Page 193 - Jan 2013

January 2013 | Business World Magazine | 193
Rojas himself is Chilean born, having
immigrated to Australia in 1975. He has a
degree in computer information technology
and business management. Prior to working
at Duratray, he spent time at a number of
larger, corporate companies. When he was
offered a management role at Duratray, he
accepted and set about revamping the com-
pany. “I established a transformation pro-
gram that took us to the next level,” he says.
“I’ve been with the company now for close
to five years, and the strategies I put in place
back then have been quite successful.”
TRENDS AND CHALLENGES
One trend Rojas has observed since joining
the tray manufacturing industry is the fierce
competition. “Some of our key competitors
worldwide are the big boy equipment sellers,
like Caterpillar, who have the biggest market.
We’re continuously running into them – or
let’s put it the other way around, they’re run-
ning into us,” he says. And it is not only them
whom Duratray find themselves constantly