Facoltà: Ingegneria Gestionale per la Produzione Industriale - classe 34/S
Collocazione: 6219
Autore: Canna Michele
Data: 17/12/2007
Titolo: Entering a new market -Vida ab as a case study-
Relatore: Pizzurno Emanuele
Correlatore: Manzini Raffaella
Autorizzazione per la consultazione: SI
Le tesi si possono consultare unicamente in sede
It is in the intention of every existing company, of any size, to conquer new markets, in order to gain new customers and play an active competitive role against new competitors. In this way a company can act in an international context and at the same time can increase its turnover. In order for an organisation to enter a new business environment, it is essential to carry out an efficient and effective market research. This involves examining all those factors that could influence the entry in the new market. The factors to be considered are of internal and external nature. Firstly, the internal resources of a company are an ultimate factor to be competitive and to strive in a new business environment. In other words, it is important to understand how resources available to a company can be exploited in a new market. Secondly, understanding any existing regulations, as well as finding competitors, potential customers and suppliers are all aspects that need attention for an effective market research. Finally it is important to find the fit between the external and internal factors to make a company understand whether or not it can become an active player and where to position itself in the new market. Hence, the purpose of this study is to explore how a company can play an active role in a completely new business environment. This is done by presenting a framework to follow and by taking in consideration Vida AB, a Swedish owned company, as a case study. With its competent and flexible service, Vida is convinced that it can provide a service that can strongly fulfil quality requirements, using less expensive structural glazing system. Vida’s idea, is to successfully attempt to expand its market in the Italian structural glazing environment.
