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

Abstract

This article wants to outline the challenges faced by a local 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.