Stefano Sacc 18834

Riccardo Stiglich 18460

ENTERING EMERGING MARKETS
EATALY
The name Eataly was coined by Celestino Ciocca
Celestino Ciocca sold (by his family company) all his rights to the
name to Natale Farinetti on February 3, 2004
January 2007, Italian businessman Oscar Farinetti converted a
closed vermouth factory in Turin into the first location of Eataly
First Eataly was located in the Lingotto district of Torino
EATALY IN THE WORLD
Brand stores already opened are located in: Italy (Bari,
Bologna, Florence, Genoa, Milan, Monticello d'Alba, Pinerolo,
Rome, Turin), Japan (Osaka, Tokyo, Yokohama), Turkey
(Istanbul), United Arab Emirates (Dubai), United States
(Chicago, New York).
Other stores are planned to be located in: Boston, London,
Los Angeles, Moscow, Paris, Philadelphia, Rio de Janeiro,
Rome (2nd store), Sao Paulo.
EATALYS MANIFESTO
Eataly Manifesto is based on ten fundamental points, from 0 to 9:
0. WE'RE IN LOVE WITH FOOD
1. FOOD UNITES US ALL
2. OUR PASSION HAS BECOME OUR JOB
3. THE SECRET TO QUALITY OF LIFE? QUALITY PRODUCTS
4. OUR TARGET AUDIENCE IS EVERYONE
5. EAT. SHOP. LEARN
6. WE'RE IN THIS TOGETHER
7. OUR THREE PROMISES TO YOU:1. Choice 2. Accessibility 3. Knowledge:
8. YOUR TRUST IS EARNED EVERY DAY
9. THE END GOAL
EATALYS PARTNERS
EATALYS OBJECTIVES AND
FEATURES

Eatalys aim is to make high quality Italian foods available to everyone, at fair
prices and in an environment where people can shop, taste and learn.


Most of Eatalys sales points are raised on ultra modern building: this makes the
Eatalys experience much more fascinating and attracts more visitors.


The country of origin, Italy, is the key of success. The Italian brand, especially in
the food industry, is appealing and synonymous of quality, palatability, a unique
food experience.
SELECTING WHICH MARKET
TO ENTER

South-East Asia: already settled in Japan, focus on the biggest market of the area,
China. It is no way a uniform and homogeneous market , socially and economically
fragmented.


Variables to be considered:
Per income GDP 3
rd
place among Chinese cities
HDI (Human Development Index) 2
nd
place among Chinese cities
7.7% annual GDP growth (2013)
International High-end Business Area


SELECTING WHICH MARKET
TO ENTER
For the reasons just listed, we
chose the XinTianDi District of
Shanghai, which is home to
one of China's first major and
affluent car-free shopping
centers area.
The most suitable construction
is supposed to be an ultra
modern building, making the
Eatalys brand more appealing
and recognizable

THE ENTRY IN THE CHINESE
MARKET
The key of success is in highlighting the strengths of Eatalys core
business.
TARGETING: Shanghai has a growing middle class inclined to
think that imported Italian imports are the height of sophistication
PRICING: make products accessible to the whole population, within
certain limits (which are related to the medium-high costs of foods
and raw materials, that make the final price relatively high).
POINT OF SALES: a kind of store that has to be a huge market,
deli, and grocery rolled into one offering Italian goods and an Italian
piazza with several small restaurants. Preference for local
employee rather than expatriates.

CONCLUSION
It would be a great deal for Eataly to reach the Chinese market,
which is very broad, and Shanghai could be the initial engine to
expand its activities all around the South-East area of Asia, that is
characterized by the presence of countries with high growth and
high GDP per-capita level (such as Singapore and Honk Kong)
it is reasonable to believe that Eataly will obtain a positive outcome
in emerging markets as long as they will always trust and
emphasize their core elements, since the Italian brand and know-
how is often appreciated in the world.