Analysis Of Boffis International Strategy

39505 words - 159 pages
3O1LON International business

Boffi: Managing internationalisation in

luxury goods

Executive summary:

Nowadays, being competitive isn’t an option but more an obligation. Through this report, we identified the well-known Italian Boffi, specialised in kitchen and bathroom industry. How Boffi did to be one of the most important Italian producers of kitchens and bathrooms in the luxury field? What was its strategy? How can they improve their sales and market share? Those are the question that we tried to answer, with some theoretical aspects as the five competitive forces and the value chain or Porter or even the SWOT analysis, without forgetting the PESTEL study and some concrete examples. By analysing the whole environment of Boffi, we could finally know why is this firm so different from others, why the crisis hasn’t influence that much its activity and how the strategy set up allowed this.

Table of contents

I) Introduction to Boffi………………………………………. Page 1 II) Boffi’s strategy……………………………………………….. Page 2 III) Micro environment………………………………………… Page 3 1) Porter’s five forces (Italy, France, Japan)…………… Page 3,4 2) Porter’s value chain………………………………………… Page 4,5 3) SWOT, TWOX……………………………………………. Page 5-8 IV) Macro environment……………………………………….. Page 8 1) Pestel Italy……………………………………………………… Page 8 2) Pestel France………………………………………………….. Page 9 3) Pestel Japan……………………………………………………. Page 10 V) Conclusion/ Recommendations ………………………. Page 11 References…………………………………………………………….Page 12

I)

Introduction to Boffi

Since its creation in 1934 Boffi became the Rolls-Royce of the kitchen and bath ...

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