The document describes The Genius Loci Project, which aims to promote international trade of products from the Mediterranean region while sharing the culture and way of life. It analyzes company activities and targets markets, with a focus on China and Lithuania. Two options are proposed for entering the Chinese market - renting space in Xi'an or creating a joint venture in Shenzhen with an existing partner. The joint venture would allow for importing and trading goods and services from The Genius Loci Project.

1. THE
GENIUS
LOCI
PROJECT
Marco
Bertagni
Execu=ve
Director
of
Bertagni
Consul=ng
srl

2. OUR
CONCEPT
OF
INTERNATIONAL
TRADE
MULTIDISCIPLINARY
STRATEGY
ANALYSIS
OF
COMPANY
ACTIVITIES
AND
MISSION
TARGET
DEFINITION
GEO-­‐LOCALIZATION
&
GEO-­‐MKT
GEOGRAPHICAL
KNOWLEDGE
OF
TARGET
MARKET
JOINT
TRADE
PRODUCT
ADAPTABILITY
MANY
FACTORS,
NOT
JUST
PRODUCTS
GRADUAL
APPROACH
TO
MARKETS:
FROM
EXPORT
TO
INTERNATIONALIZATION
AWARENESS
AND
RESPECT
OF
THE
GENIUS
LOCI

4. WHAT
THE
GENIUS
LOCI
PROJECT
IS
ABOUT

5. INTEGRATED
GEOGRAPHY
&
SOMEWHERENESS
• Integrated
and
mul=-­‐disciplinary
Geographical
thinking
• We
aim
to
know
the
Spirit
of
a
Place
of
the
producing
Country
and
of
the
targeted
market

6. LINK
WITH
TERRITORY
• Genius
Loci
Companies
are
located
in
the
north-­‐
western
MEDITERRANEAN
AREA:
Italy,
France,
Spain
and
Portugal
• Selected
products
HAVE
TO
HAVE
a
REAL
CONNECTION
with
TERRITORY
(i.e.
wines
made
of
indigenous
varietals
and…sugarless)
and/or
being
ICONOGRAPHIC
of
a
Country
(i.e.
Grappa
and
Sambuca
for
Italy)
• Wines
and
Spirits
can
be
a
“BRIDGE”
towards
a
beYer
understanding
of
Genius
Loci

7. Sharing
a
WAY
OF
THINKING
and
LIVING
of
the
MEDITERRANEAN
AREA
• We
don’t
just
want
to
trade
products
but
also
to
spread
the
WAY
OF
LIVING
&
THINKING
of
the
Mediterranean
Area
and
to
support
a
deeper
knowledge
of
History,
Art
and
Geography
of
this
area
of
the
world
• These
“untouchable”
factors
contribute
a
lot
to
the
defini=on
of
Genius
Loci

8. GOVERNANCE
OF
THE
GENIUS
LOCI
PROJECT
The
Genius
Loci
Project
has
been
created
and
it
is
managed
by
BERTAGNI
CONSULTING
SRL
The
project
can
be
realized
ANYWHERE
in
the
world
A
MULTIFUNCTIONAL
SPACE
is
needed
as
a
show
room
for
the
PRODUCTS,
as
an
office
for
BUSINESS
MEETINGS
and
as
a
place
to
ORGANIZE
EVENTS

9. SERVICES
AND
TARGETS
OF
BERTAGNI
CONSULTING
SRL
TRADING
and
promo=ng
The
Genius
Loci
Project
selected
products
into
targeted
markets
Organizing
thema=c
CULTURAL
EVENTS
and
COURSES
in
the
targeted
markets
about
the
MEDITERRANEAN
area
and/or
the
single
Country
(Ceremonial
Tas=ngs,
Geography,
Enogastronomy,
Music
etc)
Organizing
TAILOR
MADE
MEDITERRANEAN
ENO-­‐
GASTRONOMICAL
AND
CULTURAL
TRAVEL
ITINENARIES
in
the
Mediterranean
area
and/or
one
of
the
selected
Country

10. The
first
two
TARGET
MARKETS:
China
&
Lithuania
We
selected
two
markets
where
we
had
trade
experiences
as
Bertagni
Consul=ng
srl
and
where
we
guess
our
project
may
find
fer=le
ground:
CHINA
&
LITHUANIA

11. China

12. The
Genius
Loci
Project
CHINA
Two
op=ons
to
introduce
The
Genius
Loci
Project
in
China:
a) Ren=ng
a
MULTIFUNCTIONAL
SPACE
at
the
INTERNATIONAL
WINE
CENTER
(www.sxwi.cn)
of
Xi’An
b) Crea=ng
a
JV
between
Bertagni
Consul=ng
srl
and
Merci
Trading
(www.mercichina.com)
to
jointly
import
and
trade
Goods
and
Services
of
The
Genius
Loci
Project
in
Shenzhen

13. OPTION
1:
XI’AN
(SHAANXI
PROVINCE)
• Pre-­‐liminary
studies
and
visits
(a
delega=on
of
Bertagni
Consul=ng
srl
has
been
to
Xi’An
in
2014
and
2015,
a
delega=on
of
Xi’AN
chamber
of
Commerce
has
been
to
Anzio
in
2013
and
2014)
• Bertagni
Consul=ng
srl
par=cipated
with
2
booths
as
The
Genius
Loci
Project
at
Interna=onal
Wine
Fair
of
Xi’An
2015
with
a
pre-­‐selec=on
of
products
from
Italy,
France
and
Portugal

15. Chinese
consumers
discovering
The
Genius
Loci
Project

16. Staff
of
The
Genius
Loci
Project
in
Xi’An

18. OPTION
2:
SHENZHEN
(GUANGDONG
PROVINCE)
• Long-­‐las=ng
commercial
rela=on
Bertagni
Consul=ng
srl-­‐Merci
Trading
(already
impor=ng
RexRomae
wines
and
Anna
Fendi
Wines)
• Merci
Trading
has
a
modern
and
perfectly
located
MULTIFUNTIONAL
SPACE
in
the
business
district
of
Shenzhen
• Merci
Trading
has
been
working
in
the
wine/spirits
sector
for
years
and
the
all
staff
has
a
good
knowledge
of
this
business
• Events
have
been
already
organized
by
Bertagni
Consul=ng
srl
and
Merci
Trading
in
Shenzhen

19. Rex
Romae

20. Liz
Xue
visi=ng
RexRomae
wineries

22.
ANNA
FENDI
WINES

23. Anna
Fendi
Evening
in
Shenzhen

24. Marco
Bertagni
&
Liz
Xue

25. The
JV
agreement
Bertagni
Consul=ng
(BC)
/Merci
Trade
(MT)
3
different
levels
of
coopera=on:
• 1)
BCsrl
as
a
strategical
consultancy/Agency
and
MT
as
importer
(case
of
Rex
Romae)
• 2)
BCsrl
as
a
strategical
consultancy/Agency
and
MT
as
a
market
consultant
and
importer
(case
of
Anna
Fendi
Wines)
• 3)
BCsrl
and
Merci
Trading
as
full
partners
for
impor=ng,
trading
and
promo=ng
The
Genius
Loci
Projects
selected
products

26. Lithuania

27. The
Genius
Loci
Project
LITHUANIA
• Bertagni
Consul=ng
srl
has
already
introduced
2
wineries
into
this
Market
(Bacco
&
GoYo
d’Oro)
• A
preliminary
study
has
been
done
by
Bertagni
Geography
to
define
a
strategical
localiza=on
of
the
Genius
Loci
project
in
Europe
and
Vilnius
came
out
has
being
a
very
interes=ng
place
for
this
kind
of
ac=vity

28. Open
OPTIONS
of
coopera=on
in
Lithuania
to
be
verified
end
of
Sept.
2015
• Restaurant
Aman=ninkai
hYp://ama=ninkai.lt/welcome/
•
Restaurant
Burbulio
Vyninė,UA
hYp://www.burbuliovynine.lt/
• VILNAUS
DEGTINE
www.deg=ne.lt

29. CONCLUSIONS
• The
Genius
Loci
Project
is
a
sort
of
summa
of
our
previous
experiences
in
wine
&
spirits
interna=onal
markets
• This
Project
allows
Bertagni
Consul=ng
to
switch
from
Export
Consultancy
to
InternaTonalizaTon
• In
China
we
are
currently
developing
the
Shenzhen
op=on
by
applying
the
JV
Bertagni
Consul=ng
srl/Merci
Trading;
the
Xi’An
op=on
for
the
=me
being
is
“frozen”
• In
Lithuania
we
will
make
a
decision
on
which
op=on/s
to
ac=vate
at
the
end
of
our
mission
scheduled
in
September
2015