This thesis has the objective to create a Facility Management model that can enter into a widespread residential market, which is characterized by heterogeneity both in demand and supply. Even if potentially it could be a great market, nowadays the facility management companies have not exploited it yet. Therefore, the research questions that come up are two, one related to the applicability and one to the model. First, questioning if the criteria of Facility Management can be applied to a demand that is widespread and fragmented and secondly if there can be a model that is able to aggregate demand and supply. In order to understand if it possible do it, the thesis, basing on real case studies, sets four basic features that the residential market must have, which bring to the selection of Forte dei Marmi, as a touristic start-up market. Indeed, the built environment is homogenous and characterized mostly by villas and owner have high utility curves, being able to afford very high expenses. Also, being away most of the year they need to entrust somebody to manage their houses. Then, after analysing demand and supply, a supply chain model is proposed and selected, since what suppliers do not perceive economy of scale given by shorter travel distance, but they give priority to business relationships. Later, a facility management organization layout is proposed in a way that can best deal with the large numbers of suppliers and clients, exploiting the advantages of the supply chain, using an integration strategy. The command centre is managed by the organization, since the aim is that the clients does not have to be “involved” but just has to enjoy is house during is staying. 12 Finally, the Lean Startup methodology is investigated as a way to launch the product in the market. It deals with scenario where uncertainty is very high and a business plan would not help understanding if costumers would accept the product.
Lo scopo di questa tesi è quello di creare un modello organizzativo di Facility Management che possa entrare in un mercato residenziale diffuso, il quale è caratterizzato da una domanda e una offerta eterogenea. Anche se potenzialmente potrebbe essere un potenziale mercato di interesse, le aziende che lavorano nel settore non l’hanno mai sfruttato. Per questo le domande che emergono sono due, una relativa alla applicabilità e una ai modelli. La prima si chiede se i criteri del Facility Management possano essere applicati a una domanda frammentata e diffusa, mentre la seconda si domanda se esiste un modello capace di aggregare la domanda e l’offerta. Per capire se ciò sia percorribile, questo elaborato propone quattro criteri, selezionati sulla base di reali casi studio, che devono caratterizzare il mercato. Questi portano alla selezione di Forte dei Marmi, come un mercato turistico di ingresso. Di fatto, il costruito è estremamente omogeneo e caratterizzato per lo più da ville singole. Inoltre, i proprietari hanno forti potenzialità economiche e possono permettersi qualsiasi tipo di spesa. Dalle analisi è emerso che essi durante l’anno affidano la gestione delle proprie case a persone di fiducia, le quali percepiscono uno stipendio. Quindi, dopo aver analizzato la domanda e l’offerta, il modello proposto è basato sulla supply chain, dato che i fornitori del territorio prediligono avere più convenienti rapporti commerciali. Successivamente, viene proposta una struttura organizzativa che possa confrontarsi nel modo più efficiente con i clienti e fornitori, che verranno integrati nella supply chain. Questa gestisce, inoltre, il command centre, mentre il cliente sarà estraneo a questa, dato che il suo obiettivo è quello di godersi il soggiorno. Per concludere, si propone la Lean Startup come metodologia per lanciare il prodotto nel mercato, dato che viene sfruttata in casi di grande incertezza e quando un business plan non aiuterebbe a capire quanto effettivamente i clienti possano percepire il servizio.
Proposal of a facility management model for a widespread market : the case of holiday homes in Forte dei Marmi
SANTORI, ALBERTO;VILLIRILLO, GREGORIO NICOL
2016/2017
Abstract
This thesis has the objective to create a Facility Management model that can enter into a widespread residential market, which is characterized by heterogeneity both in demand and supply. Even if potentially it could be a great market, nowadays the facility management companies have not exploited it yet. Therefore, the research questions that come up are two, one related to the applicability and one to the model. First, questioning if the criteria of Facility Management can be applied to a demand that is widespread and fragmented and secondly if there can be a model that is able to aggregate demand and supply. In order to understand if it possible do it, the thesis, basing on real case studies, sets four basic features that the residential market must have, which bring to the selection of Forte dei Marmi, as a touristic start-up market. Indeed, the built environment is homogenous and characterized mostly by villas and owner have high utility curves, being able to afford very high expenses. Also, being away most of the year they need to entrust somebody to manage their houses. Then, after analysing demand and supply, a supply chain model is proposed and selected, since what suppliers do not perceive economy of scale given by shorter travel distance, but they give priority to business relationships. Later, a facility management organization layout is proposed in a way that can best deal with the large numbers of suppliers and clients, exploiting the advantages of the supply chain, using an integration strategy. The command centre is managed by the organization, since the aim is that the clients does not have to be “involved” but just has to enjoy is house during is staying. 12 Finally, the Lean Startup methodology is investigated as a way to launch the product in the market. It deals with scenario where uncertainty is very high and a business plan would not help understanding if costumers would accept the product.File | Dimensione | Formato | |
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2018_04_Santori_Villirillo.pdf
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https://hdl.handle.net/10589/140446