Panteleimon Kollias .paper

Subject : Strategic Analysis of Apivita Natural Products
Author : Panteleimon Kollias
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Csath Magdolna
Course :Strategic Management &Business
Innovation Model
Professor : Magdolna Csath
Spring/Summer Semester 2016

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Contents
Introduction................................................................................................................3
Internal Corporation’s Analysis..............................................................................6
Planned Strategies .................................................................................................. 15
Strategy’s Implementation.................................................................................... 17
Conclusions............................................................................................................... 17
Literature Sources .................................................................................................. 18
Appendix................................................................................................................... 19

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Introduction
1.1 History
In 1972, the founders of APIVITA, Nikos and Niki Koutsiana, two young
pharmacists, were inspired by the honeybee society, the unique biodiversity of
Greek nature and the holistic approach of Hippocrates to health, beauty and
well-being, and together they created their first natural cosmetics, using
beekeeping products and herb extracts.
A few years later, in 1979, they created APIVITA. The name is derived from
the Latin words Apis (bee) and Vita (life), and means “life of the bee” – a name
reflecting the philosophy of a company that, being a living organism like the bee,
never stops creating value: Value for society, for the natural environment and for
the economy.
Today, APIVITA is a company with a strong philosophy, values, social
responsibility, heritage and an innovative outlook. It has evolved into a vast
universe of people, products, aims, values, dreams and new endeavors, which
ensure its ongoing development.
APIVITA has developed and established over 300 natural, effective and
holistic products for the face, body and hair, formulated with beekeeping
products of high nutritional value, extracts of Greek herbs and pure essential
oils, as well as many green innovations and patents. The passion and vision of
APIVITA are today embraced by consumers in 15 countries: Spain, Japan, Hong
Kong, the USA, Cyprus, Ukraine, Romania, Bulgaria, Belgium and the Netherlands.
1.2 Mission, Inspiration, Vision & Objectives
Apivita’s mission is to create and develop beauty products and services, which
promote a balanced and harmonious way of life, based on Greek Nature and its
rich biodiversity and on the unique honeybee society and its high biological
value products. They have adopted the holistic Hippocratic’s approach to beauty,
well being and health, which in conjunction with scientific knowledge, supports
and enhances nature’s effectiveness.
APIVITA cosmetics combine naturally derived active ingredients, extracts
from plants of the Greek nature, beehive products of high nutritional value, and
organic essential oils.APIVITA formulations include natural ingredients ranging
from 85-100%, excluding the use of silicones, parabens, mineral oil, propylene
glycol, polycyclic musks, nitromusks, phthalates, as well as other ingredients that
have been associated with adverse health or environmental effects.
Inspired by the philosophy of Hippocrates, they address the individual
concerns of each customer’s skin in a comprehensive way. Each APIVITA product
offers multiple actions: hydration, protection from environmental aggressors,

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prevention and treatment of signs of aging or other problems, plus – thanks to
pure, 100% certified organic essential oils – uplifting, invigoration, relief from
tension and stress. All products are ideal partners that reinforce each other and
act synergistically to offer maximum results.
Their first ever product was the distinctive black soap with propolis and
thyme, which was started spreading in every Greek pharmacy.
As the owners of Apivita claim, their goal is to bring to people innovative and
effective products, which are based not on chemicals but on natural ingredients,
to promote the awareness for environmental changing and protection and to
project the benefits that Greek land has to offer to the Beauty cosmetics world.
The source of inspiration that have sustained Apivita since its establishment
are the wondrous honeybee society and the unique features of Greek nature.
Summing, we could say in a few words that Apivita’s mission is to change
people’s beliefs about natural beauty cosmetics, to be the change in the Beauty
Products industry by pointing out that there is need of artificial ingredients, as
the Nature offers almost all the needed ingredients and offer to their customers
holistic products. Company’s vision is to motivate people to embrace Nature
beauty products, to act against the policy of many industries to use artificial
ingredients to their products and bring more innovative ideas to the future that
will be beneficial for their customers’ needs. In order to make this happen,
Apivita invest more in alternative sources of energy and search constantly for
new sources of ingredients.
1.2 Executive Summary
We could say that since the foundation of Apivita, the market of beauty
cosmetics has lacked of many innovative ideas, like creating products based on
natural ingredients from Mother Earth. Until then many beauty products
corporations based their products upon chemicals ingredients, which most of the
times were hazardous for a human’s skin and were tested on animals. However,
this situation changed when the two innovators pharmacists, who though of a
world without chemical beauty products but natural ones instead, established
Apivita. It is plausible to understand that since 1979, there was a gap in the
market of natural beauty cosmetics, not only in the Greece but all over the world
in general, a gap that inspired the founders of Apivita to work in.
1.3 The purpose of the paper
By this paper, we could try to take a deep look into the strategy that Apivita
uses, the innovation that brought not only in the Greek market but globally, the
weaknesses that may have against its competitors, and the strengths that made it
one of the best companies, which create natural beauty products. In this paper,

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we will also approach Apivita from a strategic point of view, by using all the
theories of strategic management and the strategic tools as the recent
approaches in strategy. Moreover, in this essay it will be presented the current
situation of the company, as well as its potential position and strategies that can
follow in the future.

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Internal Corporation’s Analysis
It is plausible to understand that the environment that it works into
constantly affects a company. Apivita is mainly cooperating with Greek domestic
pharmacies in order to promote and sell its products. Therefore, the situation in
Greece affect the processes that the company will follow and its sales. However,
as for its sales outside Greece, Apivita has accomplished to create their own
experience stores all over the world, namely Spain, Australia, USA, Japan, Hong
Kong, the Netherlands, Croatia etc., and it has made longterm licences with major
stores like Harold’s, Sephora and Galeries Lafayette, in which has no involvement
in marketing and promoting processes. This analysis is focuses on these issues
and summarizing the environment that Apivita works into.
EXTENDED PESTEL ANALYSIS OF APIVITA COORPORATION
Economical Situation in Greece, and especially the economic crisis,
which in a short periof of time turned into humanitarian
crisis, has affected the way of living and its standards. Many
people don’t invest that much into beauty cosmetics as they
used to, and it is plausible if someone think that
Unemployment leve is at 30 % (Young Unemployment up to
56%) and suicide leve up to 1 suicide every 3 days. This
situations has forced many Greeks and especially young ones
to immigrate to another countries, like UK and USA
(Contemporary financial migrants)
Social The economic crisis in Greece has affected most aspects of
social life and changed living conditions dramatically. During
the last three years a large scale decline in the compensation
of salaried workers took place. the cost of living has not
changed proportionally to the loss in income, making it even
more difficult for Greek families to make ends meet. Greece is
one of the most corrupted cities all over the world, bribery is
a common fact among public officers. Greek people show an
indiffrent face against this situation; anger, insecurity and
mistrust are their feelings.
Cultural Greece is a country of great interests and diverse cultures,
influenced by its location, at the junction between the East
and the West and by the many occupations of the Greek
people throughout history. Modern Greek language is a
descendant of the Ancient Greek language and is affiliated to
the part of the Greek or Hellenic branch of Indo-European.
Greece is a country with a very rich history from Bronze age,
to classical period, Roman period, Ottoman period and more.

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Traditions in Greece and Greek Islands either have a religious
character or come from paganism. The Greek cuisine is
famous for its good quality products and the amazing taste of
its food and wines.
Environmen
tal
The last few years the EU Committee has decided to
increase the environmental standards that companies should
follow. Apivita is a corporation that follows this legislation
from its start. Its Bioclimatic headquarters was built in order
to help the planet’s protection and raise the awareness of
environmental policies that other corporations in Greece
could follow in order to contribute to this act.
Political Greek political system could be described as corrupted and
unstable. Almost every years, domestic elections are held.
Greece is the only European country that has so many strikes
every month, since employees from every professional field
are defending for their work rights. Taxation has brought
many households into beggary.
Technologic
al
Research machines that are required for creating natural
beauty cosmetics are high-technologized and overpriced.
Although Apivita has managed to gain this kind of research
machines in their private labs, in order to have innovative
products and beat its competitors. Moreover, Greek brain
drain has managed to lower the amount of money that are
required for these machines, by either creating their own or
in cooperation with foreign ones.
Global Every day many people find out that they are some needs
of theirs that aren’t satisfied by current products, and this
lead many markets to be emerged. Customers nowadays, in
comparison with elder ones are well informed about new
products and more willing to search for better deals.
Globalization has helped to this fact and connect every seller
and company to its potential customer.
Demographi
cal
The number of births every year is getting lower and
lower. Thus the population of Greece could say that is
consisted by elder people in general, fact that is decreasing
the potential customers.
Legal As long Greek government is changing nearly every year,
every political party apply their own legislation that
corporations should follow. This situation makes it difficult
for every business to follow all these processes that needed to
apply abroad.

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PORTER’S FIVE FORCES ANALYSIS
Bargaining
power of
buyers
The customers that choose to invest into natural beauty
cosmetics we could say that are well-educated, they try to have
an environmental-friendly attitude, are against the policies that
most of the beauty cosmetics industries follow (Animal
Testing, Chemical ingredients) and are interested to search for
products that are consorted with their beliefs. For this reason,
they are willing to pay a higher price in order to gain them and
they are strict about the quality level. They need the industry
to present their products in a clever way and to be assisted by
intelligent salesmen. They also evaluate the place that the come
in order to buy these products and they have a tendency to
search for customized products.
Bargaining
power of
suppliers
As water is an important element for every living organism,
suppliers are important for every industry, due to the fact that
they have the most direct contact with the final customers
(B2C). Their power is gained by the fact that they are the ones
who will decide the place that a product will have in their
shelves, they get feedback from customers about a company’s
product and they can force a company in order to have more
profit. However, this fact is eliminated with the right
communication moves and joint ventures.
Threat of
substitutes
products
Apivita’s philosophy is based on the motto “Never stop
searching for new products” as their owner used to say. For
this reason, they think that conducting researches in order to
make innovative ideas into products is a crucial process of the
company. However, when someone tries to create a new way of
doing business, there will be someone, who will try to imitate
this. Most of these companies, are trying to involve in their
cheap and low quality products some substitutes of Apivita’s
products. Still, Apivita has gained customers’ loyalty to their
products and isn’t affraid to fight against all its competitors.
Threat of
new entrants
Although Greece is facing financial and humanitarian crisis,
they are many people, especially young ones, who are active in
entrepreneurship and they are many private institutions that
reward and fund their decisions. Every year more and more
start-up companies are emerged, in a effort to gain a piece of
the market that they want to get involved. This makes it
difficult for the majority of the corporations to compete each
other and chose to shut down their operations.
Rivalry
among
Apivita is one of the most famous corporations in the
Natural beauty cosmetics market. However, in the domestic

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existing
competitors
market of natural beauty products and parapharmaceutical
products, Korres is the key competitor of Apivita. Even though,
they are in the same market, they both use natural ingredients
to their products and both of them have global presence, they
are many differences between them. For example, Apivita has
its own Experience stores all over the world, while Korres has
signed a contract with other beauty shops.
SWOT ANALYSIS OF APIVITA
Strengths Apivita has a variety of products from cosmetic products,
such as face creams, to parapharmaceutical products, like
syrups for cough. It has its own research laboratories, which
create innovative ideas and products without harming the
environment. It bioclimatic headquarters have raise awareness
of environmental friendly policies in Greece and it support
other corporations to follow them. The Hippocrates Botanical
Garden in Kos Island have been the begging and the source of
inspiration for every product of Apivita. It has also more than
15 private experience stores all over the world and presence in
many beauty stores and pharmacies. Moreover, has gain patent
insurance for many products that has created, and has gained
customers loyalty.
Weaknesse
s
Even though, they have succed in the natural beauty
cosmetics market, they are a few weaknesses that it facing. The
expenditures for the maintaining its research laboratories, their
bioclimatic headquarters in the same level of quality raise the
amount of expenditures. Still, Apivita every year face a surplus.
Moreover, it is significant to emphasize that Apivita is
launching new products regularly, thing that raise the
promotion costs that it has.
Opportunit
ies
In the recent years, there is a huge global interest into
creating products that are based on natural ingredients. Apivita
was the pioneer in the market of natural beauty cosmetics in
Greece and it didn’t take a long to give the opportunity to the
rest of the world to experience its products. Moreover, in the
last two years it launched its online shop and made many deals
with already existing online shops in order to come in contact
with as many as possible potential consumers. It is also
significant the fact that Apivita in its effort to raise awareness
in environmental processes has been awarder by the EU and
NGO’s which are protecting animal, as it is against animal by

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testing.
Threats However, they are many competitors that Apivita have to
fight with, many of them are constantly trying to imitate the
ingredients that it use and promote products that lack of the
Apivita’s products quality. Moreover, every year they are many
start-up companies, which create innovative products and
attempt to have a bigger piece of the market of natural beauty
products. Not to mention the fact that Apivita also have to deal
with the economical crisis that Greece face and the significant
scientists, who are forced to migrate in order to find a job.
Greek Government doesn’t seem to help with its legislation the
Greek companies, as the taxation is constantly rising.
Corporate Portfolio
Market
Growth
Rate
Stars : Face Masks
(based on natural
ingredients), Men’s care
products
Question Marks : Essences, Babies’
Products
Cows : Face/Eye creams,
Body lotions and Body
Butters
Dogs : Hair and Grooming
Products for Men, Hair dyes and
Hair-Lose Treatment for Women
Relative Market Share
Apivita since its launch has significant presence in many stores in the Global
market of natural beauty products. It managed to gain more customers when it
create more than 15 experience stores all over the world, in four continents. In
Apivita, they have as a philosophy to use alternative environmental-friendly
processes in creating new products, they invest much money in the Research and
Development department and simultaneously raise awareness for other
companies in order to start using eco-friendly policies. The Marketing
Department of Apivita is constantly trying to find potential customers and they
expand their target groups by bringing their products in more and more points
globally. These processes has highlighted the company as one of the most
innovative and most efficient into the market of natural beauty products.
Value Innovation
Elimin
ate
In Apivita they have manage successfully to keep out of their
products as much chemical, artificial ingredients they could. The
products are based on ingredients that Mother Earth create (Most of
them are 90% based on natural ingredients). They company’s
owners, Nick & Niki Koutsiana, as pharmacists they knew that in
order to create beauty products that aren’t harmful for sensitive

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skins, they have to based their products in non artificial ingredients.
Their love and interest in the bees’ community, inspired them to
create products, which are based in honey at first and then from
plants, herbs and flowers. This also was the reason why Apivita
created the Hippocrates Botanical Garden in Kos Island, in order to
have the resources that they want in order to create pure and
harmless beauty products.
Reduc
e
The company successfully managed to reduce all the artificial
ingredients that their products include and substitute them with
other natural ingredients that don’t harm the environment and and
are beneficial for the human skin. For this reason, after many years
of effort, Apivita created one of the most efficient and innovative
research team and laboratories, which are launching many products
regularly.
Raise Apivita was one of the first companies, which created natural
beauty products, refuse to include artificial ingredients to their
products and simultaneously start an effort in order to raise
awareness for the other companies to follow more environmental
friendly policies. It also tried to raise awareness among their
customers in order to recycle their products after they finish and
not making more waste, in an effort to harmonize their philosophy
with their products.
Create Apivita was the first Greek company, which created natural
beauty products. Its first product, the face soap, which was consisted
of herbs and biological honey, made a change to the way that Beauty
industries globally created products, by persuade them to change
their policies about the chemical/artificial ingredients their
products included. Apivita, also, create customer-friendly stores all
over the world, with the idea that by this they will understand the
importance of natural ingredients in their products, and persuade
them to change the way the evaluate beauty products, which since
them was full of chemicals and low quality.
Balance Scorecard
Customers Apivita’s customers believe that the company
follows responsible and environmental-friendly
processes. Price and quality are harmonized, and
that makes them loyal to the company. They count
on its trustworthiness and reliability and for these
reasons, they support the company with any

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innovative product that it launch.
Financial Results Since it’s launch, Apivita has made remarkable
and profitable steps further. Its stakeholders seem
satisfied by its significant sales in a period that
there is world economy crisis. As it is said by its
owners, in Apivita they try to create reasonable
and short-term financial goals every year and they
managed to achieve this, as its wholesales are
rising steadily by 7% every annually. However, in
Apivita, they don’t seem to care about numbers
but for satisfied customers, thing that made it the
leader on Natural Beauty Products market,
according to statistical analytics and business
magazines.
Internal Business
Processes
The internal business processes of Apivita are
excellent, because it use they most contemporary
machines and research tools. In Apivita they think
that it is important to invest on its capital in order
to renew their products and give to its customers
the best experience that they could ever have. For
this reason, they have succeed to have loyal
customers and personal relationships with them.
Learning and Growth It is plausible to understand that Apivita is
working on a constant changing market, as many
competitors are trying to steal a part of its market
share. For this reason, it is Apivita’s policy not to
stay stable in its research processes but trying to
find more new things that could be included to
their products, to get to know better the land that
gives it the ingredients that it want, to learn better
the markets that is working in abroad, and
motivate its employees to be willing to learn new
things and expand their knowledge.
Value Chain
Apivita was the first Greek industry, which work on creating natural beauty
products, and including in its products only natural/ non artificial ingredients. In
order to understand the value chain of Apivita, we have to underline the fact that
Apivita has managed to create a corporation, which include research
laboratories and manufactory department at the same building. Thus, that’s
mean that it has not integrated vertically to raw materials or horizontally. This is

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a policy that also its competitor Korres Natural Beauty Company follows.
Moreover, in Apivita Corporation belongs over 15 experience store and has
made a contract with many pharmacies in Greece and abroad and many beauty
stores, like Sephora, in order to distribute its products. Indeed, Apivita has won
many awards about the environmental-friendly construction of its experience
stores and Bioclimatic Headquarters.
EXTENDED VALUE CHAIN
Custom
ers
The philosophy of Apivita lays on the fact that customers’ needs
are constantly changing through the passage of years and the
technology progress. For this reason, its aim is to improve their
products in regular basis, without using artificial ingredients and
keeping the cost of its products in the same level. People of Apivita
believe that sales isn’t their first goal, but second. Their goal is to
chang customers’ beliefs about natural beauty products, to educate
them about the advantages of the environmental friendly processes
that they follow, to show them the impact that use of artificial
beauty products have on their skin and make them trust Apivita
company. The company is trying to gain their customers’ opinion
about their products regularly (They motivate them to use social
media to share their experience with Apivita’s products by using
the hashtag #Apivitaexperience), and they are trying to reform
their products in order to be more harmonized to their customers’
needs. For this reason also, Apivita is trying to educate its salemen
in order to understand the customers’ opinion, and present them
the benefits that Apivita’s products have.
Supplies Apivita has its own land for growing the plants and the trees that
take from the ingredients for its products, the Hippocrates
Botanical Garden in Kos Island, but has also signed a contract with
some individual farmers in remote and mountainous places, where
some rare flowers grow, which are beneficial for human skin and
body. Moreover, Apivita in its own Botanical Garden and its
counterparts’ land has ensured that are followed eco-friendly
processes and has provided them with the needed technology in
order to cultivate the land. It is significant to say that the company
counts on its people knowledge and abilities, as they have helped it
to be one of the most innovative companies in the market of
natural beauty products.
Resources and Capabilities
Tangib
le
Physical
Capital
Apivita has over 15 experience store all over the
world in four continents. Its has made a contract

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with several Greek domestic pharmacies in order to
have presence in their selves and promote its
products. Moreover, the company has presence in
many famous beauty stores worldwide.
Financial
Capital
Apivita is one of the leader companies in the
market of Natural beauty Products, with stable
investments annually in its Research Laboratories.
Even though there is a global financial and
humanitarian crisis, the company has managed to
succeed and be healthy and profitable.
Intangi
ble
Human
Capital
The company occupies more than 500 employees
all over the world, in its headquarters, research
laboratories and experience stores. Its research and
development department has awarded many prizes
for its research work. Moreover, Apivita in order to
raise the awareness of corporate social
responsibility among Greek industries has signed a
contract with many Greek Universities in order to
occupy young students.
Customer
Capital
The company has proven that can stand
deservingly towards its customers by providing
them innovative, environmental-friendly and non
artificial beauty products. For this reason, Apivita’s
customers seem to be loyal to the company, and
support all its new products, thing that can be
proved by its annual sales.
Structural
Capital
The company has a culture of continuous
learning, since as the President of Apivita says, it is
their responsibility to make themselves better in an
environment and a market that constantly change.
The company is customers-oriented, as they believe
that their main aim is to satisfy their needs by
offering them products that are well-qualified and
are innovative. At the same time, the corporation
works on its extroversion, and finding new ways to
protect and respect the Nature.

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Planned Strategies
Corporate Strategy
APIVITA is among the first companies worldwide, which gave a completely
new proposal in relation to the concept of quality of life (well being), and that the
resources of nature can be used to provide solutions to human daily life.
APIVITA’s strategy is configured with it’s basic driver's vision, mission,
philosophy, principles and unconventional strategy (out-of-the-box strategy).
The key elements underlying the overall positioning of the market and points
which distinguish it from the competition are:
• Products, which developed to satisfy people’s everyday needs
• The research and development of innovative products with ecological profile
and respect for the environment
• The scientific evidence of the beneficial properties of natural raw materials
used in its products
• Hellenism and the timeless Greek way of life and thinking (harmony and
balance with nature)
• The identification of human needs , with giving specific solutions for specific
needs facing
• The disposal of products to specialized distribution network (pharmacy),
which personalizes customer service.
Given the current placement of Apivita, and in accordance with the prospects
of opening up the domestic and especially international markets its strategic
priorities are :
 Broadening its export presence. Because the self-development sales
networks in export markets is an option very expensive and requires
specialized human resources for monitoring them, Apivita has chosen
strategic representation of its products to specialist distributors who
have the necessary access to channels that meet the requirements He
has set.
 Development of alternative distribution channels. Regarding
alternative distribution channels, the company's strategic products
features specific to the SPA
 Strengthening and creating a single corporate image. With the
strategy followed by the company to date, much emphasis has been
given to the branding of the series. The communication and promotion
policy has focused on the promotion of the series and less in the
development of the company name.
 Expansion of product portfolio
According to the Porter’s theory, Apivita from its start use the strategy of
differentiation, as its provide to the customers products that are based on

16
natural ingredients, which come from the Earth and are non artificial. For this
reason, the company is investing every year more and more money on its
Research and Development Department, its research laboratories and its
Botanical Garden, so as to be able to beat its competitors and provide
customers with alternate and affordable beauty cosmetics. Moreover, the
activities of the company don’t stop there, as Apivita is trying constantly to
raise the awareness of the Greek companies and People in order to follow
more environmental-friendly processes and it is trying to create its own
Brain Drain by motivating Greek students to work for the company.
Through the passage of many years, Apivita has managed to succeed in
gaining its customers loyalty to its product, to excellence its operational
processes, as it has high-tech research laboratories and well-educated
research team. At the the same time, the company has also accomplish to
have created many experience stores, which are eco-friendly and provide
customers with a great experience, by customizing their needs and served by
well-educated salesmen. Moreover, from the development point of view,
Apivita has ensured its products with diplomas of patent for its unique and
rare ingredients.
Competitive Strategy
According to the Porter’s theory, Apivita from its start use the strategy of
differentiation, as its provide to the customers products that are based on
natural ingredients, which come from the Earth and are non artificial. For this
reason, the company is investing every year more and more money on its
Research and Development Department, its research laboratories and its
Botanical Garden, so as to be able to beat its competitors and provide customers
with alternate and affordable beauty cosmetics. Moreover, the activities of the
company don’t stop there, as Apivita is trying constantly to raise the awareness
of the Greek companies and People in order to follow more environmental-
friendly processes and it is trying to create its own Brain Drain by motivating
Greek students to work for the company.
Through the passage of many years, Apivita has managed to succeed in
gaining its customers loyalty to its product, to excellence its operational
processes, as it has high-tech research laboratories and well-educated research
team. At the the same time, the company has also accomplish to have created
many experience stores, which are eco-friendly and provide customers with a
great experience, by customizing their needs and served by well-educated
salesmen. Moreover, from the development point of view, Apivita has ensured its
products with diplomas of patent for its unique and rare ingredients.

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Strategy’s Implementation
In order to implement the suggested strategies, the company can follow the
McKinsey’s 7s Model. We should emphasize to aspects that haven’t mentioned
before, like the structure of the company, the systems that should be consisted
and the style that should be followed. Apivita’s systems could be described as
the most innovative among its competitors in the same market, as people in
Apivita are constantly trying to find to new ingredients to include to their
products, a thing which derive from its research team. The marketing
department is always embracing the finds, which emerged from the research
team, and they are trying to promote this through their promoting processes.
Even though the style of leadership is hierarchical, it is also democratic, as no
employee is inferior of someone else. Managers and employees cooperate in a
way that is beneficial for the company and joyful for themselves. Human
resources department, follows practices that promote work-life balance and
outside work activities. This is a policy that Apivita follows both its headquarters
and experience stores.
Moreover, Apivita is investing more and more in its online store and
pharmacies presence worldwide in order to be in contact with its customers and
gain their opinion. The main distribution channel in Europe is the beauty stores
that have as partnerships and its own experience stores. The company address
to three main target groups : Women under 40, Women over 40 and Men of all
ages., with main product lines : Face creams, Skin Creams and Grooming
products.
Conclusions
Even though, Greece is facing a financial and therefore a humanitarian crisis,
Apivita has managed to succeed in this specific period, by spreading its presence
in many parts of the world, either with its own experience stores or with
presence in famous beauty stores. The key advantage of Apivita company is the
fact that is custom-oriented. This fact means that employee of Apivita, evaluate
its opinion and try constantly to reform their products. Moreover, the research
teams is constantly trying to find new ingredients that could be included to new
products. The company is also harmonized with the trend of the times, and
follow environmental friendly processes and at the same time help the society by
persuading other Greek industries to stop their hazardous processes of
production. Another significant fact about Apivita is that it contributes to the
Gross Domestic Product (GDP) of Greece with its numerous sales.
Although Apivita has marked a significant and enviable route in the Greek and
Global Market, there are many things that should be done in order to expand its

18
product line and upgrade the existing production. However, as its history has
shown, Apivita is constantly trying to improve itself and get involved in many
fields, a fact that it is beneficial for its continuation.
Literature Sources
 Apivita’s Main Website (www.apivita.com) |History | Find Us | Products |
Missions | Values | Hippocrates Botanical Garden
 University of Economics Prague | Logo Image| (www.vse.cz)
 Pinterest | Apivita’s Logo | (www.pinterest.com/apivita)
 Instagram | Apivita’s Official Account | (www.instagram.com/apivita)
 Apivita : Ζωντανο Παράδειγμα Ελληνικού Παθους
(http://www.newsbomb.gr/pswnizw-ellhnika/story/186207/apivita-
zontano-paradeigma-ellinikoy-pathoys)
 The Mckinsey 7-S Framework
(https://www.mindtools.com/pages/article/newSTR_91.htm)

19
Appendix
As seen on Apivita’s Website (Greek Version) (www.apivita.com)
Most of Apivita’s Products
have guidelines in their
packages about the
ingredients that was used and
the ingredients that it has
been dropped off.

20
The view inside the
experience store of
Apivita in Athens
(Kolonaki).
For the Greek Land,
Olive trees have
significant value, as
they symbolizing
eternity and peace.
The front side of
Apivita’s experience
store in Hong Kong.

Panteleimon Kollias .paper

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