返回Google圖書搜尋

Riding the Waves of Change

其他書名	Story of Brunes Ltd
出版	Emerald, 2016
URL	http://books.google.com.hk/books?id=8D24AQAACAAJ&hl=&source=gbs_api

註釋The Brunes Company was founded in 1994 by Gerond Cela and his brother, with the goal to provide quality products for bathrooms in then-emerging Albanian market. During the next few years it had grown into one of the biggest wholesale and retail chains in Albania, with huge portfolio of goods for home refurbishing. The beginnings were very humble. Armed only with the high school diploma in textile trading, born and raised in an ex-communist country without developed entrepreneurship culture, Gerond set of to Italy, a popular destination for young Albanians who were looking for an opportunity to escape the pitfalls of the post-communist transitional economy. Gerond recognized the huge gap in the market for imported tiles in his home country, so he began importing quality Italian tiles in 1994. Initially, he was doing the wholesale from his truck, due to the lack of retail stores. He focused on increasing customer satisfaction and built the company name as trustful provider of quality goods. This strategy brought him less profit, but his long term goal was to build the company name and to establish it as a trustful provider of quality goods. In 1999 he bought 18.000 m2 (for 50.000 Euro) land in the highway Tirana-Durres, 7 km from the city centre, which proved to be extremely worthwhile in the long run, because the price of the land had skyrocketed up to ten times during the next decade, due to the economic development of Albania. In 2004, Gerond and his brother epitomized their business idea. They entered the market of home furniture. In 2009 the company expanded further in country towns like Lezha, Saranda and Fier. After two decades of establishing his company as a market leader with approximately 30% of market share, Brunes Company is at the crossroads. On one hand, it is pressured by very stiff competition in the form of their main competitor Delta Home, which succeeded in taking 10-15 % of the marketing just in one year. On the other hand, the company has been stagnating for some period of time without a concrete plan to overcome this problem, as well as without a clear strategy for the future directions of the expansion. In order to diversify the company's portfolio Gerond built a factory for tiling accessories which will cost 8 million Euros and employ about 30 workers.