Fitt’s vision of the future.was presented at a memorable convention dedicated to all its collaborators: “Fitt Together 2023”
«WE WANT TO FACE THE FUTURE WITH COURAGE; TODAY THAT IS A DIFFICULT CONCEPT TO LIVE BY AND TAKE FORWARDS, BUT IF WE DO SO WE CAN MAXIMISE OUR POSSIBILITIES».
This is the vision with which the CEO of Fitt spa, Alessandro Mezzalira, opened the unique and historic convention in Vicenza. It was strictly dedicated to those people that collaborate with Fitt (more than 600 people) presenting the strategies and tools with which the company intends to tackle the future.
The convention was ground-breaking in that it was the first time that Fitt stopped all the production lines and gathered together every member of staff for a vast and yet family-like event with the evocative title “FITTogether 2023”, the vision of the company’s near future.
«OUR STRENGTH, IN ADDITION TO THE QUALITY OF WHAT WE MANUFACTURE, IS COMMONALITY, IT IS THE ABILITY TO WALK TOGETHER TOWARDS THE SUMMITS WE HAVE SET OURSELVES. THESE DAYS YOU CAN’T GET ANYWHERE ON YOUR OWN: ONLY UNITED, SHARING IDEAS AND RESOURCES, WILL WE BE ABLE TO MAKE OUR DREAMS COME TRUE: I BELIEVE THIS».
FITT has started an important process of transformation: FITT becomes a brand and capitalises on the industrial, cultural and market leadership built up over the years. A turnover of over 230 million Euro in 2016, 72% came from overseas markets, 850 people employed throughout Europe, 6 manufacturing sites in Italy and 3 overseas, 11 logistical centres, in Italy, France, Spain, China and Poland. 6 Commercial branches, in Italy, France, Spain and China.
«WE HAVE STARTED BY SETTING OUT NEW CORPORATE VALUES, DEVELOPED USING A BOTTOM-UP PROCESS, SHARED BY THE ENTIRE GROUP. CRUCIAL TO THIS NEW VISION IS THE IMPORTANCE OF THE INDIVIDUAL AND THE ABILITY TO WORK TOGETHER POSITIVELY AND PROACTIVELY».
A new organisation articulated into business divisions (Garden, Building and Industrial) designed to ensure the best level of focus on different markets and market requirements. The new structure was a small revolution and required a huge effort in terms of organisation and planning. It allowed us to avoid wasted energies, optimising the energy of the entire group, continuing to build on a common background of know-how and skills.
The B2B logic that has always defined our company as a partner in the supply of products is now joined by B2C, offering FITT branded solutions (e.g. YOYO), directly to the end consumer. Placing the customer at the centre means listening to the marketplace, interpreting its needs, acting on its suggestions, communicating with the customer by opening direct relations using a multi-channel approach suited to the socio-economic ecosystem of today in which everyone is interconnected.
“The term innovation is often abused and rendered meaningless: in truth it is part of Fitt’s DNA. In 50 years of business, we have never stopped researching and innovating. Innovation means not only product innovation but also in terms of logics and dynamics, in ways to approach the market and customers. We innovate in ways of listening to customers via market research and NPD (New Product Development), creating solutions that fully satisfy our consumers/customers. We innovate in corporate processes, adopting advanced LEAN methodologies. We innovate also in terms of moving away from a logic of offering the market a simple component towards an integrated system, ready to use and inclusive of services. Product innovation for us also means patented solutions, collaborations and partnerships such as with the University of Padova in Vicenza, research institutes and certifying bodies such as the TÜV. Innovation means building a range of products for each division centred on hero products: YOYO for Garden, FITT B-Active for Industrial, Bluforce for Building”.
We strongly believe in the use of innovative channels to be used alongside conventional methods of communication/advertising. We know that in the near future the Internet will play a dominant role in our business so we have built a digital transformation strategy that will place FITT in a leading role. This year we have entirely revised the look and structure of our websites and we will reinforce our advertising presence on all the main social platforms web advertising sites. This year we will also lay the foundations for an European-wide e-commerce business, which will then be developed to become an important business asset.
Our development plans include ambitious and wide-ranging strategies. Between now and 2023 we will conquer new markets, above all the US market. We have been present on the USA marketplace for many years with a very successful patent licensing scheme, but we now intend to develop a brand strategy. Our main ambition is to develop a new business model built on our brand, both in terms of corporate business (FITT) as well as individual products.