case histories

retail / new market entry

THE OPPORTUNITY, THE PROBLEM, THE NEED, THE AMBITION:

With years of experience in the eyewear retail category, this company felt the need for a new concept, namely the idea of creating space in the market for Italian-designed, Limited Edition collections released every two weeks, at an affordable price point; today the company intends to expand rapidly abroad.

It was important to lay the foundations for opening retail outlets in several Eastern European and Mediterranean countries by identifying partners that could develop company-operated or franchise stores.

HOW WE HELPED:

We worked alongside the International Development Manager to discuss and formalize the type of foreign partners to pursue. We provided a series of ongoing interventions that involved:

  1. Defining the partner profile: company characteristics, elements of distinctiveness, medium-term objectives, advantages to mention, cost and revenue sharing scheme.
  2. Presenting a list of around 15-20 potential companies in line with the partner profile. Our colleagues in each of the foreign countries wrote a short profile of each potential partner.
  3. Contacting the selected partners through our local colleagues to assess whether there was an interest in establishing a collaboration. In this way, around 3-5 potential partners were identified.
  4. Providing support in meetings with potential partners in order to ensure follow-up on previous contacts, overcome cultural differences, debrief after meetings and define next steps.

THE VALUE CREATED FOR THE COMPANY:

A rapid growth in the knowledge of specific foreign markets that allowed us to focus on the company’s priorities, without increasing corporate overheads, and significantly reducing the time required to penetrate certain markets. Agreements were finalized and allowed the International Development Manager to achieve the corporate objectives working to specific costs and timescale.

FOOD / CONSULTING

THE OPPORTUNITY, THE PROBLEM, THE NEED, THE AMBITION:

This new company came from years of experience in fresh pasta manufacturing; having identified the existence of a market opportunity for quality products, it is now planning to develop a premium fresh pasta brand.
In parallel with production and selling, it must now lay the foundations for developing its strategy, organization, market evaluation and new product concepts, in terms of branding, marketing, packaging, assortment and sales.

COMPANY PROFILE:

A team of partners who began making pasta using second-hand machinery passed down the generations.
They share a desire to do business in a balanced and profitable way; a passion for the product and the traditions related to it, but also a healthy ambition for growth.

HOW WE HELPED:

Working alongside the partners to discuss and formalize the business development plan, brand positioning and product offering. Our various interventions have involved:

  1. Production and quality management systems, including beginning and completing the ISO22000 certification process.
  2. Gradually adapting production to enable the company to supply some major, qualified customers in the territory.
  3. Defining the strategy: from corporate competencies to market opportunities.
  4. Defining the product lines for a new brand and designing new packaging.
  5. Developing and managing media and social media activities.
  6. Participating in various suitable events consistent with the strategic positioning.
  7. Developing the commercial strategy by channels, territories and countries.

THE VALUE CREATED FOR THE COMPANY:

Rapid growth in sales and profitability during the first three years, with greater visibility allowing it to become a new lead player in its own market. New product lines were launched and developed, from original recipes to packaging, from marketing to communication. The company has achieved recognition within its positioning, and has its sights set on further development.

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Write to us using the form below, or send us an email at info@expertiseonfield.com

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