1 ROCA . 2 Structure 3 Product Offer: Everything for the complete bathroom sanitary ware furniture...
-
Upload
frederick-morris -
Category
Documents
-
view
221 -
download
2
Transcript of 1 ROCA . 2 Structure 3 Product Offer: Everything for the complete bathroom sanitary ware furniture...
2
Structure
G a la (ES)
Sa n ita n a (PT)
Be llav ista (ES)
S tild ux (ES)
Po o l-Sp a (PL)
R o ca Ka lev it (TR)5 0%
Eu ro pe
C a pe a (AR)
C e lite (BR)
In cep a (BR)
L o g asa (BR)
C e lima (PE)2 5%
Sa nita rio s Do min ican osC e ra mica d e l C aribe
3 1%
So u th Ame rica
Pa rrywa re (IN)Jo hn son Pe dd er
Jo h nso n Su isse (M Y)
Yin g (C N)
Asia
R o ca
L aufen
Jika (E -Eu)
Fa yan s (BG)
In ke r (H R)
C e saro m (R O)
L aufen
Roca Sanitario
C e ra m ica s d e l Fo ix
C e ram ica Belca ire
Roca Ceram ica
R ocaR oca fam ily 100%
3
Product Offer: Everything for the complete bathroom
• sanitary ware
• furniture
• bathtubs / shower trays
• shower enclosures
• whirlpools / multifunctionals
• taps
• accessories
• tiles
• Withdrawn from: heating and air-conditioning
4
Due to flat core markets and the “digestion” of Laufen our growth stopped after 2000
1.489,01.660,01.564,01.602,01.594,01.592,0
989,0895,4791,5706,7
-500
0
500
1.000
1.500
2.000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 PF
Sal
es in
m€
Roca Laufen Sanitana Divestments 2005 Acquistions 2006 Total
Note: PF = Pro Forma
5
The true core of our Group, Roca Sanitario, has an EBIT margin on industry benchmark level
14,4%15,8%13,5%
0
100
200
300
400
500
600
700
800
900
2002 2003 2004 2005
Sal
es in
m€
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Sales Roca Sanitario EBIT Roca Sanitario Margin Roca Sanitario
Margin V&B Bath & Welln Margin Sanitec
7
Cost leader in CSW
Company Average Cost Price CSW
Sanitec 20 €
Duravit 17 €
Villeroy & Boch 15 €
American Standard 13 €
Kohler 12 €
ROCA 12 €
8
N° 3 in the „world market“
15,4%
14,2%
11,0%
10,6%
8,3%
6,5%
3,0%
2,9%
2,9%
1,8%
1,4%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
American Standard
Kohler
Roca
Sanitec
Toto
Villeroy & Boch
Jacuzzi
Inax
Crane
CISA
Duravit
Market shares CSW - World
Total value as basis:5,2 billion Euro (ASP)
9
N° 3 in Europe
21,4%
19,0%
14,7%
10,2%
3,5%
2,7%
2,1%
1,8%
1,6%
0% 5% 10% 15% 20% 25%
Sanitec
American Standard
Roca
Villeroy & Boch
Duravit
Kohler
Eczasibasi
Qualceram Shires
Jacuzzi Brands
Market shares CSW - Europe
Total value as basis:2,2 billion Euro (ASP)
11
Strategic Goal
To overtake Kohler and American Standard
to become
the world wide market leader
in the bathroom business
12
Actual Strategy: PRODUCTS
• concentration on the bathroom business (divest all other product fields)
13
Main brand - world-wide - entire product spectrum Positioning: Functionality and Quality
Main brand for central Europeconcentration on CSW (but also bathtubs, shower trays and furniture) Positioning: Design and Quality
Actual Strategy: BRANDS
Regional brands with high market share in their region
14
Actual Strategy: MARKETS
core markets (ES, PT, CH, AT)
• to hold the high market share in CSW at least constant and to diversify in other bath product categories
target markets (FR, DE, NL, IT and UK)
• to enter in these markets via price-aggressive offers in the project business (e.g. in F) or in the DIY (e.g. IT, F) or
• via acquisition of a company (e.g. in IT)
potential markets (East-Europe, Asia, Russia)
• build up production capacities in „coming or new“ markets or buy regional market positions by acquisition of attractive regional brands
16
Strengths
Management:
• International-minded
• Ability to handle big (Laufen) and parallel acquisitions
Brands
• high brand awareness in core markets as ES, PT, CH, AT
• strong regional brands in CZ, SK, BG as well as ES and PT
Product range
• strong position in the Professional segment in the core markets
Markets
• one sales force selling CSW, furniture, taps, bathtubs
Production
• international production in low cost countries (cost-leader!)
• good allocation geographically
General
• independent company
• high profit margin and funds from divestments allow further acquisitions / international product development and communication investments
17
Strengths
Management:
• International-minded
• Ability to handle big (Laufen) and parallel acquisitions
Brands
• high brand awareness in core markets as ES, PT, CH, AT
• strong regional brands in CZ, SK, BG as well as ES and PT
Product range
• strong position in the Profi segment in the core markets
Markets
• one sales force selling CSW, furniture, taps, bathtubs
Production
• international production in low cost countries (cost-leader!)
• good allocation geographically
General
• independent company
• high profit margin and funds from divestments allow further acquisitions / international product development and communication investments
Weaknesses
Management:
• Lack of focus outside CSW (e.g. loss of Ariston market shares)
Brands
• brand ROCA is very product orientated, no lifestyle and emotion for the products used in the showroom business
Product range
• no international „design taste“ in the ROCA range
• weak position in premium segment and Wellness offer
Markets
• weak position in important CSW markets like DE, UK, I
18
Opportunities
Markets
• good attack position for high potential markets such as East-Europe, USA and Asia
• attractive markets for high profit margins and good volumes in Europe like DE, UK, IT, Benelux and Scandinavia
Production
• use low-cost production facilities for Profi and Mainstream segments
Distribution
• attractive for world-wide distributers because of ubiquity
Communication
• opportunity now to build brand in terms of communication as basic abilities are solid
19
Opportunities
Markets
• good attack position for high potential markets such as East-Europe, USA and Asia
• attractive markets for high profit margins and good volumes in Europe like DE, UK, IT, Benelux and Scandinavia
Production
• use low-cost production facilities for Profi and Mainstream segments
Distribution
• attractive for world-wide distribution because of ubiquity
Communication
• opportunity now to build brand in terms of communication as basic abilities are solid.
Threats
Competitors
• strong final consumer brand V&B and Duravit
• strong position of AS and Kohler in USA and Asia
Distribution
• Entry of international wholesale groups (e.g. Wolseley, Saint Gobain) on Iberian market with own preferred suppliers
Legal
• Legal action against trade policy of tying trade in Spain (“Roquistas”)