Foscarini goes to Japan:See Things Under a New Light

8 4 4 5 1 9 O M E R O V I C M I R H E TA

8 4 3 2 8 0 M O R U C C I E L E N A

8 5 6 5 0 5 A S S A N B AY E VA A S S I YA

8 4 4 0 1 8 R O C C O C R I S T I A N A

8 5 7 4 8 2 C E C H E T M AT T H I A S

8 4 4 3 4 4 R R U C A J X H E N S I L A

Natural, brightness, fade, no contrasts

Idea of Beauty

ORBITAL1992

Inspiration, Innovation and development

Research on materials and technology

Designers are the main resource for the company

MITE2000

TITE2000

CompetitorsFragmented market made up of lots of small firms - STRATEGIC PROBLEM

Foreign competitors

Local competitor

Foscarini can exploit the already existence knowledge about “Italian design firm” to explain its own concept of design

Upper-middle, high income classes Able to appreciate design Well educated Following modern trends Over 40 years old: – choose to buy themselves Over 40 years ol:d – rely on designers

30 year-olds E-commerce

Targeted Customers

The product come first Made in Italy Collaboration with international designers and architects Participation in the industry’s main trade fairs and events Partnership with other companies

Communication Strategy

Communication Strategy to enter Japanese market

Emphasis on “Made in Italy” and Murano Glass Invitation of Japanese designers and architects to the company’s stand at the international fairs Collaboration with Italian companies, partecipating in the exhibitions in Japan

Objective Improve the penetration stategy of Foscarini in the Japanese market

Focus on long-term results Build solid and trustful partnerships

Current Distribution StrategyTwo official distributors: Doi & Co in Hiroshima-City

Toyo Kitchen Trading in Nagoya

Physical stores Find new distribution partners in other strategic cities

Establish exclusive agreements with distributors to cover specific city or region only

Educate Japanese sales people about company’s products

Distribution Strategy to enter Japanese market

E-commerce Sell through distributors, which have both showrooms and e-stores

Limit the number of models available for e-commerce, depending on size, colour or other preferences

Establish a warehouse in Japan to lower shipping costs and risk of damages, while providing faster delivery

…once upon a time, it was a small gathering of people around a fire, listening to the storyteller with his tales of magic and

fantasy. Now it is the whole world. (Hiltunen, 2002)

Importance of Storytelling