Italian Export In Eastern Europe Market Of Pasta Economics Essay

This study aims to be a complete and accurate analysis of the pasta market in Eastern Europe, and to demo how three of the most of import Italian pasta exporters were able to perforate in this market. We will besides demo the possibility of growing of this market and his development for old ages to come.

Some informations about Russia and Poland

I decided to analyse these two states because, as I will explicate in more item below, historical and political grounds led the people to hold similar nutrient ingestion. However, beyond other differences much more marked ( like the geographical size or the figure of dwellers ) , both states have a market characterized by the importing of pasta from Italy about indistinguishable. Yet a state is a member of the EU, the other non. One enjoys the provilegi rank of the Euro and has no responsibility. The other keeps the ruble and revenue enhancements and duties influence over the ingestion of imported merchandises.

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1.2.1 ) Soviet union

The prostration of the Soviet Union has brought approximately great alterations in Russia. The economic system was centrally planned and has now become a planetary market. The economic reforms in 1990 have privatized industry mill, except for some strategic sectors such as energy and defence. To cognize the existent power of Russia, IA?d like to demo you that this state is the largest exporter of natural gas, the 2nd largest oil exporter and the 3rd largest exporter of aluminium steel. This makes Russia an economically strong state, but weak about fluctuations on the variableness of trade good monetary values. After a long economic crisis ( 1998 ) , the economic system began to turn on mean 7 % . However, the recent planetary crisis influenced to a great extent the new in-between category. The Central Bank of Russia used a 3rd of its 600 billion U.S. dollars in international militias to avoid the crisis and stabilise the ruble. The authorities has besides spent $ 200 billion for a deliverance program to increase liquidness in fiscal sector and assistance for Russian companies. In 2010 happens black state of affairs from the environmental point of position, with a terrible drouth and wildfire in cardinal Russia that have reduced agricultural production, taking to a prohibition on wheat exports for the twelvemonth, and growing in other sectors, such as fabrication and retail trade ( but the growing is truly slow ) .

1.2.2 ) Poland.

In 1990, Poland has begun a policy of economic liberalisation and today is one of the most active passage – economic systems. Before 2009, GDP had grown by about 5 % per twelvemonth, chiefly due to influxs of EU financess. GDP per capita is still below the EU degree, but it is among the most high in the Baltic provinces. Unfortunately, EU rank was blocked by the unemployment rate to 11.8 % for the twelvemonth 2010 and for rising prices to 4.2 % , above the upper bound of the mark audience of the National Bank and the shortage of public sector budget went to 7.9 % of GDP, for the crysis events. The state ‘s possible held back by deficiency of modern substructure, an inefficient commercial tribunal, a codification of difficult work and excessively much bureaucratism.

Soviet union


GDP ( buying power para )

$ 2.229 trillion ( 2010 est. )

$ 2.147 trillion ( 2009 est. )

$ 2.331 trillion ( 2008 est. )

$ 721.7 billion ( 2010 est. )

$ 698.6 billion ( 2009 est. )

$ 687 billion ( 2008 est. )

GDP – existent growing rate:

3.8 % ( 2010 est. )

-7.9 % ( 2009 )

5.2 % ( 2008 )

3.3 % ( 2010 est. )

1.7 % ( 2009 est. )

5.1 % ( 2008 est. )

GDP – per capita ( PPP ) :

$ 15,900 ( 2010 est. )

$ 15,300 ( 2009 est. )

$ 16,600 ( 2008 est. )

$ 18,800 ( 2010 est. )

$ 18,200 ( 2009 est. )

$ 17,800 ( 2008 est. )

GDP – composing by sector:

agribusiness: 4.2 %

industry: 33.8 %

services: 62 % ( 2010 est. )

agribusiness: 3.9 %

industry: 31.8 %

services: 63 % ( 2010 est. )

Labor force:

75.55 million ( 2010 est. )

17 million ( 2010 est. )

Labor force – by business:

agribusiness: 10 %

industry: 31.9 %

services: 58.1 % ( 2008

agribusiness: 17.4 %

industry: 29.2 %

services: 53.4 % ( 2005 )

Unemployment rate:

7.6 % ( 2010 est. )

8.4 % ( 2009 )

11.8 % ( 2010 est. )

11 % ( 2009 est. )

Population below poorness line:

13.1 % ( 2009 )

17 % ( 2003 est. )

Investing ( gross fixed ) :

18.9 % of GDP ( 2010 est. )

19.5 % of GDP ( 2010 est. )

Public debt:

9.5 % of GDP ( 2010 est. )

8.3 % of GDP ( 2009 est. )

50.5 % of GDP ( 2010 est. )

46.4 % of GDP ( 2009 est. )

Inflation rate ( consumer monetary values ) :

6.7 % ( 2010 est. )

11.7 % ( 2009 )

2.4 % ( 2010 est. )

3.5 % ( 2009 est. )

Industr. production growing rate:

8.3 % ( 2010 est. )

6.5 % ( 2010 est. )


$ 376.7 billion ( 2010 est. )

$ 303.4 billion ( 2009 est. )

$ 160.8 billion ( 2010 est. )

$ 142.1 billion ( 2009 est. )

Exports – spouses:

Netherlands 10.62 % , Italy 6.46 % , Germany 6.24 % , China 5.69 % , Turkey 4.3 % , Ukraine 4.01 %

Germany 26.06 % , Italy 6.84 % , France 6.78 % , UK 6.38 % , Czech Republic 5.85 % , Netherlands 4.14 %


$ 237.3 billion ( 2010 est. )

$ 191.8 billion ( 2009 est. )

$ 167.4 billion ( 2010 est. )

$ 146.4 billion ( 2009 est. )

Imports – spouses:

Germany 14.39 % , China 13.98 % , Ukraine 5.48 % , Italy 4.84 % , US 4.46 %

Germany 28.08 % , Russia 8.65 % , Italy 6.5 % , Netherlands 5.59 % , China 5.27 %

Debt – external:

$ 480.2 billion ( 2010 est. )

$ 467.2 billion ( 2009 )

$ 252.9 billion ( 2010 est. )

$ 239.6 billion ( 2009 est. )

1.3 ) Some information about the industries

1..3.1 ) Barilla S.p.a.

Barilla S.P.A. is an international nutrient company founded in 1877 in Parma. The company is still in private held, and remains in household ownership and control besides today. Actually, the ownership is token by the three nephews of the laminitis, Piero Barilla.Barilla_pasta_logo.svg.png

Barilla Group control multiple trade names. The most celebrated are: Mulino Bianco, Pavesi, Voiello, Alixir, Wasabrod, Misko, Filiz, Yemina and Vesta. The Group has several production workss all over the universe: in Italy, Greece, France, Germany, Russia, Sweden, Turkey and United States, but the cardinal office remains in Parma.

Barilla Pasta produces assorted sorts of pasta and bakeshop merchandises ; is one of the universe ‘s leader in pasta, with 25 % of the US market and 40 % of European Market. Barilla produces 4,000 dozenss of dried pasta yearly in over 120 forms and sizes. It is besides the taking marketer of bakeshop merchandises in Italy. After the acquisition of the Swedish company Wasa, Barilla became the universe ‘s major manufacturer of flatbread.

The Group has 16,000 employes, control 20 different trade names and has a turnover of 4.5 billion euros. This market giant green goods every twelvemonth 3A?000A?000 dozenss of nutrient merchandises.

In East Europe, the group is present in different states: harmonizing to the website information, is present in Poland from 1999 with the trade names Wasa, Barilla and Mulino Bianco. 47 employers plants for Barilla in Warzawa.

In Russia is present a bakeshop works, and 880 people plants at that place. Barilla set his presence in Moskow from 2003 and sell merchandises like Barilla, HarryA?s and Wasa.

In Sweden the society is present since 1999, with offices, production workss and a factory. 545 employees plants for the group in Filipstad, and make nutrient for trade names Wasa and Barilla.

1.3.2 ) Pasta Zara

Pasta Zara S.p.A. Italian nutrient is a Muggia ( TS ) , specialising in the production of pasta, founded in1898 with mills in Riese Pio X ( Television ) and Muggia ( TS ) .

The company is the taking exporter of mush in the universe and 2nd in footings of production. Exports represent 95 % of the market for Pasta Zara, and 13.5 % of repasts eaten in the universe is Zara, in 2009 has sold 208,000 dozenss of pasta. Actually exports to 97 states and increased gross revenues peculiarly in Asiatic markets, America and Russia. In its continued growing, Pasta ZARA has launched an industrial development program with the purpose is to increase the production capacity from current 208,000 dozenss per twelvemonth to about 320 thousand dozenss by 2015. It works about 300 people in his mill, and is one of the few Italian companies that succesfully survived the recent fiscal crisis.logozara.png

Pasta Zara has besides been active for old ages an interesting coaction with the Italian chefs, and is an active societal life of its part by advancing a figure of featuring and culinary events, every bit good as patronizing several youth athleticss squads.

1.3.3 ) De Cecco

It was founded in 1886 in Fara San Martino by Filippo Giovanni De Cecco. His male parent, Nicola De Cecco, a few old ages ago produced flour in a little local factory. As early Filippo De Cecco had the penetration to decently dry the pasta so that they can keep and defy the long journeys to America. Until so, the paste was spread in the Sun to dry. The current mill in Fara San Martino was built in the early 70 ‘s when that age was no longer able to bring forth the measures required by the market. In 1950 it was rebuilt in Pescara on the industry theoretical account of the former factory town from the old ages 20 and about wholly destroyed during World War II. Industry Pescara De Cecco is called “ Mill and De Cecco pasta and is a public limited company controlled by the parent “ F.lli De Cecco di Filippo Fara San Martino SpA. Until the late 80 ‘s “ Mill and De Cecco pasta mill in Pescara had their ain trade name. Meanwhile in Caldari Ortona went into production the new works. Since it was down to Pescara, the factory of Fara San Martino guarantee all production of durum wheat production due to enlargement work. De Cecco pasta produces water-based and durum wheat, although the Torahs in many states allow the usage of blends based on hard wheat wheat and wheat flour that are called semolina.

Pasta De Cecco has spread to 90 states around the universe including Italy, Great Britain, Japan, United States, and France for over 100 old ages. It has late started exporting in Mongolia.

Today ‘s major stockholders of the group are the same as De Cecco: Filippo Antonio Adolfo and his brother Joseph and cousin Joseph Aristide, Joseph Alfred and the bulk stockholder Saturnino De Cecco. logo_home.png

The pasta market in east Europe

2.1 ) What is pasta

Pasta is a so popular nutrient for many grounds: its nutritionary value, gustatory sensation and convenience. This is a healthy and of import portion of a balanced diet ( such as mediaterranea ) .

The discoverer of pasta is still unknown: fables says Marco Polo imported from the E, while for others the differences between western and eastern pasta are excessively great, and they think that the Etruscans were the first to fix pasta. There are two sort of pasta: fresh or dried. The dry consists of semolina, which is produced by crunching meats of hard wheat wheat. Sometimes other grains are besides used. The semolina is assorted with H2O to organize a dough. Normally, the fresh pasta is prepared by adding eggs excessively. You can enrich the mixture with other ingredients such as Spinacia oleracea, tomatoes and Crocus sativus to alter its colour. The dough is kneaded until it reaches the right consistence, and so is pushed ( extruded ) through a dice, a metal disc with holes. The size and form of the holes in the dice find the form of the pasta will be. When the pasta reaches the right length, is cut with knives. The paste is so sent through big driers which circulate hot, damp air to slowly dry the pasta. The pasta is so packed in bags or boxes. The fresh pasta alternatively should be consumed within a few yearss of readying, without the phase of drying. The most popular type of pasta in the universe is spaghetti.

2.2 ) Similarity and differences between E and West market

The differences between these two “ universes ” are really pronounced. On the one manus, the pasta is the nutrient excellent, on the other, at best, a simple flavorer. Export pasta in these states does non intend selling a merchandise, means to do them portion a life style. Some Italian companies there are seeking, even now.

2.2.1 ) Soviet union and Poland Pasta Market

Historical grounds ( including the three dividers of Poland in 1772, 1773 and 1775 ) and societal behaviors urge me to see the current pasta market of Russia and Poland as similar in many respects, both alone, but distinguishable from those of Western Europe.

These two markets, so similar to consumer penchants, have one large difference: Poland is a member of the European Union, and as such have entree to merchandises faster and cheaper, in the instance of Russia, but the merchandises are burdened with responsibilities.

The Russian and Polish nutrient market is extremely disconnected and there is non a individual monopoly ; the top 10 retail merchants merely reach a market portion of 10 per centum ( informations from 2006 ) .

In these two states, traditional trade item store are common, in Russia still remain the ‘Soviets ‘ ( little independent shops ) , stand foring three quarters of entire nutrient gross revenues. However, in both states are going more modern retail ironss. Hypermarkets and supermarkets are turning quickly. The top five nutrient retail merchants in 2006 was X5 Retail Group, Metro Group, Tander, Auchan and Uniland Holding. Most of them have started concern in Moscow and are now easy spread outing into other parts. The centrepiece of the nutrient market and based for all foreign companies wishing to distribute throughout the state is the country of Moscow and St Petersburg. The grade of success for future enlargement can be examined by the successful sale of their merchandises at the progressively big in-between category and upper-middle in these metropoliss. The most of import carnival in this country is World Food Moscow, held yearly in September. The carnival is an international carnival, the bigger and largest in cardinal and eastern Europe. Manufacturers who want to present their merchandises and trade names in the Russian market must take part to this event ( with about 1,300 exhibitioners and 60,000 visitants, most of the international jobbers and retail merchants of nutrient ) .

Monetary values are non set by jurisprudence, but vary from part to part. This is due to differences in income and cost of life across the state. Russians spend a higher per centum of their income than consumers sweets in many other states. In 2007 the entire ingestion was 1.1 million metric tons. So the confectionery market is a strong and a really attractive sub-sector.

About revenue enhancement, the monetary values of modern retail shops are capable to a 18 % value added revenue enhancement ( VAT ) flat rate which can do it hard to vie.

Import duties can change from 5-20 per centum depending on the merchandise and the state is imported from has the position of most favorite state. In the instance of Italy, the nominal revenue enhancement rate is 20 per cent.

Poland does non hold these jobs because it adheres to the Schengen Treaty and E.U. and the goods may be imported without duties.

In general, corruptness and bureaucratism are the major obstructions to making concern in Russia. However, the Russian authorities abolished many demands and simplified import licensing and decrease of bing non-tariff barriers, the accession to the World Trade Organization. Food companies who want to import into Russia must use for enfranchisement by the Russian Agency for Health and Consumer Rights, which confirms the safety and quality criterions.

In these states, where for historical and societal ground ingestion of pasta is of course really little, extended selling runs are needed, a batch of forbearance and creativeness to back up the concern.

It ‘s really interesting to observe that the deficiency of responsibilities has facilitated the export of mush in Poland. But what we can analyse from Russia? If we apply corrections to the informations due to deformations and normalise the population, we get really similar fuel ingestion. So is it true that the responsibilities will non impact this concern?

No, for one simple ground: in Russia imported pasta is a luxury point. It is surely non a few rubles on the monetary value that discourages the affluent citizens of Moscow from purchasing Italian merchandises. Because the larger portion of these merchandises is sold in Moscow. and St. Petersburg. The staying portion of Russia is non a consumer of Italian merchandises. A decrease of responsibilities could promote the spread of the paste between other groups of the population, while concerns might believe of high gamam merchandises for more flush citizens.

2.2.2 ) West-Europe pasta market

In the Europe of the E, the pasta and ‘a well-known nutrient. Its nutritionary and organoleptic features make it an first-class nutrient, balanced and healthy for human ingestion. In fact, the pasta and ‘also at the base of the Mediterranean diet.

Production volumes, estimated at 3.2 million metric tons thanks to consumers who take a national and a foreign market that continues to turn. The Italian market in 2009 represented about 1.5 million dozenss, worth about 2.7 billion euro.

Approximately 52 % of national production is exported. In 2009, Italian pasta companies have increased their export volumes of around 1, 35 % .

Pasta is decidedly one of the cardinal countries of the Made in Italy, but competition with foreign states, in peculiar the European Union is really strong.

Filed in 2008, has been peculiarly hard for the fight of Italian pasta, because of rising prices and the development of the euro / dollar in 2009, exports of pasta in Italy began to turn.

In add-on to the phenomena of short continuance, in fact, the Italian pasta continues to win in international markets, where ingestion is lifting everyplace.

Overall, they were exported around 1.7 million metric tons of Pasta, worth about a‚¬ 1.7 billion.

In peculiar, 1 million and 145 thousand dozenss of mush were exported to EU states ( 4 % more than last twelvemonth ) and 514 000 metric tons to 3rd states.

As respects the geographical distribution of exports in the rankings of the five largest clients, Germany confirms first topographic point with a portion of 20 % in measure, followed by France ( 16 % ) , the United Kingdom ( 15 % ) , United States ( 7 % ) and Japan ( 5 % ) . These five states account for approximately 63 % of entire exports of pasta in Italy.

In ten old ages the production of pasta in the universe has risen from around 7 million metric tons to around 12 million metric tons. This means that, with about 3.2 million metric tons of production, our state is about 26 % of universe production of mush and 75 % of the EU at a glimpse a pasta dish eaten all over the universe in 4 – and 3 out of 4 in Europe – is made with Italian pasta.

However, the Italian leading can non be taken for granted. New international rivals now face the planetary market.

The gradual decrease in the figure of pasta ( see that in 1970 the assets were pasta 450 ) concerned as an indicant of the troubles in the sector.

The Italian pasta market, right now, enduring considerable trouble, as demonstrated by the actions of antirust Italian, which cyclically apply countenances to the chief manufacturers.

The Italian market is saturated: the monetary values are really low compared to the natural stuff, the figure of manufacturers is really high and net income borders are really low. Oepr this respect the lone Italian pasta. If we add to this the inexpensive merchandises imported from Spain, but even more from Asia and South America, the state of affairs is truly debatable.

Many artisan pasta shapers have closed, and the staying hold had to subscribe to keep equal degrees of monetary values. There is no topographic point in the market for new inventions. Focus on new signifiers or in footings of formulas is really hard because it is a capable already much exploited. E ‘can point to an addition in quality, but the return of gross revenues compared to the monetary value addition requested is non inexpensive. Gross saless are down and monetary values are strongly influenced by the fluctuation of natural stuff ( such as the recent fire in Russia has led to a deficit of grain in the universe ) . That ‘s why many companies have decided to put abroad, in America some of the others in East Europe

2.3 ) General indexs


dozenss of pasta produced



Soviet union





Per capita consuption of pasta ( kilogram )



Soviet union

6,0 ( fast grown )


3,0 ( rather stable )


Average merchandising monetary value ( a‚¬ )



Soviet union




Market portions of Italian companies in the country of pasta in Italy

2.4 ) Consumers behaviour

Italy – West Europe


Pasta is a nutrient for all people

Is healty and cheap

Thousands and 1000s of differents trade names

Brand name and repute create trusts

Recipes are normally fresh and “ light ” , tastefull.

The purchasers knows tonss of things about pasta, how to fix the best formula, a batch of experience of the merchandise.

Is made in Italy

Unlimited being of different size and forms

The bundle is less of import than the trade name

Possibility of collusion between similar merchandises to maintain high monetary values

The original Made – In – Italy Pasta is an expensive merchandise

When controls are are carried out purely, the merchandise has a good quality

Merely the most celebrated trade names and names can pull a foreign client.

Expensive selling runs can assist selling pasta

Cultural mix of Italian pasta and west-Europe merchandises can make unpleasant gustatory sensations ( Pasta with Vodka sauce )

Lack of basic cognition. Particularly about cooking clip!

Fake merchandises are common ( unluckily )

Spaghetti, Macaroni, Lasagne, Fettuccine. No more.

The bundle must be every bit typical as trade name, particularly for the expensive merchandises

Fees and revenue enhancement keep high monetary values

Measure of pasta exported ( dozenss )


The Italian industry in West Europe

As seen above, De Cecco and Barilla are two companies taking her Italian pasta. If we add to Zara, the largest manufacturer and exporter of pasta, acquire a great trade of merchandises to be sold in these states. Each of these three companies has followed a different system, with strengths and failings, which we will analyse in item.

3.1 ) Saltwort

As seen antecedently, export pasta in these states to be hard because there is no civilization of pasta. Barilla has begun the procedure of its debut in the state with the acquisition of two companies runing in different sectors.

It ‘good to retrieve that Barilla was sold to U.S. transnational W. R. Grace and Company in 1970. For the company, until so an ‘important local trade name of pasta, the acquisition was really helpful’cause the Company made a pasta of Italy ‘s most celebrated and powerful, thanks to ‘acquisizone of Voiello and Mulino Bianco. But it remains a national pride in foreign custodies. In 1979, the redemption Pietro Barilla, and with his boies, concrete fiscal foundation. Tocopherol ‘with the decease of Peter Barilla that the company is an international: it begins acquisition of several foreign companies in the same industry, such as the Grecian Misko ( 1991 ) , the Turkish Filiz ( 1994 ) and Sweden ‘s Wasa ( 1999 ) .

In 1999 opened its office in Poland, where he began to export mush produced in Italy in local markets.

The landing in Russia and non ‘planned, but the acquisition of Harry ‘s Wasa peremtte addition control of these companies have little offices in Moscow. We are in 2002 and the state of affairs for a foreign investor and ‘somewhat favourable position of the recommencement of the Russian economic system after the fiscal crisis of 1998. So Barilla decided non merely to put in the state, but besides to heighten the production installations, geting the works Solnechnogorsk.

The procedure is non ‘smooth: 20 million being spent to reconstruct the works Solnechnogorsk after a black fire in 2004.

Another 40 million are used, from 2004 to 2007, to better the production of this works that produces merely for the subordinate ‘s Harry. Barilla pasta that affair in Russia ever comes from Italy. The chief merchandises produced in the Barilla Wasa and Russia are those of the Harry S. The first specialised Norse manner chip staff of life made with rye and perchance enriched with wheat, benne and other harvests.

Harry ‘s manus and ‘the giant of Gallic staff of life loaves, which produces many assortments suited for each repast. To bear the internalisation, the company has suffered over the old ages, many structural alterations. Initially, to shoot liquidness in the hard minutes of the 80 and 90, the Barilla Partners with Walter Wurth, president of Oerlikon Buhrle, a major Swiss company bring forthing arms. The retention has besides changed over the old ages several times its operating construction to accomplish its present signifier. Then the system for foreign Barilla provides direct entry into the market, geting companies that can supply cognition and know-how, to utilize as a base for future enlargement of its nucleus concern abroad.

While this system is characterized as really solid, about text edition economic sciences, nevertheless, is merely possible by companies such as Barilla, have big, really solid fiscal footing ( besides accessible through the weaponries trade ) , assurance Bankss, big handiness of money for long-run investing. Although the enlargement in Eastern Europe has begun for the last decennary, the recent instabilities of the economic system are seting a strain on the caissons.

saltwort organigramma.jpg

3.2 ) Zara in West Europe

Pasta Zara is an unusual instance in the Italian industrial sector. While most other nutrient companies bring forthing for the domestic market and perchance export the excess, since 1958 this company, with rare foresight, has started to export, so that now the export is the chief beginning of income of the company. In Italy it is a small known trade name in the chief distribution channels, but through some sub-brands popular price reduction shops.

L ‘experience in Eastern Europe began in the 80 and 90. Through little betterments can do their manner each twelvemonth, foremost through chartless district.

Zara ‘s experience in Eastern Europe is really attractive. Prosecuting a long policy of little stairss, it has earned the trust of consumers and respected trade names and quality. This system is reasonably cheap, sing that no substructure in topographic point but are merely an exporter has a warehouse of these costs must be added those of selling. It ‘s true that with this system Zara has become the largest exporter of mush in the universe but to go it took old ages of attempt, giving the domestic market to concentrate wholly on exports. And it was truly long! But the positive side is that now Zara, while its rivals are enduring and stagger, squeezed by Bankss and crisis, has an enviable fiscal place, instead it is besides able to spread out its production installations. A successful economic policy, hence, provided to be able to wait many old ages and make non be alarmed by the deficiency of consequences.

zara organigram.gif

3.3 ) De Cecco in west Europe

De Cecco has ever been the pride of Italian quality. It began to export its merchandises merely late, but in Russia particularly stood out for its merchandises in the scope Premium Segment.

In peculiar, the company has distinguished itself for its committedness in the usage of new engineerings, particularly the e-commerce and Web 2.0. The usage of these powerful new media and on-line selling runs, combined with the company ‘s presence in societal webs and YouTube, have fostered his cognition outside of Italy.

is excessively early to notice on the consequences obtained by De Cecco nell’export online. The system is in fact non be operational until 2007, after a twelvemonth that had put a strain on the company. It seems that the thought to concentrate chiefly on trade web has been in pattern in a gamble that few people believed. In the absence of financess and monolithic investing, nevertheless, seemed a logical solution. In pattern it is non exported to Eastern Europe but to research a whole new infinite ( cyberspace ) , really small used by Italian companies to sell their merchandises. The informations so far are really fragmental. On societal webs, the company has a big figure of fans, every bit good as formulas on youtube channel. This is the first Italian company to hold understood the potency of Web 2.0, but there is no practical informations on the measures sold. Despite this, I think this is an first-class system, able to show that the concern is non achieved merely with overdone sums of money, but besides with good thoughts and tonss of advertisement.

Future of Pasta market

The pasta and ‘a nutrient that is traveling through in recent old ages, a 2nd young person. Its nutritionary belongingss make it an first-class point, but non yet adequately known outside the Mediterranean part and North America. From this point of position, the attempts of many Italian companies to showcase the merchandise is impressive, particularly in the East of Europe

In a few old ages the ingestion of pasta in those states began to turn exponentially, a mark of the goodness of merchandise. enables marketing squad. But if the increased ingestion of pasta, it makes it necessary to increase the users apprehension of the merchandise and “ best patterns ” on how to devour it. Merely in this manner, a merchandise still popular but seen as a alien will be able to come in definitively into the Black Marias of people.

However, the paste can non trust to increase its market portion in the intensely until ‘remains a niche merchandise and luxury. If this can get down to pull more affluent clients, it must so spread out to all other societal categories, with appropriate pricing policies and promotional intents.

It should non undervalue the different civilizations from which the users. If in some instances the consequence of any intersections of formulas is non pleasant, really frequently you get happy combinations.

Besides the enlargement into new markets becomes the lone option for companies at place sofforno more and more competition. Not merely the internal ( in Italy vie for the market, 10s of 100s of trade names and merchandises ) but besides from China and states in the underdeveloped universe.

It is of import to indicate out so that the existent “ Made in Italy ” for vino and nutrient merchandises every twelvemonth suffer more than most ringers from different states, much cheaper but the quality much lower.

But non merely that, the pasta industry is still unsafe and enduring from the alterations in the monetary value of wheat ( see fires in Russia in 2005 and 2010 have destroyed the stocks of that state, a formidable exporter ) and in general of market instabilities: particular the recent crisis has led to a negative extremum of exports, and fear ofa pursuit for one of the cardinal sectors of Italian economic system, although it is early to make unequivocal decisions or analysis.


The state of affairs of the market for merchandises derived from maize is really unstable. On the one manus we have the husbandmans, who are committed day-to-day against nature to obtain a more healthy but their attempts are frustrated by the industries that underpaid their merchandise.

From other side we have to digest the same companies that progressively rigorous budgetary restraints in order to sell their merchandises, and progressively ferocious competition.

That ‘s why these three big Italian companies have decided to export its merchandises to states that are foreign to the civilization of pasta.

Person called him a opportunity, something else a fail, but all these companies are contending every twenty-four hours to sell their merchandises.

It ‘s merely concern, but it is besides through these channels that the existent Made in Italy spreads. We have seen how hard it is to come in a different market. is a long-run investing, and monolithic investings are required, every bit good as know-how antecedently unknown. Until 2009 these companies have made it. With the recent crisis, the state of affairs has deteriorated drastically, and possibly hold a good merchandise will non be plenty to salvage himself.


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