Post on 17-Jul-2015
transcript
GROUP MEMBERS
Eliana Gastaldi - 829053
Giada Silvestri - 846856
Valentina Malagoli - 848884
Marta Margiyeh - 824121
Martina Elisabetta Cavraro - 822184
Sara Festari - 823986
Alberto Campagnol - 827907
International Management
A.Y. 2014/2015
Prof. Micelli Stefano
Dott. Buciuni Giulio
PURPOSE OF THE WORK STUDY
How an Italian Business in Gelato Sector can be
settled in Gulf Countries
What are the
key strategy
drivers
Successful Business
DIFFERENT STARTING POINT
StartUp born in 2013 in Doha
• Entrepreneurial Spirit
• Passion
• Craftsmanship
David Braido
&
Andrea Dal
Farra
Strong Brand Awareness
From 1900 in Rome
Long Tradition as Gelateria Artigianale
WHERE?
Both firms recognized the potential of the GCC
market for gelato sector
DOHA
QUATAR
IN FRONT
OF BURJ
KHALIFA
DUBAI
Why NOT Dubai? Adverse Market Conditions
In Dubai the competition was higher than in Doha. They
understood that to be successful it would be crucial the store
location. But to have a good store location it would be
necessary to have the right hooks. It would be too costly and
these strategic relationship would be too hard to set up. Local
people would not rely on such a young guys with such a low
experience. Without having the possibility to leverage on the
brand power, the scenario of a store in Dubai was not so
optimistic.
Why Doha? • Sponsor
• Not so though competition
MORE FAVORABLE FISCAL SETTING:
• No VAT on products & low fiscal pressure
DIFFERENT GOVERNANCE MODEL
Giolitti has a central hub in Rome (Italy) from which it
coordinates the Stores all around the world, managed
through a FRANCHISING formula.
All the relevant and strategic decisions must be checked
and approved by Nazzareno Giolitti (owner).
This allows:
Maintenance of coherent and consistent image
Brand = competitive advantage driver
Maintenance of high standard: superior quality
products
Possibility to leverage upon the Made in Italy
Why GIOLITTI was able to set up the
business in Dubai?
It was asked to be there by other People
interested to open in Dubai
Higher disponbility of Financial Resources for
strategic location
Different governance policy: franchising
Limits: Only Giolitti family has the recipe and can made
the base of Gelato
Strong Brand Image : recognition
FACTORS OF SUCCESS
POSITIONING -
- Gelato Artigianale
- Ice-Cream
STRATEGY IN STORE:
- Open view laboratory
- Fron house kitchen
COOKING CLASS:
Teaching activity
starts with
children
CUSTOMER
EDUCATION
MARKET
1.Right approach
CONSUMER
Lack of product
knowledge in
GCC
2. Made in Italy Quality Product
3. Collaboration with Top Level hotel chains
FACTORS OF SUCCESS (2)
4. Customer fidalization
5. Word of mouth (Ex. Stars, Politicians,
Sheik)
SO WHAT?
Market and culture Adaptation:
- Customer educaton about products
- High quality products associated to “Made in Italy”
- Managing and leveraging upon the World of Mouth
- Collaborations which promote high visibility and
deeper market penetration