Roca Essay

5103 Words21 Pages

Roca in Egypt
Written by Josep Franch and Marianna Sablina Kondratieva, 2013

On that evening in late March 2012, Carlos Velázquez, Corporate Marketing Director for Roca Corporación Empresarial (the Roca Group), and Xavier Torras, Corporate Brand and Communication Director for the same company, were taking a short break from their meeting with Gravena, their partner company in Cairo (Egypt). This was the second long day in a row with endless meetings. Torras looked up and said: “What the heck are we going to say in Barcelona?” — where corporate headquarters were located. “I have no idea…” — replied Velázquez — “…if we do finally decide to launch the Roca brand in Egypt despite the current political turmoil, we will
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The authors would like to thank Carlos Velázquez, Corporate Marketing Director, and Xavier Torras, Corporate Brand and Communication Director, at Roca Corporación Empresarial, for the information and assistance provided. The case and teaching note were anonymously peer-reviewed for presentation at the NACRA 2013 Conference, Victoria British Columbia, Canada, October 17-19, 2013. Copyright  ESADE, 2013. This material belongs to the Foundation ESADE No part of this document may be reproduced without the express permission of the authors.


The Roca Brothers founded Compañía Roca Radiadores, S.A. in 1917 — a firm that began making cast-iron radiators for the home. Its first factory was in Gavà, a town near Barcelona (Spain). The company soon expanded, diversifying its products and started to make cast-iron boilers and bathtubs in the 1920s. The company entered the sanitary ware sector in 1936, producing glazed porcelain. In 1954, Roca started to produce faucets and fittings. In 1963, Roca was one of the first Spanish companies to the new air-conditioning business, opening a plant in Sabadell, another town near Barcelona. In 1974, Roca opened a steel bathtub factory. In the 1980s, the company entered the ceramic tiles sector by acquiring the Spanish-based company Cerámicas del Foix. During the 1980s and 1990s, Roca underwent major international expansion mainly in
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