Paolo has a wide management experience in Food and Wine, FMCG and retail. He has been in charge for category management and products development, Marketing and Commercial director at Conad, Italia Distribuzione, Sigma, Centrale Italiana and he collaborated with Daymon Worldwide, E.Leclerc, Booker, Edeka, Systeme-U. He is expert in trading, strategic marketing, retail. He launched and developed Conad’s PL segmentation of organic, fresh and typical PDO and PGI food quality “Sapori & Dintorni” and “Scelto”. As General Manager at Altromercato, a main global “fair trade” company, worked with producers in 40 countries on food development and international sales. He is CEO of “Expertise on Field” a company, focused to support producers and food retailers, through technological tools, to develop strategies and internationalization. He is author of “Marketing dei Prodotti Tipici” and Global Advisory Board Member at emnos (American Express Group) a FMCG and retail analytics company. Paolo obtained a master degree at Bologna University – Agricultural Sciences, then he attended several marketing, retail and management programs mainly at SDA Bocconi and CFMT.
This course takes an in-depth look at argi-business. Exploring all factors including the economic and management issues related to enterprises engaged in different sectors of the food and wine sector in the context of the gradual process of internationalization and globalization of the economy. In addition the course studies the implications for agricultural and food and wine businesses of the growing competitive pressure. Evolution of the concept and the role of quality in the food and wine industry: from typical production methods to genetically modified products. The strategies of multinational corporations, form large to small and medium-sized enterprises. Internal, external growth and concentrations. The development of modern forms of distribution channels and the new structure of trade channels in the food and wine sector. The application of the tools of strategic planning, tactical adaptation and audit for food and wine businesses.
In an industry where globalization has deeply modified many consumption patterns, go-to-market models are probably the most important success factor. This course compares trade structures in Europe, USA and BRIC markets, and provides the strategies and tools to choose the right network for mono-channel or multi-channel distribution strategy. Special attention will be dedicated to sales management and to commercial services provided to partners: sampling, credit, warranties, logistic support, trade marketing mix.