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Fresh Food Market Management

In: Business and Management

Submitted By wugehaha
Words 1999
Pages 8
Case Study : EP 26.963 FRESH,
Parmalat Spa
Via Oreste Grassi, 26
43044 - Collechio - Italy
Alberto Cappello, project manager
Fax : 39 0521 808242
Tel : 39 0521 808435 alberto_cappello@parmalat.net TXT Ingegneria Informatica
Gianni Rizzetti, technical manager
Rizzetti@txt.it
www.txt.it/fresh www.txt.it/english/fresh "In order to remain in a globalized market, it is necessary to have a competitive dimension. The company's development is entrusted to a process of internationalization that is clearly defined by acquisition policies, both in Italy and abroad."

1. The Company

Parmalat is a multinational Food manufacturer, among the world leaders in the Milk and Perishable Goods sector. It is the largest italian company in the dairy industry. Founded in 1961, the different product lines are : - Milk (50 % of Italian turnover), - Fresh products : yoghurt, cream, cheese, butter… (21 % of Italian turnover), - "Vegetables" : juice fruits.. (15 % of Italian turnover), - Bakery : bread, pasta.. (10 % of Italian turnover),

Parmalat has dramatically grown in the recent years through an extensive process of merge and acquisitions and has experienced a rapid growth in turnover over the last 4 years from 2145 millions Euros in 1995 to about 5000 millions Euros in 1998.

It has a world-wide presence through 85 different owned or controlled companies world-wide. In 1997, Parmalat : - Owns 28 plants in Europe, employs about 5000 people and makes 38 % of its turnover, of which 75 % in Italy, - Owns 38 plants in south America, employs 12500 people and makes 37 % of its turnover, - Owns 37 plants in Noth America, employs 5200 people and makes 22 % of its turnover.

In Italy, with 3200 employees, Parmalat is the national leader in milk UHT (36 % market share), cream (46 % m.s.), beschamel sauce (70 % m.s.), juices (33 %…...

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