MotorK is an Italian start-up founded in 2010 which is revolutionizing the European Automotive arena with the power of Digital Transformation. The company provides to car dealers and car manufacturers end-to-end solution to support all the activities across the entire customer journey, allowing smart and effective cars sales process and using advanced technology and innovation. The firm is comprised by two important business Unit: DealerK and DriveK and it counts with around 350 employees distributed in five countries: Italy, Spain, France, Germany and United Kingdom. In 2014, the company experimented a flat market in Italy, and founders realized some crucial decisions should be made to continue with a high growth rate. They understood it was the proper time to internationalize the business, expanding the value proposition to new foreign markets and it was as the company started operation in Spain, then in France, and recently in Germany and the United Kingdom. However, the process was not natural, and some challenges related to the specificities of each country and the characteristics of the company emerged during this process. Some of them were overcome throughout each implementation, and they became in key learning for subsequent internationalization operations while other persist and they need to be appropriately managed. The expansion process of the company continue, new target markets are being assessed and the company expectation are even higher since larger investment were made in the firm with the arrival of venture capital investor in 2017.
MotorK è una start-up italiana, nata nel 2010, che sta rivoluzionando lo scenario europeo della Digital Transformation. L'azienda fornisce ai concessionari e ai produttori di auto soluzioni end-to-end per ottimizzare e supportare il customer journey, migliorare e accelerare la fase di vendita e sviluppare tecnologie avanzate e innovative. L'azienda è divisa in due principali business units: DealerK e DriveK e conta circa 350 dipendenti in cinque paesi: Italia, Spagna, Francia, Germania e Regno Unito. Nel 2014, l'azienda ha vissuto un periodo di rallentamento, e i fondatori hanno capito che rappresentava un momento cruciale per continuare a registrare i valori di crescita avuti fino a quel momento. Per questo MotorK ha iniziato a internazionalizzarsi, espandendo il suo business nei mercati esteri iniziando a operare in Spagna, poi in Francia e recentemente in Germania e Regno Unito. Questa espansione ha rappresentato una importante sfida per l'azienda, infatti in ciascun paese sono emerse specificità e caratteristiche che hanno fatto emergere criticità diverse. Alcune di queste sono state superate e le azioni risolutive sono diventate oggi metodologie operative per future espansioni, mentre altre criticità persistono ancora e devono essere gestite propriamente. Ad oggi il processo di espansione di MotorK continua, sono stati stabiliti nuovi obiettivi di mercato e le aspettative dell'azienda sono diventate anche maggiori da quando ha beneficiato, nel 2017, di un grande investimento da importanti aziende di venture capital.
MotorK. Case study of the company expansion strategy
DE LA CRUZ PAEZ, JUAN CARLOS
2017/2018
Abstract
MotorK is an Italian start-up founded in 2010 which is revolutionizing the European Automotive arena with the power of Digital Transformation. The company provides to car dealers and car manufacturers end-to-end solution to support all the activities across the entire customer journey, allowing smart and effective cars sales process and using advanced technology and innovation. The firm is comprised by two important business Unit: DealerK and DriveK and it counts with around 350 employees distributed in five countries: Italy, Spain, France, Germany and United Kingdom. In 2014, the company experimented a flat market in Italy, and founders realized some crucial decisions should be made to continue with a high growth rate. They understood it was the proper time to internationalize the business, expanding the value proposition to new foreign markets and it was as the company started operation in Spain, then in France, and recently in Germany and the United Kingdom. However, the process was not natural, and some challenges related to the specificities of each country and the characteristics of the company emerged during this process. Some of them were overcome throughout each implementation, and they became in key learning for subsequent internationalization operations while other persist and they need to be appropriately managed. The expansion process of the company continue, new target markets are being assessed and the company expectation are even higher since larger investment were made in the firm with the arrival of venture capital investor in 2017.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/142505