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The Geox Case Study

Prof. A.Sinatra a.a. 2011/2012. The Geox Case Study. Main aspects you have to analyze:. THE IDEA OF BUSINESS HOW POLEGATO REALIZED HIS BUSINESS IDEA?

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The Geox Case Study

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  1. Prof. A.Sinatra a.a. 2011/2012 The Geox Case Study

  2. Main aspects you have to analyze: • THE IDEA OF BUSINESS • HOW POLEGATO REALIZED HIS BUSINESS IDEA? • DEFINE THE FIGURE OF THE ENTREPRENEUR

  3. 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

  4. 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

  5. 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

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