International Marketing Plan for Abruzzo SMEs in Wood and Furniture sector
Palm (Pole of Innovation of Wood and Furniture) is a consortium formed by independent companies in the field of Wood and Furniture of Abruzzo region. Palm performed its activities according with the strategy indicated by Abruzzo Regional Government and its activities have been part of the ROP ERDF 2007-2013.
Palm support its members in internationalisation processes.
Palm studied an International Marketing Plan, as a tool available for the SMEs useful to take targeted, incisive and effectiveness decisions to enter foreign markets. It comes from the consciuousness that the consortium is a set of entities completely different in terms of legal subjects, size, location, strategies and e business qualifications.
The Market Plan indicates to approach the destination markets through a methodological tool called CONTRACT.
Due to a very fragmented and small production system, this strategy is particularly suitable. It proposes to approach the market through an integrated offer of different subjects in the same sector and to create groups of companies able to provide a complete service to a foreign customer.
The objectives of the international market plan were:
• Define an internationalization strategy common to all PALM members with limited costs, quick launch times and simple structure.
• Strengthening of the shares of the foreign market
• Identification of new national destinations
• Identification of the most suitable forms and methods of internationalization
The action involved a total cost of 10.000 Euros, 5.000 thousand of which from POR FESR Abruzzo.
The plan involved: consultants specialized in marketing plans, the Palm board and the referrals of the companies and universities of the consortium.
Evidence of success
31 companies belonging to the PALM Innovation Pole have been involved and have participated in important trade fairs: Médinit Expo Casablanca (Morocco) - 2014; Milan Furniture Fair - 2015; Orgatec Cologne (Germany) - 2015
An R&D project called Mobom was held. It is a pilot project related to the feasibility study and subsequent prototyping of a multi-purpose prefabricated module to be used for temporary events, for fairs and stands, performed in collaboration with the University of L'Aquila
Potential for learning or transfer
The strategy indicated by the Palm International Market Plan is transferable in those European regions rich in highly specialized SMEs in a specific production area.
The lesson learned is that in the processes of internationalization, cooperation between subjects of different types and sizes is a winning factor.
The main result achieved is methodological: following the International Market Plan, the Palm Consortium companies have implemented common actions such as, for example, joint participation in international trade fairs and the development of product innovation projects in the form of aggregation of companies to face the international market.
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