This work aims to analyse the importance of the customer and the relationship with him in the industrial world, in particular in the Loccioni case, a company in Marche hinterland, which produces sophisticated monitoring systems for industrial processes. Loccioni is a family multinational founded on values preserved over time, the importance and respect of people, their curiosity and determination, the enhancement of the territory and customer satisfaction, aspects that distinguish it from other global multinationals. The corporate culture forms a single package with the solution and the foreign offices become a bridge that connects the company to global customers. It is precisely the offices that make it possible to bring cultures that are very distant from each other and to "break through the door" of the customer. The benefits achieved with the opening of foreign offices are many. The autonomy in the management of orders by the offices increases, maintaining a centralized relationship with the parent company: for LUSA and LDEU it grows in the period 2019-21, also during the period of Covid-19; for LCHI, after a period of growth in the autonomy of the headquarters, there is a setback to return to the initial value of 2019. From the comparison of the three-year plans for the years 2011-13 and 2020-22 it emerges that the company, after the initial development in Italy, becomes a trusted partner and is appreciated worldwide by customers and suppliers, in particular after the opening of foreign offices that allow greater geographical and cultural proximity. In addition, the company successfully enters various markets, varying and increasing the number of Business Units in which it operates. The quality of customers and their orders have increased, assuming an international identity: Italy loses field in relation to the nationality of the customers and the country of installation, leaving room for the expansion of other countries such as the USA, China and Germany, the first affected by the birth of foreign offices. Even the countries hosting the “younger” offices, Japan, Korea and India, are affected by a growing trend which, if it remains constant over the next decade, could potentially boast a growth comparable to its sister offices. Turnover is growing steadily for the American headquarters, also in 2020, year in which the German and Chinese offices suffer a slowdown and collapse, due to the Covid-19 pandemic; however, the latter manage to "counter" the blow, still reaching turnover levels higher than those of 2018. Beyond these aspects, undertaking the path of internationalization allows the company to seize important development and expansion opportunities. Some concern the results obtainable in the short and medium term, in terms of increased sales and profits, but the fundamental opportunities that it manages to seize refer to the development of the company in the medium to long term: the increase in risk diversification, competitiveness and the possibility of building barriers to competition. Furthermore, these factors give the opportunity to access new ideas and experiences and to create relationships with customers, which allows the company to grow, innovate and enhance its territory and the people who are part of it. Internationalization is, therefore, the natural response to the growing globalization of markets. Consequently, the creation and development of customer relationships, through the presence of offices around the world, is the most effective response to the drive towards internationalization. Loccioni, in its internationalization adventure, proves to be an extremely flexible reality, able to adapt to market changes and to build stable and lasting relationships with customers and suppliers, confirming that, as the Loccioni family claims, "alone you go faster, but together we go further ”.
L’elaborato ha l’intento di analizzare l’importanza del cliente e della relazione con esso nel mondo industriale, in particolare nel caso Loccioni, impresa nell’entroterra marchigiano, che produce sofisticati sistemi di monitoraggio di procedimenti industriali. Loccioni è una multinazionale familiare fondata su valori conservati nel tempo, l’importanza e il rispetto delle persone, la loro curiosità e determinazione, la valorizzazione del territorio e la soddisfazione del cliente, aspetti che la distinguono da altre multinazionali mondiali. La cultura forma un pacchetto unico con la soluzione e le sedi estere divengono un ponte che collega l’impresa ai clienti mondiali. Sono proprio le sedi che permettono di avvicinare culture molto distanti tra loro e di “sfondare la porta di casa” del cliente. I benefici effettivamente conseguiti con l’apertura delle sedi estere sono molteplici. L’autonomia nella gestione delle commesse da parte delle sedi aumenta, mantenendo un rapporto centralizzato con la casa madre: per LUSA e LDEU cresce nel periodo 2019-21, anche durante il periodo del Covid-19; per LCHI, dopo un periodo di crescita dell’autonomia della sede, si assiste ad una battuta di arresto fino a tornare al valore iniziale del 2019. Dal confronto dei piani triennali per gli anni 2011-13 e 2020-22 emerge che l’impresa, dopo lo sviluppo iniziale in Italia, diventa partner di fiducia ed apprezzata a livello mondiale da clienti e fornitori, in particolare dopo l’apertura delle sedi estere che permettono una vicinanza maggiore, geografica e culturale. In aggiunta, l’impresa si inserisce con successo in diversi mercati, variando e aumentando il numero di Business Units nelle quali opera. La qualità dei clienti e dei loro ordini sono aumentati, assumendo identità internazionale: l’Italia perde campo in relazione alla nazionalità dei clienti e alla nazione di installazione, lasciando spazio all’espansione di altri Paesi quali Usa, Cina e Germania, i primi interessati dalla nascita delle sedi estere. Anche i Paesi che ospitano le sedi più “giovani”, Giappone, Corea ed India, sono interessate da un trend crescente. Il fatturato cresce a ritmo costante per la sede americana, anche nel 2020, anno in cui le sedi tedesca e cinese subiscono un rallentamento ed un crollo, a causa della pandemia da Covid-19; tuttavia queste ultime, riescono a “contrastare” il colpo giungendo comunque a livelli di fatturato superiori a quelli del 2018. Oltre tali aspetti, intraprendere il percorso di internazionalizzazione consente all’impresa di cogliere importanti opportunità di sviluppo ed espansione. Alcune riguardano i risultati ottenibili nel breve e medio periodo, in termini di aumento delle vendite e dei profitti, ma le opportunità fondamentali che riesce a cogliere si riferiscono allo sviluppo dell’impresa nel medio-lungo periodo: l’aumento della diversificazione del rischio, della competitività e della possibilità di costruire barriere nei confronti della concorrenza. Inoltre, questi fattori, danno la possibilità di accedere a nuove idee ed esperienze e di creare relazioni con i clienti, che permette all’impresa di crescere, innovare e valorizzare il proprio territorio e le persone che ne fanno parte. L’internazionalizzazione è, dunque, la naturale risposta alla globalizzazione crescente dei mercati. Di conseguenza, la creazione e lo sviluppo di relazioni con il cliente, attraverso la presenza delle sedi nel mondo, è la risposta più efficacie alla spinta all’internazionalizzazione. Loccioni, nella sua avventura di internazionalizzazione, dimostra di essere una realtà estremamente flessibile, in grado di adattarsi ai mutamenti di mercato e di costruire relazioni stabili e durature con clienti e fornitori, a conferma che, come sostiene la famiglia Loccioni, “da soli si va più veloci, ma insieme si va più lontano”.
RELAZIONI DI RETE E RAPPORTI CON IL CLIENTE. IL MODELLO LOCCIONI
BACHER, MONICA
2020/2021
Abstract
This work aims to analyse the importance of the customer and the relationship with him in the industrial world, in particular in the Loccioni case, a company in Marche hinterland, which produces sophisticated monitoring systems for industrial processes. Loccioni is a family multinational founded on values preserved over time, the importance and respect of people, their curiosity and determination, the enhancement of the territory and customer satisfaction, aspects that distinguish it from other global multinationals. The corporate culture forms a single package with the solution and the foreign offices become a bridge that connects the company to global customers. It is precisely the offices that make it possible to bring cultures that are very distant from each other and to "break through the door" of the customer. The benefits achieved with the opening of foreign offices are many. The autonomy in the management of orders by the offices increases, maintaining a centralized relationship with the parent company: for LUSA and LDEU it grows in the period 2019-21, also during the period of Covid-19; for LCHI, after a period of growth in the autonomy of the headquarters, there is a setback to return to the initial value of 2019. From the comparison of the three-year plans for the years 2011-13 and 2020-22 it emerges that the company, after the initial development in Italy, becomes a trusted partner and is appreciated worldwide by customers and suppliers, in particular after the opening of foreign offices that allow greater geographical and cultural proximity. In addition, the company successfully enters various markets, varying and increasing the number of Business Units in which it operates. The quality of customers and their orders have increased, assuming an international identity: Italy loses field in relation to the nationality of the customers and the country of installation, leaving room for the expansion of other countries such as the USA, China and Germany, the first affected by the birth of foreign offices. Even the countries hosting the “younger” offices, Japan, Korea and India, are affected by a growing trend which, if it remains constant over the next decade, could potentially boast a growth comparable to its sister offices. Turnover is growing steadily for the American headquarters, also in 2020, year in which the German and Chinese offices suffer a slowdown and collapse, due to the Covid-19 pandemic; however, the latter manage to "counter" the blow, still reaching turnover levels higher than those of 2018. Beyond these aspects, undertaking the path of internationalization allows the company to seize important development and expansion opportunities. Some concern the results obtainable in the short and medium term, in terms of increased sales and profits, but the fundamental opportunities that it manages to seize refer to the development of the company in the medium to long term: the increase in risk diversification, competitiveness and the possibility of building barriers to competition. Furthermore, these factors give the opportunity to access new ideas and experiences and to create relationships with customers, which allows the company to grow, innovate and enhance its territory and the people who are part of it. Internationalization is, therefore, the natural response to the growing globalization of markets. Consequently, the creation and development of customer relationships, through the presence of offices around the world, is the most effective response to the drive towards internationalization. Loccioni, in its internationalization adventure, proves to be an extremely flexible reality, able to adapt to market changes and to build stable and lasting relationships with customers and suppliers, confirming that, as the Loccioni family claims, "alone you go faster, but together we go further ”.| File | Dimensione | Formato | |
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Tesi Monica Bacher PDF A.pdf
Open Access dal 17/08/2023
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https://hdl.handle.net/20.500.12075/7765