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New Company Guidelines Highlight Strategy Until 2020
The RENOLIT Group’s company guidelines set out the basis of its actions. They describe the mission, vision and strategy of the Group and represent binding guidelines for employees and management. The current company guidelines came into force at the beginning of 2013 and detail the strategic focus of the company until 2016. The time was thus approaching to re-set the sights on the coming years until 2020.
Determining the new content involved questioning previous strategic claims and distilling these to their fundamental core message. In the future, there will be a greater focus on topics such as “company branding” and “company personnel policy” to underline the importance of these subjects to the company. More space was also given to the topic of “innovation culture” because innovations will make a decisive contribution to the profitable, long-term growth of the company. The company’s financial targets until 2020 are based on the positive development of the company in recent years.
The Board began updating the current guidelines at the beginning of 2015. The Corporate Communications department also contributed to the new company guidelines both in terms of communications and in terms of design. These updated guidelines were presented to senior management at this year’s Management Meeting in November.
The new company guidelines will be communicated both internally and externally. From January 4, 2016 on, all employees can access them on the global Intranet pages under RENOLIT Global >> RENOLIT Group >> Company >> Company Guidelines. The new guidelines will also be published on the RENOLIT website under RENOLIT >> Company profile >> Company guidelines but without details about the organization, strategic instruments and financial data.
“All of our measures are designed to ensure the growth-oriented and profitable development of the Group. This requires a common understanding of our company’s fundamental values. The new company guidelines include what drives our company, what unites us and what we stand for” says Michael Kundel, the CEO of RENOLIT SE.
Maintaining Relationships with Software
It makes it easier to gather, analyze and exchange information about customers and thus better understand their purchasing behaviour. Furthermore, it helps to strengthen relationships with customers: These days, Customer Relationship Management (CRM) is an indispensable tool for marketing and sales. RENOLIT now plans to find a company-wide solution for this tool. The new system will successively replace the current stand-alone solutions at individual locations and enable customers to be contacted or looked after more easily and across all Business Units.
In 2015, a CRM project team was established in Worms with employees from all Worms-based Business Units and the IT department. In the meantime, a core team with representatives from RENOLIT DESIGN, RENOLIT EXTERIOR and IT has developed. Its task is to find a tool which optimally meets the requirements of RENOLIT and the users. According to Sibylle Kahl, Head of Marketing at RENOLIT EXTERIOR, “It was clear from the beginning that only world-class CRM software would be considered”. She is responsible for the project together with Ralph Kleiner from her Business Unit along with Katja Martin and Uwe Maszkiewicz from RENOLIT DESIGN.
The final decision between two large providers will be taken by the end of the year. The next step in spring 2016 will involve surveying the needs of future users to establish the overall scope of the new system. “Only then will we know how much effort and time the project will require” adds Sibylle Kahl. If questions arise, the CRM team can be contacted at crm@. renolit.com
Site Brochures: Promoting the Site
The objective of RENOLIT’s new brochures is to inform about the company and the individual plants. Brochures for Worms and Frankenthal already exist. The eight-page flyers in DIN portrait format are aimed at neighbouring communities, visitors to the plant and all interested parties. They start with a word of welcome from the Site or General Manager and inform about the site’s products, the raw materials processed there and safety at the site. In addition, RENOLIT presents itself as an employer and lists the benefits of the location for the respective town or city. Finally, the brochure contains a short history of the site.
The brochures can be laid out for visitors in reception areas. It has been shown that interest in such info material is particularly great in such areas. They are also perfect for events in and outside the site such as factory tours or training and recruitment fairs. They could also be distributed to schools or the neighbourhoods to draw attention to the company and its employment opportunities. Another possibility would be distributing them in public buildings and institutions such as in town halls and in the local Chambers of Industry and Commerce.
“Site Managers who want such brochures should contact me by e-mail. I will be pleased to discuss the modalities” explains Steffen Spendel who is responsible for site marketing in the Corporate Communications department. His e-mail address is: steffen.spendel@. renolit.com