In today’s globalised world where everything is available at a click of a button or a tap on the screen, Internationalization for any firm is a necessity, to grow and to sustain its presence in the market. In last decade or so, emerging markets, particularly Asia has shown great potential for companies to grow in terms of their sales and revenue margins. There are two aspects to Internationalization, Strategy and Strategic Positioning. Strategy is a set of decisions and actions that firms take to attain the goal of the firm, it is important for a firm to define the main goal. After selecting the strategy, the firm should configure its operations (i.e., the activities of the value chain) to support that strategic emphasis. Finally, the company must select the right organization structure to execute that strategy. The real obstacles for commercial success in Asia lie in the "invisible" details, in the daily management of negotiations, in the understanding of the social context and the dynamics that drive it, and of course in cultural differences. To fill in the gap, companies need local presence who can understand the market and help them establish trust and foot hold in the area. Texere Advisors was born with the purpose of sharing its experience in Asia with Italian and European SMEs which still find difficulties when entering the East. Texere Advisors, since 2013 assist brand in driving sustainable retail expansion in strategic markets, specialising in lifestyle consumer goods like fashion good, home decor. Texere Advisors with its experience in Asia market for last 8+ years have built a solid strategy to grow in Asia. It is called the 4D or 4 Dimension Strategy, as the name suggests it has four aspects to it; Brand, Product, Market, and Consumer. There are some key aspects to each dimension to be considered, like, for Brand: Heritage, Awareness and Positioning. For Product: Quality, Positioning, and Innovation. For Market: Competitive distribution, Omni-Channel, and Continuous Investment. Finally for Consumer: Brand addiction, Impatience, and Information. One of the major aspects for a company to establish its presence in a new market is Business development. Business development is the creation of long-term value for an organization from customers, markets, and relationships (Pollack, 2021). As it is important to find the ‘right product for the customer’, it is equally important to find the ‘right customer for the product or service’ a company is offering and that is where business development comes in.
Nel mondo globalizzato di oggi, dove tutto è disponibile con un click o un tocco sullo schermo, l'internazionalizzazione per qualsiasi azienda è una necessità, per crescere e sostenere la propria presenza nel mercato. Negli ultimi dieci anni circa, i mercati emergenti, in particolare l'Asia, hanno mostrato un grande potenziale di crescita per le aziende in termini di vendite e margini di profitto. Ci sono due aspetti dell'internazionalizzazione; Strategia e posizionamento strategico. La strategia è un insieme di decisioni e azioni che le aziende intraprendono per raggiungere l'obiettivo dell'azienda, è importante per un'azienda definire l'obiettivo principale. Dopo aver selezionato la strategia, l'impresa dovrebbe configurare le sue operazioni (vale a dire, le attività della catena del valore) per supportare tale enfasi strategica. Infine, l'azienda deve selezionare la giusta struttura organizzativa per eseguire tale strategia. I veri ostacoli al successo commerciale in Asia risiedono nei dettagli "invisibili", nella gestione quotidiana delle trattative, nella comprensione del contesto sociale e delle dinamiche che lo guidano, e naturalmente nelle differenze culturali. Per colmare il divario, le aziende hanno bisogno di una presenza locale che possa comprendere il mercato e aiutarle a stabilire fiducia e presa sul territorio. Texere Advisors nasce con lo scopo di condividere la propria esperienza in Asia con PMI italiane ed europee che ancora incontrano difficoltà nell'entrare in Oriente. Texere Advisors, dal 2013 assiste il marchio nel guidare l'espansione della vendita al dettaglio sostenibile in mercati strategici, specializzandosi in beni di consumo lifestyle come articoli di moda e decorazioni per la casa. Texere Advisors con la sua esperienza nel mercato asiatico negli ultimi 8+ anni ha costruito una solida strategia per crescere in Asia. Si chiama Strategia 4D o 4 Dimensioni, come suggerisce il nome, ha quattro aspetti; Marchio, prodotto, mercato e consumatore. Ci sono alcuni aspetti chiave di ogni dimensione da considerare, come per il Brand: Heritage, Awareness e Positioning. Per il prodotto: qualità, posizionamento e innovazione. Per il mercato: distribuzione competitiva, omnicanale e investimento continuo. Infine per il consumatore: dipendenza dal marchio, impazienza e informazione. Uno degli aspetti principali per un'azienda per stabilire la propria presenza in un nuovo mercato è lo sviluppo del business. Lo sviluppo del business è la creazione di valore a lungo termine per un'organizzazione da clienti, mercati e relazioni (Pollack, 2021). Poiché è importante trovare il "prodotto giusto per il cliente", è altrettanto importante trovare il "cliente giusto per il prodotto o il servizio" offerto da un'azienda ed è qui che entra in gioco lo sviluppo del business.
Strategic expansion for Italian brands In Asia
KUMAR, PRATEEK
2020/2021
Abstract
In today’s globalised world where everything is available at a click of a button or a tap on the screen, Internationalization for any firm is a necessity, to grow and to sustain its presence in the market. In last decade or so, emerging markets, particularly Asia has shown great potential for companies to grow in terms of their sales and revenue margins. There are two aspects to Internationalization, Strategy and Strategic Positioning. Strategy is a set of decisions and actions that firms take to attain the goal of the firm, it is important for a firm to define the main goal. After selecting the strategy, the firm should configure its operations (i.e., the activities of the value chain) to support that strategic emphasis. Finally, the company must select the right organization structure to execute that strategy. The real obstacles for commercial success in Asia lie in the "invisible" details, in the daily management of negotiations, in the understanding of the social context and the dynamics that drive it, and of course in cultural differences. To fill in the gap, companies need local presence who can understand the market and help them establish trust and foot hold in the area. Texere Advisors was born with the purpose of sharing its experience in Asia with Italian and European SMEs which still find difficulties when entering the East. Texere Advisors, since 2013 assist brand in driving sustainable retail expansion in strategic markets, specialising in lifestyle consumer goods like fashion good, home decor. Texere Advisors with its experience in Asia market for last 8+ years have built a solid strategy to grow in Asia. It is called the 4D or 4 Dimension Strategy, as the name suggests it has four aspects to it; Brand, Product, Market, and Consumer. There are some key aspects to each dimension to be considered, like, for Brand: Heritage, Awareness and Positioning. For Product: Quality, Positioning, and Innovation. For Market: Competitive distribution, Omni-Channel, and Continuous Investment. Finally for Consumer: Brand addiction, Impatience, and Information. One of the major aspects for a company to establish its presence in a new market is Business development. Business development is the creation of long-term value for an organization from customers, markets, and relationships (Pollack, 2021). As it is important to find the ‘right product for the customer’, it is equally important to find the ‘right customer for the product or service’ a company is offering and that is where business development comes in.| File | Dimensione | Formato | |
|---|---|---|---|
|
927288-Strategic Expansion for Italian Brands In Asia.pdf
solo utenti autorizzati a partire dal 14/09/2024
Dimensione
1.06 MB
Formato
Adobe PDF
|
1.06 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/179098