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
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