Post on 06-Apr-2018
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 1/26
BULGARIAN FURNITURE CLUSTER -A GOOD PRACTICE
Ms. Genoveva Christova
Chairperson
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 2/26
Background – G.Christova
2001 – 2007 Executive Director of the Branch
Chamber of Woodworking and Furniture Industry in Bulgaria
2005 – 2006 Chairperson of the first pilot cluster in Bulgaria“Furniture of Trojan”
Since 2008 – Chairperson of the Bulgarian Furniture Cluster
Since 2009 – Chairperson of the Association of Business
Clusters in Bulgaria
Bulgarian Entrepreneur of the Year 2010 – award during the
SME week, Brussels
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 3/26
Bulgarian experience in clusters
development1. First attempts 2001 – 2002 год. (PHARE, GTZ)
Cluster Mesta, South-West – wood processing and furniture
Plovdiv region – perfumery and essential oils “Bulgarian Rose”
Russe region – Wine cluster
IT
Cluster Mesta
Perfumery and essential oils
Wine
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 4/26
1
Dobrich
Agro-processing
Shoe productionGrain
Wine
Rousse
Clothing
production
Silk growing
Auto-part
products
Gabrovo
IT
Historical/Eco/ Village tourism
Pleven
Apparel&textile
Troyan
Furniture
Eco/village tourism
Veliko Turnovo
Historical/religious
tourismWine
production
Isperih
Friut&Vegetable
processing
Varna
IT/Contact centres
Maritime Biology
Beach tourism
Devnia
Chemicals
Sunny Beach
Beach tourism
SofiaIT – Software
Biotechnology
Creative industry
Electronic assembly
Finance
Automatic&packaging
machinery
Tourism – Congress /
Leisure
Tourism - Historical /
Religious
Meat processing
Pernik
Eco park
Melnik
Wine
Razlog
Furniture
Sandanski
Spa Tourism
Velingrad
Furniture , herbs
PazardzhikAgro-
processing
Wine
Srednogorie
nonferrous metals
Smolian
Village/winter
tourism
Plovdiv
Agro-processing
Lasers
Sliven
Clothing/Socks
production
Carpets
Wine
Stara Zagora
IT
Agro-
processing
Energy
Valley of Roses
Essential oils
KardjaliPerperikon
Historical/
religious tourism
Haskovo
Clothing production
Bulgarian experience in clusters
development2. Introduction of cluster approach and establishment of a pilot
cluster model 2005 – 2006 (PHARE)“Made in Troyan” Rodopi tourism
ICT Sofia
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 5/26
First pilot cluster – Furniture of Trojan
Structure of the cluster ( map):
11 SMEs + High School + NGO + Municipality
Achieved results Main problems
Lessons learned
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 6/26
Industry Supportin
g
suppliers
Supporting
institutions,
infrastructure
Vertical linkages
Resource Forestcompanies,forest owners
National forestagency
Harvesting
and transport Contactorbase, privateand stateharvestingcompanies
machinery, fuels
NGO's, Roadand rail unions
Primary
processing
Sawmills -
Companies N10,11,15 aspermemorandum
machinery
, fuels
NGO's,
Universities,Trainingcenters,Proffessionalschools
Secondary processing
Panels, timbercomponents -Companies N5, 6, 7, 8, 9,12, 13, 14 as
permemorandum
machinery, fuels,chemicals
NGO's,Universities,Trainingcenters;Proffessional
schools
Distribution wholesalers,retailers
advertising, logistic
Gov.Agencies,NGO's,
Consumption consumers,builders, b2b
consumergroups
Gov.Agencies,Health andsafety agencies
Waste
management,
recycling
contractors,paper&wood
producers
machinery, fuels,
chemicals
Gov.Agencies,Health and
safety agencies,NGO
Horizontal
linkages Pilot Cluster
map
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 7/26
Bulgarian Furniture Cluster is a
national based business
organization, established in 2008.
Members of the cluster are 22 SMEs furniture manufacturers, 5 designstudios, 2 NGOs and 2 educational institutions, that have decided to jointheir resources, capabilities and potential with the purpose to increase theircompetitiveness at foreign markets.
Who are we?
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 8/26
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 9/26
Why cluster?
How to stay competitive in increasingcompetition?
How to keep pace with Europe?
How to be noticed when coming from asmall country?
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 10/26
Why cluster?
Specialization – COMPETITIVE ADVANTAGES
Increased capacity and complementary work
( joint orders)
Reduced costs + synergy : common purchase ofmaterials, common supply, etc
Efficiency Common marketing
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 11/26
Why cluster?
Flexibility
Complexity
Innovation and R&D
Economy of scale
Increased competitiveness - EXPORT
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 12/26
• Aggregate turnover of more than 50 mln. Euros• 4 SMEs above 50% from their turnover• Aggregate employment of 2650 people• Economic growth of 12% ( first 6 months of 2011)
Economic data 2010
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 13/26
Strong leadership
Co-ordinator (Ambitious + Energetic) 2 or 3 sub-groups (depends on the size)
Sharing information and resources
Equal treatment of each member (neutrality) Mutual trust!
How we are doing it?
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 14/26
What we are doing?
Business planning: set up objective targets
Regular meetings: 4 to 5 per year (70% attendance)
Member visits (round tour): get to know each other better
Focus groups: marketing; design/trends; HR/education
Networking and sector representation at national andinternational level
- Membership in ABC (Association of Business Clusters)
- Partnership with Cluster Land, Holz Cluster, etc
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 15/26
Cluster’s activities
Joint Marketing Activities - Fair participation, like:
- The Sleep Event London 2010
- Milano Design Week 2011 (via Tortona)- imm Cologne 2011
Trade missions – Holzcluster Austria; The ChairTriangle in Italy
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 16/26
The Sleep Event - London 2010
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 17/26
• 52 furnished hotels inGermany for 5 years!!!• Peugeot admin offices• Business Centers in
Hannover and Cologne
Intensive usage of ITapplications in furnitureproduction – 65 % from
the members
Intensive work withdesigners – branding,identity, vision!
Sofia Design Week 2011
Main results!
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 18/26
5 685 hotel rooms in Europe Preferred supplier for 2 Hotel Groups in
Germany
RESULTS: 2006 - 2011
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 19/26
Business Design Center Hannover
Administrative Offices of Peugeot, France
CITROEN Racing Service, France
RESULTS: 2006 - 2011
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 20/26
Dining sets for 12 Home Furniture Stores in Finland
RESULTS: 2006 - 2011
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 21/26
Design workshops – Black Sea 2010 &2011
Joint master degree in Design (ISIAFlorence + NBU Sofia); graduateplacements
Projects
Cluster’s activities
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 22/26
Design workshop – Black Sea 2010
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 23/26
Branding
Creation of identity – critical success factorfor the future of our business!!!
“CHANGES” – our first brand, design byMirko Tattarini
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 24/26
Tender for furnitureequipment of 6000
rooms in the Olympicvillage – Sochi 2014
Growing potential!
300 Showrooms ofCitroen in France by the
end of 2012
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 25/26
The myth of Balkans’ individualism or business
development via direct competition!
The competitive advantage + specializationof each company in the group!
Strategic approach and new way of thinking
Branding and identity Being noticeable beyond your own borders!
Conclusions!
8/2/2019 Presentation Genoveva Christova
http://slidepdf.com/reader/full/presentation-genoveva-christova 26/26
Thank you very much for your attention!
www.ligna-group.com