vietnam, agrega.
La idea es que en este escenario que
ya se bosqueja, la cancha sea pareja,
como dice Rodrguez Trigueros parafraseando al presidente de Canacintra.
Esto es, que los sectores agrupados en la
institucin alimentos, automotriz, bienes de capital, construccin, industrias
diversas, industrias tcnicas, metlico,
mdico, mueblero, del papel, qumico, de
tecnologas de la informacin y de energas verdes, entre otros tengan representatividad y oportunidades para competir,
crecer, generar empleos y agregar valor a
las exportaciones mexicanas.
95
Si bien, los primeros en la fila para

ser beneficiados son nuestros afiliados,
estamos recorriendo constantemente el
pas invitando a empresas que quisieran
sumarse a este esfuerzo, resalta Rodrguez Trigueros.
Con relacin a los pases sudamericanos que forman parte del TPP Chile
y Per, Rodrguez Trigueros considera
que lo mejor ser trabajar en bloque, a
partir del conocimiento mutuo y el trabajo recproco que se tiene. En estos pases, adems de Colombia y Panam, Canacintra ve terreno frtil para las compaas mexicanas. Podemos trabajar de
manera simultnea en dos tratados, el
TPP y la Alianza del Pacfico con Colombia, Chile y Per, seala Rodrguez
Trigueros.
Un gran camino por recorrer
Mxico tiene a su favor la diversidad de
sectores que son cubiertos por las actividades de las pymes, empresas que son ms
verstiles que las grandes compaas al
momento de adecuar su oferta con respecto a los cambios repentinos del mercado.
Lo anterior, no obstante, resulta insuficiente para salir y enfrentarse a un
esquema de comercio mucho ms competitivo. Nos tenemos que poner a tra-
96
foto
archivo
Las primeras acciones de Canacintra en esta tarea de

integracin de sus agremiados al proceso globalizador
han sido capacitar a las pymes mexicanas agrupadas
en las 80 delegaciones que tiene esta cmara en el pas,
identificar cuntas empresas cuentan con fortalezas para
subirse al proceso de internacionalizacin, convocar a
las empresas a misiones comerciales en el extranjero,
incentivar a las afiliadas para que se sumen a las visitas
a ferias comerciales en otros pases y efectuar giras de
acercamiento y conocimiento de los mercados asiticos que
forman parte del TPP.
bajar a marchas aceleradas, reconoce
Rodrguez Trigueros. En este proceso
ser necesario que las pymes se capaciten
y tomen en cuenta la importancia de invertir en investigacin.
Tenemos que darles (a las pymes) mucha claridad en el camino y es ah donde
ProMxico y Canacintra debemos apoyar
a estas empresas, que no estn obligadas
a ser expertas en globalizacin, pero que
nos conviene que se internacionalicen tomando en cuenta la cantidad de empleo y
derrama econmica que generan, afirma
Rodrguez Trigueros.
A los esfuerzos de Canacintra se suman las estrategias de ProMxico para

fortalecer la participacin de las industrias
nacionales en las cadenas de proveedura
de aquellos productos que son exportados
desde Mxico. Canacintra, de acuerdo con
lo sealado por Rodrguez Trigueros, est
muy interesada en revisar junto con ProMxico la estrategia de promocin del comercio exterior y las vas para incrementar
la tasa de encadenamiento nacional arriba del 28% actual. N
canacintra.org.mx

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