How to (really) reorganise a company: case history no. 1
Training
We are not talking about theory but about reality. About a real business, with real problems and a growth path built step by step, with method, vision and courage. Case History #1 Business: chemical industry producing additives, pigments and colourants – natural and synthetic – for the food sector. Turnover: €8 million. Problem: falling sales, saturated Italian market, declining consumption, growing competition. The question was clear: how could it return to growth? The turning point came with a tailor-made internationalisation plan. Duration: 12 months. Objective: to find new markets, customers and strategic partners abroad. After in-depth analysis, we identified the Chinese market as the most promising destination:
- high-quality products;
- ease of transport;
- customers already linked to multinational groups.
A decisive aspect was understanding from the outset that exporting a product was not enough: the sales approach, communication and local presence had to be adapted to the dynamics of the Chinese market, building solid, lasting relationships with local counterparts. This marked the start of a structured path in operational phases:
- Mapping of sector trade fairs in the main cities (Shanghai, Beijing, Shenzhen, Guangzhou).
- Analysis of competitors, both Italian and international, to understand positioning and pricing strategies.
- Scouting of potential Chinese customers, selected on the basis of technical and commercial compatibility criteria.
- China’s rules on food additives: the national standard GB 2760 sets out which colourings may be used and in which foods.
- The checks by Chinese Customs (GACC) on incoming goods and the cost of entry: duties of around 6.5% on colourings and pigments, and import VAT at 13%.
- Analysis of transport costs and lead times. In parallel, a phased entry plan was also developed to monitor the results, margins and financial sustainability of the entire international expansion project.