Proyecto Roca

Topics: Bathroom Pages: 17 (4432 words) Published: January 31, 2013
ROCA sanitario

1. Introduction
1.1. Company History
1.2. Mission, Vision and Values
1.3. Objectives of the company (optional)

2. Analysis
2.1. External environment (STEEP)
2.2. Competitive analysis (5 forces)
2.3. Life cycle analysis
2.4. Internal analysis


4. Company Strategy

5. Conclusions and recommendations

1. Introduction

Roca Managerial Corporation, S.A. is a holding company of companies dedicated to the design, production and commercialization of products for the space of bath destined to the architecture, the construction and the interior of baths. Roca is a capital company entirely Spanish, that in the last years has experienced an extraordinary international expansion based on the acquisition of companies of the sector of the bath in diverse countries of the world. The group possesses centers of production in four continents, has 68 factories in 18 countries, and approximately 18.700 employees in the whole world.

Roca is leading in the business of the bathroom and operates in more than 135 markets. In addition, it possesses an area dedicated to the production and commercialization of pavements and ceramic coatings.

In 2009 the corporation reached a turnover of 1.420 million Euros. His current strategy continues for consolidating his presence in the countries of the group called BRIC (Brazil, Russia, India and China).

1.2 History

Roca initiated his activity in 1917 as Company Roca Radiators S.A. This company was devoting itself exclusively to the manufacture of radiators of cast iron for the domestic heating in his Gavà factory (Barcelona).

In 1925 they started making the first boilers of smelting and in 1929 they initiated the production of tubs of cast iron. In 1936 Roca I begin to form a part in the sector of the sanitary porcelain and in 1954 it started making also plumbing fixtures. In 1962, it inaugurated the second factory of porcelain in Alcala de Henares.

From left to right: Maties, Angela, Martín and Josep Roca i Soler, children of Pere Roca founder of workshops Roca It was in 1963, with the installation in March of a factory in Sabadell (Barcelona) dedicated to the production of devices of air conditioning, Roca turned into one of the first Spanish companies in entering on the new market of the air conditioning.

In 1968, the third factory of porcelain was
started, in Guadaira's Alcala (Seville),
and in 1974 it was inaugurated a factory
of steel pipes.
The entry of the company in the sector of the ceramics took place in the decade of the eighties. Ceramics of Foix, an affiliated company, was the beginning of today’s Ceramics business area. In 1989 Roca acquired in Portugal a factory of bathroom fittings. During the decades of the 80 and the 90, commercial subsidiaries were established; agreements were consolidated by leading companies when acquisitions and association operations were materialized.

On January 24, 2002, Company Roca Radiators S.A. initiated a process of restructuring of the Group with the intention of turning the different areas of business in independent companies. To carry out this project Roca was constituted in a Managerial Corporation, S.A., the current company. The process of restructuring of the company finished in 2005 with the sale of the business of heating and air conditioning with the aim to focus on the business of the bathroom, which world leadership was reached in the first months of 2006.

1.3 Mission, Vision and Values

To contribute to the success of the building and space remodeling...
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