The Geox Case Study
description
Transcript of The Geox Case Study
The Geox Case Study
Prof. A.Sinatra a.a. 2011/2012
THE IDEA OF BUSINESS
HOW POLEGATO REALIZED HIS BUSINESS IDEA?
DEFINE THE FIGURE OF THE ENTREPRENEUR
Main aspects you have to analyze:
IDENTIFY A COMMON NEED Solution from NASA astronauts Watertight breathing membrane Shoes
THE NEEDS POLEGATO IDENTIFIED: FASHION : best Italian designers TECHNOLOGY: R&D internal laboratories (patented)
THE IDEA OF BUSINESS
How Polegato satisfied the customer needs?
PRODUCTION 5% internal production (Romania) 95% east Asia – South America
Training technological skills Define and control the quality standards Assure production volumes on time
CLEAR BRAND MARKETING : breathing shoes
DISTRIBUTION Each country’s individual distribution structure & calibrated network of
multibrand clients Oprimize market share & promote the Geox brand (77% franchises, 23%
directs)
HOW TO IMPLEMENT THE IDEA
The key entrepreneurial person is Mario Polegato
- He had the business idea
- He was very determined to implement it
STRATEGY INNOVATION Creativity, patents, scientific research FLEXIBILITY Esternal production FOCUS ON CLIENT’S NEEDS Specialize in human movement MARKET LEADERSHIP Distribution (2nd world producer) INTERNATIONAL EXPANSION International competitors HIGH PROFITABILITY High discipline over operating costs and
solid financial structure
POLEGATO’S STRATEGY