According to the available statistical data, having been marked by deep recession last year, the PVC joinery and profile systems market is currently at the level recorded in 2006. According to the specialists’ estimations, the 2009 value for the entire local windows sector totalled between EUR 400 million and EUR 700 million, which indicates a 40%-70% drop as against 2008, when total proceeds amounting to EUR 1.2 billion seem to have been recorded. As for PVC profiles, the data certified by the National Institute of Statistics (NIS) indicate that, in the first 9 months of last year, approximately 31,000 tons of profiles were imported, to a value of EUR 56 million, which represented a 46.2% drop. Considering that this indicator is relevant for estimating the total volume of PVC system deliveries from abroad, for 2009, the Fereastra magazine analysis department consider that the level of PVC profiles imports might reach EUR 70 million (48% drop as against the EUR 135.8 million recorded in 2008). At a first glance, the volume of PVC profile and hardware systems imports may be deemed relevant in evaluating the situation of the local joinery market sector, whose activity may drop by 56% in 2009 (according to our own analyses, based on both the information provided by the NIS, and the statements made by managers of the main sector companies).
The extent of recession, beyond analysts’ most pessimistic forecasts, has generated a substantial change of strategy for PVC profile suppliers and the companies involved in window and door manufacture. The blocking of residential construction projects (within which PVC joinery represented the main option for building enveloping systems), the crediting process limitation and the unemployment rate increase (having all lead to an extremely rapid consumption behaviour change), the lack of liquidities, delays in debt settlement and failure to pay bills for purchased products, represented only some of the aspects with a negative impact on the specific businesses. It can be stated that in 2009, European-wise, big PVC resin and powder manufacturers (some of them also involved in profile extrusion), announced in their financial reports published for the first 9 months that the respective business divisions had recorded fluctuant output. Apparently, raw material price growth and petrol or ethylene quotation oscillation, mirrored in the PVC price increase, were accepted by the market, but as for extruded systems, the decline was ongoing, against the background of a drop in the main business partners’ demand. In fact, the only world areas where the demand recorded a progress beyond the initial estimations was China, India and other Asian countries, along with some Latin American countries (particularly Brazil). The European market, and mainly the East European side, was seriously affected by the world financial crisis, turbulences being noticed even at a psychological level, in a lack of confidence in the business environment. An analysis of the set of measures adopted by most of the sector corporations reveals that the top position is held by operational efficiency growth (by adapting the production capacity to the current economic background, firing and/ or unprofitable unit reorganization), a procedure seconded by a cost drop. Certain holdings’ management decided to conclude cooperation agreements (of the joint-venture type) with companies holding expertise in the fully-expanding markets, while other multinational groups diversified their activity, by taking over companies dealing, for instance, with PVC recycling, acrylic material manufacture etc.
Providers decided to promote innovative systems
For the time being, we cannot speak of investments on the Romanian PVC joinery market, as we currently deal with a fabrication overcapacity as against the actual level of solvable demand. For now, only companies with a very well consolidated situation and able to meet the requirements imposed by the European Commission can afford to access financial instruments such as structural funds, in order to develop their own industrial centres. But the analysts consider that at the end of the recession this activity sector – considered as one of the most dynamic segments in the branch, will maintain its special expansion potential, on a medium and long term. In fact, many providers have decided to become actively involved in supporting partner companies, by means of initiatives having implied: launching innovative products, with an optimum price/ performance ratio; partnerships related to participations in thermal rehabilitation works; service range improvement; price policy reconfiguration; integrated solutions provision; granting the right of using ITT (Initial Type Testing) results for the best performance of CE marking application procedures and other such initiatives.
Economy stabilization - estimated for the second half of this year
Specialists claim that slight market stabilization might be recorded as of the second half of 2010, as the maximum financial crisis inflexion point was reached in the last part of 2009. Consequently, a so-called ascending trend of the PVC joinery market cannot be recorded before 2011, as there will be a gap between the moment when the construction sector activity resumes a faster pace as against the previous year, and that when the joinery demand resumes its growing trend (considering the seasonal factor and other aspects specific for this kind of investment). For the current year, manufacturers’ only chances may be represented by a stronger involvement in the sector of multilevel building thermal rehabilitation and their participation, as subcontractors, in public interest building modernization works, financed from the state budget. A positive model in this sense, which could be successfully adopted by the Romanian authorities as well (with the right proportions), is represented by the German program for stimulating the PVC joinery market, by encouraging investments intended to increase buildings’ energy efficiency (a joint project of the Federal Government and the Development Bank KfW). A study recently carried out by the consultancy company Ernst & Young shows that, at the level of the main German cities, local authorities have decided that almost 75% of the amount related to the stimulation plan adopted by the Bonn government (totalling EUR 12.38 billion) should be represented by investments in the rehabilitation of certain building units, with the almost exclusive use of PVC joinery (pre-university education facilities, sports and cultural centres, administrative buildings etc.). Thus, according to the data presented by the German joinery and curtain walls employers association VFF, 2009 was marked by a 5% joinery market demand growth. Most analysts estimate a drop in the number of contracts and orders from Germany, following recession, but the results announced by companies indicate the opposite, materialized in a revenue growth and the creation of new jobs.

An optimistic attitude at the end of 2009 – the first recession period in Romania in over 60 years that implied a succession of centralized and transition economy - may seem out of line, to say the least. The arguments of those stating that the market regress is going to be obvious for a long time to come may seem justified, at a first glance. Most negative theories are based on the serious misbalancing of macroeconomic indicators (unemployment, inflation, exchange rate and foreign public debt), as well as the drastic drop of available finances sustaining investment policies. Those who suddenly passed from huge turnover growths between 30% and 50% to similar drops find it really difficult to stay optimistic. However, it must be considered that the experienced shock impact directly influenced managers’ analysis capacity and allowed their forecasts to translate from an almost childish extreme (defining the growth periods, when only those who didn’t really want to make profitable business managed not to), to a truly alarmist behaviour.
An optimistic attitude at the end of 2009 – the first recession period in Romania in over 60 years that implied a succession of centralized and transition economy - may seem out of line, to say the least. The arguments of those stating that the market regress is going to be obvious for a long time to come may seem justified, at a first glance. Most negative theories are based on the serious misbalancing of macroeconomic indicators (unemployment, inflation, exchange rate and foreign public debt), as well as the drastic drop of available finances sustaining investment policies. Those who suddenly passed from huge turnover growths between 30% and 50% to similar drops find it really difficult to stay optimistic. However, it must be considered that the experienced shock impact directly influenced managers’ analysis capacity and allowed their forecasts to translate from an almost childish extreme (defining the growth periods, when only those who didn’t really want to make profitable business managed not to), to a truly alarmist behaviour.
Encouraging signs coming from across the ocean
The first positive piece of news is that in the USA - the international crisis epicentre - the credit system is evincing clear signs of recovery. As stated by many international experts, a complete system relaxation would however be reckless - such a strategy representing one of the causes of the real-estate crisis initiated halfway through this decade. Technically speaking, the United States are out of the recession, having recorded economic output growth for two consecutive quarters. The insistence on analyzing this region’s situation is justified by the fact that the United States of America represent the main world economy driver and, whether or not the respective reality is accepted, events taking place on their side will be copied to various extents by the other world countries, particularly within the European Union. A major issue faced by the Washington authorities is currently that of ensuring domestic consumption (approximately 70% of the American GDP), which is a difficult task since the unemployment rate has reached the highest value in the last 25 years (over 10%). In the near future, government strategies will most likely be focused on encouraging the generation of new jobs in the private sector (it is common knowledge that the public market offer is extremely low in the USA). This policy will undoubtedly unblock the credit market; generate consumption growth and implicitly an increase in the national economy driver speed. A warning for the international market is represented by the fact that, although only 30% of the output is intended for export (a value, however, quite high if someone considers the USA GDP level), the US dollar’s fragile position currently favours the foreign market delivery activity. The effect will be immediate - consisting in a growth of competition in regions not having yet managed to completely solve the issues generated by the crisis. Another detail worth considering is that the actions of an economic power like the USA shouldn’t be neglected, irrespective of its negative condition at a certain point in time. A significant example in this sense could be that of the Spanish government’s failure in launching a debenture issuing process at the same time as a similar action taken by the American treasury. However, an assessment of pros and cons can easily lead to the conclusion that an American economy recovery is good news.
European banks show signs of recovery
A similar development scenario is closely followed by the main Western European countries (particularly France and Germany), which - in their turn - reported a return to an ascending trend. If this was somehow expected behaviour in the case of Germany - seen by most as the EU’s "main driver" - France was a surprise, as it managed to align to its Eastern neighbours at an enviable pace. Furthermore, it seems that the banking systems’ independent attitude, particularly noticed in the USA, where the state’s holding significant share portfolios is not appreciated, was also adopted in this European country, one of the largest banking groups managing to repurchase in November the shares pack it had dropped in exchange of a substantial aid from the French government. In time, such measures are likely to be implemented in the other EU regions, so as to reduce or even eliminate public authorities’ somehow exaggerated involvement in setting the strategies of certain private financial institutions. Resuming full control over their activity may represent a strong stimulus for reorganizing credit strategies, providing hopes to entrepreneurs intending to access financing lines next year.
Investment funds, again interested in constructions
Another important resource, which could not be used at the time of crisis, and which resulted in many construction projects being stopped or put aside (namely private investment funds), seem to have been reactivated at an European level. Although real-estate speculation profitability is no longer the same as before September 2008 (and analysts consider it unlikely to return to that level), the efficiency of using own funds in such transactions is however high enough to represent an attraction for the respective funds’ shareholders. A report recently published by the company Deloitte - one of the main international providers of consultancy, audit and risk management services - indicates that in the Central European countries, the index of trust in these institutions has increased significantly, which indicates a growth in investors’ optimism. The same applies for Romania, where the Deloitte specialists notice a substantial increase of the interest in certain strategic opportunities, allowing the resuming of certain partnerships which turn out to be viable. The same experts unanimously state that, in the next 6 months, the general economic situation will visibly improve, in many regions of the analyzed area (Romania included), a resuming of the economic growth being expected, although quite shy at the beginning. Obviously, some also maintain a somehow cautious attitude, but most shareholders controlling significant private investment funds count on the aggressive nature of East-European markets, whose dynamics is expected to be superior to that which is going to be recorded by the highly industrialized countries. This view is shared by the representatives of the European Bank for Reconstruction and Development (EBRD), who consider that 2010 will be defined by a minimum 1% economic growth in Romania. Despite that, the EBRD members are quite diffident about a return of macroeconomic indicators within the limits deemed acceptable, and believe that the unemployment rate will continue to go up next year, and the number of "toxic" assets (non-redeemable debentures) will grow considerably. This perspective places local banks in a quite delicate position, as - like it has turned out so far - the alternative of forced execution of guarantees is not a generally applicable and viable solution, as many of them were overrated upon contracting. However, the general situation tends towards a state of balance, and the economy "healing" will represent a favourable premise for all market players.
Modernization and new technologies, production activity constants
All previously mentioned aspects are directly related to the constructions branch - particularly in Romania - where the respective sector, along with agriculture, holds the highest GDP share. Thus, the positive signals coming from both the international banking sector and private investors can be considered as factors stimulating the mentioned industry. By providing the system with the necessary liquidities, despite its almost disastrous state, the respective segment could recover quite rapidly, which will positively influence national economy. As pointed out from the very beginning, someone cannot fully adopt an exaggeratedly optimistic attitude, as - just like an engine that has not been started for a long time - the respective industry branch will need time and additional stimulus package in order to resume its activity according to normal profitability parameters. However, it is unacceptable to adopt a sickly pessimism, which can by no means improve the general situation. As some experienced sector managers have pointed out, we should expect certain businesses to be abandoned, while some companies will reorganize. This however does not define a crisis period, such events taking place on a constant basis in capitalist economic systems. The current issue is that of intensifying the phenomenon which, in the next months, will be more prominent than usually. The companies most exposed are those which failed to adopt cost control and cut measures at the right time, choosing strategies intended to maintain their market position, or, even worse, choosing to ignore the crisis conditions and, even more so, those companies having completely cut out development and communication expenses. It is almost common knowledge that a company unable to communicate will be perceived as inexistent, just like it is obvious that an entity suspending its investment flow for a longer timeframe is very likely to notice, when deciding to resume, that the financial effort it has to make is so high that it becomes no longer justified in terms of profitability. It is true that earmarking additional funds for buying new technologies and modernization represents a sensitive subject at times when company profitability can be affected, but it can be also remembered that this is precisely the purpose of savings and reserves.

The first year of crisis is nearly finished, marking the first such event in Romania’s history after the return of economy to the capitalist system. It is true that serious market operation disorders were also recorded in the last decade, when - in 1997 - our country was one step away from default situation (national money market bankruptcy). If, at that stage, the cause was internal and deviations could be controlled at a relatively rapid pace by means of firm financial measures, it now seems that the implications are rather international and, at a first glance, the influence of the actions taken by national business environment economic agents and the central or local administration decisions was minimum. However, some say that this negative process was favoured by elements from within, and the international financial crisis revealed the local economy mechanism flaws. As it has become increasingly obvious in recent years, it seems that the only solution for Romania is to concentrate its efforts in two key-sectors, one of which being the constructions industry.
Therefore, any fault of the respective sector may have serious effects on the gross domestic product, affecting national prosperity. Starting from such premises, it becomes obvious that the treatment applied to the respective economic branch must be preferential, and the sector’s recovery has to become a priority for any administration, irrespective of its political options. With reference to the insulating joinery sector, this theory shows that the same imperative conditions apply to the windows market, direct support and, if required, recovery measures being a must. For the time being, it seems that the natural market economy correction systems no longer work properly, the competition being insufficient for ensuring an efficient market dimensioning process. Thus, anyone can see the danger that certain companies, observing the limits of loyalty and perfectly controlling costs, may go bankrupt, due to the obvious offer and demand imbalance. Among other things, the impact is particularly justified by psychological factors, blocking the normal purchase decision making process and contributing to investment delay, despite the availability of financial resources and the heat rehabilitation requirements. The result is predictable, many local companies ending up in the dangerous area of the profitability threshold, with slight chances of ever recovering. The new situation becomes profitable for national distribution companies, whose management accurately foresees the opportunity of conquering new market segments and makes all efforts in this sense. A possible scenario is that of integration and aggregation process acceleration, a phenomenon already noticed and potentially leading to a drastic reduction in the number of competitors for this activity segment.
CE marking, losing ground
An element which - although in a first stage seemed a welcomed regulation factor and a precise market ordering tool - has currently become a real inconvenient. Basically, we are referring to the mandatory requirement of applying the CE European conformity marking, starting February 2010. The number of companies having gone through the certification procedures is quite reduced (the official data recorded in the sole register held by the Permanent Technical Council for Construction, less than 20 of the sector’s active companies have completed the respective process), and the chances of completing such procedures by the official closing date are not good. Thus, this market segment will fall again into a state of illegality, just like it happened with the insulating glass segment (where non-CE marked models are still sold, although such marking should have been applied since March 2007). The real problem though is a different one, as the lack of legal documents, at least for the time being, is no longer caused by negligence, disinformation or indifference, but is due to the unavailability of the amounts necessary for carrying out the tests imposed by means of SR EN 14351-1. Although it only involves a few thousand EUR, local companies’ precarious budget condition will not allow the ITT funds earmarking as a priority, not even in the case of big companies. An opportunity emerged this year is that of a partnership between the local laboratory A.T.Rom 2000 and a Hungarian notified body (EMI), intended to obtain an appropriate price cut. Also, recent news announces the launch of the same type of partnership between IFT Rosenheim and SRAC CERTSERV, with the main objective of facilitating Romanian companies’ access to the German institute’s services. Those entire mentioned look like last resort strategies, and results can only be assessed after at least half an year. It is true that other EU member states also hold fierce discussions related to the opportunity of imposing the CE marking (by adopting the CPR construction material commercialization regulations), but in none of these states is the number of certified companies so low. For instance, Great Britain is seriously considering the issue of costs to be implied by the respective measures’ application and is attempting mediation with the European Commission members in view of obtaining certain facilities for small manufacturers or individual model producers, but no one is considering CPR against this background. A good example is that of German companies which, although disadvantaged by the new norms (as the thresholds imposed by the Community joinery standard are clearly below those stipulated by the national RAL regulations), have followed the imposed process to the letter, fully observing the community legislation.
The chance of small enterprises
Generally, all presented solutions targeted companies with relatively high annual sales (over EUR 3 million), which are able to implement such programs. However, the real problem is related to the way small companies and micro-enterprises can maintain on the market. Although the Brussels authorities make use of all possible means of facilitating such companies’ development, even by granting CE marking application facilities (the new Construction Products Regulation - CPR provisions ensure the elimination of certain costly tests and the replacement of assessments by table-based calculation method trials), many such economic entities may not be able to face the crisis impact. This is not to say that the respective companies should be from the start labelled losers: there are tools which can be used according to each specific case. If applied in due time and in favourable conditions, these particular procedures, if possible set by specialists, can render results matching expectations. One of the possible templates that will turn out useful is that of small handicraft enterprises, with limited national coverage (commune or small size town level), where the competition market is reduced or null). Such a company’s scope of operation could be between 5 km and 10 km, and its activity will be best ensured by a team made up of a maximum of 10 employees (two or three of which will be sales agents). Apart from managing punctual orders, this kind of company could also undertake mounting activities for units manufactured by larger companies, intended for important projects in which a direct participation, with own forces, would not be an option. Obviously, in order to become operational on a community market, observing the requirements stipulated by SE EN 14351-1, even at the level of such small businesses, adequate technical equipment is necessary, and that can only be achieved through certain investments.
Losers’ identikit
What is the profile of the companies unable to overcome the current crisis? The answer to this question is relatively easy: companies delaying or avoiding firm loss reduction and cost drop measures have no chance of making it. Also, companies still delivering goods which do not observe the performance criteria imposed by the standard and companies neglecting the objective need of improving their sales teams are at high risk. Other company categories risking bankruptcy are entities failing to implement (in a different way) professional promotion and advertising programs, ignoring the fact that the consumer’s profile has changed and avoiding a distribution network restructuring, according to their real production potential. A superficial analysis would reveal that no responsible manager could ignore the imperative ideas listed so far. Facts however say otherwise: a considerable part of joinery business managers still use empirical administration methods (so that the only valid focus continues to be on immediate profits). If the elimination thereof had represented the only reason why a crisis would have necessarily been generated, the described situation would be enough to justify such a course of events, as - however uncomfortable this reality may be - exclusively and obsessively targeting profit and ignoring consumers’ requirements cannot represent viable drivers of a healthy economy. Contrary, but positively, a company targeting sustainable development will have to mainly focus on the customer (with the normal deviations towards the marketing activity) and concentrate all its energy in reaching the goals of observing the limits of a market governed by loyal competition principles.
Is Western-European companies’ experience the only solution?
Far from wanting to cause problems, the launched efforts are aimed at aligning local economy to the basic principles of Western capitalism. No matter the way of solving this situation, by means of a "Romanian spur of intelligence", we need to understand that Western-European companies’ experience is the only valid and applicable solution for overcoming the current difficulties. The recommended method to be followed is that of implementing changes at all levels, whether production, commercialization or management. There are available solutions, and their application is merely a matter of will. This shouldn’t be construed as excluding the failure of some companies, even after the application of the respective measures: there is a level of uncertainty and the presented methods do not claim universality. On the contrary, in some cases, it can be also considered the local specificity, the Romanian mentality. One thing is certain though - namely that there is no other way of facing the current challenges. In the end, the option of choosing between business amateurism and professionalism remains a decision to be made by thermo-insulating joinery market representatives.

This is the peak season for the local heat insulating window market, a time defined in the last years by the highest profitability rates. Between September – November, this sector is highly buoyant, most manufacturers facing the problem of exceeding their production capacity and being compelled to provide assembly terms of over 30 calendar days. The described phenomenon matched this activity sector’s specific seasonality equation and had become a constant of the respective segment. The first indication of a situation imbalance was witnessed this spring when many sector companies’ representatives expected the economic fall forecasts, due to the world recession, not to be attained. Hopes were vain, as the second quarter of 2009 brought about sad results, way below the last decade’s average. The situation has not yet gained back its balance, all the available data indicating that the estimation related to a halving of the sector’s turnover is realistic, even optimistic. This indicates delivery drops totalling approximately EUR 500 million, a relatively insignificant amount for a developing country economy. The most affected were companies from the micro-enterprise category, due to the fact that they faced the risk of having to suspend their activity, although – in terms of value – the significant losses were reported by high turnover companies. The problems were also complicated by the existence of high value crediting lines with close maturity dates, whose interest payment could not be delayed or re-staggered, and leading to the earmarking of most revenues already lower to such debt payments. Their lack of minimum crisis management experience, marketing activity management amateurism, the maintenance of the counterproductive illusion that the market is shaped – in terms of structure, products, price and performance – exclusively by producers etc. represent unfavourable premises having worsened the grey tones prevailing over the black and white image of the respective industrial branch. Upon a more careful analysis, the world’s financial convulsions and the economic decay defining this period represented some external factors, which only initiated the local insulating joinery sector crisis. Objectively speaking, the respective segment was sufficiently destabilized by elements from within, and the driving of negative effects was totally randomly blamed on international recession: the sector’s evolution curve inflexion might just as well have been driven by other events. Being aware of this situation is not imposed as a sine qua non condition, but should be taken into account by managers truly wanting to restore their business based on real capitalist principles.
Solutions for distribution system improvement
The starting point towards materializing the initiative of planning business in terms of the new market framework could be defined by marketing strategies reshaping. The difficulty consists in the fact that, in terms of research or new product promotion, few actions can still be taken in our country. Given the window units’ functional features, it is difficult to implement other changes, apart from cosmetic improvements, rather than anything else. The same applies to price strategies, their level having already reached that point beyond which any drop would go below the profitability threshold. Two more action sectors are left: promotion and distribution. As for the activities potentially included in the first category, the freedom of choosing the most appropriate method is restricted by the financial resources unavailability (in serious cases) or insufficiency. However, the option to eliminate communication and advertising costs is equivalent to bankruptcy in most cases. A solution would be to allot such amounts to efficient promotion supports (whether electronic or printed means, events or street panels), offering the possibility of measuring responses and generating rapid delivery increase. Another possibility is to improve the distribution strategy. This is a difficult task and may end up in a failure, if not well coordinated. Many people already heard of cases of attempts at making up franchise systems – projects abandoned most of the times in the initial stage. Therefore, the middle way has turned out to be inefficient in this sector, the handiest solutions being the extreme ones: either undertaking the entire commercialization effort by creating and maintaining an own delivery/ assembly system, or resorting to the dealer distribution model. Both variants have been tested by big Romanian companies, none of them managing to prove best. In some cases, the option of directly controlling the entire sales process worked, and in others, the less expensive solution of delegating distribution responsibilities to third partiers rendered results. A hybrid system has recently been adopted by a big local producer which, in its effort to improve results, chose to launch a program consisting in collaboration with a company holding an important distribution network. Given such an action’s novelty, its success level is difficult to estimate, so only time will tell if the chosen method was the most appropriate. Medium level companies are recommended a mixed model, defined by maintaining showrooms in the proximity areas (as they provide the most significant customer feedback), an activity combined with the launching of solid partnerships in the neighbouring areas, according to their own specific products (the choice can only be made after carefully studying the market structure and consumers’ behaviour in the respective areas).
System suppliers’ delicate position
One of the main elements underlying producers’ whole business is represented by the activity of system suppliers. They are definitely the only creative innovation source, although novelty is considered as a quite rare presence in the analyzed sector. It can even be stated that lately most "inventions" have essentially been mere marketing tools. An example will be neither necessary nor constructive, as it is enough to remind the fact that such strategies were implemented with all profile brands. Although an overbidding of the new products’ quality is not attempted, the problem is generated by the real incapacity to continue to develop the promoted models. However, the statements made as part of the advertising campaigns for the respective ranges are not mischievous. In most cases, they represent a way of avoiding the methods of misleading beneficiaries, but someone can consider that the so-called improvements are nothing but means of drawing attention. A classic is that of pressing customers with information related to the availability of a high number of insulation chambers for PVC profiles, when measurements carried out in specialized labs prove that the heat transfer coefficient level is no longer significantly influenced by this indicator, when dealing with systems made up of more than 5 chambers. A real difficulty currently faced by suppliers is represented by producers’ price pressure. From this point of view, the producers must understand that there are no free lunches in business. Therefore, any price drop can only have two drivers: reducing the quantity of raw material used for marker execution or changing the fabrication network. Both solutions have a negative effect on the finished product quality and on a long term may represent a significant obstacle against market success. At most, we may witness a reiteration of the Italian experience, with PVC systems losing ground for aluminium or wood systems precisely due to their inadequacy to customers’ demands and their low performance in different weather conditions (related to the variation between the North and the South areas of the Italian peninsula). The current market problem is also related to a return to the state of financial indiscipline, defining the early decade, payment term extensions being more frequently requested by joinery companies’ representatives. Last but not least, suppliers still face an almost disloyal competition from certain companies promoting ranges with performance characteristics completely inadequate to their destination (namely the manufacture of doors, windows or curtain walls).
Rapid decisions to adapt to the new framework
A logical behaviour of any entrepreneur with a long term strategy wanting to maintain its position on the market is that of making full use of the available resources – particularly informational ones – thus being adapted to the new situation. Trends are generally clear and somehow predictable, if it is analyzed the evolution of the same sector in Germany. This country’s example is illustrative, the two markets being very similar in terms of used profiles. Moreover, specialized companies from this West-European country have already faced an extended crisis in the windows sector (over 10 years), which they have successfully overcome. Western companies’ experience stands proof that a much more feasible idea is that of coming up with an offer for the products directly requested by consumers, as against imposing own options (irrespective of their advantages). Therefore, after numerous attempts at overcoming unfavourable moments (actually experienced at a time of economic growth), German specialists identified a viable and at the same time extremely simple solution: they decided to no longer promote standard quality and average price windows and instead exclusively focus on economical models (not considered as "low quality" solutions) and on the deluxe range. Due to this approach, within less than a year, the windows industry managed to regain its ascending trend. It’s worth taking this example, on one condition - that of strictly observing the performance norms imposed by the European standards.

According to the data provided by the National Statistics Institute (INS), during the first nine months of 2005, the value of the imports of PVC systems meant for the manufacture of heat insulating joinery exceeded EUR 42.56 million, a 37% increase compared to the similar period from 2004 (EUR 31 million). Compared to the same time frame from 2003, when EUR 21.3 million worth of sales were registered, PVC profiles from abroad, commercialized on the local market, doubled their value level. From a quantitative point of view, the deliveries made between January - September 2005 amounted to 21,489 tons, compared to 15,910 tons during the first three quarters of the previous year. Regarding the supply sources, Germany continues to rank first in the external providers' top chart, although the import on this line has been reduced to less than half of the total (48%), confirming the tendency towards reducing this share (55% in 2003 and 50% in 2004). However, German importers' incomes increased by 34%, but the level is lower than the total increase average (+37%). An increase of import shares was noticed in the case of suppliers from Turkey (12% compared to 7% in 2003), respectively those from Poland (16% compared to 13% in 2004). The result of this evolution is found in a rearrangement of the top chart of external PVC profile supply sources. Thus, Belgium has lost the second position to Poland and at the end of this year, it might also be surpassed by the imports from Turkey. The statistic results from January to September 2005 might lead to the confirmation of the estimation made at the beginning of the year, which indicates for 2005 a total value of PVC profile imports of approximately EUR 60 million. Aluminium system deliveries amount to EUR 75 million In the aluminium systems market it is noticed, as a first, that the demand for imported materials has stagnated, the sale of profiles from Greece decreasing. However, imports from other sources (Germany, Turkey, Italy and Poland) have registered substantial increases, between 30% and 58%. A possible explanation for the involution of Greek product imports would be represented by the existence of larger stocks, which have caused the reduction of the volume of components from this commercial relation. The hypothesis will be confirmed if, for the time frame October - December 2005, it is noticed that deliveries from Greece exceed the level of the respective period from the previous year. Basically, in 2003, over 50% of the aluminium profile imports were made by companies from Greece. Last year this percentage reduced to 42%, and during the period analyzed, these profiles represented only 35% of the total. The 15% difference between the level from 2003 and that from January - September 2005 corresponded to importers from Germany and Turkey. Between 2003 and 2005, deliveries from Italy maintained at a share of 11-12% of the total. The good progress of imports from Germany and especially from Turkey made Italy rank fourth in the top chart of aluminium profile suppliers for the Romanian market. The increase in the volume of German imports indicates the current development level of the office buildings or retail sector, compared to the more reduced demand for aluminium systems designed for the production of standard joinery for residential buildings. For the residential segment, a price approximately to 25% lower than the market average has allowed profiles from Turkey to register annual increases of approximately 40-45% between 2002-2005. As the data from the first nine months of 2005 situate below the initial forecast, overall imports of aluminium profiles might amount to EUR 75 million in 2005 (compared to EUR 80 million estimated at the beginning of this year). 29% higher metal fittings imports The total value of hardware systems imported between January - September 2005 exceeded EUR 20.85 million, an approximately one third increase compared to the similar period from 2004 (EUR 18.21 million). With 46% of the total, Germany continues to be the main supplier, but deliveries from Turkey were much more dynamic. Reaching a level of EUR 2.23 million, the acquisitions of products from Turkey registered a 72% increase compared to the similar period from the previous year. In fact, the degree of imports from Turkey, considerably higher than the average level, caused a continuous increase of the share of suppliers from this country (from 5% in 2003, to 8% in 2004, respectively 11% in 2005). Another performance was noticed concerning Austrian products, which represented in 2003 only 6% of overall imports. Thus, as of 2004, Austrian suppliers maintained at an average share of 17%. The opposite extreme is represented by transactions with producers/dealers from Hungary, whose contribution to imports has decreased continuously (from 30% in 2003, to 13% in 2004 and to only 9% during the first three quarters of 2005). During the period analyzed, imports from Hungary amounted to a total value of EUR 1.91 million, 8% lower than the similar period from 2004. The value of metal fittings imports registered between January - September confirms the initial estimations, which indicated a total level of approximately EUR 30 million for 2005. Over 76,000 tons of glass for architectural applications Between January - September 2005, 76,571 tons of glass were imported, to a total value of EUR 31.7 million, 44% higher than the EUR 21.94 million (respectively, 55,087 tons) during the same period from last year. Statistic data confirm the large scale use of 4 mm thick ranges, over 88% of the imported glass having this dimension. The superior features and the reduction of the price difference allowed the increase of the share for Low-E glass, to the detriment of float glass. During the last nine months, Low-E glass has represented 27% of overall imports, compared to 25% in 2004 and 23% in 2003. This year, Hungary has become the main float glass supplier for the local market, thus overtaking the companies from Poland. With float glass deliveries of 21,143 tons (an 89% increase compared to the similar period from last year), Hungary clearly exceeded the share of Poland which, with only 14,315 tons of float glass, achieved a 25% increase. Low-E glass imports amounted to 14,595 tons (respectively EUR 8.66 million), registering a 72% leap compared to those from the time frame January - September 2004 (8,466 tons deliveries, to the value of EUR 5.42 million). During the period analyzed, Low-E glass imports from Poland and Germany doubled, these countries becoming the main Low-E glass suppliers for the Romanian market (Poland ranks first, with a 51% share of the total, and Germany holds 14%). The quantity imported from Poland increased approximately 2.6 times in 2005 (from 2,880 tons to 7,459 tons), while deliveries from Luxembourg increased by 8%, and those from the Czech Republic reduced by 19%. Based on the statistic data regarding the volume of imported glass, estimations can be made concerning the quantity of heat insulating glass produced and the total number of window units manufactured. Thus, the glass imported during the first nine months of 2005 is enough to used for 1.82 million window units (w.u.), a 39% increase compared to the similar period from 2004 (1.31 million w.u.) and double compared to the joinery sales from 2003 (0.93 million w.u.). From a value point of view, the glass deliveries from the period analyzed indicate a total level of glass import in 2005 between EUR 44 million and EUR 46 million, approximately 5% higher than that estimated at the beginning of the year. Thus, for 2005, the total volume of PVC/ aluminium profile systems, metal fittings and architectural glass imports might exceed EUR 210 million.

Last year, the float glass import was approx. 62% of the total, prevailing over the demand structure of the domestic market. Float glass amounting to Eur 14.76 million was imported. Almost 22% of the 2003 glass imports were Low-E assortments. During the first 6 months of 2004, the Low-E glass imports reached 25% of the total, being expected to exceed 27-28% at the end of the year. The shatterproof glass sales maintained to 7% of the total imports, that is Eur 1.68 million in 2003. On the domestic market, the leading glass exporter was Hungary (23%), followed by Poland and Czech Republic, with 20% each. The float glass suppliers coming from the same countries covered 87% of the demand. As they offered a competitive price, the German suppliers delivered approx. 20% of the total imports, being followed by the Czech (12%), Luxembourg (10%) and Turkish (9%) suppliers. Last year, Hungary was chosen for the float glass import, Belgium for the Low-E glass, the Czech exporters for the shatterproof glass and Germany especially delivered ground-glass plate and tinted glass. In the first half of 2004, Germany delivered 1,705 tons of float glass, almost double as to the whole last year's quantity. In terms of Low-E glass, the imports from Poland increased in the first half of the last year, when it totalled up 1,267 tons (+100%). The Polish suppliers succeeded to deliver 24% of the total Low-E glass quantity, as to only 8% last year. As far as the float glass is concerned, Hungary is still very much in demand, Poland has become the most important supplier of Low-E glass (outstripping Belgium), while Germany and Czech Republic are preserving their positions from 2003 for tinted/ground-glass plate, respectively shatterproof glass. In the first half of 2004, the glass import experienced a substantial increase as compared to the similar period of 2003 (+44%). However, the reporting basis is not conclusive, as between January and June; last year, the cold season extension affected the glass import. By the end of the year, a 20-25% increase is expected, which would lead to a total imported glass quantity of Eur 30 million. The optimistic estimations on the consumption evolution are based on the increase in the demand of glass for thermal insulating joinery/curtain walls and on the commisioning of new production capacities.

The Cluj-Napoca representative office of Glaverbel Romania has recently organized in Bucharest a symposium on the technical features of different marketed glass assortments, on the proper use of the Low-E glass and the light protective glass for curtain walls, "double-skin" façades, respectively the use of the "intelligent" systems (photocells, shading devices that operate depending on the natural light level) etc. Within the Glaverbel mobile exhibition, a façade pane was viewed/analyzed, and the architects participating at the event were able to make different glass sheet combinations. The annual manufacturing capacity of Glaverbel is amounting to approx. 2.65 million tons of float glass, with a 24% weight of the European market in the field, at group level, the turnover for 2003 totalling up Eur 1.9 million.

In mid-September, Gealan Romania celebrated a decade of continuous activity on the domestic market of the PVC profile system suppliers. The festivity, organized at the company's Bucharest office, brought in the foreground the main features of the Gealan brand, respectively tradition, quality, reliability and innovation. The unit for extruding the PVC profile systems for thermal insulating joinery is the most important in our country and it required an initial investment amounting to Eur 7.5 million. The factory is currently equipped with 8 extrusion lines, the deliveries of Gealan systems being expected to exceed 5,000 tons this year. Gealan Romania sales strategy for 2005 aims to obtain a turnover amounting to approx. Eur 24 million, while the investments made until now reached more than Eur 20 million. In the Balkans, the group's activities are coordinated directly from Bucharest, the export mainly aiming at the market in Germany, Ukraine, Republic of Moldavia, Bulgaria and Turkey.

The main façade of the Continental-Ibis Hotel in Bucharest includes an approx. 48.5 m radius curved plane curtain wall, developed on 550 sqm. The sealing is made up of Schüco FW50+ aluminium profiles, with RAL 5011 exterior ornamental covers. The project also includes 720 sqm veneering with Reynobond Smoke Silver composites. The representative elements of the building are the structural curtain wall in the area of the elevators with panoramic view and the stone veneering in dry mounting, with a 700 mm vertical step. The thermal insulating glass used is 8-14-4, with Guardian Sunguard LE 40 glass. The total façade is 2,100 sqm in area, and the curtain wall execution/mounting will start at the beginning of October 2004. Bucuresti International Proiect SA drew up the architectural plans for Continental-Ibis Hotel (B+G+A+7F) and ACMS SA was the general contractor and subcontractor for the curtain wall construction. Alu Design drew up the engineering design of the façade.

The domestic real estate market has lately experienced a strong development on the office building share. According to statistics, such buildings tripled between 1999 and 2004. In the next period, the upward trend will continue, a "boom" being expected about the beginning of 2007. The analysts state that the specialized market has a considerable potential, the arguments for this idea being the great demand for class A offices and the possibility of some European and American investment funds to extend their business in Romania. By the end of this year, on the Bucharest real estate market 24 new office buildings, totalling up 122,000 sqm will be opened.

In the first half of 2004, the imports of aluminium profiles intended for the joinery/curtain wall execution exceeded by 51% as compared to the same period of the last year. Their value increased to Eur 25.4 million as compared to Eur 16.84 million during the first 6 months in 2003. Greece remains the main country of origin, with a 42% weight, followed by Germany (13%), Italy (12%) and Turkey (10%). By the end of this year, the cumulated value for the imports of aluminium profiles could exceed Eur 55 million. Between January-June 2004, the volume of the PVC profile imports spectacularly increased, their value amounting to Eur 16.8 million (+63,5 %). In terms of quantity, there was a 76% increase (8,680 tons as compared to 4,933 tons). 92% of the PVC profile imports are shared by 5 countries, more than a half of the exports to Romania (Eur 8.81 million) being accomplished by the German suppliers (53%), followed by Belgium and Poland (12% each). At the end of 2004, the PVC profile sales coming from imports could amount to Eur 40-45 million (+40%). For the first 6 months, the imports of metal fittings amounted to approx. Eur 8 million (+37%), and those coming from Hungary were the only ones to have decreased (Eur -0.57 million). The decrease is compensated by the occurrence of Slovenia as supplier for the domestic market (Eur 0.43 million), while Austria tripled its deliveries. Germany (45%) is still the first in the countries of origin, followed by Hungary (15%) and Austria (14%). As a rule, in the second half of the year, the import increase, as a result of the demand in the peak season. In this context, in 2004 their value could exceed Eur 20 million. The total quantity of PVC/aluminium profiles to be imported this year is expected to reach Eur 120-125 million.

In terms of structure, the most interesting area of the new building for the Canadian Embassy in Bucharest is the entrance pavilion, represented by a glass tunnel, in Spider system. The stairs and glass floor/parapets enable the access. The applied engineering solution involves using hardened glass, fastening pieces and stainless cables. The joinery/curtain wall works are executed by Flexxelf company, the project is designed by Westfourth Architecture, the specialized consultancy/documentation for curtain wall being ensured by Alu Design. Total value of the investment is estimated to Eur 3 million.

Set up in 1992, Mimo Group in Sighetul Marmatiei - Maramures is specialized in executing/mounting aluminium and glass façades, with units for manufacturing aluminium, PVC, and thermal insulating glass joinery and for mounting composite materials. The production capacity totals up 60,000 sq.m. joinery per year, in 2004 being executed 14,167 sq.m. This year, there is estimated a 28% increase in production (22,000 sq.m.) and turnover, respectively incomes amounting to ROL 100 billion.

In 2003, the imports of metal fittings and locking systems for buildings exceeded Eur 18 million, increasing by approx. 70% as compared to Eur 11.5 million registered in 2002. The weight of imports and the main countries of origin are the same. Thus, Germany and Hungary had a 75% contribution, the difference being divided between Austria, Turkey, Italy and Greece. According to a poll made by FEREASTRA magazine, most of the domestic PVC joinery manufacturers prefer branded metal fittings. Approx. 94% of the respondents indicated that they mainly use systems from Germany and Austria (G-U, Roto, Siegenia-Aubi, Winkhaus, Maco, Führ, Selve etc.). In the next period, the weight of imports is less likely to modify as the recognized suppliers have countless stable partners.

This project includes a telephone exchange (G) and an office building (G+5F), to which works consisting of 4,000 sq.m. curtain walls and 3,000 sq.m. covering with Reynobond composite materials are to be executed. For the first time there are used Hueck-Hartmann thermal barrier aluminium systems from Germany, series 1.0 VF 50/VF 60 for the curtain wall and 1.0 for joinery. The investment allocated for the façade execution exceeds Eur 1 million, and the objective will be finalized in December 2004.

The office building in Charles de Gaulle Plaza - 5B+G+17F - is one of the largest Eastern European buildings fully executed on a steel structure. The objective includes 6,000 sq.m. curtain wall in Technal Mecano Vec system (customized with special profiles for this application). The curtain wall design is complex, as the building was intended to be customized by arranging - in height - 12 mm screened glass vertical "rows", perpendicularly to the main façade. 6,000 sq.m covering works with comb type panels are also executed - Quatro Plus 3,800 x 1,300 mm from Hunter Douglas. The building will be provided with a skylight suspended above the atrium (10 x 10 m), using hanging ties located under the structure beams. Clear float glass (tempered glass), set into place in Spider system will be arranged on three of the atrium sides. The design and the technical support for the curtain wall works is provided by Alu Design, Flexxelf provides the execution/mounting works, both companies being located in Bucharest.

In 2003, the Flexxelf - Bucharest turnover exceeded Eur 1.35 million, the company being among the most important domestic manufacturers of aluminium/PVC joinery, curtain walls and special constructions. The most important work contracted by the company is the façade of the Charles de Gaulle Plaza building, which includes 12,000 sq.m. curtain walls and covering with composite materials. For 2004, the company's representatives predict total incomes amounting to Eur 4.5 million.

The company has over 240 partners throughout the country mainly executing PVC Rehau joinery and has recently launched the 70 mm Rehau Thermo-Design three-room system, which will replace the four-room Thermo-Design 60 series by 2006. Last year, the company registered an increase by 50% in the sales of PVC profile systems, in 2004 being anticipated an increase by 45%.

Profine Romania, the subsidiary of Profine GmbH - International Profile Group (owned by HT Troplast AG - Germany) has recently opened the new headquarters and warehouse (including logistic facilities) in Bucharest. The subsidiary's representatives, together with officials of Profine Germany and Austria, HT Troplast AG, Trocal partners, Kömmerling and KBE, participated to this event. The first investment stage was brought to an end (EUR 1 million in buildings and other EUR 2 million in the profile stock), and the Group's business plan expects it to continue. During 2001-2003, in Romania, the sales tripled (EUR 12 million turnover last year), in 2004 being expected an increase by 25% (the sales totaling up EUR 15 million).

The continuous increase (50-60%) on the international market of the price for the steel and zinc products leads to a chain reaction. The first operators in the window field suffering the consequences are the metal fitting manufacturers and the armature processors, who have already announced an increase by 6-20% in the delivery prices. If the joinery market allows, once the stocks finished and autumn falls, the domestic window and door manufacturers would proceed to price adjustments - in order to profitably work. In the rush periods, it is possible that the material delivery period becomes the main problem to be faced by the domestic joinery manufacturers.

The rehabilitation works to the educational units, hospitals, public administration units etc. has begun to make their presence known, and the joinery delivery volume is considerable. In this context, Almaterm - Constanta won an auction for the gradual supply of 33,000 sq.m. Salamander PVC joinery for 88 educational units in the locality. In 2003, the company turnover amounted to approx. EUR 9.5 million.

Porta KMI Poland Company - one of the leading European interior/exterior door manufacturers - will commission the first production unit outside Poland in Arad (December 2004), as a result of a EUR 6 million investment. The plant capacity will reach 1 million doors/year, and 150,000 doors will be manufactured in the first stage. The domestic market is estimated at approx. 750,000 doors/year, and for 2004 the company aims an increase by 13% in sales (a EUR 0.85 million turnover in 2003). The long-term objectives include reaching a 30% market share.

During this year, the joinery sales of Lipoplast - Timisoara are estimated at EUR 6 million, of which a third will be exported. The company added to its offer the laminated woodwork, mainly marketed abroad. The new products will add EUR one million to the holding's total turnover for 2004, which was estimated at EUR 25 million. Lipoplast Group includes 32 companies and has 1,000 employees.

The National Construction Fair, CAMEX 2004, hosted the symposium organized by Alumil Rom Industry with the theme "The new Alumil systems and the Alupo design program". The event was attended by the company officials, the representatives of several joinery producers, designers, architects etc. "Alumil Mylonas SA Greece is a producer of extruded aluminum, having branches in 25 countries (out of which 18 are in Europe). In 2003, the turnover of the Romanian branch - Alumil Rom Industry - amounted to Euro 16 million. The investments in equipment, technologies, know-how and property rights exceed US$ 15 million. The production sites and the offices are located in Bucharest and Filipestii de Padure. The investment plan for 2004 provides US$ 5 million for the production activity development. Alumil Rom Industry has 17 working points and 200 employees", declared Mr. Michalis Sotiriou, the Company's General Manager. Alumil promotes on the domestic market new aluminum profile systems for windows, doors and curtain walls. They comprise series with and without thermal break meant for sliding and swinging joinery, profiles for slide-folding doors and structural/semi-structural curtain walls. The company supplies its partners with software ensuring the technological design for Alumil joinery and the production optimization.

The representatives of Alusign SA Bucuresti - the Romanian distributor of the Alcan group (extruder and world supplier of aluminum products) - have recently organized a seminar dedicated to the novelties promoted on the domestic market. "Last year, Alusign registered a one million euro turnover and for 2004 we estimate a 20% increase. The Romanian market of aluminum composite materials for plating amounts to approx. 100.000 sqm/year, Alusign ensuring approximately 10.000 sqm/year (10%). In order to optimize the delivery capacity, we have recently ended the investments of approx. one million euros in an office and warehousing space, having a total area of 1.800 sqm. We own warehouses in Bucharest and Baia Mare and we have available enough quantities of products to cover the current demands. We also provide, upon demand, cutting/milling services for the composite aluminum plates", declared Mr. Ioan Balasa, the company's manager. The main products made of Alcan pre-painted aluminum used for plating facades, roofs, interior design etc are curled and trapezoidal plates, plates, cases and FF 2 panels, Falzonal roof sheets and Ziegonal tiles; Stockal, Windy and Prof 2000 plates for civil and industrial engineering etc.

At the beginning of this year, the production capability of Ramplast Ramnicu Valcea - one of the most modern extruding units for PVC profile systems for joinery in Romania - reached 2,800 tons/year, as a consequence of a new extruding line. Thus, it is possible to make two new profile systems benefiting from the Greiner - Austria technology and license: a four-chambered one designed and made in accordance with the international norms and expanded PVC profiles for interior doors (a novelty on the European market). "In 2003, the sales volume for Ramplast profiles increased in terms of quantity by 8%, the deliveries being mainly focussed on the joinery producers. From the value point of view, it meant a total amount of Euro 1.2 million. The company has its own nationwide production/distribution network structured on 40 production centres and over 35 distributors (companies specialized in sales, measurements, transport and erection)", declared eng. Bogdan Curcaneanu, the company's Marketing Manager. The new Ramplast Eco Therm four-chamber profile system has an attractive design, being marketed at a competitive price. It is designed in accordance with the international norms and the interior walls have a thickness of min. 2.75 mm. The Avangarde system includes 5 expanded PVC profile types for interior doors and cost Euro 180 at most.

Den Braven Romania is part of the multinational group of production and distribution companies having a Dutch origin, Den Braven - a world leader in professional insulators - activating in over 100 countries all over the world. During 1998-2003, the company's investments in our country exceeded Euro 2.5 million. "In the period 2001-2003, the turnover amounted to over Euro 20.5 million (Euro 4.72 million in 2001, 6.94 in the next year and 8.82 million last year), having a market share of over 50% of the domestic market for silicone and polyurethane foam. For 2004 we estimate a new growth of the turnover to reach Euro 10 million, i.e. an increase by more than 15% as compared to last year and 44% as compared to 2002" declared Mr. Adrian State, the company's General Manager. Den Braven has 7 branches in Romania and one in the Republic of Moldova. The countrywide coverage includes over 3,000 direct customers and more than 100 distributors. The national market of professional insulators for joinery and constructions increased in 2003 by 15-20%. This year, Den Braven Romania will market new products destined for constructions and interior designs. Poliflex Façade - polyurethane insulator for vertical joints at facades and Poliflex CL 80 - polyurethane insulator for horizontal joints at roads, parking places, floors etc.

As a result of the strong increase in the Southern-Eastern Europe market potential, the glass-window department of the French Group Saint-Gobain (Saint-Gobain Vitrage) decided to consolidate its presence in the area, by building a new float glass factory. The equipment will be commissioned in Romania (in Calarasi), the investment total value exceeding Euro 100 million. Commissioning and launching the production are scheduled for 2006. The factory capacity will be of 180,000 tons/year (600 tons/day), the float glass production being intended both for the local market and for export in the Southern-Eastern Europe. "In 2003, the branch of the French Group Saint Gobain Sticla Romania registered sales totalling up Euro 850 thousand, i.e. an increase by 8% in glass deliveries. Last year, the global float glass price trended downwards, but an increase in the demand was noticed. The investment in the Bucharest distribution centre amounts to Euro 350 thousand. Based on the sales registered via the distribution centre and the direct importers, we estimate to cover approximately a quarter of the Romanian float glass market", declared Mrs. Roxana Dumitrascu, branch manager. Saint-Gobain group has industrial activities in over 46 countries and last year registered sales totalling up Euro 30 billion and a net profit of one billion euro. The glass-window department (Saint-Gobain Vitrage) had a turnover amounting to Euro 4.29 billion, being a European leader and second flat glass producer in the world (carrying out specific activities in 35 countries).