Introduction 2 Operational Strategy 2 Environmental Audit in Existing Markets 3 PESTEL - Italy 3 PESTEL China 4 PESTEL - UK 5 Porter 5 Forces – Italy 6 Porter 5 Forces – China 7 Porter 5 Forces - UK 7 Product Life Cycle 8 SWOT Analysis 8
Internationalization - Pakistan 9 PESTEL – Pakistan 9 Porter’s 5 Forces – Pakistani Market 10 PORTER’S DIAMOND AND TOYS “R” US IN PAKISTAN 10 Entry Strategies for Pakistan 12
Boffi is a renowned high end luxury furniture manufacturing company with a diverse product range. Having its origin in Italy, it was founded in 1934 by Piero Boffi. Boffi has been operating for the past 70 years with its presence in countries such as Australia, Austria, Belgium, Bulgaria, Canada, China Czech Republic, Denmark, France, Germany, Holland, India, Indonesia, Israel, Japan, Korea, Lebanon, Luxembourg, Malaysia, Malta, Norway, New Zealand, Poland, Russia, Saudia Arabia, Singapore, Slovenia, Sweden, Thailand, Turkey, UAE, USA, UK and Venezuela to name a few.
Analyzing the list of countries, we can see that it has a wide spread network covering majority of the countries and having presence in all the continents as well.
Boffi’s competitive advantage is producing innovative designs with a target on the niche of the market it operates in. It has a focus in production of luxury kitchens and bathrooms. Boffi decided to enter the market of bathrooms and kitchens in the nineties.
Boffi’s objective is to brand its product in such a way that it gives a personalized and customized experience to its high end and upper class customer; with a prime focus on creating a reference brand which its customers aspire to own with a feel of luxury and exclusivity. They want to be there for their customers in order to be the prime living solution providers. Giulio Confalonier has had a lot of contribution towards building Boffi’s corporate identity. He held the company in achieving
References: 1. Lojacono G, (2010) Boffi (A) Managing internationalisation in Luxury goods. The case for learning. SDA Bocconi. Italy. 2. Cooper R.G., Edgett, S.J.(2008), Maximizing productivity in product innovation, in: Research Technology Management, 3. Palmer, R. and Millier, P. (2003), “Segmentation: identification, intuition, and implementation”, Industrial Marketing Management, Vol.33, pp.779-785 4. Vroom, Vroom - Page 2 - Los Angeles Times. 2013. Vroom, Vroom - Page 2 - Los Angeles Times. [ONLINE] Available at: http://articles.latimes.com/2004/feb/08/magazine/tm-boffi06/2. [Accessed 22 February 2013] 5. Boffi kitchens – bathrooms - systems . 2013. Boffi kitchens – bathrooms - systems . [ONLINE] Available at: http://www.boffi.com/EN/Brand/production/software.aspx. [Accessed 24 February 2013]. 6. . 2013. . [ONLINE] Available at: http://www.boffi.com/public/CMS/Files/751/guarantee_eng.pdf. [Accessed 22 February 2013].