Is it viable to internationalize an industry? This was the decision that Audaces partners, Ricardo Cunha and Claudio Grando, needed to make in 2007.

At the time, Audaces sought to further expand its leadership in the international textile market. To this end, he saw an opportunity in the development of cutting technologies, a market then dominated by a few players in the world. The main question was, in addition to validating the existence of the market at a global level, evaluating where to locate the production of the new technology.

To support this decision, the Valor & Foco team, together with the CERTI Foundation, carried out a detailed study of the cutting machine market to project the volume of global demand in the textile segment. The study initially focused on evaluating the size and growth trends of the main consumer markets, at the time concentrated in China, India and the USA, although the latter was on a downward trend. The objective was to project the volume of global demand for cutting machine technologies in the textile segment to validate commercial viability.

To adjust the real existence of demand and validate commercial viability, the main players in this segment and their marketing strategies were also evaluated. In addition to adjusting the market size, this study made it possible to evaluate sales and distribution channels, inputs to direct the new commercial strategy.

Finally, there was still a decision: Is it viable to internationalize an industry? To support this decision, several associated criteria were evaluated and weighed, such as: economic, legal, technical and strategic risks. All criteria were correlated and indicated that the decision with the lowest risk would be to produce in Italian territory.