Strategy And International Business Development For Active Surfaces®

The study investigates strategies for boosting the international business development of IRIS Ceramica Group's distinctive ceramics, Active Surfaces®, in order to increase sales and raise awareness among prospective customers. Ten years of study and evolution resulted in Active Surfaces®, which are antibacterial and antiviral, anti-pollution, anti-odor, and self-cleaning materials. The only issue is that this innovation is hard to spread, also in terms of sales. With reference to this issue external and internal analyzes are examined to understand the business environment, focus on the factors inside the company, and make intelligent decisions. Pestle and Porter are used as an external analysis. The Business Canvas model is developed, and Blue Ocean, SWOT, Root and Cause, Market Segmentation, VRIO are all investigated for internal analysis. The analyses identified the issues behind inadequate sales which include high prices, lack of a special business development team, cheap-priced products imitated by other companies with good marketing in the industry, and inability to see the value of the product in a tangible way. The ultimate objective of the final strategies is determined to boost sales internationally. Some potential domains are decided and sector-specific strategies are created. Lastly, some recommendations are made for the company future investments. Keywords: Strategy, Business Development, Business Analysis, Ceramic Industry