A. Le Coq

Critical success factors

A. Le Coq has been the most competitive company in the Estonian food industry for decades. This has inspired us to put into words – and to bear in mind in everything we do – the kinds of things that, if you do them well, can give you a competitive edge on the market and allow you to retain it.

We are open to innovation, and we feel that as the country’s leading beverage producer we can provide inspiration to other companies on how to define the critical success factors in their business and field and how to be guided by them in their operations. We have made a list of the key success factors for us.

  1. Quality
    This is the key which opens the door to the market. In A. Le Coq it encompasses both product and service quality, achieved through development and the use of cutting-edge technology, and the quality of our management.
  2. Marketing
    Our marketing is designed to generate demand for the products in our portfolio. Our aim is to further boost the reputation of our company and its trademarks. A. Le Coq’s marketing is all about being transparent and innovative.
  3. Product development
    The A. Le Coq portfolio features 14 product groups. In each of them we focus on the development not only of our main brand, but also of new concepts. The keywords for all of our products are ‘healthy’, ‘convenient’ and ‘environmentally friendly’.
  4. Client relations
    Companies sell their products to end consumers via resellers, which is why fostering good, honest, mutually beneficial cooperation is for us the basis of fruitful, long-term relationships with our clients. There is no one better suited to recommending A. Le Coq’s products to consumers than our clients.
  5. Motivation
    Here at A. Le Coq, we believe that motivated workers are dedicated workers. We turn a lot of attention to ensuring the professional development of our staff and to creating the best working environment for them, giving them a say in the future of the company in the process.
  6. Teamwork
    We know that on our own we are never as strong as when we work together – which is why we use teamwork in A. Le Coq to achieve synergy and to ensure that we are constantly progressing. When teams have clear goals, rapid development is assured in a company, as is optimum problem-solving.
  7. Efficiency
    The world around us is changing all the time, which is why we streamline A. Le Coq’s business processes using the latest technology and by training our staff.
  8. Openness
    Our aim is to be open to both the world outside A. Le Coq – which is to say society – and to our own workers. We are not in the habit of badmouthing our competitors, and we value the lessons that experience teaches us.
  9. Environmental responsibility
    On a day-to-day basis we are guided by an aim that supports our business operations: to make the environment around us a cleaner place and to strive at all times to keep that promise. We invest in new forms of sustainable technology, in recycling and in the use of more environmentally friendly packaging and products.
  10. Speed
    The bad news is that whatever we manage to do today, we should have done it yesterday.
    The good news is that whatever our competitors manage to do today, they should have done it yesterday as well.

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