Strategy and goals
Tikkurila is a leading Nordic paint industry professional known for its high-quality surface treatment products and expert services. Our aim is to ensure the best possible user experience in the market. Strong brands, a culture of service, sustainable solutions and market leadership are among our most important competitive advantages.
Focus and profitable, versatile growth are the cornerstones of our strategy.
- Tikkurila serves consumers, painting professionals and selected industrial sectors.
- Tikkurila operates in the Nordic countries, Russia and selected Eastern European and Asian countries.
- Tikkurila invests in its own strong brands and focuses on the higher price and quality category paints.
Our objective is to grow profitably. We look for versatile growth in different product groups and geographical areas. The focus is on organic growth generated by strong brands. Furthermore, we explore actively the possibility of focused acquisitions and alliances. Improving user experience is a strong priority for all our operations. We work to strengthen our market share in our current markets of the paint business and look for growth in those markets, in particular, where our market share is still small. In the short-term, the significance of mature markets is emphasized, while, in the long term, a substantial proportion of Tikkurila’s growth is expected to come from the developing markets such as Russia. In order to further improve our customer service, we are also considering expanding to product categories which will supplement our current range of products.
In volatile markets, the flexibility of production is important for both customer services and profitability. Combining high service performance and efficient production is the main objective for our production. In addition to flexible production, efficiency is also sought through other intra-Group activities, such as the harmonization of raw materials, formulas, products and packaging.
The most important sources for growth of Tikkurila are described in the chart below:
Read more about the strategy progress in 2016 from the CEO's review.