Baldin

Marta

Camussa

Giulia

Casetti-

Brach

Giovanni

Mehilli

Lunida

Srouji

Nora

Vanzetto

Marta

Brownies Group

MARRONE

COMPANY ANALYSIS

AND FUTURE PERSPECTIVES IN

INTERNATIONAL MARKETS

Industry Overview

Marrone, Company profile (Annual Turnover, Personnel,

Export) and Internalization Strategy

The Product and the Production Process

Customization (by Area and by Consumer) and

Communication Strategy

Marrone’s Opportunities (by Area and by Consumer) and

New Communication Strategy

Cloud as a new way to approach the consumer market

Main Topics

World wide exports (above) and imports (on the

right) of the Machinery, not specified for the

industrial preparation or manufacture of food or

drink classification (Hs 4).

Industry overview

Machinery, not specified for the industrial preparation or manufacture of

food or drink – 0,36% - 1,8B $ as of 2013.

Source:UN

ComtradeLabs,

The Atlas of

economic

complexity.

Source:Electrolux annual report 2014

market information.

On the left reports of

developed markets, below

growth predictions of

developing markets.

Competitors:

• Molteni (cooking

blocks)

• Unox (commercial

hovens)

• Irinox (refrigeration

systems)

Suppliers:

Strategically selected to integrate

know-hows coming from different

culinary cultures (USA charcoal

grills and Hong Kong robata

grills).

Buyers:

1. Luxury hotels (60-80 new

5 stars opened each year

worldwide)

2. Fine dining

3. ‘’Foodists’’

The first two categories

gives Marrone ca. 25

projects completed per year.

10.9

7.47.7

5.8

5 5

1.7

0

2

4

6

8

10

12

2014 2013 2012 2011 2010 2009 2008

Millio

ns

of

eu

ros

years

REVENUE PATH FROM 2008 TO

2014

Revenues in million of euros

• Annual Turnover

Marrone is an

entrepreneurial

managerial company

that in the 2014 made

almost € 11 million in

revenues with a net

income of €1,1

million.

Company Profile

• Personnel

20

08

20

09

20

10

20

11

20

12

201

3

20

14

N. of

Employe

es

37 40 42 43 46 47 54

The company employs both blue-collar and white-collar workers,

specifically, the firsts are those who are in charge of manufacturing

the kitchens, while the seconds work in marketing, designing,

logistics and sales.

On the one hand, blue-collars work at the ground floor of the

company, on the other, all the administrative part of the business is

located at the first floor, in a big open space, without separated

offices, in order to foster communication and support between the

employees.

• Marrone’s kitchens are

exported in Europe (Austria,

Switzerland, France,

Germany, and Benelux), in

the Middle East, in Asia, in

China and in Australia.

• For each region, a native-

speaker sales agent is

provided.

• Two representative offices,

one located in Germany, and

the other located in Malaysia

that have only commercial

purpose.

• Export

• No offshoring/FDIs

• Study of the geographic area

• Dispersed agents

• Progressive trust built with

hotel’s advisors

• Community in fine dining

• OAS in Asia

• No e-commerce

Internationalization strategy

• RELIABILITY

• PERFORMANCE

• PRICE

The Product

R&DBranding

Design

Manufacturing

DistributionMarketing

After Sale

Services

Competitive Advantage – Value Chain

Design

• A design-thinking approach.

• Marrone has combined its R&D intelligence with the knowledge it develops in

collaboration with top final customers.

• Ability to look forward has been its source of success.

Technology and Innovation

• Innovation and technology are at the heart of Marrone products.

• Research of top quality materials and a continuous obsession towards the

realization of the “kitchen of the future”.

• Huge attention towards details and high-techs in the product.

• Art director and R&D expert assistance.

“The way you present things is fundamental

because it has to communicate the fact that

you are different from the others”

Armando Pujatti

• High-quality manufacturing combining the artisanal know-how with

advanced high-tech component in mechanic (for example it relies on CAM,

CAD and PLM).

• Marrone tries to be a completely paper-less company.

• Traceability processes that are well developed: “global-artisan” concept.

• Focus on technology: collaboration with the University of Trieste.

R&D

BrandingDesign

Manufacturing

DistributionMarketing

After Sale

Services

Production process

• The production process is 100% made in Italy.

• Steel sheet is first of all cut through a laser technology and

then bent.

• Processes of manual welding and artisanal skills.

• The finished product is controlled, tested and finally packed.

• The logistic part of the process is fundamental.

…some pictures of our trip to Marrone headquarter.

R&DBranding

Design

Manufacturing

DistributionMarketing

After Sale

Services

Value Chain

R&D: new materials and technologies discovery

Branding: the Marrone brand as a specific

international high quality brand

Manufacturing: entirely Made in Italy final

products

Distribution: precision and coordination

Requirements

After Sale Services: traceability allows fast and

efficient services to the final customers

R&D BrandingDesign

Manufacturing

DistributionMarketing

After Sale

Services

Value Chain

Customisation

✓ By Area

✓ By Customer

Robata, Satay and Yakitori

By Area

By Customer

R&D Branding

Design

Manufacturing

DistributionMarketing

After Sale

Services

Value Chain

Communication Strategy

✓ Avoidance of common channels and

events

✓ Avoidance of traditional, localised

marketing

✓ Committment to cultural events

Art Enhances Nature

Company’s OpportunitiesBy Area The USA market

Difficulties to enter because of regulations and the

certification process is really long and costly.

Differences in the American way of eating and

‘kitchen market’.

How to solve the problem? Look for intermediaries.

The spread of the ‘maker movement’.

A SUGGESTION…

In order to maintain its exclusivity as a brand, Marrone

needs to do thing differently and possibly, do

something new.

Design-Apart by Diego Paccagnella: the idea

consists in using some apartments to promote

customized italian design, in innovative ways (deeply

investing in R&D and technologies such as the 3D

printer).

By Consumer Customized kitchens for vegans and

vegetarians (just for the private sector).

New Communication Strategy

• Social media.

• Move of the

communication and

advertising platform

from Milan to a more

interntional city (like

London or Tokio) in

order to strengthen

Marrone’s international

presence.

Cloud as a new way to

approach the worldwide

consumer market

WORK IN

PROGRESS

• School of

Management del

Politecnico di

Milano the

industry 4.0 grows

thanks to Cloud

Computing , IoT

and Big Data.

• Italy 2nd among EU

members on using

Cloud services.

Industry 4.0, Cloud, Italy

• Web-based external hard drive

• Data backup source for disaster recovery

• Send supersize files to clients and colleagues

• File and information sharing platform

• Mobile working

Opportunities

Step 1. Give chef’s

enough space for

imagination – let them

dream their kitchen.

Step 2. Use “happy”

customers to promote

your business.

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Thank You for the attention!!!