Riassunto analitico
Internationalization represents a crucial element for the success and survival of companies in an increasingly competitive global context (Majocchi et al., 2005). Smeg S.p.A., a global leader in the household appliances sector, has built its success by blending the essence of Made in Italy with iconic design and technological innovation all around the world. It has adapted its products to the specificities of local markets while retaining its distinctive identity (Valeriano Balloni, Marco Cucculelli, Donato Iacobucci, The Italian Household Appliance Industry in the International Context). Following the “think global, act local” principle (Bursi and Galli, 2012), Smeg does not merely offer household appliances but provides an experience reflecting prestige, elegance, and the essence of Italian design, making every customer part of an exclusive status symbol.
This ability to combine a global vision with attention to local needs has enabled Smeg to solidify its reputation as a symbol of excellence and style in international markets. The company's expansion strategy, centered on the customer-product combination, promotes an inclusive system operating on a global scale while keeping an eye on local preferences, reinforcing the brand as a benchmark in the sector.
This research focuses on the internationalization processes of Smeg, with particular attention to its expansion into foreign markets currently managed through importers. The objective is to assess the possibility of strengthening the brand's presence by establishing commercial subsidiaries, thereby improving direct control and operational efficiency. Employing a rigorous methodological approach, the thesis aims to provide analytical tools to support strategic business decisions, ensuring the integration of academic models with real company data.
The primary objective of this research is to analyze the internationalization processes of Smeg S.p.A., with a particular focus on identifying and exploring the most promising markets among those currently served through distributors. Based on a framework that combines criteria of attractiveness and accessibility, the study integrates quantitative and qualitative data from both academic and corporate sources.
The research methodology begins with an initial phase centered on analytical models to establish a market ranking, followed by further validation through company data. This approach enables the identification of the most promising market, for which a “Strategic Market Expansion Guide (SMEG)” will be developed, covering strategic, operational, and marketing aspects. Special attention will be given to the selection of local partners, considered essential for effective and sustainable expansion, and the implementation of innovative strategies to consolidate the brand’s presence.
The study aims to provide Smeg with operational and analytical tools to refine its decision-making processes, thereby enhancing the company’s competitive positioning in the international arena. This approach not only identifies new market opportunities but also offers practical tools to support strategic decisions while ensuring the confidentiality of sensitive corporate information.
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Abstract
Internationalization represents a crucial element for the success and survival of companies in an increasingly competitive global context (Majocchi et al., 2005). Smeg S.p.A., a global leader in the household appliances sector, has built its success by blending the essence of Made in Italy with iconic design and technological innovation all around the world. It has adapted its products to the specificities of local markets while retaining its distinctive identity (Valeriano Balloni, Marco Cucculelli, Donato Iacobucci, The Italian Household Appliance Industry in the International Context). Following the “think global, act local” principle (Bursi and Galli, 2012), Smeg does not merely offer household appliances but provides an experience reflecting prestige, elegance, and the essence of Italian design, making every customer part of an exclusive status symbol.
This ability to combine a global vision with attention to local needs has enabled Smeg to solidify its reputation as a symbol of excellence and style in international markets. The company's expansion strategy, centered on the customer-product combination, promotes an inclusive system operating on a global scale while keeping an eye on local preferences, reinforcing the brand as a benchmark in the sector.
This research focuses on the internationalization processes of Smeg, with particular attention to its expansion into foreign markets currently managed through importers. The objective is to assess the possibility of strengthening the brand's presence by establishing commercial subsidiaries, thereby improving direct control and operational efficiency. Employing a rigorous methodological approach, the thesis aims to provide analytical tools to support strategic business decisions, ensuring the integration of academic models with real company data.
The primary objective of this research is to analyze the internationalization processes of Smeg S.p.A., with a particular focus on identifying and exploring the most promising markets among those currently served through distributors. Based on a framework that combines criteria of attractiveness and accessibility, the study integrates quantitative and qualitative data from both academic and corporate sources.
The research methodology begins with an initial phase centered on analytical models to establish a market ranking, followed by further validation through company data. This approach enables the identification of the most promising market, for which a “Strategic Market Expansion Guide (SMEG)” will be developed, covering strategic, operational, and marketing aspects. Special attention will be given to the selection of local partners, considered essential for effective and sustainable expansion, and the implementation of innovative strategies to consolidate the brand’s presence.
The study aims to provide Smeg with operational and analytical tools to refine its decision-making processes, thereby enhancing the company’s competitive positioning in the international arena. This approach not only identifies new market opportunities but also offers practical tools to support strategic decisions while ensuring the confidentiality of sensitive corporate information.
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