The realization of the growth strategy of the Flügger Group is dependent on a number of key competences.The Group must be able to identify, develop, produce, distribute and market paint, wood stain, wallpaper, paint and paperhanger's tools, and natural accessories. In short, most of the products that belong to a specialized paint shop or to the paint department in a well-equipped DIY-centre.
The unique competence of the Group is the ability to make products that are not only outstanding in themselves, but first and foremost second to none in their interplay when being used.
Knowledge of market and competitors
The Group operates primarily on the Scandinavian markets where we have many years' knowledge of market and competitors which is currently being kept up through a close dialogue with distributors and end-users as well as by participation in professional organizations and by contact to relevant institutions and authorities. In the future we aim at obtaining knowledge of selected international markets, including Poland, Iceland and China.
Knowledge of products and product development
Development of new products and further development of existing products are important to the Group. The Group carefully follows the changes of the market conditions and the requirements to the products' ability to match the changing needs of the customers, e.g. changed working methods at the consumers and change of fashion. This knowledge is part of the input to the continuous product development. In order to strengthen our ability to keep touch with the development, the Group has decided to work with innovative groups that control the projects.
Knowledge of technology and process
The Group has basic knowledge of technology and process for the different productions of the company, including the interplay and the synergy effect between processes and production. In order to maintain and improve the existing processes the Group prefers to be certified according to ISO 9001 in the new version that is process oriented. In this way we secure relevant documentation, quality goals are made and pursued, and demands are made for continuous improvements.
Knowledge of sales and marketing
The Group prefers to have its own department with responsibility of branding and marketing, contrary to most competitors who have outsourced an important part hereof.
In order to provide the employees who have direct contact to our customers with the best tool for advising and guiding the customers, the Group has developed "Flügger Application Guide", a describing system that includes guidance regarding new treatment and maintenance treatments for almost every surface.
The Group currently arranges courses for the staff of our Flügger decor chain and customers on the professional market - there are up to 1.000 participants per year. Thus we ensure a uniform professional attitude throughout the Group. As per March 1, 2004 we have introduced a CRM system in order to strengthen a professional and efficient future sales promotion. In 2005 a management information system will be introduced.
Training and recruitment of employees
In the Group there is a continuous training of the employees with basis in the vision and mission of the Group. As part of ISO 9001 quality control, appraisal interviews are arranged with a view to uncover competences and need of training.
The Group estimates that one of the positive effects from being a financially solid Group listed at the stock exchange is higher credibility amongst employees and potential new employees. The result is a Group characterized by employees with a high seniority and to get new, qualified employees without problems.