Power tools
spotlight
Robert Cameron-Smith
Marketing Manager:
Rutherford-Makita
with the marketing of their products. Once
Q: Tell us about your background
are world leading brands such as Mercury and
RCS: I have completed my Certificate in
Marketing Management at Wits Business
School 2011 (CPMM) and followed this with my
Certificate in Leadership Development at Wits
Business School 2012 (CPLD).
On a professional level, I have been with
Makita for 13 years, three of these years was
again this should not be a challenge as they
Mercruiser outboard and inboard boat engines
as well as Topcon and Troxler Surveying and
Construction equipment for the mining, civil
and construction industry. We are also the
largest importer of blind rivets in South Africa
Q: What new opportunities has the
company identified?
spent working for Makita in Dubai, UAE as a
RCS: Worldwide Makita is the leader in cordless
Product Manager and I was also instrumental in
technology and we will continue to innovate
are fortunate to only really service the semi-
the set up of the Marketing Department before
and maintain our position as a leader in the
industrial to industrial market where quality
returning to Makita in South Africa in May 2007.
Industrial power tool market.
and functionality take priority over price.
Q: Who is Rutherford’s core market and why?
Q: What is Rutherford’s view on Africa and
When I initially joined Makita, I was only 20
exporting into Africa?
years old. I was initially an internal salesman
RCS: Our core market for Makita is the
for a few years before getting the opportunity
industrial tool users who demand the most
RCS: We are always looking at ways of
to go onto the road as a sales rep where I
from their tools. We also have our Maktec
expanding into Africa, obviously there are risks
serviced Pretoria to Nelspruit for a few years,
range of tools which are designed as tools for
involved but we do have a dedicated team who
then Johannesburg South to Bloemfontein.
the tradesman or “Bakkie Brigade”, these tools
monitor and investigate opportunities.
I was then promoted to Technical Support
are built by Makita and are slightly cheaper
Q: What inspires you?
Representative, which we call our Buddy
due to the removal of a few of the nice to have
Rep assisting in tool demonstrations and the
RCS: Waking up early and tackling the
features, which are standard with a Makita tool.
excitement of the industry we are in. I am a
The Maktec products are just as strong and
highly motivated person and have a highly
durable.
motivated team working with me, the energy
Q: How does Rutherford want to be known
shared inspires me.
in the South African market?
Q: What challenges are there for power tool
Peter Schneider is retiring after an awesome 26
RCS: Rutherford turned 100 years old this year,
companies at the moment?
years with Makita.
I feel another great 100 years would suit us just
RCS: I would say imitation tooling and spares,
fine. Our brands and service have carried us this
the top power tool companies worldwide are
far and we will strive to continually improve our
all facing the same problem.
Makita Academy training program. I have been
working in the Marketing Department as the
Technical Product Manager for three years and
have recently been promoted to Marketing
Manager as our current Marketing Manager –
Q: What were your biggest challenges at
Rutherford?
RCS: I have never really faced any challenges
that we haven’t been able to resolve quickly. We
are selling one of the best power tools in the
service and brands that have made Rutherford
such a strong company.
Being a division of the JSE listed company
world and the strength of the Makita brand does
HUDACO adds to our reputation as a group with
make selling the product a lot easier as you can
strong brands such as Bearings International and
sell the product with confidence and pride.
Deutz Diesel to name just a few.
A future challenge for me would be learning
Q: Are we still facing a fairly price
Q: What should retailers consider before
purchasing from a power tool company?
RCS: Training – is it available, professional
and free? Ours is. Our Technical Support
Representatives are located at all three of our
branches in Johannesburg, Durban and cape
Town. Secondly, spares availability – we carry
and understanding our other divisions within
sensitive market in the DIY industry?
spares for many years after the discontinuation
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