CASE STUDIES

The following are an example of how INNOCREA consultants have dealt with and helped companies:

1) Overseas expansion of an Italian sanitary ware manufacturer

Client: leading Italian industrial group, with subsydiaries in France, Spain and Germany.
Key issues : Following rapid expansion in the nineties and lacking toe hold in Eastern Europe, sales slacken also due to unfavourable business environment (competitors and the markets).
Action: Market studies of Eastern European countries (competitors and distribution); entry strategy, selection of distributors, negotiations and start up of business activities.
Achievements: strategic agreements with 10 leading distributors.

2) Launch of printing and packaging products

Client: Industrial printing and packaging group with Euro 50 million turnover approx. and several factories.
Key issues: substantial drop in group sales and profitability caused by foreign competition.
Action: Analysis and revision of Italian marketing mix, re-organisation of Italian sales force, strategic plan for overseas business and operational management of new commercial agreements.
Achievements: Competitive re-launch on domestic market and commercial agreements in several European countries.

3) Product line launch

Client: Industrial company manufacturing adhesives and print materials
Key issues: new product to be launched totally unlike traditional company products.
Action: Plotting of European fridge manufacturers, drawing up of company profiles in language of target country, technical-financial proposal, despatch of presentation/forms to selected targets, telephone interviews, initial screening and presentation. Dispatch of samples, telephone conversations and negotiation, drawing up of supply contracts.
Achievements: world-wide launch with leading overseas customers.

4) Marketing strategy and reorganisation of sales and export

Client: Coffee manufacturer
Key issues: company unable to increase home market share.
Action: Marketing re-positioning, competitors study, optimisation of product range, customer segmentation, pricing policy, launch, organisation of overseas sales.
Achievements: Re-organisation of Italian business, new advertising campaign launch, signing of agency and distribution agreements in three European countries.

5) Commercial outsourcing for innovative machine

Client: Industrial company mainly outside contractor but with expert know-how in water treatment technologies
Key issues: Thanks to ingenious idea, company had designed new machine for making water drinkable.
Action: technological and marketing scouting, patenting of prototype, competitor study, product range, customer segmentation, pricing policy, commercial launch, organisation of overseas sales, sales and logistics management.
Achievements: Signing of agency and distribution agreements in over 40 countries, with accolades from leading customers world-wide.

6) Re-organisation and re-launch of marketing/sales

Client: Service company with internet infrastructure, and Euro 200.000 turnover approx. in 2000.
Key issues: company under-performing, despite know-how and adequate technological infrastructure.
Action: competitor study, revision of range of services, new customers segmentation, pricing policy, commercial launch including e-commerce, organisation of sales, advertising and promotion.
Achievements: Turnover of Euro 2 million in 2003.

7) Entry strategy in Russia

Client: Car component manufacturer with Euro 20 million turnover approx.
Key issues: company unable to enter Russian market, despite sales in several countries,
Action: Re-engineering processes via internet, internationalisation check-up, operational plan for Russia.
Achievements: Selection of and distribution agreement with local partner.

8) Joint venture in Japan

Client: Health food manufacturer with Euro 45 million turnover approx.
Key issues: company had singled out Japan as having joint venture potential but was unable to evaluate their decision.
Action: sector analysis, financial-strategic profile evaluation.
Achievements: the company decided not to go ahead with agreement.

9) Re-engineering of processes via internet

Client: Refrigeration specialist with Euro 45 million turnover approx.
Key issues: loss of efficiency vis-à-vis competition.
Action: re-engineering of processes via internet, value chain v/s supply chain, internationalisation/plan check-ups.
Achievements: increased efficiency in commercial and logistics sectors, improved customer service and time-to-market.

10) Strategic marketing and overseas plan

Client: Outdoor furniture manufacturer with Euro 30 million turnover approx.
Key issues: organisation and management methodologies neglected by rapid growth in turnover.
Action: Strategic-organisational plan; technology/products/channels/markets. Overseas plan. Export Division training.
Achievements: introduction of new marketing tools and strategic analysis. Re-organisation of commercial sector with roles and responsibilities.

11) Entry Strategy in China

Client: fitted kitchen manufacturer with Euro 20 million turnover
Key issues: Despite overseas business, company had not managed to find an opening on Chinese market.
Action: Overseas check-up and export division formation. Market study and analysis of distributors.
Achievements: selection of and distribution agreement with local partner.

12) Strategic alliance: acquisition

Client: hospital equipment manufacturer with Euro 8 million turnover.
Key issues: company too small to face competition in sector in which efforts were being concentrated.
Action: Sector analysis, search for industrial partner, company assessment, integration plan, negotiation, acquisition.
Achievements: acquisition of competitor, double the turnover, improved profitability.