Download - Micelli presentation
GROUP MEMBERS
Eliana Gastaldi - 829053Giada Silvestri - 846856
Valentina Malagoli - 848884Marta Margiyeh - 824121
Martina Elisabetta Cavraro - 822184Sara Festari - 823986
Alberto Campagnol - 827907
International Management
A.Y. 2014/2015Prof. 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
DOHAQUATAR
IN FRONT OF BURJ KHALIFA
DUBAI
Why NOT Dubai? Adverse Market Conditions
In Dubai the competition was higher than in Doha. They understoodthat to be successful it would be crucial the store location. But tohave a good store location it would be necessary to have the righthooks. It would be too costly and these strategic relationship wouldbe too hard to set up. Local people would not rely on such a youngguys with such a low experience. Without having the possibility toleverage on the brand power, the scenario of a store in Dubai wasnot 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 imageBrand = 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 strategiclocation
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