Socioeconomic status:
The tough spending cuts, high inflation and unstoppable devaluation of the peso, not to mention the growing social tension, have been the hallmark of 2013 in Argentina. These omens were confirmed in early 2014, with greater political and economic uncertainty.
Business developments and prospects:
Despite macroeconomic distortions (inflation, currency depreciation, public deficit, etc.), the bathroom space industry retains its strong momentum in Argentina, driven by the replacement and new construction markets, stemming from the hinterland’s booming agricultural exports. In this context, the Group has achieved a 3% volume increase in the number of sanitary ware units sold, thanks largely to the positioning of our premium series. Accrued growth over the last three years in sanitary ware units — over 15% — confirms the good shape of our business in the country, well above market growth.
In the remaining Latin American countries, we are developing product recommendation and distribution activities to ensure that Roca is a leading brand in markets such as Mexico, Panama, Chile, Colombia and Peru. An agreement has also been signed with the leading distributor in Uruguay for the mid-range and luxury segments.
Relevant facts:
• Sponsorship of Casa FOA, the most important architecture and design exhibition in the country, which took place at architect Bustillo’s famous landmark