Riassunto analitico
This thesis aims to understand and analyse the Italian agri-food sector in relation to exports and presence in foreign markets. In particular, the focus is on the milk and dairy industry and the aim is to analyse the strategies utilised for its internationalisation processes by Italian firms operating in this sector.
The first part of the work analyses the dairy sector in relation to the agri-food business and how much weight it has in the Italian food and beverages production. An analysis of the changes of the last 5-10 years is conducted in order to better understand changes in consumption and buying behaviour of customers both in the Italian market and abroad.
After this introductory chapter, the second part is focused on the internationalisation motives and the process of market selection. Some general strategies have been explained and afterwards a specific interpretation on the milk and dairy industry has been given. However, it should be clear that there is no general path that could work only for this kind of industry and therefore every firm could possibly choose the one that is more near to their way of business.
The third part is about the marketing mix adopted by dairy firms and the differences encountered among them and among their national and international strategies. Some comparisons are also made about their corporate communication, taking examples from some Italian dairy firms analysing their differences and similarities.
The final section of the work is the one dedicated to the Case Study about one of the most important Italian firm which has as its core business the milk and dairy production but which has been able to diversify and innovate itself during the last challenging years. This company is the very well-known Granarolo that started as a cooperative in the 1950s and slowly became the leader in the sector in Italy and later on in Europe following a focused strategy which enabled it to achieve its goal of international growth.
In this thesis, therefore, the main and recurrent theme is the one of Italian excellence and tradition but also of innovation and new and challenging strategies adopted by Italian firms. It is important for the future to keep innovating in traditional sectors as well and responding quickly to the ever-changing events and conditions that are shaping our present and that will consequently change the future we will live in.
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