Mesa Redonda | El proceso de internacionalización en la empresa | Master en Dirección y Gestión de PYMES

1. INTERNACIONALIZACIÓN GRUPO LAM
Guillermo Pérez Aboy
Director B.U. Europe

2. 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
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3. 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.
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4. Our most important assets are:
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• Response capabilities: 63 own quarries, including the largest Crema
Marfil quarry in the world.
• Competitiveness and innovation: 11 technologically advanced factories
in Spain, Brazil and Morocco.
• Customer oriented strategy: More than 1.700 highly qualified
employees, experts in their field and more than 40 distribution
warehouses.
• Wide range: More than 250 different materials.
• Worldwide reach: We export our products to more than 70 countries.
• Leadership in the stone market

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Product Range

6. Crema Marfil
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All over the world, Crema Marfil is one of the most sought after varieties
of marble because of its suitability for any environment. LEVANTINA is by
far the largest producer of Crema marfil, allowing us to offer the very best
quality material and in quantities no other supplier can match.
Crema Marfil quarry “ El Coto” – Pinoso (Alicante)

7. Capri Limestone Niwala Yellow
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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

8. Spanish Granite
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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)

9. Imported Granite
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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

10. Brasilian Granite
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Titanium Marisma
OrionLennon
LEVANTINA provides its most original materials from the most exclusive
quarries in Brazil.

11. Techlam
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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.

12. Quartz
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Wide range of quartz sufaces distributed all over the world through 2
brands.
All over the world except Spain & Portugal.

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Value added programs

14. Urban finishes
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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

15. Other value added programs
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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.

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Levantina Projects

17. Levantina Projects
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18. Levantina Projects: Worldwide referals
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Social Security Building- Shangai (China) Fenosa Headquarters building - Madrid (España)
Terminal 4 Airport Madrid (España)

19. Levantina Projects: Worldwide referals
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Louis Vuitton Store Jacques Delors building – Bruselas (Bélgica)
Eircom Networks- Dublín( Irlanda)Chanel Store

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¿Por qué
internacionalizar la
empresa??

21. 1. No es una alternativa, es una obligación
2. Al buscar otros mercados en el exterior disminuimos nuestra
dependencia del mercado doméstico en el que habitualmente nos
desenvolvemos 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 utilizar
esa capacidad ociosa optimizando nuestros resultados (industrial-
operaciones)
5. Las experiencias comerciales en el exterior ayudan a competir exitosa
y realistamente siendo un training para la empresa a medio y largo
plazo (general)
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Criterio de selección de
mercados objetivo y como nos
planteamos ir al país

23. 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
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24. Socios locales?
Franquicias?
Producción?
Ayuda de consultoras
Es difícil?
Gestión de expatriados
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25. 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. Caso
Ruso
4. La gestión de los expatriados. Casuística diferente. Caso Polaco, Ruso,
Brasileño, Americano y Marroquí
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