Roca Russia

The case presents the commitment of Grupo Roca, the Spanish leader in the ceramics and bathroom furniture sector, to internationalize the manufacturing activities to Russia. The case analyses the evolution the company has had in the last ten years in that country, since the first plant was built until becoming the absolute market leader. The document includes interviews and statements from both the president of Grupo Roca and the general manager of Roca in Russia, as well as reflections on the future challenges of the company.