International Management Course Prof Dr. Stefano Micelli

Andrea BaraaTito CappelloNiccolò TurettaStefano Zulian

Eleonora AngelonSamuel AkuamoahHappy ArheloMaria Chiara Artuso

A.Y. 2014/2015

Overview

• Past - the old business model

• Present - the new business model

• Future - the internationalization path

The History

1955 - Natalino Dall’Ava founded the company in San Daniele del Friuli

2005 - Carlo took the lead of the company and renovated the production plant

Member of San Daniele Consortium Protected Designation of Origin (PDO)

Production Plant:Innovation in the Tradition

2006

• 1957: perfect seasons• Climate control• Risk avoidance and experimentation

The new business model: focus on Brand Image

1.Didùt

2.High-end supermarket

3.Flagship stores

DIDÚT: sophistication and territorial cultureSan Daniele land of ham, but also of

woman shoes and accessories craftsmen.

Idea

SHOPa way to catalyze people culturally close to the values of the

company.

By inviting famous designers and stylists to collaborate in

the creation of unique objects.

By offering really sophisticated and refined range of products

in limited amounts

Use their opinion to influence the brand awareness on the relative social classes.

High-end supermarkets: “Luxury food should not be only for rich”.

Quality in food is a cultural factor: once people realize the importance of eating good,

the economic factor is no more a limitation.

Create a market place where people can find “above the average” products.

The selected distributors

In Europe…

And overseas…

The flagship stores:a new way to eat prosciutto

• 1986: Chernobyl disaster• 22 June 1988: the fist brand-name prosciutteria opened in San

Daniele

Now 9 prosciutterie in Italy and abroad

AIM:• To educate clients to a new way of consuming the product• To communicate the value of the product • To enhance brand reputation and brand awareness

REPLICABILITY:• of the products• of the services provided

REVENUES 80% distributors

20% prosciutterie

WHY?

It’s better to segment the production between the different businesses of the company.

The flagship store:a new way to eat prosciutto

Same idea, new project:

Pizzerie Dok Dall’Ava

Internationalization 35% of the total turnover is represented by

ham exports Main markets: Europe, Australia, Canada,

Japan, USA

The USA: FDIs

No San Daniele PDO branding

Aim to establish the DOK Dall'Ava brand through FDIs

The replicable plant

Replicable structure, processes and environment

Aim to serve key foreign markets more efficiently

The Italian excellence: have a look!

https://drive.google.com/file/d/0B8C-Cew1gMxBQ3diUkR2aXktSTQ/view?usp=sharing