Internationalization process and new opportunities for SMEs operating into a niche and saturated market. The case study: Veicoli Blindati NOM

Abstract

Internationalization of SMEs is an argument that has been stressed over several and different perspectives. Numerous researches have been conducted in order to return some practical suggestions in different fields of the Internationalization process. Thanks to a direct collaboration with an Italian local company, we try to analyse a specific section of this broad argument. Indeed, the main purpose of this thesis is trying to investigate about the new opportunities for Small and Mid-Sized Enterprises that are dealing into a niche and almost saturated market through the implementation of an Internationalization strategy. Starting from the internship experience at company Veicoli Blindati NOM, which operates in a niche area regarding the Cash-in-Transit industry, we are going to present the first degree of Internationalization, the export dynamics. The main drivers for reaching international success through exports seem to be related to the level of innovation, global mind set and network of relationship that each company develops over its markets. Then, the market niche’s theme is considered especially in a tight correlation with the models of internal market saturation. The first aim is to find some connection and possible practical contributions for this type of markets, by focusing the attention on the possibility to expand toward the national Italian boundaries by considering the practical suggestions and evidences that come from the business case. After a deep study of the theories, origins and forms of internationalization, the main barriers and threats when approaching an international market for these niche firms are considered. From the initial investigation of the business case NOM and its internationalization strategy towards some selected countries, we would like to discuss and understand if the internationalization process through exports could be a good solution for niche and saturated markets. Is the market for NOM really saturated? Is it possible to draw common guidelines that niche companies can follow? Is it possible to regain competitiveness by implementing an Internationalization strategy? Through researches, a direct business experience, questionnaire and interviews conducted, we try to suggest some possible solutions in practical terms for this specific theme.