Innovation Technology Essay

29235 Words Aug 3rd, 2014 117 Pages
Copenhagen Business School Cand. Merc. M. Sc. IBS - International Business
Department of International economics and management, 15 June 2012

Strategic Analysis of the Geox Group

Councellor: Bersant Hobdari, Copenhagen Business School Student name: Valeria Serra N. of pages: 79.7 Total n. of characters: 181,415 N. of characters (without figures): 165,415 N. of figures: 20

Executive Summary The purpose of this thesis is evaluating the sources of the extraordinary success of the Italian company Geox S.p.A. in order to assess whether its triumph is sustainable or not in the future. Geox S.p.A. is an Italian company based in Montebelluna (Treviso, Italy). It produces high quality and innovative shoes and apparels, and it is
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Moreover, it allowed us to find the key success factors required to succeed within the industry. The internal analysis suggests that Geox has still considerable sources of sustainable competitive advantage, which are coherent with the key success factors of the industry. In conclusion, the strategies that Geox is following are coherent with the suggestions that have been found in the last part of the thesis, and they are mainly based on addressing new markets, especially in the developing world.

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Table of contents

1) Introduction - 4 1.1 1.2 1.3 1.4 1.5 Preface - 4 Problem Statement - 6 Methodology and Applied Theory - 6 Data - 7 Criticisms and Delimitations - 7 2) Presentation of the Geox Group - 8 2.1 The History of Geox S.p.A. - 8 2.2 The Ownership Structure - 10 2.2.1 Shareholders - 10 -

2.3 The Management - 11 2.3.1 2.3.2 The Board Structure - 11 Remuneration - 12 -

2.4 The organization - 12 2.4.1 The Structure of the Group - 15 -

2.5 Markets - 15 2.5.1 2.5.2 Geography - 16 The Internationalization Strategy - 17 The Replicability of the Business Model - 17 The Importance of Distribution - 18 -

2.5.2.1 2.5.2.2 2.6 Products - 19 -

2.7 The Competitive Arena - 19 2.8 Market Turnover and Performance - 20 3) Business Strategic analysis - 25 3.1 The Basic Framework - 26 3.2 External Analysis - 27 3.2.1 The Macro-environment - 27 The PEST Analysis - 27 -

3.2.1.1

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