|
In each of its business lines, the Group has for many years held prominent market positions. Recticel has managed to secure these positions through a well-thought-out combination of market-oriented growth, acquisitions and technological innovations. Within the outlines of its mission, Group values and vision, Recticel has traced out an overall Group strategy for the organisation to achieve coherently and consistently.
The Group strategy is based on the balanced integration of the following three pillars:
- Recticel aims for the best possible achievement and management of volumes of production and sales.
- Recticel invests in strong brand names so as to secure and expand its market positions. By keeping to a vigorous brand policy, the Group intends to be well-armed to ensure sufficient profitability.
- Via research, development and innovation, Recticel aims to have the necessary capacities in each of its business lines not only to maintain its technical and technological expertise in polyurethane foam, but where possible to broaden it further.
Heedful of this Group strategy, Recticel intends to be among the best in the class on the basis of its following strengths:
- Recticel has built up a strong presence in Central and Eastern Europe since 1990. This presence is very important because it enables the Group to produce at a lower cost. On the other hand, this local presence is of crucial importance as it allows its response to be flexible and targeted to the ever growing local consumer needs.
- In addition to its production infrastructure in the emerging markets of Central and Eastern Europe, the Group also has a valuable, adapted industrial network throughout the ‘old’ Europe. In contrast to the activities in Central and Eastern Europe, the Group’s preferred policy in Western Europe is to respond to all kinds of new needs, market trends and specific opportunities.
- Recticel is one of the few operators with an extensive, competent research centre at its disposal, which focuses on new PUR applications and the research and production technology necessary for them.
The Flexible foams business line and Proseat (Automotive – seat cushions) will further optimise their activities in Central and Eastern Europe and keep a close lookout for new opportunities for expansion. In addition, within the Flexible foams business line, the development of new foam types and applications is gaining ground through the ongoing efforts for creativeness and innovation.
The Bedding business line already opted resolutely in favour of a targeted brand strategy a couple of years ago in order to safeguard future growth in sales and to avoid price erosion. The required resources to support today’s unique, diversified brand portfolio will vouch for this.
Environmental and energy issues are receiving a great deal of attention, with ever stricter insulation and energy standards and growing social awareness. This offers distinct growth potential for the Insulation business line and the necessary investment resources will be made available here too.
This unique combination of related activities in a whole range of different markets, with a variety of products, applications and technologies, all based on polyurethane, makes Recticel a unique, balanced and valuable whole.
|
>