Diapositiva 1

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UPV GROUP - project presentation -
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Team members

• Eva Mollá
• Angela Podperova
• Rafael Boix
• Alejandro Cosa
• Lukasz Lampika

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1.Basic information

• Porcelanosa was founded in 1973 in Villarreal,
  Castellón (Spain).
• Activity The production of ceramic tiles is the
  core activity that has consolidated one of
  Europes top international businesses.

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Basic information

• Size The Porcelanosa Group currently boasts a
  total of 410 showrooms in 72 countries, staffed
  by a team of 5.000 professionals and occupies
  600.000 m2 of facilities.
• Annual turnover currently stands at 1000
  million euros, 69 of this sales are exports.

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Basic information

• Organizational structure
• Porcelanosa is structured like a Group, each
  company of the group is dedicated to a different
  product line.
• The other brands included in the group are

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Basic information

• Venis makes the design ceramic tiles.
• Gamadecor makes bathroom furniture and
  accesories.
• System-pool makes pool-related products.
• Lantic colonial makes hand-made ceramic tiles.
• Butech its activity is related to materials used
  in placing ceramic tiles.
• Noken makes bathroom furniture.
• Ceranco makes the budget line of ceramic tiles.

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Basic information

• Position in the market Porcelanosa is an
  international company, one of the most important
  brands in ceramic tiles.
• The 69 of the sales are exports. Porcelanosa
  exports to France, Italy, Germanysome more in
  Europe, USA and Arab countries.

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Basic information

• Competitors
• Spanish main competitors are Pamesa, TAU
  Ceramica, Keraben, Aparici, Grespania, Stylnul,
  Colorker... although Porcelanosa is the leader.
• In a European ranking Porcelanosa is the third
  important company, just overcome by Gruppo
  Marazzi and Gruppo Concorde.

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Video presentation
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2.Products and services delivered to customers

• The main activity of Porcelanosa is the
  production of ceramic tiles, so ceramic tiles are
  the product Porcelanosa offers to customers.
• As a service, Porcelanosa transports its products
  to the customer. Also offers Customer Service
  info_at_porcelanosa.com to ask for information about
  any of their products.

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Products and services delivered to customers

• Porcelanosas philosophy is based on offering to
  the customers guaranteed satisfaction.
• Porcelanosa is much more than just a brand name
  it represents an entire lifestyle.

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3. Designing a new product a new ceramic tile

• Basically, a ceramic company, when it decides to
  make a new ceramic tile they make a new design or
  use a new material.

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Designing a new ceramic tile

• First, the company studies the market and decides
  where will be interesting to sell its news goods.
• Second, designers work about their ideas. These
  ideas must be appropiated for a new market and
  could be useful.
• For example, all buildings dont use the same
• ceramic tile.

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Designing a new ceramic tile

• After this, they decide the quality of their
  products and then they decide where is the best
  place to make them and how to make them.
• Its the moment to make the product and to start
  to introduce in the market. This point is the
  most important if the product has good quality
  but customers dont know about it, it will not
  sell.
• These aspects are analised in the OM
  decissions. We will deal with this in the
  presentation.

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Designing a new ceramic tile

• The quality house is used when they decide how a
  new good is going to be. So, depending on where
  you make the product, its cheaper.
• The quality house is very important, so designers
  should know how to adapt aspects to customers
  needs.

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Customer needs

• Designers must take customer needs into account
  when they design a new good.
• For example
• Price
• Beatiful
• Resistance
• Cleanliness
• Non-slipping

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Technology limitations

• Also, designers must think in the technical
  limitations and take this into account.
• Making process
• Quality materials

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Quality House
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4. Ten Operation Management Decisions

• Quality management
• belongs to the top four most prestigious Spanish
  companies
• represents an entire lifestyle
• technology, quality and durability
• new modern design vs. traditional rustic looking
  products
• certified quality systems (UNE EN ISO 9001 2000
  standard)
• Service and product design
• Services - design consultation, samples, on-site
  visits and factory tour
• experienced contract managers offer product and
  application advice
• Products - create highly practical
  state-of-the-art products - beauty and
  originality

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• Supply chain management
• company controls distribution, can ensure
  quality, speed and cost efficiencies across the
  entire supply chain.
• distribution centers can react to tight supply
  deadlines
• factory in Spain - direct to site
• Human resources, job design
• a team of 5,000 professionals
• teamwork and respect
• training for the various personnel to increase
  their own personal effectiveness and
  professionalism but also to reflect the quality
  ethos of the store

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• Location
• 410 showrooms in 72 countries
• Its main manufacturing facility is in Villarreal,
  Spain
• No two showrooms anywhere in the world are alike

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• Process, capacity design
• environmental certification ISO14001
• Quality Innovation
  Environment
• 400 showrooms 60 countries
• Scheduling
• Flexible working hours and part-time working
• All the time looking for new employee
• Stabile production

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• Layout design
• Inventory design
• We know we can always do it better
• Learning first to do the right thing, and then
  to do those things right.

respect
teamwork
excellence
integrity
innovation
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• Maintanance
• Encourage professional decision-making and
  responsibility from employees
• Team work
  training staff
• pay much attention to be in touch with all new
  technologies

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5. Forecasting for the new product

• Long term forecast new designs sell for several
  years, and there should be replacement units in
  stock.
• In short term, the design process and
  manufacturing costs are known, since the process
  is always the same for every tile.

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Forecasting

• First current past sales volume analysis

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Forecasting

• First current past sales volume analysis

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Forecasting

• Remarks
• Sales are quite stable, and more or less
  increasing its volume time series forecast
• Most of the tiles are sold within Europe
• Big decrease of sales in USA euro/dollar
  conversion rate?

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Forecasting

• Trend component it is the most important factor
  to forecast sales of the new tile
• The cyclical and seasonal components are not
  important
• Random component also are not very important
  (economy crisis, factory strikes,)

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Forecasting
Sales rate is positive lets keep the current
trend
2008
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6.Ecommerce and your firm benefits and
limitations

• The kind of products Porcelanosa offers are not
  available for Ecommerce. Customers need to check
  the product physically to verify if colour,
  texture, ruggedness are exactly what they are
  looking for.
• The main possibility for Ecommerce is to ask for
  more quantity of a product that had already
  bought.

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• Thank you for your attention!!! )