Micelli presentation - Capricci & Giolitti

  • View
    46

  • Download
    4

Embed Size (px)

Text of Micelli presentation - Capricci & Giolitti

  • 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

  • ITALIAN NATURAL GELATO

    IN GCC

    SUCCESSFUL STRATEGIES CASE STUDY:

  • 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

  • Despiting of the difference in the governance

    model both business succeeded

  • 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)

  • SUPPORTING OUR RESULTS

    ALASKA FAILURE IN DOHA

  • 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

  • GIOLITTI SHOP IN DUBAI

    CAPRICCI SHOP IN DOHA

  • THANK YOU

    FOR ATTENTION

    Special thanks to David Brando and Andra Dal Farra

    Founders of Capricci