This report aims at providing a strategic management analysis of Alfa Pastry S. A., one of the most important players, operating in the Greek frozen processed food industry. As it happens with most of Greek companies, Alfa operates in a turbulent economic and political environment. At the same time, Greek consumers emphasize on low prices and high quality of food products. Thanks to its quality and innovativeness, Alfa has managed to significantly improve its growth sales since 1998.
However, its uncompetitive position in the associated industry ranking, as well as the threats it has to face, imply that the company needs to make steps towards improving its current position. Market development, effective promotion, development of online sales, product differentiation, and excessive internal financial control are only some of the ways in which Alfa could enhance and maintain its future growth and competitiveness.
This case study starts by briefly presenting the company profile of Alfa Pastry. Then, an analysis of the external and internal environment surrounding the company’s business takes place, paying particular attention to the company’s sources of competitive advantage, its strengths and weaknesses, as well as the dynamics of its external environment that have an impact on Alfa’s strategy. After the analysis, the project summarizes the key points and recommends ways in which the company could confront competition and ensure its future growth.
Alfa is one of the most important producers of pastry-related products in Greece. The company was founded in 1965 in Kozani in Northern Greece by Mr. Athanasios Koukoutaris. It offers a wide range of retail and catering products, namely traditional pies, various types of pastry sheets, pizzas, and a wide variety of bakery products, such as traditional Greek bougatsa, brioche, and croissants. Specifically, Alfa operates in three sectors, namely retail (92 different products), food service (135 different products), and both retail and food service sectors in foreign markets, reporting significant sales growth since 1998). Nowadays, Alfa operates four production plants in Greece, Romania, Serbia, and the United States, while its sales network consists of 50 distributors and around 11.000 points of sales across the world.