Csil Kitchen introduces...CSIL

Aurelio Volpe - Laboraty Innovation Unit 1

CSIL – LABAurelio Volpe and the CSIL LAB team of International Experts


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:


• 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.


• 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


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


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…


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.


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…


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...


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


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.


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…


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


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


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


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


CSIL Centre for Industrial StudiesCorso Monforte 15

20122 Milano MIItaly

Tel + 39 02 796630Fax + 39 02 780703

Email: [email protected]

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: [email protected]

Stay connected•Follow CSIL on Twitter: https://twitter.com/CSILMilano

•Stay in touch with CSIL on Facebook: https://www.facebook.com/CSILMilano

•Connect with Aurelio Volpe on Linkedin: http://it.linkedin.com/pub/aurelio-volpe/0/6a8/414

•Visit www.csilmilano.com and www.worldfurnitureonline.com

mailto:[email protected]

Csil Kitchen introduces...CSIL

Marketing

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