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Aurelio Volpe - Laboraty Innovation Unit 1
CSIL – LABAurelio Volpe and the CSIL LAB team of International Experts
Aurelio Volpe - Laboraty Innovation Unit 2
Who we areWho we areCSIL, Centre for Industrial Studies Independent research and consulting company founded in 1980
A core staff of 20 (50 including External Experts and Country Correspondants)
Turnover around 40% multiclient market research, 30% customized market research, 30% public sector and evaluation.
•For our private clients, we provide valuable information on specific markets and sectors to support new investment, export and trade opportunities. At the global level, we are able to provide analysis of markets, consumer behaviour, supply and demand structures, import-export flows, market shares of leading companies, and distribution structure.
•For our public sector clients, we assess the effects of public sector programmes with the aim of optimizing public spending, increasing accountability and transparency and supporting policy-decision making. We investigate competitiveness drivers and comparative advantages in local clusters and SMEs sectors to foster growth processes based on knowledge, innovation and internationalization.
Services offered and tools used
CSIL – Centre for Industrial StudiesCorso Monforte 15 - 20122 Milano
Where we are:
Aurelio Volpe - Laboraty Innovation Unit 3
• CSIL experts constantly monitor international trends for selected industries (furniture and furnishing, lighting and appliances, building materials, and others). We analyse market opportunities in more than 70 countries.
• Custom research offers “on demand” business services aimed at informing decision-making processes and answering specific questions.
• Building on internal sectoral know-how and comprehensive dataset and a network of international experts, we provide updated and information for your investment decisions.
Aurelio Volpe - Laboraty Innovation Unit 4
• Market briefs
• Entry strategies
• Competition and positioning analysis
• Product trends and tests
• Product design strategy
• Customer or trade satisfaction
• Local development and clustering strategies
…and much more
…analysisWe assist you with..
…strategies
Aurelio Volpe - Laboraty Innovation Unit 5
Market BriefsIssues we address: Bird-eye on a potential market with a specific sectoral or thematic focus, recent trends and expected short and long-term developments
Tools: Market information from CSIL database, desk research, secondary data analysis, selected interviews, econometric models.
Expected results: key information for the decision about the ‘go or stop’ in a new business field or country, fact findings for production, investment and sales planning
Some recent experiences: plywood in Europe; fluorescence lighting in Peru, bi-annual surveys for consumer luminaires, built-in appliances…
The European market for residential lighting. Sales variation 2013 on 2012 (*), by country. % values
Aurelio Volpe - Laboraty Innovation Unit 6
Entry strategies
Issues we address: Supporting your strategy design in approaching a new market (which channels, investments, job recruiting, flagship products, purchasing process).
Tools: In-depth industry interviews, desk research, statistical data analysis.
Expected results: Recommendations on market entry strategy with action plan
CSIL: Consulting in Bangladesh
Some recent experiences: OSB panel board, appliances in Saudi Arabia, built-in appliances in Portugal, office furniture in Brazil, OLED lighting in Europe, potential market for a furniture purchasing group, action plan for an Asian furniture manufacturer…
Aurelio Volpe - Laboraty Innovation Unit 7
Competition and positioning analysis
Issues we address: We track activities and initiatives of existing and emerging competitors, evaluating their impact and allowing the client to respond quickly and change their strategy. Company data are analyzed within the sector’s scenario in order to understand its positioning, possible future developments and trends in market shares.
Some recent experiences: Luxury kitchen furniture, kitchen franchising stores in several European countries, competitive positioning in the Brazilian office furniture market…
Tools: This is usually performed in three steps: company check up, market environment, competitor analysis. Key tools are in-depth interviews to industries representatives, desk research, secondary data analysis, statistics.
Expected results: database for the client’s competitive intelligence, industry benchmarking, brand portfolio analysis, SWOT analysis. E-commerce in the main markets. Dimension, penetration and average
growth 2012/2006
0
5
10
15
20
25
30
35
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
E-Co
mm
erce
aver
age
grow
th (
2012
/200
6 %
cha
nge)
United StatesUnited KingdomJapan
Italy
Germany
China
E-commerce penetration %
Source: CSIL estimatesNote: The dimension of the bubble is: market value in million US$, the E-commerce penetration is: e-commerce lighting sales/total lighting sales.
Aurelio Volpe - Laboraty Innovation Unit 8
Analysis of product trends, product tests
Issues we address: Assessing the competitive advantage of products and selling strategy
Tools: Interviews with trade representatives, key testimonials ad trend setters, mystery shopping.
Expected results: distribution channel assessment, test new products in terms of prices and product features.
Some recent experiences: towels, bags, occasional furniture, upholstery, classical versus contemporary lighting, ayous tropical wood, ecological and standard thermoplastics, upholstery mystery shopping and pricing in selected European countries…
Aurelio Volpe - Laboraty Innovation Unit 9
Product design strategyIssues we address: Identifying the company guidelines for the future communication/product/service scenario, analysing design opportunities in terms of new products. Innovation concept design.
Tools: tailored made design laboratories, workshops and seminars involving R&D, Production, Marketing and Design managers
Expected results: design strategy, product/communication strategy, design research, design workshop training.
Some recent experiences: Recent clients include companies in Italy, Bangladesh and Thailand. CSIL Experts have also given training, workshops and consulting in Germany, Italy, Mexico, USA and in several Asian countries...
Aurelio Volpe - Laboraty Innovation Unit 10
Trade and customer satisfaction
Issues we address: What is the degree of satisfaction of your customers or other relevant actors? And, more importantly, what are ingredients affecting the most their implicit or explicit satisfaction?
Tools: Survey data coupled with advanced methods and tools for processing survey data: Bayesian networks, CUB models for explaining feeling and uncertainty, Rasch models, decision trees, non-linear principal component analysis, multi-dimensional scaling, Control charts applied to customer surveys.
Expected results: Monitoring a business and its drivers, to decide how and where improvement initiatives should be launched
Some recent experiences: Upholstered furniture, kitchen furniture, built-in appliances , design oriented consumer lighting…
Berloni
-8,7
-2,4
-1,1
3,6
-1,9
2,3
-4,0
-1,5
1,6
-4,1
-2,4
9,7
4,7
7,7
-15,0 -10,0 -5,0 0,0 5,0 10,0 15,0
1.Frequenza/ facilità deicontatti
2.Professionalità del personale
3.Fedeltà al canaledistributivo
4. Puntualità nelle consegne etempestività
5.Ass. tecnica post-vendita edisp. alle esigenze del cliente
6.Prezzi
7.Margine unitario medio suiprodotti venduti
8.Affidabilità
9.Ampiezza assortimento
10.Progetto,design,facilità nelmontaggio
11.Innovazione
12.Notorietà di marca ecampagne pubblicitarie
13.Politica promozionale
14.Supporto nellarealizzazione degli
allestimenti
Kitchen Manufacturer
Aurelio Volpe - Laboraty Innovation Unit 11
Partner searchIssues we address: Looking for the suitable partner for a business partnership, especially for firms wishing to establish long distance relationships (Europe-Asia, Europe-America).
Tools: networking, building on longstanding relationship with many of our 2000 customers.
Expected results: Finding importers, agents, distributors for your business. Data and fact findings before establishing a joint-venture or a trade partnership.
Some recent experiences: Potential partner in the explosion-proof lighting fixtures sector in Europe and India. Saudi Arabia, Egypt, Italy, United States, Perù. Office furniture partners in North America, lighting.
Some recent experiences: Potential partner in the explosion-proof lighting fixtures sector in Europe and India. Saudi Arabia, Egypt, Italy, United States, Perù. Office furniture partners in North America, lighting.
Aurelio Volpe - Laboraty Innovation Unit 12
Local development strategies and clustering policies
Issues we address: Development planning of local productive systems and group of companies for development agencies, consortia, and institutions
Tools: Supply and Demand Analysis, potential and actual market, strategic analysis of competition, SWOT Analysis, technical assistance for clustering policies, stakeholders mapping.
Expected results: analysing development policies (legal framework and projects) as well as production factors, comparative analysis of local productive systems.
Some recent experiences: Several districts in Italy, Latin America, Turkey…
Aurelio Volpe - Laboraty Innovation Unit 13
Short term forecasting Issues we address: fact findings for the new year’s budget
Research tools: Market information will be gathered from CSIL database, based on statistics available, direct interviews with leading stakeholders and other existing sources.
Expected results: Each report highlights critical trends over the past three months, examines monthly indicators and reviews our annual forecasts.
Some recent experiences: bi annual surveys for consumer luminaires, built-in appliances
The European market for residential lighting. Sales variation 2013 on 2012 (*), by country. % values
Medium term forecasting Issues we address: specific forecast (3 – 5 years) for the furniture and furnishings consumption together with detailed sub-segment analysis for all covered countries and area to support global strategy of the company.
Research tools: Market information will be gathered from CSIL database, based on statistics available, direct interviews with leading stakeholders and other existing sources. Forecasts are prepared with the help of an econometrical model using macroeconomic data and projections provided by international organizations adapted to the specific features of the sector. We analyse how the industry will be affected by key macroeconomic drivers, such as consumption, investment and trends in other industries.
Expected results: forecast can be used for production and investment planning, to evaluate future potential demand, to test business plans and for setting targets for sales teams. Forecasts can be updated with a agreed timetable and delivered in any format. The time frame includes at least 10 years of historical trends and forecasts.
Some recent experiences: Three years forecast for furniture consumption, five years forecast for high end upholstered furniture consumption.
Furniture consumption by geographical region, 2014.Forecasts of yearly changes in real terms
0
400
800
1,200
1,600
2,000
2012 2020
Furniture demand. Million US$
116%
Tianjin
Aurelio Volpe - Laboraty Innovation Unit 14
Solutions
•Market research solutions
•Retail
•Forecasting
Market research: overviews
Market research and competition analysis
Market entry strategies
Competitive positioning analysis Analysis of product trends
Design strategy
Trade satisfaction
E-surveys
Partner research
Short and medium term forecasting
Analysis of technological trends
Strategic consultancy for manufacturing clusters
Specialist manufacturersGE ControlsCooper Controls LtdLutron EuropePharos ControlsOsram ControlsCrestronDigital LumensLevitonERCServodan (Niko Group)SiblikAwagLampEtapJohnson ControlsHelvarEsyluxEchelonSundraxTridonic (Zumtobel)
Lighting Fixtures manufacturersTriluxGlamoxiGuzziniDisano (Lamplast)FagerhultProjection LightingRiegensMartin ProfessionalRegioluxRZBZumtobel
Philips Lighting
Large non-specialist manufacturersLegrandSchneiderABBHoneywellSiemensLarsen & Toubro
WHOLESALERS
INSTALLERS
GENERAL CONTRACTORS
LIGHTING SPECIALISTS(distributors)
ARCHITECTS
Lighting controls market in Europe. Relevant players by kind
Aurelio Volpe - Laboraty Innovation Unit 15
Industries CSIL frequently deals with
•Furniture and Furnishings
•Lighting and Appliances
•Building products
Customized market research in CSIL is fueled by 30 years of experience in the targeted sectors, as well as a library of 100 multiclient (off-the-shelf) reports. When been recruiting for a customized research, we start from the second step.
Some recent experiences: European policies for the eco-building market
Aurelio Volpe - Laboraty Innovation Unit 16
Customized market intelligence services builds also on internal know-how related to:Feasibility studies and business plans
Evaluation of public policies
Infrastructure planning and evaluation
R&D and innovation strategies
Cost Benefit Analysis training session for government and civil society actors in Ghana on behalf of the World Bank
CSIL: Ex-post evaluation of a solid waste project in Spain
Aurelio Volpe - Laboraty Innovation Unit 17
CSIL Centre for Industrial StudiesCorso Monforte 15
20122 Milano MIItaly
Tel + 39 02 796630Fax + 39 02 780703
Email: csil@csilmilano.com
Do not hesitate to ask your research question to our custom service and we shall contact you in the next 24 hours
AURELIO VOLPE, FOUNDING PARTNERPresident of Scientific Committee
Tel: +39 02 796630-50Mob: +39 338 3791076E-mail: volpe@csilmilano.com
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•Connect with Aurelio Volpe on Linkedin: http://it.linkedin.com/pub/aurelio-volpe/0/6a8/414
•Visit www.csilmilano.com and www.worldfurnitureonline.com
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