For the fifth consecutive year ACCIÓ
with the collaboration of IESE Business School presented the cases of strategic change of three companies from different sectors that have made a transformation to adapt to sectoral changes and be more competitive in a global framework as changing as the current one. Specifically, they presented the following entities: 1. Europastry (Member of the cluster of nutrition and health, AINS) 2. Niubó (Member of the cluster of mid-agricultural production, FEMAC) 3. Modacc (Cluster of the fashion industry in Catalonia)
The CEO of ACCIÓ opened the day which focused on the importance of strategy as a key for companies to be competitive and achieve business success. In this sense, ACCIÓ already 25 years ago with its cluster policy. Currently it brings together 2,200 companies, 300,000 workers and 70,000 million euros and provides tools and instruments to improve them, such as IRCs, international commercial offices and a whole set of support professionals in different sectors and areas.
Then the professor of l’IESE, José Luis Nueno remembered that the most interesting of political questions is that they multiply the business of the companies, especially in the current models with disruption to consumer and distribution, achievement success amb eficiency. The teacher finished explaining the tendencies that will evolve in the future according to McKinsey related to the consumer, the fashion and what will be decisive.
Europastry in the hands of its President Jordi Gallés, explained how innovation is part of its DNA, an example of this are its 45 annual innovations that represent 5% of sales. His growth revolution began with the decline of work in the establishment with the “all done” (parboiled bread). The growth strategy goes through the commercial focus of the chain, robotizing machining in favor of efficiency at the point of sale. Niubó was the second company to present his case.
Here in Jordi Serrate, General Director of the NIUBÓ explained how he decided to make a strategic change in a sector as industrial as the agricultural machinery, entering the own production and buy a producer before the decline in quality from other manufacturers. Entering the FEMAC Cluster allowed him to get in touch with other manufacturers, exchange knowledge, create export groups and share efficient and competitive work models, among other benefits. Finally, the MODACC Manager Cluster explained how, in a sector as traditional as the flat woven piece in Catalonia, the Cluster promoted decisive changes in companies in the sector.
The slow and expensive Catalan fashion versus the fast and cheap Asian dragons and an increasingly globalized world was the shock to flee CNAES and group companies by fashion, health, work, etc .. guiding the model to consumer and not production, opening doors to the outside with commercial offices that serve as commercial springboards, own fairs (080) and taking advantage of the talent of the sector to differentiate themselves from labor intensive productions and business focus.
These three cases of success, it is fair to say that later will be worked by students from around the world to l’IESE.