Local basic food producer facing the challenge of working with multinational supermarket chains

• Author: Bucs L., Gradinaru E., Bratucu G.
• Pages: 35-42

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 – 2015

Local basic food producer facing the challenge of

working with multinational supermarket chains

Lóránt BUCS1, Evelina GRDINARU2, Gabriel BRTUCU3

Abstract: This article wants to outline the challenges faced by a loca l basic food producer

in his battle to stay on the market. We will reveal the challenges he’s facing in his own

production lines and also the way he has to adapt to the changing world of the multinational

companies. We will present a short history of the founding and evolution of the company on

the Romanian pastry food market pointing out the relevant events which have marked the

company life during the years. We will also make a short review of the competition on the

market of the pastry food products and we will present the marketing strategy and policies

the company is using to be able to face the new challenges.

Key words: basic food, producer, challenge, selling, multinational companies

1. Introduction

1.1. About the company

The subject of our study is a local basic food producer company acting in the field of

pastry food production. This is a family owned company founded in 1990 by the

father of the actual owner. They have started with 3 employees all family members.

Now days the company has 12 employees and just this year the company is

celebrating 25 years of existence on the Romanian pastry food market.

1.2. About the company products

The company is producing mainly pastry food products. They have 3 big categories

of products:

a.) basic pastry from wheat flour

b.) pastry made from wheat flour and 4 eggs

1 Transilvania University of Braşov, lorantbucs@gmail.com

2 Transilvania University of Braşov, evelina.gradinaru@gmail.com

3 Transilvania University of Braşov, gabriel.bratucu@unitbv.ro