EXPORT: The orientation of firms is visibly consolidating

Given that the national window market confronts with a heavily decrease of demand, without any premises of stabilization on the short or medium term (even at the extremely low level recorded now), the thermo-insulating supplies to foreign markets seem now to be a viable option that ensure a more than acceptable profit and the optimal use of a production overcapacity. Thus, it is no surprise that, as the effects of the recession intensified - starting from referential thresholds of 2008 – the manufacturers of windows and doors from PVC or wood (for which the National Institute of Statistics - INS gave specific data) have gradually increased the tempo of export between 2009-2012. Given the difficult situation in 2013, the orientation of activity to markets with a high degree of maturity in Europe, especially in certain EU countries, tends to reinforce visibly, most manufacturers in the industry claiming that this is a viable opportunity on the long term. If we analyze - based on the statistical data – the export situation of both product categories (ensembles of PVC and wood), we discover that, in the period considered (2008 - 2012), the main destination markets were the EU member states, notably the ones from Central and Western Europe. However, for most Romanian windows manufacturers (usually IMM) the export remains a relatively difficult solution, since only some companies with potential have the ability to successfully perform such delivery and / or installation operations. The conditions that have to be met by exporters are numerous and very complex. Thus, in terms of compliance with the Community legislation, it is necessary for the companies to properly implement and have at least the CE marking and the quality management systems regarding ISO standard (whose application must be reviewed periodically by FPC procedures and / or audit) and meet also additional requirements imposed by the special regulations of the member states to which they export. Last but not least, especially in countries where the purchasing power remains unaffected (which is not the case in Eastern Europe), there is a fierce competition both from local manufacturers, and especially from the Polish companies, which have undeniable logistic and proximity advantages.