Etude de cas Ikea

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ACTIVITY REPORT

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Tatiana PORTO

Internship of 20 weeks in a Palazzo di Varignana in Bologna. An experience which allow me to gain experience in Marketing and Events field.

1. Gratitude
2. Introduction
3. Palazzo di Varignana
4. Objectives and initial missions
5. Progress of these missions
6. What I have learned
7. Conclusion
8. Annexes

I would like to say many thanks to :

Mr. Vittorio Morelli for accepting me in the company and for giving me some responsibilities and his trust really quickly.

Mrs Congedo, Food&Beverage manager and my company supervisor for all the precious time she spent to explain to me everything and to teach me a lot in management, marketing, and events world.

The whole resort employees for welcoming me so well in the company and make me feel as comfortable as it is possible in a really short period of time. Moreover, many thanks for all their time, support and advices in all my projects.

And finally Mr. Igier and Mrs Sandrine Bouet for monitoring me since the very begining of my internship.

To each of you : Grazie Mille

Since the beginning of January 2016 until June, I make an internship in the Palazzo di Varignana. A “Palazzo” means “palace” in italian, and the one where I make my internship, is on hills of Bologna, in Italy.

The resort is composed by 90 rooms, two restaurants (one is Gourmet), a golf, a giant spa, three swimming pool, tennis and squash, gym, one big villa with his famous Italian garden, 5 reception rooms (for private events like wedding, birthday, baptism etc.), and offices.

Before starting the experience in Bologna, my intention was to keep learning new cultures. After six months in Argentina, I could live the Italian way of life. From a business perspective, my intensions were to keep working in the luxury world, to better understand each important point of this world that I love, and to learn more about marketing of product and e-marketing.

My goal was to do an internship in marketing field, to better know if my master specialty choice was right, and to get a big knowledge before starting the next year.

Before starting the internship, I hesitated a long time, because of the language. In fact, I must did six months in English and not in Italian. I had to choose between learn English, or take this great opportunity in Italy. I did not regret it, and I had the chance to discover two kind of field, that I will develop later.

The Palace of Varignana, is in the Bologna Hills, and very famous in the country. His owner is Carlo Gherardi, an important business man in this region.

The resort is composed by 90 rooms, which are all located in the groundfloor. When you are in the center of the resort, you have the choice in two restaurants, one is a Gourmet restaurant. A big camp of golf, a giant spa with a lot of privacy Spa Room for couples. Then, you can go in three swimming pool, one is for children, the second is a big normal pool, and the last one is make with salted water. For the sportive clients, there are 2 camps of tennis and one of squash, and a gym.

Moreover, at the back of the resort, there is one big villa named “Villa Amagioia” composed by 5 big rooms, with his famous Italian garden, and labyrinth. This Italian Garden is famous since the mediaeval Italy, and keep being renovated. It extends over three hectares. Clients can pay to sleep in the Villa, or to celebrate private events like wedding etc. There, they can use the forth swimming pool witch is only for these clients. On this pool, you have the most beautiful view of the resort, on the hills and all of the city of Bologna.

At the entrance of the resort, there are our offices, and the gourmet restaurant. At their right, are five reception rooms (for private events like wedding, birthday, baptism etc.), and public one like company conference etc.

At the beginning, the Palace made only hotel services. But the owner wanted to see his propriety grew up. So, he opened the gourmet restaurant in 2013. After this inauguration, he never stopped this idea of development. He made build receptions room for events (at the beginning it was only companies’ events). The next step was to buy others parts of hills, to enlarge the resort, and build a camp of golf. After built others rooms, he decided to create the Palace brand : Palazzo 1705. This idea was born of a nervousness. They were preparing the annual order of chocolate gift for the important clients, and some companies. Mr Gherardi, thought, “why am I pay chocolate for these clients, which make publicity for this brand of chocolate? Why am I not, doing my own publicity?”. And this day, the idea of the Palace brand, was born.

Under this brand you can find alimentary products. Obviously he decided to start with the chocolate. In fact, the Palace made a deal with Venchi, which is a famous big luxury chocolate producer (Venchi makes Armani chocolate for example). Now the idea is to keep developing the brand. At this time, we are working on the tea project, that is almost finished, and we start to think about future products like jams, olive oil, wines etc.

Therefore, the Palace has many services. The hotel, the spa, the restauration, the wellness, the organization of events, and his brand Palazzo 1705.

        Mrs. Congedo was looking for an assistant in his events part of his job, because this year the Palace is overbooked, and that she could not do all by herself.

Beyond this problem, Mrs. Congedo was looking for someone capable of giving full time to the Palace brand, and who can carry out this project.

She was looking for someone able to learn quickly, someone who is bright because it must solve problems in the minute. A person capable of organizing an important event, at the beginning to the end. A person with good knowledge in marketing, able to care only of research and the startup of the product. At the creation of the product, to its packaging and sale.

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