Reaching the top in the digital business - How Emakina grasps the number one position in the European independant digital agency category

Abstract

This thesis focuses on a specific digital company, Emakina, taken as benchmark for a market development strategy in the European market. On one side there is the ambition of the company to be the Top European digital communication agency; on the other side, there is the justification, with theoretical models, of the feasibility of this strategic decision. The document, in the introduction chapter, gives an overview of the European digital market with key takeaways and facts. Always in the first section, Emakina is introduced explaining what they do and which are the main services they offer, then it will be explained RECMA and its ranking criteria to better understand how RECMA works and to define which indicators will be improved. In the exposition section, the document focuses its attention on the mission Emakina wants to accomplish: be in the first position of the RECMA ranking in the “independent digital communication agencies in Europe” category; in the last report, in 2011, it was in position number three. As a result, it will be applied a market development strategy to expand the geo-coverage of the company. The chosen countries for the expansion are Germany and UK. It will be assessed the attractiveness of the markets and the competitiveness of the company thanks to the use of some theoretical models, having always a look on what and how the direct competitors of the ranking are acting. Finally, in the last section, are given recommendations to the company to solve the problem in question.