Luiz Carlos Trabuco And The Corporate Success Of Bradesco
Luiz Carlos Trabuco Cappi pursued a first degree in philosophy and masters in socio-psychology from the University of São Paulo. Upon completion, he began his career at the Bradesco bank in 1969 as a clerk and rising over the hierarchy levels over the years as outlined below:
• 1984: Director of Bradesco’s marketing department.
• 1992-1998: President and executive director of Bradesco’s private pension group.
• 1999: Executive vice-president of Bradesco.
• 1999-2005: Chief executive of Bradesco’s board of directors.
• 2003-2009: President of Bradesco’s insurance group.
• 2009-Date: Bradesco’s president.
In March 2009, Luiz Carlos Trabuco Cappi became the fourth president of Bradesco replacing Márcio Cypriano. This was amidst the financial crisis facing the bank. Owing to the likely fall in the bank’s profitability, Cappi began his presidency tenure in an unfavorable economic environment. He was tasked with the responsibility of ensuring that the bank remained at the top of the financial ladder.
Through his leadership skills, he sought to acquire HSBC’s Brazilian branch. As such, Bradesco gained a competitive advantage as compared to its competitor, Itaú Unibanco, in terms of total investment funds, target customer share and branch network. It was also able to bring its deposits, assets and granted loans to a close range with those of Itaú Unibanco. Hence, it was in a position to keep up with the competition from its rivals.
Cappi sought to renewal the cadres of leadership in the bank. He was determined to ensure the autonomy of all promoted personnel within the bank. He established an open communication culture to allow employees to freely share their ideas in promoting the welfare of the organization. He also introduced a corporate university in a bid to search for competent and qualified market professionals.
Luiz Carlos Trabuco Cappi’s Professional Personality
Cappi’s personality in the corporate world seeks to unite resilience, claw and wisdom. He is a firm believer of renewal and continuity. His positivism in management has seen him winning a number of awards including the insurance personality of 2007. He believes that the insurance sector plays a crucial role in maintaining the societal welfare.
Through positivism, the profitability of Bradesco has progressed significantly since the commencement of his term in the presidency. Cappi believes that in the absence of hope and confidence, success can hardly be attained in the insurance market. The professional personality of Cappi has been a great contributor in the maintenance of Bradesco’s market leadership. Hence, Bradesco has remained a stiff market competitor.
While in the marketing department, Cappi assisted in the modernization of Bradesco’s publicity. He ensured that the bank established a culture of openness to both the local and international media despite his loatheness to journalists. As such, the bank’s insurance group doubled its corporate size and acquired a market share of 25%. The net income of the insurance group also increased to 35%. He is a great proponent of decentralization of the bank’s various groups and sectors.
Luiz Carlos Trabuco Cappi’s Influential Capacity
Being the president of Bradesco, Cappi is seen as an influential leader in the economic life of Brazil. Hence, his economic opinions are held in high regard by political and business leaders alike. Newspapers and magazines prominently publish his economic views for all to gain significant economic insights.
In conclusion, lack of an education background in finance, marketing, economics or other related fields has not stopped Luiz Carlos Trabuco Cappi from being a great leader in the banking environment. His psychology training instilled in him a personality of identifying impeccable people management skills. He gives everyone an equal opportunity to express themselves in a bid to attain the goals and objectives of Bradesco.