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The Geox Case Study
Prof. A.Sinatra
a.a. 2011/2012
Main aspects you have to analyze:
 THE IDEA OF BUSINESS
 HOW POLEGATO REALIZED HIS BUSINESS IDEA?
 DEFINE THE FIGURE OF THE ENTREPRENEUR
THE IDEA OF BUSINESS
 IDENTIFY A COMMON NEED
 Solution from NASA astronauts
 Watertight breathing membrane
 Shoes
 THE NEEDS POLEGATO IDENTIFIED:
 FASHION : best Italian designers
 TECHNOLOGY: R&D internal laboratories (patented)
HOW TO IMPLEMENT THE IDEA
How Polegato satisfied the customer needs?
 PRODUCTION
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5% internal production (Romania)
 95% east Asia – South America
 Training technological skills
 Define and control the quality standards
 Assure production volumes on time
 CLEAR BRAND MARKETING : breathing shoes
 DISTRIBUTION
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Each country’s individual distribution structure & calibrated network of multibrand clients
 Oprimize market share & promote the Geox brand (77% franchises, 23% directs)
POLEGATO’S STRATEGY
The key entrepreneurial person is Mario Polegato
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He had the business idea
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He was very determined to implement it
 STRATEGY
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INNOVATION
FLEXIBILITY
FOCUS ON CLIENT’S NEEDS
MARKET LEADERSHIP
INTERNATIONAL EXPANSION
HIGH PROFITABILITY
Creativity, patents, scientific research
Esternal production
Specialize in human movement
Distribution (2nd world producer)
International competitors
High discipline over operating costs and solid
financial structure