COME SI COLLOCA L'AZIENDA KENRAY FORMING LTD A LIVELLO GLOBALE? CASO DI STUDIO.

This thesis aims to analyze top management’s decision at Kenray Forming Ltd to internationalize business Worldwide. The first chapter provides an overview of the food packaging sector in which the firm serves its solutions, characterized by the shift to a circular economy with an increasing attention to environmental protection. The second chapter analyzes every aspect of the firm: it opens with the focus on the Organization and its origins and continues with the narration of what characterizes the company since the establishment of the new management in 2004, determining a shift from a single-country strategy to a global differentiated strategy. Furthermore, a PESTLE analysis is conducted to understand factors external to the organization which can impact upon the strategy of the company and influence their business decisions. This is linked to a SWOT analysis framework, which looks at the strengths, weaknesses, opportunities,and threats, and followed by the analysis of Porter’s five forces. Particular attention is put to the Kenray’s straightforward approach to customer care, service, and support with a detailed description of the Business Developer position within the company, role I have been covered since July 2017. The third chapter opens with the presentation of the collaborations that the firm has undertaken worldwide and the mutual benefit they obtain. The aim here is to answer the central question of this thesis “How the Company is globally set up?”. The focus then shifts to the communication of relationship in communication strategy, with a more detailed analysis of the stakeholders. The perspective used is based on the new Stakeholder’s Theory offered by Civera C., Freeman, R. E. (2019) and its correspondently visual representation through multi-stakeholder joint value creation map. A final contribution is given by Mark Evans, Commercial Director and one of the two owners of the firm.