Analysis of Commercial Offers: Starting from Market Needs and

Considering the Present Options Provided by The Sales in Italy,

Build Up One Or More New Offers to Satisfy Market Needs

Abashov Rejep
Bielli Federico
Pebriani Eva
Pisani Patrizia
Under supervised Christian Loggia, R&M

This report is submitted in partial fulfilment of the requirement for the degree of
Master by ENI Corporate University
2018
Declaration Pages
Abstract
Eni Refining & Marketing has always been committed to researching and producing ultra-high-
performance lubricants and operates in the industrial market in Italy, Europe and various other
Countries. Eni’s R&M division is relatively small compared to the R&M segment of other peers. Eni is
the largest refiner in Italy and the leading operator in retail marketing of fuels with a market share of
around 25,5%. The market of lubricants includes a wide range of products and it can be broadly
segmented as follows:

 By stock type; bio-based lubricants, mineral oil lubricants (highest global market share in
2017), synthetic lubricants and semi-synthetic lubricants.
 By end-user industry: power generation, automotive & other transportation, heavy equipment,
food & beverage, metallurgy & metalworking and chemical manufacturing.
 geographically.
Through years ENI in Italy has cooperated with some of the major industrial and automotive companies
as for instance ILVA (the most important Italian steel company and one of the most relevant players in
Europe) and Autogerma (the Italian importer for Volkswagen group). Nowadays in the domestic market
Eni have approximately 30% of the market share of the industrial lubricants and 7% of the automotive
ones. Italian refining, in recent years, has been conditioned by a falling in demand, due to a series of
factors.
Firstly, the financial and economic crisis has led to a dramatic reduction in aggregate demand which
have deeply affected the manufacturing and, in turn, the demand for lubricants. Secondly, the
transformations within the industrial and automotive sectors are mega-trends to be considered. Other
drivers influencing lubricants’ demand are a growing and aggressive competition from countries such
as Asia and the Middle East (which can count on various forms of internal subsidies, on an expanding
demand and on environmental regulations that are much less severe than the European ones) and the
excessive costs of the European Community legislation.
Acknowledgment
Contents
Chapter I
Introduction
Italian Market
Italy is the world’s 8th largest economy with a GDP of 1.6 trillion euro in 2015.
Although Italy emerged from recession in the first quarter of 2015, Italian GDP remains
well below its pre-crisis peak. Italy’s GDP grew by 0.8% in 2015. Based in part on
structural reforms by the Italian Government, the Italian economy is beginning to move
into a solid recovery after its longest recession in recent memory and there appears to
be political momentum for improvements to Italy’s investment climate.
Italy’s cumulative inward FDI investment equalled 17% of GDP, well below the EU
average of 49%, in 2014. U.S. direct investment in Italy totalled USD 26.7 billion in
2014, ranking Italy 8th in Europe and less than half of U.S. investment in France and
one-fourth the size of U.S. FDI in Germany. U.S investment in Italy is concentrated in
manufacturing, computer services and software, and energy, with significant industrial
relationships in the aerospace and automotive sectors.
Italy has a population of approximately 61 million. Industrial activity is concentrated in
the north from Turin in the west through Milan to Venice in the east. This is one of the
most industrialized and prosperous areas in Europe and accounts for more than 50% of
Italy’s national income. By contrast, Italy’s southern region, or “Mezzogiorno” is less
developed.
The Italian economy is driven in large part by the manufacture of high-quality consumer
goods produced by small and medium-sized enterprises, many of them family owned.
Market Challenges
Italy’s growth lags below the EU average although domestic consumption appears to
be rebounding. The Italian GDP grew marginally in 2015 and unemployment remains
above EU averages.
Italy is a mature and sophisticated market. U.S. entrants face strong competition from
local and other EU companies in all market segments.
Italy’s regulatory environment is complex and at times lacks the transparency, clarity,
efficiency and certainty found in other developed economies.
Products that involve health, safety, or environmental concerns are likely to be highly
regulated. While EU-wide regulations often apply, Italian laws may go beyond the basic
EU requirements.
Small and medium-sized firms (SMEs) dominate Italy’s economy, many of which are
family-owned, comprising 99% of Italian businesses and producing 68% of Italy’s
GDP.
Italy’s SME sector has a higher proportion of firms employing fewer than ten people
than the EU average. These companies contribute nearly half of total employment and
one-third of value to the economy.
Chapter II
Literature Review
Italian
Chapter III
Requirements & Analysis
Here should state, in a more detailed way, the objectives of the project by requirement
and the analysis should break the problem down into manageable steps. There may be
more than one suitable approach; the analysis may cover more of the area than is
finally implemented. Testing and evaluation should be given due consideration. It is
important that you state how we will evaluate.
a. Try to find out which area have same price, because diff consumer will be
having diff price
b.
Chapter IV
Methodology
Chapter V
Results
Chapter VI
Conclusion
Appendix
Reference