measure and monitor the processes and report results ... - Refresco.de

A balanced customer base
Refresco invested in strengthening its relationships with
national and international retail customers in 2010. Combining
the production of private label products with the co­production
of A­brands gives the customer, as well as Refresco, better
control over the cost price of the final product. The coming
years offer a window of opportunity to step up production and
distribution for both our retail and our A­brand customers.
Investments linked to this ability to combine private label
production with production for A­brand companies are now
paying off. Increased consumer interest in private label products
has led to even closer cooperation with our international
retail customer base. Development of “value for money” alternatives
has played a leading role in broadening the shelf space
for private label. Refresco businesses are increasingly expected
to offer a complete supply chain solution instead of only the
final product. This fits in perfectly with our business model,
in which the emphasis is on long­term relationships with all
our stakeholders, including customers and suppliers.
In line with our strategy, we will remain focused on producing
soft drinks and fruit juices in all kinds of one­way packaging
types for two types of customers in Europe – manufacturing
private label for retailers and co­manufacturing for A­brands.
We will stay focused on our existing regions and adjacent
countries, where private label is a meaningful and/or growing
segment in our category.
A sustainable supply chain
In many markets, our profile in relation to our customer base has
become much more supply chain oriented. Besides managing
cost price, quality and delivery performance, we are increasingly
engaged in optimizing the total supply chain. We were able
to strengthen our business by setting up dedicated programs
to reduce costs and by looking for acquisitions and organic
investments that would make the business grow.
The acquisition of SDI offers the company a more balanced
risk profile from a purchasing perspective and enables us to
leverage on purchasing and manufacturing synergies. It gives
Refresco in Germany the opportunity to enter the carbonated
soft drinks (CSDs) segment and allows for further growing the
total product portfolio in Germany.
We have been reviewing our European production footprint.
This has resulted in the transfer of various lines to other
companies within the Group in order to optimize utilization of
existing capacities. A cost­reduction program, together with
investments in high­speed production lines, has strengthened
the path towards full cost­price leadership in the industry.
The focus on cost­price beneficial investments will be kept very
much alive in the Group. Every single decision in the total supply
chain of our products has been reviewed and rebalanced.
In the current market situation, we can less afford unnecessary
costs in our system than ever before.
It is very often not just about doing things better or cheaper,
but about daring to do things differently. This challenge to
our total organization has made us more professional and has
given us an agile mindset as well as competitive strength.
by investing in relationships with suppliers
to optimize costs throughout the supply chain.”
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