Internacionalización Lam levantina

INTERNACIONALIZACIÓN GRUPO LAM

Guillermo Pérez Aboy

Director B.U. Europe

Summary

1. The company

1.1. About us

1.2. Main assets

1.3. Where we are

2. Product Range

3. Value added programms

4. Projects

29/01/2015 Levantina Company Presentation

About us

• LEVANTINA is a multinational company with Spanish origins, the

worldwide reference in the natural stone market.

• Since its inception in 1959, the company has experienced continuous

growth and strong international expansion. It is now the clear

reference point in the natural stone industry, because of its

geographical reach, its range of products as well as for its innovation

and technology.

• Levantina is also present in other segments of the coverings and floor

markets with Techlam®, a ceramic product with unique aesthetic and

technical properties.


Our most important assets are:


• Response capabilities: 63 own quarries, including the largest Crema Marfil quarry in the world.

• Competitiveness and innovation: 11 technologically advanced factoriesin Spain, Brazil and Morocco.

• Customer oriented strategy: More than 1.700 highly qualifiedemployees, experts in their field and more than 40 distributionwarehouses.

• Wide range: More than 250 different materials.

• Worldwide reach: We export our products to more than 70 countries.

• Leadership in the stone market

29/01/2015 Page 7Levantina Company Presentation

Product Range

Crema Marfil


All over the world, Crema Marfil is one of the most sought after varietiesof marble because of its suitability for any environment. LEVANTINA is byfar the largest producer of Crema marfil, allowing us to offer the very bestquality material and in quantities no other supplier can match.

Crema Marfil quarry “ El Coto” – Pinoso (Alicante)

Capri Limestone Niwala Yellow


Capri is an superb white limestone,

ideal for exterior surfaces in honed

finish.

Levantina Headquarters in Novelda, (Spain)

Niwala Yellow appearence and easy

maintenance are highly regarded by

architects and designers

Spanish Granite


Being a company of Spanish origin, LEVANTINA offers a wide range of

Spanish granites, ideal for both interior and exterior applications.

Rosavel Azul Platino

Blanco PerlaRosa PorriñoCiudad de las Artes – Valencia (Spain)

Imported Granite


Baltic Browm Kashmir Gold

CohibaImpala Black

LEVANTINA, has a long tradition offering the best African, Indian and Baltic

granites to the world from its factories in Spain.

Zimbabwe Black

Brasilian Granite


Titanium Marisma

OrionLennon

LEVANTINA provides its most original materials from the most exclusive

quarries in Brazil.

Techlam


TECHLAM ®, is a high technology product with only 3 mm thick,weighs just

7.1 kg/m2 , and comes in panels of up to 1 x 3 m.

Its technical properties of durability, hygiene and ease of placement,

together with its extraordinary versatility of size and colour, offer new

solutions in architecture and interior design.

Quartz


Wide range of quartz sufaces distributed all over the world through 2

brands.

All over the world except Spain & Portugal.


Value added programs

Urban finishes


Self-cleaning Treatment

• Protects surfaces from dirt, acid rain

and pollution.

• Reduces the growth of moss from the

damp and its constant care

• Ideal for large-size buildings that are

not easily accesible for cleanning

Anti-graffiti Treatment

• The tratment is applied during

manufacturing process

• Neither the color nor the finish will

modify

• No limitation to format

Other value added programs


Techlam® Solaris

• A new concept for facades in which the

functionality of photovoltaic panels combine

with porcelain esthetics.

• The thin width of TECHLAM® allows for the

creation of this type of module of ecological

energy generators that perfectly integrate with

the architecture of any building.

• Due to its minimal 3mm thickness, in

production it uses less energy per square meter

than a conventional tile.

Naturamia ® Antibacterial

• Special program implemented on our premium

granite slabs.


Levantina Projects

Levantina Projects: Worldwide referals


Social Security Building- Shangai (China) Fenosa Headquarters building - Madrid (España)

Terminal 4 Airport Madrid (España)

Levantina Projects: Worldwide referals


Louis Vuitton Store Jacques Delors building – Bruselas (Bélgica)

Eircom Networks- Dublín( Irlanda)Chanel Store


¿Por qué internacionalizar la empresa??

1. No es una alternativa, es una obligación

2. Al buscar otros mercados en el exterior disminuimos nuestradependencia del mercado doméstico en el que habitualmente nosdesenvolvemos y diversificamos nuestros riesgos (financiero)

3. Podemos aprovechar nuestras ventajas competitivas en mercados no tan evolucionados y desarrollar nuestras ventajas comparativas en aquellos más desarrollados (comercial-estrategia)

4. En periodos de exceso de capacidad, tendremos oportunidad de utilizaresa capacidad ociosa optimizando nuestros resultados (industrial-operaciones)

5. Las experiencias comerciales en el exterior ayudan a competir exitosay realistamente siendo un training para la empresa a medio y largo plazo (general)



Criterio de selección de mercados objetivo y como nos planteamos ir al país

1. Distinción entre offshoring y búsqueda de mercados alternativos. Internacionalización industrial y meramente estratégico-comercial

2. Nivel de demanda

3. Estabilidad económica y análisis del Riesgo país

4. Análisis logístico tanto de inflows como de outflows

5. Experiencia de otras empresas en el país. Potenciales sinergias y análisis competidores

6. Similitudes culturales

7. Análisis de potenciales barreras y beneficios comerciales


Socios locales?Franquicias?Producción?Ayuda de consultorasEs difícil?Gestión de expatriados


1. Levantina opta tanto por un cremiento orgánico como por la vía de M&A. Caso Polaco Crecimiento Orgánico. USA, Brasil, Marruecos

2. Es interesante externalizar servicios que puedan aligerar estructura y transformar costes fijos en variables (ss de consultoría, jurídicos y/o financieros)

3. Las características del país objetivo definen el nivel de dificultad. CasoRuso

4. La gestión de los expatriados. Casuística diferente. Caso Polaco, Ruso, Brasileño, Americano y Marroquí


Internacionalización Lam levantina

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