Gulf Construction Online - Roca set to shine in newer markets

Bathrooms & Water Heaters

Roca addresses the aspects of hygiene, health, aesthetics.

Roca set to shine in newer markets

01 December 2004

Spanish manufacturer of bathroom products and accessories Roca plans to sustain growth and at the same time grow into newer markets on the strength of its managerial model that has been developed by the company over several decades.

Part of the Roca Corporacion Empresarial group of companies that engages in design, production and marketing of products for architecture, construction and interior design, “Roca is the European market leader in bathroom products and one of the worldwide leaders”, claims Victor Schoone, Roca export manager – Middle East.
“The evolution of Roca is parallel to and inseparable from the inception and evolution of the concept of the contemporary bathroom, which not only entails the physical content of this part of the house and its effect on the architecture but also involves aspects as hygiene, health, aesthetics, leisure and the lifestyle of the occupants,” he says.
Roca is also a brand leader that has established a reputation for innovation and design in the service of the user, which has given it a competitive edge on the market.
“In a changing environment that determines personal habits and needs, we consider that a good design is that which provides the best practical solution in terms of functionality, and aesthetics,” he adds.
Roca Corporacion Empresarial is one of the most prominent groups in Spain, especially in terms of turnover and is active in four business areas - bathroom, ceramic tiles, heating and air-conditioning.
The group, which is characterised by its pronounced international focus, operates in four continents through a solid structure of subsidiaries. Its sales network extends to more than 80 countries and it has 35 production centres in 16 countries, following a series of acquisitions and the introduction of new facilities that have repositioned it as a local operator in key markets.
In 2003, the group posted a consolidated turnover of 1.56 billion euros – 49 per cent of which was gained through overseas sales. The company, which has over 15,000 employees, has bagged a net profit of 97 million euros.
Roca assigns over two per cent of its total sales revenue to research and development. Schoone attributes the group’s success to its determination to provide quality products for millions of persons throughout the world.
Established in 1917 by the three Roca brothers, Roca has remained faithful to the philosophy and values of the family enterprise. The company has evolved with the times, and has assumed responsibility for its size and leadership. Therefore, “what were previously mere principles have now become corporate policies related to quality, sustainability and corporate responsibility. They are systematically applied and assessed according to demanding international standards,” he says.
“Today, the principles of proximity and dialogue with persons are still valid – whether they are collaborators, customers, suppliers or distributors. Business objectives can be easily achieved by developing a respect for the cultures, the spirit of continuous improvement, the concern for producing with quality criteria and business ethics,” says Schoone.
“We are aware that we compete in an increasingly complex and demanding environment. In order to face the future, we are committed to our own managerial model, which has been developed over decades.
“We propose to continue a strategy of sustained growth based on reinvestment of profit, a rigorous policy of cost control, development of intellectual capital, entering new markets, innovation as the key to differentiation of our products and on ongoing increase in the value of the brand,” he adds.