Founded in 1947, Saccaro furniture is a family company started by Italian immigrants in Brazil: The Saccaro Brothers. The company began manufacturing wicker baskets for the wine industry, following new products such as cribs, coffee tables and chairs, among others. Currently Saccaro Furniture is a world known home luxury furniture brand (wooden and upholstered furniture). Some of the key factors of their success are the passion for the quality, handcrafted items, superb design and continuous innovation.
Among their product line we can find sofas, daybeds, room furniture, dining rooms, and outdoor pieces. Saccaro has a strong Social Responsibility policy, focusing its efforts on sources of raw materials, control and recycling industrial waste, SA 800 certification (social and environmental laws), and a close battle against child labor.
[...] In order to go international they were clever, they didn't start directly with own stores, they first the market supplying furniture to galleries, and after proving the success, they embraced a more challenging venture: the franchises. But even here they were smart, because the franchise business model permitted them having certain control of the operation (marketing, processes, lay-outs, and the whole “concept) but at the same time the investment risk is shared with the franchisee. In this way, the company can focus on what they do best: design furniture, research & development and marketing strategies. [...]
[...] Another way to be known and recognized in the European Market is by participating on international furniture fairs held in Europe, such as the Milan and Cologne fairs. This fairs organize design contests, the winner receives international recognition and positive publicity. Saccaro might benefit from these fairs, increasing the brand recognition. We can learn from Saccaro that as a company you should focus on developing and improving what you do best, you don't have to own all the supply chain, but rather increase your strengths and always be up to date to what the market wants, so you can deliver prosperous products or services. References 1. [...]
[...] The designers are paid a royalty fee, and the company has the exclusivity of the product (both in production and selling). This strategy helps the company to be always on the edge of innovation and to offer its customers exquisite and exclusive pieces of furniture. Saccaro offers a of a concept materialized on the furniture pieces. Marketing Performance Saccaro has very well designed marketing strategies that are implemented on the international franchises. I consider the following as the most successful and creative: Youtube: o Pair-Ups with exclusive brands Saccaro offered its furniture for a Victoria's Secret Spot in Venezuela. [...]
[...] One of the conditions was that the Saccaro logo would have to be placed outside the gallery. This strategy worked well, and helped the company gain international recognition. The company soon realized that a few “galleries” where concentrating more than 70% of the international sales. They analyzed this cases and realized that this galleries were in general more exclusive and had a superb client focus, they offered a concept and an exclusive way of life to its customers. With this information and results, Saccaro developed a new strategy to attack the international market. [...]
[...] On the video, the models are walking on a house, filled with Saccaro Furniture. When watching the video on Youtube, the Saccaro brand is tagged and mentioned. o Active Presence on Youtube The brand posts its spots on the net, enhancing the presence of the brand. Exclusive opening events o The opening of a new Saccaro Concept Store is a refined and exclusive event. Only important members of the city's society, renowned architects and decorators are invited to the opening. [...]
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