Development of a market strategy penetration for the Asian Region with application of the simulation software for flexible components IPS Cable Simulation by fleXstructures

This Thesis was developed during a six-month internship at fleXstructures Italia in Turin, Italy, with the aim to develop new marketing material mainly addressed to the Asian market, and in particular to the countries of China, Japan and South Korea. Starting with the classical theory of strategic marketing and passing from an analysis of the market at macroscopic and microscopic level in Asia, many useful marketing materials have been developed for different sectors in which fleXstructures operates, in particular: automotive, motorcycle, railway, off-roads. The first chapter has a theoretical function, the whole theory of strategic marketing is presented. The second chapter deals with the product developed and sold directly by fleXstructures Italia and fleXstructures Germany, the head-quarter. This chapter discusses the advantages and features of the IPS Cable Simulation software and the integration with other IPS tools, such as: IPS IMMA (Intelligently Moving Manikin in Assembly) and IPS Robot Optimization. Chapter three is entirely dedicated to the macroscopic analysis of the Asian countries. It deals with the various factors that influence the Chinese, Japanese and South Korean markets at a macroscopic level. Chapter four deals with the microscopic analysis of the Asian area. Finally, chapter five presents the deliverables achieved and developed according to the market requirements, i.e. the materials created during the internship that are useful for corporate marketing.