Strategy
Recticel is today one of the top-three worldwide polyurethane foam manufacturers. It provides products and solutions to customers all over of the world, although 95% of its business is currently located in Europe. Recticel has a significant presence in the following different segments :
- Automotive: polyurethane elastomer solutions for dashboard and door interior skins, and foam pads for seat cushions.
- Bedding: with strong brands throughout Europe.
- Flexible Foams: supply of foam blocks or converted foam for the upholstery and furniture markets, and a wide variety of technically differentiated solutions to various industries.
- Insulation: polyurethane laminated boards for thermal building insulation.
In the course of 2010, Recticel defined its strategy, its priorities and its resource allocation process to the various business segments.
Core competences and target markets
The core business and core competence of Recticel is the transformation of the polyurethane chemistries into rigid foams, flexible foams and elastomer skins. Recticel has decided to remain focused on polyurethane transformation and, provided its market position, it neither pleads for a further diversification.
Portfolio management : business line strategic positioning
An analysis of the business portfolio of Recticel has been performed, aiming at describing and quantifying for each Recticel business line :
- its market attractiveness
- the level of competitiveness of Recticel in that market
The following chart represents the positioning of each business line, as a result of this quantitative analysis:
Strategy and objectives
Recticel will stay focused on polyurethane applications, and will strive for innovation. Recticel will allocate its financial and human resources on segments with the highest growth and best value and has an increasing ambition to develop itself on a broader international basis (BRIC countries) :
- Automotive: stabilisation of the two business segments based upon new innovative product introductions, continuous footprint and capacity utilisation optimisation.
- Bedding: organic growth or external growth based on strong brands, and product innovation.
- Flexible Foams: rationalisation & modernisation of its industrial footprint combined with selective growth initiatives based on new products and geographical expansion in the Technical Foams segment.
- Insulation: with a primary focus on Europe, accelerated growth through organic growth or acquisition, supported by innovation and new product introduction.