The strategic decision to choose a global conceptual vision of business over the alternative of aggregate companies involves a progressive transformation of the organization in all business areas at a slow but sure pace. Group’s market performance is improved by the implementation of a common technology platform and synergistic management of our industrial capacity, but also by more precise definitions of corporate departmental roles and global brand value.
The creation of our new corporate management — which brings together the Marketing, Design, Technical Management, Quality and Environment, Logistics and Procurement Departments — has enabled us to organize and establish a methodology for functions which previously sprung up naturally to address specific requirements of certain markets. The responsibilities taken on by corporate management include managing key accounts (particularly in developing new channels), performing business intelligence tasks for ongoing market trend research and detecting synergies between the Group’s own capabilities for more streamlined resource management. The regional units focus their efforts on meeting the needs of their local markets, reinforcing the value of proximity and trust with their customers.
In 2013, Roca established a mainstream brand strategy to make us the leading operator in the sector thanks to the development of tailor-made business strategies for each channel, application and customer type. This approach involves changes to the product catalog, which has seen a reduction of 40% in part numbers in the last two years, and to the business and communication strategy, fully integrated into the product development process to reduce time to market. This strategy has already begun to be applied in the design and distribution of product catalogs and brand presentation at trade fairs and other events.