Case XINEX CUBEX

Beatriz Irún Molina Fernando Castelló Sirvent Juan Manuel García García

Publicación: Septiembre 2025
Edición: 1ª
Páginas: 20
Tamaño del libro: 366 KB
Formato: ebook.
ISBN: 9788411921220
ISBN ebook: 9788411921220
Precio ebook: 6€

Sinopsis y Contenido

The company CUBEX was established in Spain in the 1980s. The company’s main activity is the distribution of stainless-steel cutlery.

Currently, the company, which is in the middle of a generational change, markets cutlery collections under two different brands. One of these is aimed at the hotel and catering sector, with multiple ranges available in 18/10 stainless steel, with black, gold and copper finishes. Other collections are aimed at specialized shops and premium quality department stores. The company finances its customers’ purchases in both distribution channels for 30, 60 or 90 days. The company secures its customer portfolio before allocating a maximum credit to each customer.

Moreover, since the company’s foundation, the leading partner has chosen a single supplier in China after visiting the Guangzhou fair (China) and selecting several of its collections each year. These selected series were personalized with his brand. As a result, the relationship with this Chinese supplier developed over the years and became so close that the respective owners of CUBEX and XINEX treated each other as they were family. Thus, with two brands available, the company’s management sought to tailor its products to each consumer profile. Both collections have a core innovation concept with continuous product improvement, communication, and customer service. It is important to note that innovation is the strategic basis for all departments of the CUBEX brand. To this end, the company uses the knowledge of engineering students from a Spanish university to create original and unique ranges, requirements which they regularly send to their sole supplier in China, XINEX.

In the cutlery market, there are two key factors when customers choose a cutlery range: quality and design. Quality will impact the durability, and design will determine personality and positioning. The new collections offered by CUBEX fulfill both factors.

After 30 years of growth and consolidation in the national market, the company has achieved a significant market share in Spain and a certain international presence thanks to a successful international strategic development plan launched 15 years ago with customers worldwide. The main markets in which CUBEX sells are Spain, France, Belgium, Portugal, Italy, and Germany. In its development and expansion process, CUBEX decided to continue with its sole supplier in China. This supplier has provided good R&D development and new products for decades, and thus also concentrated purchasing capacity to obtain the best purchase prices.

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Sobre el autor

Beatriz Irún Molina

La Dra. Beatriz Irún es una experimentada ejecutiva con más de 25 años en puestos de nivel C, incluido el de directora general de una empresa de consultoría en China. Ha colaborado con Dentons y asesorado a la ONU, Perú y Colombia sobre la entrada en el mercado asiático. Especialista en negociaciones en M&A y en los sectores F&B y Energía, Irún ha liderado proyectos financiados por la Comisión Europea en energía e industria 4.0. Es profesora de Economía en ESIC Business & Marketing School y profesora de Marketing en la Universitat Jaume I. Autora consumada, ha publicado extensamente y participado en más de 20 conferencias internacionales.

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Fernando Castelló Sirvent

Economista, profesor e investigador en ESIC Business & Marketing School. Doctor en Dirección de Empresas por la Universitat de València. Ha impartido clases en las áreas de comercio internacional, economía española y economía internacional. Asimismo, su experiencia docente se ha desarrollado en dirección estratégica, control de gestión y sistemas de información empresarial. Sus áreas de investigación incluyen think-tanks y políticas públicas, transiciones sociotécnicas, estrategia, sostenibilidad y emprendimiento. Su producción académica ha sido publicada en revistas indexadas en Journal Citation Reports (JCR) y en libros indexados en Scholarly Publishers Indicators (SPI). Adicionalmente, trabaja como analista económico, consultor estratégico y experto en inteligencia competitiva.

Economist and associate professor in ESIC Business & Marketing School. He holds a PhD in Business Managment from the University of València. He has taught courses on international trade, international economics and Spanish economics. Likewise, his teaching experience has been developed in management, strategy, and business information systems. His fields of research include sustainable transitions, strategy, crisis management, think-tanks and public policy, and entrepreneurship, and have been published as journal articles indexed in Journal Citation Reports (JCR) and books indexed in Scholarly Publishers Indicators (SPI). He also currently works as a economic analyst, strategic consultant and senior business advisor for SMEs and family firms.

LinkedIn: https://www.linkedin.com/in/fcastello/

Twitter: https://twitter.com/Castello_F

Juan Manuel García García

For more than 25 years I have accumulated extensive experience in the field of internationalization of companies through advice and management of project implementation processes and business abroad. I participated in the expansion of my company with the constitution of delegations in Poland, Romania, and Morocco coming to the conviction that internationalization is one of the most optimal and important strategic decisions that a Spanish SME should take. Currently my professional work is focused on the Management of International Tenders with Multilateral Organizations and teaching at ESIC BUSINESS & MARKETING SCHOOL and at the Universitat Politécnica de València. Regarding my academic background, I have a PhD in International Economics, a Degree in Economics and Business Administration - University of Valencia, a Master in Foreign Trade - CESI-Toulouse), a Master in Innovation and Development of New Projects (Univ. La Florida Valencia), a Master in Financial Management at EESE (Spain).

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