1.

. 1952
.

.
Vivartia
'' ''
,
, .
'' 60

, . ''
. :
1965:
.
1979:
.
1980: .
1985: Milko, .
1987:
.
1989: .
1990: .
1994: , . .
1995:
.
1999:
, ,
.
2000: , ..

..
.. .
2002:
, LTD
2003:
.
2006: VIVARTIA
, CHIPITA
INTERNATIONAL, GOODYS ,
,
.
VIVARTIA.

2. .

.
, , Milko,
Advance, Vitaline, ,
Complet Easy .
,
, , ..,
Easy
. ,
, .
7 , 4
.
,
. /
. :

i.

: ,
, , mini market. ,
/ &
.

ii.

Super Market, Hyper market, Cash& Carry:. , ,

/ & .

iii.

:
. portfolio
,
Super Market, Hyper Market, Cash& Carry.
, &
.

.

.
. ,
,
,
2014.
,
.
..,
.
, .
,
, ,
, , , , ,
, .

,

,
, , ,
, .

3.
.
2010
2011
212.453
284.164

-37.443
-44.541

235.682
196.596

500.019
435.867

0,471
0,451

116.353
119.122

110.619
157.907

1,052
0,754

2012
281.568
-42.267

2013
279.385
-48.995

217.126
414.473

218.540
368.301

0,524

0,593

116.587

100.049

179.839

173.702

0,648

0,576

: 1. 2009, 2011 13
2. = /
3. = /

: :

A. 2010 32% .
174.

B.
,
.

C. ,
.

4.

.
.1.

.
,
.
20 [ 2014].

,
.
1/1/2013-31/12/2013

.

,
.
,
,

, .
,

.
~ 30%
, ,
. ,

50% - ,
,

(Super Market,
Hyper market, Cash& Carry)

.2.-

3 , - ,
, .

, 2015.
,

, .

 .
,
,
. , 40%
65%
.
, .
,
. ,

, ,
, .
,
,

, .
30 .
-
: 11 - 5
- .

,

. ,
, .. ,

, .
5
, -
,
.
,
,
.

:
~ 5% , ,

.
. ,
,
,
.
,
, 24
, 48 .
,
, .
3 , 24,

 , ,
.

- ,

. 26%,
30% .

.3

,

.
, , ,
, , , , ,
,
.
,

,
, , , ,
.

.


.
,

.

.4


. ,
.
,
, .
, .
Granarolo ,
,
Exeed Industries,
.
.5

,
, , ''''
.
' , ,

.
,
.

.
- ,
. , ,
,
, ,
. private labels 0,96
1,20
1,80 2,00 .

.
1.
,
, :
, ,
. ,
, .
,

super market, , private label .

.
,

 .
1lt 30% ( 1.30 1) 2010,
, , ,
. , ,
.
, ,
.
, 2 , ,

.
.
, 48,27 .
Vivartia, , estle, , 2007

. ( : SKAI).
, ,
.
Friesland VIVARTIA
,

.
,
,
(ICAP 2009),
.
, .

.2

. , ,
, ,
, ,
,
.

,


. '
,
,
.

 .
.

.3
:

. .

,
.
,
, (
),
super market.
(, ) ,
.
,
,
,
, .

.4
:
:

(<1) .

.
:

(>1) . ( 2009)
,
.


, private label
.
:

 .
, :

.. ini market, .
,
. ,
,
.

.. Super Market, Hyper Market .

. Super Market ,
,
.
,
supermarket, brand name
.
Super Market
.
Super Market
private label ,
. ,
,
.

.5

.

.


.
, , ,
'''' .

5.

, VIVARTIA,
Marfin Investment Group.
, ,
Vivartia. ,
, VIVARTIA
,

 VIVARTIA ..,
. .
.
Vivartia. ,
, &
, ,
,
.
. ,
,
. ,
,

, . ,
,

.
VIVARTIA MIG,
.

 &


.
, 7
,
,
, .
2 : ,
,
, ,
Vivartia
. 28/12/14
43% 4,5 . (: ).
,

, .

,
/ .
.
, ,
.

,
, .
, ,

 ( ),
.
:

.
,
.

, ,
.

6. SWOT Analysis

Strengths:

, 2

,

.

. , ,
, ,
, , , ,
,

Vivartia.

 MIG,
,
.

Weaknesses:

.
Opportunities

..

.

.
Threats:

( Friesland)

Super Market

7.
,
. ,
,
,
.

.
. :
, ,
.
. , ,
. ,

.
.

,
, .. .
, ,
.

. ,
,
.

8.

:

:
,

.

Granarolo Exeed Industries .
,
, .

:
.
,

 .
,
.

:
,
,
, .
,
, 2
.

9.
SWOT analysis ,
, .
,
,
.
,

( ) ,
35% .

,
, , .

, ,
.
, .
,
,
.
,
. ,
,
,
.

. ,


, - -.

 ,

, .
,
. ,
.
,

, , ,

( ),
.

10.

, .
,
, .
Vivartia.
,

.

,
,

.
, .
,

,
, .

.
,
.

http://www.enetenglish.gr/?i=news.en.article&id=1831

Economic analysis of the effects of the expiry of the EU milk quota system (2008)

2012

, , Vivartia, , 2009

(http://www.tovima.gr/files/1/2014/03/21/gala.pdf, )

(http://www.tovima.gr/finance/article/?aid=493874)

Capital.gr (http://www.capital.gr/news.asp?id=1980510)

: (http://www.protothema.gr/economy/article/420521/delta-xekinise-i-mahi-gia-to-fresko-galaimeras-/)

http://www.agronews.gr/agora/eboreumata/arthro/115896/auximeni-i-pagosmia-zitisi-sto-gala-meiomeniparagogi-gia-tin-ellada-/

http://www.inr.gr/?p=a16

http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/5-07112013-AP/EN/5-07112013-AP-EN.PDF

ICAP 2007
%20proionta%202007.pdf)

http://digilib.lib.unipi.gr/dspace/bitstream/unipi/439/1/DT2005-0206.pdf

http://estia.hua.gr:8080/dspace/bitstream/123456789/1029/1/galatoulas.pdf

(http://library.aua.gr/icap/Galaktomika