AlianGroup
General Data:
Sector: Construction
Year of foundation: 2021
Headquarters: Calle Ruiz Zorrilla 2, 12001 Castellón de La Plana (Castellón)
Number of partners: 2
Number of associates: 652
Number of establishments: 792
Total number of employees (direct and indirect): 5,600
Total revenue: €1.309 billion
Website: www.aliangroup.es
In the competitive world of construction materials, Aliangrup stands out as a unique entity, the result of a strategic alliance between two major players in the sector: BdB and Grup Gamma. This collaboration arose in response to perceived threats, such as increasing competition from large retailers and the consolidation of vertically integrated operators and other holding companies.
Initially, this alliance was a shared idea among four purchasing groups. However, the project’s evolution culminated in the creation of Aliangrup in 2021 by BdB and Grup Gamma. This initiative became a milestone as the first purchasing group of its kind in Spain, and its main objective is to present a united front against hyper-competition and counteract the impact of large retailers, thereby seeking to boost the competitiveness of its members.
Aliangrup’s capacity for adaptation and growth is evident in significant events. The 2023 ALIANWEEK event marked a remarkable achievement, with massive participation from 789 stores, 90% of its approved suppliers, and a strong 85% of its members. This demonstrates Aliangrup’s influence and reach and underscores its ability to organize innovative and effective events.
ALIANGROUP, incorporated as a public limited company, operates under a joint decision-making model, where each partner holds a 50% stake. This approach reflects its fundamental philosophy of seeking consensus and creating synergies in areas of common interest.
The premise of respecting their individual characteristics and differences facilitates the building of a robust and efficient collaboration. This philosophy translates into the creation of a critical mass, which allows them to leverage significant advantages for their headquarters and, consequently, for all associated warehouses.
By fostering collaborative decision-making and a constant pursuit of consensus, they create an environment where diverse perspectives and experiences become an asset. Each partner contributes their unique viewpoint, enriching their strategies and strengthening their market position.
The key to success lies in the ability to find common ground, where their objectives converge, and in the willingness to embrace diversity as a driver of growth. This collective approach empowers partners to face challenges with strength and seize emerging opportunities, ensuring a sustainable and successful future for all ALIANGROUP participants.
Organizational Model:
ALIANGROUP’s model is characterized by its focus on efficiency, collaboration, and transparency, supported by the strategic use of diverse technologies and tools. Committed to optimizing communication and effective coordination, the management, purchasing, and communications teams of the two founding companies, GAMMA GROUP and Grupo BdB, work closely together.
The first phase focused on team integration, establishing the foundation for joint operations. Having completed this stage, the second phase involved the addition of a coordinator who also serves as the regional buyer, further strengthening ALIANGROUP’s organizational structure.
The phased and progressive approach taken in building ALIANGROUP’s organizational model underscores its ability to integrate new strategic functions as they progress on their path to operational effectiveness.
The use of advanced technologies is a cornerstone of their approach. Tools like Microsoft Teams facilitate remote collaboration, virtual meetings, goal setting, and detailed progress tracking, promoting team cohesion regardless of geographical location.
File storage and sharing are managed through Google Drive, providing fast and efficient access to essential information and promoting real-time collaboration.
In the administrative sphere, each branch uses its own specialized software, tailored to its specific needs. This diversity reflects ALIANGROUP’s philosophy of respecting and leveraging the unique characteristics of each organization.
Communication with associates is carried out through established channels such as email and Intranet, ensuring timely delivery of key information and encouraging associate participation.
In addition, ALIANGROUP uses broader channels such as its website and social media to share progress, projects, and news. These platforms offer a wider perspective and strengthen ALIANGROUP’s presence in the sector.
Taken together, this comprehensive technological approach supports efficient operation and effective collaboration within ALIANGROUP, contributing to the organization’s continued success.
Business model:
Today, ALIANGROUP stands out as a leading central purchasing organization in the country, establishing itself as a unique and differentiated player in the market. Its value proposition is rooted in the uniqueness of its organizational model, where collaboration between the founding organizations, GAMMA GROUP and Grupo BdB, translates into tangible benefits for its members.
The essence of ALIANGROUP’s value proposition aligns with its core philosophy of respecting and enhancing the unique characteristics of each central office. Its approach focuses on actively seeking synergies aimed at improving negotiations with its suppliers, resulting in reduced purchase prices, increased sales, and the implementation of services that enable cost reductions for all members.
Regarding partner participation, both headquarters play a crucial role, having full control over ALIANGROUP. They are responsible for making strategic decisions and charting the future course. Their close collaboration and joint decisions reflect a shared commitment to the organization’s goals and values.
On the other hand, member participation is channeled through the central offices. Each of the offices that make up ALIANGROUP serves as a conduit for member feedback and participation in the organization’s decisions. This approach ensures that ALIANGROUP’s actions and strategies reflect the needs and expectations of those who are part of the member offices.
Challenge:
ALIANGROUP faced a significant challenge: creating synergies between GAMMA GROUP and Grupo BdB, two competing entities that joined forces with the common goal of benefiting their members. Coordinating teams from competing companies required finding common ground while respecting fundamental differences. The key achievement was establishing seamless teamwork among the members of each company involved in ALIANGROUP’s operations.
The implemented solution always stemmed from a concise definition of the common objective, aligned with the company’s philosophy. Addressing a challenge of this magnitude involved enhancing communication and actively seeking consensus. Joint decision-making strengthened the team by focusing on what united them, consolidating the unity of ALIANGROUP.
The results of these actions are clear: ALIANGROUP has not backed down on any of the agreements reached between the unions and has made steady progress. Transparency, generosity among the groups, mutual respect, and a willingness to engage in dialogue with competitors were key. The importance of recognizing and respecting the red lines that must not be crossed in the collaboration process is emphasized.
Tips from experience:
The advice ALIANGROUP shares with other entrepreneurs and executives focuses on fostering transparency, generosity, and mutual respect as fundamental elements for success in these types of collaborations. Not being afraid of dialogue with competitors and seeking common ground are effective strategies, always maintaining a clear understanding of ethical and commercial boundaries.
Next steps:
Looking to the future, once synergies in purchasing have been achieved, ALIANGROUP sets itself the challenge of seeking these synergies in new services. This forward-looking vision reflects the company’s continued commitment to innovation and sustainable growth, anticipating new challenges and opportunities on the business horizon.