Brand Analysis: Labomar S.p.A. Case Study

Abstract

This thesis is about a strategic innovation project conducted on a medium-sized company called Labomar S.p.A based in Istrana (Treviso). Labomar is engaged in production on behalf of third parties of food supplements, medical devices, foods for medical purposes and cosmetics which, in about ten years, managed to go from a few million to around forty million in sales.

The following themes will be covered and analyzed in the project: • The study and the analysis of the company, its history and distinctive elements • Mapping of the business model and the analysis of the company’s competitive strategy • Comparison, on an economic and financial level, between the company and its competitors • Analysis of the sector in which the company operates through the study of market trends • The study of the company’s mission through the identity paradoxes: moving from an “As is” level to a “To be” level aimed at formulating an innovative value proposition • Analysis of brand identity (company’s communication) and brand image (customers’ perception)