Positioning Papers

Proposte per il finanziamento di iniziative finalizzate alla ripresa economica in Italia e in Europa


Thesis: a list of the topics discussed by the team members.

Assignment: Assessing the PERSONAL SOCIAL CARE (SERVICE A LA PERSONNE) business as a potential sector for a Global Retailer and Consumer Goods Player’ diversification.

Business framework: The changes in the demographic pattern throughout the western world and other high-level considerations led the customer to the conclusion that PERSONAL SOCIAL CARE (SERVICE A LA PERSONNE) is one of the most interesting candidate sectors for a diversification.

Countries considered for the analysis: France, Italy, Sweden, Switzerland.

Analysis Guidelines:

• Business definition: i.e. “Purely” Medical; Personal Care with Medical assistance; “purely” Personal Care; etc.

• Business Size assessment

• Organization of the Market

• Major Players profile

• Competitive forces

• Regulatory and legal environments


• Suggested Businesses/Market Niches/Countries

• Entry Strategies

• Investments/resources required

Assignment: Analysing Export flows of Italian goods to Scandinavian countries to select most promising industries and potential clients for a major Italian logistic company

Goal: this project was designed to select potential clients for a logistic company, which stands as one of the leaders in managing the flow of incoming goods from Scandinavian countries to Italy.

The research was marketing oriented and dealt with the following issues:

Scandinavian countries. An economic and institutional overview (current data and forecasts) of Sweden, Norway and Finland).

Italian districts. An assessment of the international supply chain of the largest Italian industrial district. This study aimed to detect districts and industries showing a high level of export to Nordic countries (excluded Iceland).

Based on various indicators the analysis allowed to identify firms’ clusters or single players who could be the main targets for the company commercial approach.

Assignment: Report on “Doing Business in Turkey”

Goal: The aim of this project was providing useful business information to release a report on Doing Business in Turkey for a cluster of firms in the machinery industry.

Besides an overview of the country economy and its evolution overtime (5 years period), business culture, potential opportunities, an in-depth survey was carried out to identify the main trends on import/export, business relationships with main trade countries and with EU. The study then went on developing an analysis of industries selected by the customer: home appliances, energy, automotive, transportation and logistics (with a focus on aerospace) and machinery.

Assignment: Designing a Marketing event and Social Media activities for the launch of a new top car model

Goal: A major car manufacturer was looking for a Real Time Marketing project to sustain the launch in Italy of its top range model.

The project implied the design and submission of proposals concerning a product-launch event and a Social Media plan.

Assignment: The Counterfeiting Phenomenon: Effects on the Market, Urban Landscape and Consumers’ Attitudes

Goal: This research went through the main features of counterfeiting including depicting the drivers, the effects, the enforcement activities and organizations fighting against the counterfeiting actions.

The study went on looking at counterfeiting not only as a global phenomenon but also considering market specificities from both counterfeiters (those who represent the supply of fake goods) and consumers (the demand side) viewpoints. We focus our analysis on four markets: Italy, UK, Macedonia and Azerbaijan with the aim of defining each country’s approach towards counterfeiting, considering similarities, differences and especially investigating cultural drivers and patterns of behaviour.

Assignment: Potential business partners and growth opportunity in selected countries for B2B & Co-branding for a company in the stationery industry

Goal: The project focused on Business-to-Business (B2B) strategy considering the growing role of this channel distribution for the customer’s operations. Also, Business-to-Business-to-Consumer (B2B2C) strategy, which is the emerging business model combining B2B and Business-to-Consumer (B2C) to reach the new markets and customers was taken into account within the company multichannel strategy.

The purpose of the project was to identify potential partners, which were consistent with company’s philosophy and culture, focusing on specific countries, which were Italy, France, Germany, the United States, the United Kingdom, and South East Asia. The project also implied the definition of entry strategies in most promising countries.

Assignment: Identifying factors affecting the competitiveness of cities

Goal: The quality of a city’s physical capital is highly correlated with its overall competitiveness. An efficient urban transport system is essential for sustainable development in urban areas. Urban logistics, the last link of the logistic chain, is an activity, which has great importance for its economic impact and for the dependencies that other economic activities have on these services.

The research aimed at identifying the potential schemes of urban logistics and at sketching out the most successful business models for their implementation within the urban logistic framework.

Assignment: Stadia and Football Teams Value

Goal: In European football, UEFA’s financial fair play rules are forcing clubs to try and boost their football revenues, and thereby are providing an extra impetus for new stadia development among European clubs. The research aimed at shedding light on how high quality new, or redeveloped, stadia may help to attract a higher attendance, to increase and diversify revenues and boost the Football clubs’ value.

After presenting the worldwide (all sports) most relevant experience in stadia design, development and management, we focused on presenting the most relevant experiences in the commercial and marketing use of clubs’ stadia.

Assignment: How to support the strengthening of SMEs in the intermediate technologies businesses in India.

Goal: In a globalised world, EU-based small and medium-sized enterprises (SMEs) need to be able to plug into the market opportunities developed and emerging economies countries provide. The purpose of this study -carried out on behalf of two firms’ associations – was to pinpoint the critical step to create a service platform useful to share members’ firms costs, provide a first class customer service, and consolidate the presence of the firms on the Indian market.

The “Country Platform” format we designed, was put in place also in other markets and industries by other Trade Promotion Agencies and associations of firms in various Industries.