The German Roto group, established in 1935 by the inventor and entrepreneur Wilhelm Frank, comprises two divisions: Window and Door Hardware as well as Roof and Solar Technology. The concern, both divisions together, employs around 4,000 employees worldwide and generates a turnover of 620 million Euro. The division Roto Roof and Solar Technology, which is focused in this report and mentioned ‘Roto’, is characterised by 1,200 employees, 3 manufacturing facilities and 20 sales offices in Europe. The headquarters is located in Bad Mergentheim (Germany) and employs about 700 people including approximately 75 sales representatives.
Rotobelongs to theworld’s leadingmanufacturersofroof windows (PVC and timber), accessories and solar systems. Appendix 2 presents the varied product range of Roto which is focused on an innovative portfolio of energy saving, energy recovery and comfort on the pitched roof.
The corporate structure of Roto is concentrated on an ultra-modern manufacturing and future-oriented, lean production control. The affiliated logistics centre provides ‘just-in-time deliveries’ to the authorised dealers. Organisation and management of the company include the fields of accounting, construction, human resources, IT support, purchasing department, sales and service centres. The integrated modern training centre ‘RotoCampus’ qualifies Roto partners by theoretical seminars and practical workshops.
In addition, the powerful value chain at Roto is complemented by a specifically customer orientation and superior service. For instance, the Roto Dialogue Centre has the main task
to offer qualified product advices to private customer by phone and email. On the other hand, the technical service complaints processing for private customer as well as roofing trade professionals. A significant value illustrates the Roto ProfiLiga, an exclusive customer club for efficiency oriented roofer. The participation includes a membership fee and the bonus and benefits system is based on the number of installed Roto products by the member.
Roto products are marketed on the three-step distribution channel (Business-to-Business)
The entity is consistently oriented on the professional partnership with authorised specialised dealers, professionals in the roofing and solar trade such as roofers and carpentries, public housing associations, building promoter as well as architects.
In May 2010, Roto has been able to call itself ‘Best Factory in Germany 2010′ after winning
a major industrial award and the final decision was made by a panel of industry experts as well as trade journalists.
In the context of product marketing and training activities, Roto cooperates with a number
of roofing associations, master schools and guilds associations.
Even in terms of the production-technical and logistics management, the entity collaborates with a variety of suppliers such as the Hein transport company, a regional carrier for national and international logistic systems. QCells and Hilti are involved at the completion of products in the fields of solar technology. In addition, federal and country-specific sponsors provide financing opportunities for solar systems in opposite to private customers.
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