Internationalization is a key aspect within the Germans Boada Group and RUBI's philosophy on these results in a very significant international presence. The process of internationalization by RUBI® has always been characterised by combining medium-term projects and long-term projects. At the same time, the company has always tried to reconcile shares expansion in mature markets with shares in emerging markets.
For international long-term vision, Germans Boada has initiated a project to study different ways to improve it's position in the Asian market. The macro-economic data shows that the potential of the Asian market is very important. Population, current and future growth and the rate of economic growth, combined with consumption data in ceramic tiles, make Asia a very attractive market but highly complex.
RUBI® have launched an in-depth study of the major markets, which adds to the direct presence in the Chinese market by the subsidiaries and sales office recently opened in India.
With a presence in 130 countries and 85% of its sales through foreign markets, RUBI® are still committed to consolidate it's international position. With knowledge of the user, brand awareness and it's capacity for innovation and development of new products will be key in allowing the brand to suit markets as diverse and complex.
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