Presentation Genoveva Christova

8/2/2019 Presentation Genoveva Christova

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BULGARIAN FURNITURE CLUSTER -A GOOD PRACTICE

Ms. Genoveva Christova

Chairperson



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



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



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



First pilot cluster – Furniture of Trojan

Structure of the cluster ( map):

11 SMEs + High School + NGO + Municipality

Achieved results Main problems

Lessons learned



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



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?



Why cluster?

How to stay competitive in increasingcompetition?

How to keep pace with Europe?

How to be noticed when coming from asmall country?



Why cluster?

Specialization – COMPETITIVE ADVANTAGES

Increased capacity and complementary work

( joint orders)

Reduced costs + synergy : common purchase ofmaterials, common supply, etc

Efficiency Common marketing



Why cluster?

Flexibility

Complexity

Innovation and R&D

Economy of scale

Increased competitiveness - EXPORT



• 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



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?



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



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



The Sleep Event - London 2010



• 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!



5 685 hotel rooms in Europe Preferred supplier for 2 Hotel Groups in

Germany

RESULTS: 2006 - 2011



Business Design Center Hannover

Administrative Offices of Peugeot, France

CITROEN Racing Service, France

RESULTS: 2006 - 2011



Dining sets for 12 Home Furniture Stores in Finland

RESULTS: 2006 - 2011



Design workshops – Black Sea 2010 &2011

Joint master degree in Design (ISIAFlorence + NBU Sofia); graduateplacements

Projects

Cluster’s activities



Design workshop – Black Sea 2010



Branding

Creation of identity – critical success factorfor the future of our business!!!

“CHANGES” – our first brand, design byMirko Tattarini



Tender for furnitureequipment of 6000

rooms in the Olympicvillage – Sochi 2014

Growing potential!

300 Showrooms ofCitroen in France by the

end of 2012



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!



Thank you very much for your attention!

www.ligna-group.com

http://www.ligna-group.com/




Presentation Genoveva Christova

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