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Presentation Genoveva Christova
Presentation Genoveva Christova
Background G.Christova
2001 2007 Executive Director of the Branch Chamber of Woodworking and Furniture Industry in Bulgaria 2005 2006 Chairperson of the first pilot cluster in Bulgaria Furniture of Trojan Since 2008 Chairperson of the Bulgarian Furniture Cluster Since 2009 Chairperson of the Association of Business Clusters in Bulgaria Bulgarian Entrepreneur of the Year 2010 award during the SME week, Brussels
IT
Cluster Mesta
Varna IT/Contact centres Maritime Biology Beach tourism Sunny Beach Beach tourism Sliven Clothing/Socks production Carpets Wine Stara Zagora IT Agroprocessing Energy Valley of Roses Essential oils Kardjali Perperikon Historical/ religious tourism Haskovo Clothing production
Razlog Furniture Sandanski Spa Tourism Smolian Village/winter tourism Plovdiv Agro-processing Lasers
Melnik Wine
Lessons learned
Structure of the cluster ( map): 11 SMEs + High School + NGO + Municipality Achieved results Main problems
Horizontal linkages Industry Supportin g suppliers Supporting institutions, infrastructure National forest agency machinery , fuels NGO's, Road and rail unions
Vertical linkages
Resource
Forest companies, forest owners Contactor base, private and state harvesting companies Sawmills Companies N 10,11,15 as per memorandum
Primary processing
machinery , fuels
Secondary processing
Distribution Consumption
Why cluster?
How to stay competitive in increasing competition? How to keep pace with Europe? How to be noticed when coming from a small country?
Why cluster?
Specialization COMPETITIVE ADVANTAGES Increased capacity and complementary work ( joint orders) Reduced costs + synergy : common purchase of materials, common supply, etc Efficiency Common marketing
Why cluster?
Flexibility Complexity Innovation and R&D Economy of scale Increased competitiveness - EXPORT
Aggregate turnover of more than 50 mln. Euros 4 SMEs above 50% from their turnover Aggregate employment of 2650 people Economic growth of 12% ( first 6 months of 2011)
Business planning: set up objective targets Regular meetings: 4 to 5 per year (70% attendance) Member visits (round tour): get to know each other better Focus groups: marketing; design/trends; HR/education Networking and sector representation at national and international level - Membership in ABC (Association of Business Clusters) - Partnership with Cluster Land, Holz Cluster, etc
Clusters activities
Joint Marketing Activities - Fair participation, like: - The Sleep Event London 2010 - Milano Design Week 2011 (via Tortona) - imm Cologne 2011 Trade missions Holzcluster Austria; The Chair Triangle in Italy
Main results!
Intensive usage of IT applications in furniture production 65 % from the members Intensive work with designers branding, identity, vision! Sofia Design Week 2011
52 furnished hotels in Germany for 5 years!!! Peugeot admin offices Business Centers in Hannover and Cologne
5 685 hotel rooms in Europe Preferred supplier for 2 Hotel Groups in Germany
Clusters activities
Design workshops Black Sea 2010 & 2011 Joint master degree in Design (ISIA Florence + NBU Sofia); graduate placements Projects
Branding
Creation of identity critical success factor for the future of our business!!! CHANGES our first brand, design by Mirko Tattarini
Growing potential!
Tender for furniture equipment of 6000 rooms in the Olympic village Sochi 2014 300 Showrooms of Citroen in France by the end of 2012
Conclusions!
The myth of Balkans individualism or business development via direct competition! The competitive advantage + specialization of each company in the group! Strategic approach and new way of thinking Branding and identity Being noticeable beyond your own borders!