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Also, last year another branch was opened up in Singapore for the future development of our new products. It isalso strongly
a closer customer service to the Asia market. believed that it is necessary to keep tight partnership with our
distributor network around the world. This is because they are
In 2000, the company decided to acquire Victoria Arduino.
This is because, this company was founded in 1905 and it is on the field every single day and they are in contact with final
one of the oldest machine companies. The market position and customers, with the coffee chains, independence shops, hence,
design mainly aims for luxury line segment coffee machine. The they can get the real feedback or comments that could help to
customization concept was also applied strongly to the Victoria develop something better for the future.
Arduino brand, to make the most luxurious designs of coffee It is also essential to know the needs differences in
machines out there. With this synergy strategy of owning two different market around the world. And only the distributors
brands, the company now exports to more than 120 countries. networks know these needs. The idea is to listen to the needs of
The brands are now considered as one of the world’s leader our distributor from the different market stogether with keep-
brand in for the commercial coffee machines. ing our ears out to the platform from champion barista who
are driving the innovation. These ideas are combined to create
innovative products that satisfy everyone’s needs. At Nuova
Simonelli, the strategy is that: the product is not just made for
the competition; they were also produced for daily work in the
real coffee shops. So, it concentrates on having technology that
is useful for any professional consumer.
At the company, we do not only listen to the external
feedbacks. When asked about inspirations, our employees are
free to give any feedback to improve the quality, feature, and
performance of the product. It is important to hear the internal
feedbacks too, at the company there is a box in the office that
they can throw any feedback, with names or anonymously.
Also, we hold general meeting twice a year to show the emplo-
yee how or what Nuova Simonelli going through. The CEO
shares with everyone the strategy of the company. There are
also feedback ideas competition once a year, the best three
ideasare picked and given prizes. Finally, the first best idea will
get a prize for a trip to Europe.
As a CEO Technologies
“I strongly beleive in working as a team. when you win, you Technology and consistency are both very important. The
win as a team. That is the way we run the company.” He shared Research and Development department is working very hard
with us that he needs to make time to travel around and meet for the newer and better technologies. As mentioned earlier,
everyone from the distributors, the customers, the assembly the most important thing that the company focused on is the
line, the research and development, and also the administra- electronic or the technologies inserted into the coffee machine
tions. This is to ensure that everyone is working on the same goal to help ease all the customers for precisions, consistency, and
in improving and producing the best machine. It is trusted that ease of use. Though some times, some technologies developed
the success of company is from people. That is why as a CEO, in the lab are not transfer to the machines sold in the market,
he tries very hard to be as close as possible to all everyone. but the department still strive continuously to ensure that they
He strives to understand the differences in the need of people in are seeking and experimenting all the technologies possible
every level in company. That is why it is very important to keep out there to improve the quality of the coffee machine. Their
communicating with all the employees. Also, to ensure that our goal is to be able to produce a better Espresso, better Cappuc-
employees are really happy to work for us, auditing company cinos in a consistent way day by day.
was hired. The audit results was for the international company
and as well as us. It was quite a surprise when they interviewed
the employees; the result was that all of them talked very posi-
tively about their bosses and the company. It was satisfying to
hear from the audits that no one has conflicts in side the com-
pany; we struggle to eliminate conflicts as they always depress
and suffer the company. However, at our company, all we hear
are high spirits employees.
Market Feedback and Inspiration Why Black Eagle 388 and White Eagle 358?

The barista is a good source of information to give feed The number 8 is a lucky number in many countries. Fur-
back for us; baristas are a great help in developing better thermore, number 3 is from T3 technology. Black Eagle is the
machines. Especially the candidates from the championship, first machine in our product line that uses T3 technology. We
the candidates really want to dig deep on how the machine and decided to start the top range with 8, and 5 for the medium
so we work together. In the recent years, there are several world range. This concludes that the 388 for Black eagle means it’s
barista champions shipping in very constructive ideas in our our top range segment, and 358 for White Eagle is for medium
project team. Also, we continued working with these barista for segment.
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