Abstract
Gabriel AS is one of the European leading supplier of furniture textiles placed in Aalborg. They have specific goals and objectives, which they are trying to fulfill, such as: A return on invested capital (ROIC) of at least 15% before tax; an increasing operating margin. The company also wants to have Blue Ocean status. Meaning they want to add extra value on top of their service, therefore, have no threatening competition.
This company has grown fast over the past few years. “Gabriel‘s growth is ensured in close co-operation and trading with approximately 50 selected key account customers in a global strategy.” The market is relatively wide because there are many textiles and upholstery suppliers over the Europe and globe. Therefore, Gabriel is trying to slightly differentiate from the competition. They are focusing on being environmentally friendly (ISO accreditation from DS certificating) and using innovative technologies and materials.
