ENTERING EMERGING MARKETS
Stefano Saccà 18834
Riccardo Stiglich 18460
• The name Eataly was coined by Celestino Ciocca
• Celestino Ciocca sold (by his family company) all his rights to the name to Natale Farinetti on February 3, 2004
converted a closed vermouth factory in Turin into the first
location of Eataly
• First Eataly was located in the Lingotto district of Torino
EATALY IN THE WORLD
• Brand stores already opened are located in: Italy
(Bari, Bologna, Florence, Genoa, Milan, Monticello
d'Alba, Pinerolo, Rome, Turin), Japan (Osaka, Tokyo,
Yokohama), Turkey (Istanbul), United Arab Emirates
(Dubai), United States (Chicago, New York).
• Other stores are planned to be located in: Boston,
London, Los Angeles, Moscow, Paris, Philadelphia, Rio
de Janeiro, Rome (2nd store), Sao Paulo.
Eataly “Manifesto” is based on ten fundamental points, from 0 to 9: 0. WE'RE IN LOVE WITH FOOD
1. FOOD UNITES US ALL
2. OUR PASSION HAS BECOME OUR JOB
3. THE SECRET TO QUALITY OF LIFE? QUALITY PRODUCTS
4. OUR TARGET AUDIENCE IS EVERYONE
5. EAT. SHOP. LEARN
6. WE'RE IN THIS TOGETHER
7. OUR THREE PROMISES TO YOU:1. Choice 2. Accessibility 3. Knowledge: 8. YOUR TRUST IS EARNED EVERY DAY
9. THE END GOAL
•Eataly’s aim is to make high quality Italian foods available to everyone, at fair prices and in an environment where people can shop, taste and learn.
•Most of Eataly’s sales points are raised on ultra modern building: this makes the Eataly’s experience much more fascinating and attracts more visitors.
•The country of origin, Italy, is the key of success. The Italian brand, especially in the food industry, is appealing and synonymous of quality, palatability, a unique food experience.
MARKET TO ENTER
•South-East Asia: already settled in Japan, focus on the biggest market of the area, China. It is no way a uniform and homogeneous market , socially and economically fragmented.
•Variables to be considered:
Per income GDP 3rd place among Chinese cities
HDI (Human Development Index) 2nd place among Chinese
7.7% annual GDP growth (2013)
International High-end Business Area
MARKET TO ENTER
For the reasons just listed,
we chose the XinTianDi
District of Shanghai, which
is home to one of China's
first major and affluent carfree shopping centers area.
The most suitable
construction is supposed to
be an ultra modern
building, making the
Eataly’s brand more
appealing and recognizable
THE ENTRY IN THE
The key of success is in highlighting the strengths of Eataly’s core business.
TARGETING: Shanghai has a growing middle class inclined to think that imported Italian imports are the height of sophistication PRICING: make products accessible to the whole population, within certain limits (which are related to the medium-high costs of foods and raw materials, that make the final price relatively high). POINT OF SALES: a kind of “store” that has to be a huge market, deli, and grocery rolled into one offering Italian goods and an Italian piazza with several small restaurants. Preference for local
employee rather than expatriates.
It would be a great deal for Eataly to reach the Chinese
market, which is very broad, and Shanghai could be the
initial engine to expand its activities all around the SouthEast area of Asia, that is characterized by the presence of countries with high growth and high GDP per-capita level
(such as Singapore and Honk Kong)
it is reasonable to believe that Eataly will obtain a positive outcome in emerging markets as long as they will always
trust and emphasize their core elements, since the Italian
brand and know-how is often appreciated in the world....
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