Barilla New Food Design Based On Strategy Design

The research comes from an international horizontal issue when I studied inPolytechnic University of Milan–Barilla Group New Food Business Planform Design.By using the strategic tools in terms of concept design, strategy analysis,differentiation design etc., this research aims to plan an international food focusingIndian snack market for Barilla Group, consequently expanding its market share underthe global economic trend.To apply design method to a company’s business project plan, only adding designto the end of business activities is not enough, there should an implement among thecompany’s strategic level, organizational level, executive level etc. Through strategicanalysis and design, a company can combine the new project into its culture and brandidentity, market characteristics, and jump out of the “red ocean”, build its barrier inthe “blue ocean”, as a result, it will become a continuous profit in the company.This research concentrated on the field of concept generation, strategic analysisand product differentiation design, elaborating the method of using the tools ofstrategy design to plan business project. Product concept was the object of the plan.By analyzing the general situation and the requirements of the project, segmentingtarget market, the segmentation of project was decided. Subsequently the foodconcept-fruit and vegetable oil was defined. By using the tool of HierarchicalAnalysis Process, the value proposition of the fruit and vegetable oil was defined.Subsequently, by using the tool of Poter’s five forces model, the external competitiveenvironment was analyzed. Based on this strategic analysis, differentiation strategywas set for this fruit and vegetable oil concept. In the forth chapter, from the productdifferentiation point of view, through comparing the Indian bottle and Italian bottle,four different bottle were designed for Barilla to select for this project. This researchaims to help national college to study strategy design.