连续三年， Syngenta’s 巴西手臂， Syngenta Proteção de Cultivos, has reigned as the crop protection leader in the highly desired Brazilian market. And while the company followed a growth strategy built on understanding and anticipating the needs of its customers and offering the products and services to respond to those needs, Syngenta’s strategy in Brazil runs deeper than numbers.
“Agriculture is one of the main drivers of the Brazilian economy and we are aware of our responsibility towards the food production chain — from farmers to end consumers,” says Laércio Giampani, general director of crop protection at Syngenta Brazil. “We know it is vital to maintain elevated standards for health, safety, and the environment.”
满足市场需求
Syngenta’s ability to meet the needs of the Brazilian market begins with its portfolio of crop protection products. The company notes that its herbicide line is the most innovative in the market, and its insecticide line is the broadest. In addition, Syngenta says its line of seed treatments pioneered the concept of “vigor and productivity” with products such as the successful Cruiser (thiamethoxam), which provides control of a wide range of early season sucking and chewing, leaf-feeding and soil-dwelling insect pests such as aphids, wireworms, flea beetles, and leafminers.
先正达还提供一系列杀菌剂产品来对抗亚洲大豆锈病，其中重点是 Priori-Xtra（环丙唑醇 + 嘧菌酯），该产品已获得使用过它的客户的 100% 满意度评级。
In other crops, including coffee and sugarcane, the company’s thiamethoxam-based Verdadero and Actara are also leading products, both of which are now available in liquid formulations to facilitate handling and security in applications.
超越产品
这些产品和许多其他产品是当前的增长引擎，公司指出还有更多产品正在开发中。从现在到 2012 年，先正达将在巴西市场投资 $4 亿美元，在此期间计划向市场推出 15 种新产品。
这种多样化和全面的产品是使公司相信其增长率将超过巴西市场本身的快速步伐的部分原因，巴西市场预计将保持 10% 的增长率。
当然，如果没有市场准入，产品就毫无意义，这是使先正达达到顶峰的战略的另一个关键因素。该公司表示，最终目标是关注客户，为种植者提供解决方案。为实现这一目标，它开创了将其业务划分为反映种植者需求的逻辑集群的概念，并整合了其分销网络以确保向需要它们的客户提供合适的产品。
负责任的企业
Building a successful business is one element of Syngenta’s overall strategy, but as Giampani points out, it is not the only one. “We don’t worry about growing faster than the market,” he says. “We want to build a company with longevity and sustainability.”
先正达领导层设想的公司建设始于一支专业、有才华、乐于留在公司并认同其企业使命的员工。
Syngenta’s approximately 900-person staff is all of those things. The company says that its workers “understand our goal and are involved and excited with the business.” It is right; in 2007, Brazil’s Exame magazine named Syngenta one of the 105 best companies to work for in the country.
To help develop its staff, the company has a clear strategy for professional growth to help each member of the team achieve its results. And, to measure its results, the company conducts its own internal working climate survey. In the last survey given to its employees, Syngenta reports that 98% of its team answered that they understand the company’s strategy. Moreover, the company is pleased to note that 97% of its staff stated in the same survey that they are proud to work at Syngenta.
持续动力
公司意识到，要想获得长期成功，就不能开展剥削或损害其市场环境的业务。另一方面，如果一家公司为其所服务的市场的持续成功和增长做出贡献，那么市场和公司都可以分享回报。
先正达巴西特别重视保护和促进环境。该公司拥有大约十几个独立项目，以促进该国的环保主义。其更显着的成功包括：
- A “School on the Field” project which has raised environmental awareness among more than 370,000 school-age youths.
- The “Live Water” project, which has restored more than 1,400 water sources since its inception in 2004.
- The “More Beans” project, which provides support for small farmers to improve their productivity, yield, and quality of life. In this project, soybean productivity was, on average, two times higher than the state average, and 3.3 times higher than the national average. At the same time, average corn productivity was 1.9 times higher than the state average and 2.5 times higher than the national average, according to a study of the 2006/07 crop.
As Giampani puts it, “Syngenta has a strong commitment towards corporate responsibility and full conviction that, in order to gain in a sustained manner and add value to the business, its activities need to progress in integration with the environment and society, which means sustainability.”