Open AccessAnalysis of the bakery industry strategic groups in Romania
Author(s) -
Dana Corina Deselnicu,
Mihaela-Ramona Bulboaca,
Dan Dumitriu,
Laurentia Alexandrescu
Publication year - 2020
Language(s) - English
Resource type - Conference proceedings
DOI - 10.24264/icams-2020.iii.4
Subject(s) - competitor analysis , order (exchange) , fast moving consumer goods , business , industrial organization , marketing , position (finance) , market segmentation , strategic planning , strategic management , finance
The bakery industry is one with as many challenges as any other FMCG (Fast Moving Consumer Goods) industry. In this sense, at the basis of each strategic decision, in order to improve competitiveness, on a constantly moving market, is the knowledge of competitors, the actions taken by them but also the innovation processes in which they are engaged. This paper aims to analyze the strategic groups formed in the bakery industry in Romania in terms of competitiveness. The paper begins with the analysis of the bakery industry, based on the parameters identified in the literature, continues with the investigation of strategic groups of the analyzed industry, according to the number of products sold and the geographical coverage of its players. Some of the paper results include a series of possible solutions and decisions that each company could apply, considering this segmentation. Analyzing the strategic groups of the bakery industry in Romania using current data and innovative analysis methods. The results of the study revealed a map of the strategic groups formed in the bakery industry, useful for companies in order to establish future strategic directions for maintaining or increasing their competitive position in the market in which they operate.