COMING INTO EMERGING MARKETS

Stefano SaccГ 18834

Riccardo Stiglich 18460

EATALY

• The name Eataly was coined by Celestino Ciocca

• Celestino Ciocca sold (by his friends and family company) almost all his privileges to the identity to Natale Farinetti in February several, 2004

• January

2007,

Italian

entrepreneur

Oscar

Farinetti

converted a closed vermouth factory in Turin into the first

site of Eataly

• First Eataly was located in the Lingotto region of Torino

EATALY ON THE GLOBE

• Company stores currently opened are situated in: Italia

(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 will be planned to get located in: Boston,

London, Are usually, Moscow, Paris, france, Philadelphia, Rio de janeiro

de Janeiro, Rome (2nd store), Sao Paulo.

EATALY‘S MANIFESTO

Eataly " Manifesto” is based on five fundamental details, from 0 to 9: 0. JOOXIE IS IN LOVE WITH FOODSTUFF

1 . FOODSTUFF UNITES ALL OF US

2 . THE PASSION IS BECOMING OUR JOB

3. THE KEY TO QUALITY OF LIFE? QUALITY ITEMS

4. EACH OF OUR TARGET AUDIENCE CAN BE EVERYONE

a few. EAT. SHOP. LEARN

six. WE'RE IN THIS TOGETHER

several. OUR THREE PROMISES TO YOU: 1 . Choice 2 . Ease of access 3. Understanding: 8. YOUR TRUST IS DEFINITELY EARNED DAILY

9. THE CONCLUSION GOAL

EATALY'S PARTNERS

EATALY'S OBJECTIVES

AND FEATURES

•Eataly's aim is usually to make superior quality Italian foods available to everyone, at fair prices and an environment exactly where people may shop, style and learn.

•Most of Eataly's sales details are increased on super modern building: this makes the Eataly's knowledge much more exciting and draws in more visitors.

•The region of origins, Italy, is vital of accomplishment. The Italian brand, especially in the food sector, is attractive and synonymous of quality, palatability, a distinctive food knowledge.

SELECTING WHICH WILL

MARKET TO

•South-East Asia: already completed in Asia, focus on the most important market from the area, China. It is absolutely no way a uniform and homogeneous market, socially and economically fragmented.

•Variables to be deemed:

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Per cash flow GDP 3rd place among Chinese urban centers

HDI (Human Development Index) 2nd place among Oriental

cities

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7. seven percent annual GROSS DOMESTIC PRODUCT growth (2013)

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Intercontinental High-end Organization Area

SELECTING WHICH

INDUSTRY TO ENTER

Intended for the reasons merely listed,

we chose the XinTianDi

District of Shanghai, which will

is home to certainly one of China's

initially major and affluent carfree shopping centers place.

The most suitable

structure is supposed to

become an extra modern

building, making the

Eataly's brand more

attractive and identifiable

THE ADMITTANCE IN THE

CHINA MARKET

The real key of success is in highlighting the strong points of Eataly's core organization.

TARGETING: Shanghai in china has a developing middle class inclined to consider that imported Italian imports are the height of sophistication PRICING: help to make products attainable to the whole population, within just certain limitations (which will be related to the medium-high costs of food and raw materials, that make a final price comparatively high). POINT OF PRODUCT SALES: a kind of " store” that should be a big market, deli, and food rolled into one offering German goods and an Italian language piazza with several small restaurants. Choice for local

employee instead of expatriates.

CONCLUSION

•

•

It would be a good deal for Eataly to reach the Chinese

marketplace, which is incredibly broad, and Shanghai could be the

initial engine to expand its actions all around the SouthEast area of Asia, that is characterized by the presence of countries with large growth and high GDP per-capita level

(such since Singapore and Honk Kong)

it is affordable to believe that Eataly can obtain a positive outcome in emerging markets as long as they may always

trust and focus on their key elements, since the Italian

company and know-how is often valued in the world....