School of Business Administration Cyprus College
Company’s Name: Zorbas Bakeries Ltd
School of Business Administration
Course: MK 509 Marketing
Professor: Kostas Gouliamos Ph. D
Student’s Name: George Syrimis
Student’s Number: F20041200
Zorba’s Bakeries and Sons Ltd. was created at the village of Athiainou, Cyprus, at the 1st o October 1975 by Mr. Andreas Zorbas. It became a listed Company at the 22nd of November of 1979. The main activity of the Company was the production and delivery of baking products.
At the October of 1988, the customer demands “forced” the owner of the Company to take the decision, for opening his first store at Nicosia. At the year of 2000, the Company was running seven (7) shops at the wider area of Nicosia and at the same year it became public. At the 27th of December of 2000 the Company became member of the Cyprus Stock Exchange (C.S.E.).
The whole production is made at the two factories of the Company at Larnaka Industrial Area. The old one is running since 1999 and the new one since 2002. The new premises (an investment of about 6 million pounds) is employing the latest technologies and it is one of the most advance at Europe. The Company is satisfying all the International Quality Standards like ISO 9000 and HACCP (Hazard Analysis of Critical Control Points) for both Production facilities.
Nowadays, the Company is running 31 shops all over Cyprus:
- Nicosia District
- Larnaka District
- Limassol District
- Paphos District
- Famaggusta District
During the last three (3) years the Company has been expanded at the “Take Away Food” market, the “pizza” market as also at the “Catering” one.
External and Internal Environment:
During the year 2000, Company’s Management team was trying to create the future strategy plan of the Company. The International Food Engineering Consultants of Denmark, (a well established Consulting Group), was asked to give their thoughts and opinions about this. Their proposal, (later had been adopted by the Company) was rising that the maximum efforts of the Company have to be concentrated at the Retail Shop Industry because of many reasons. The major one was that the competition at that market was strong but very easy to be hammered! The customers were thirsty of quality! The market futures were huge and the benefits for the Company were going to be great because of the high cash incomes that a movement like that will bring. In four (4) years, 24 new shops opened all over Cyprus. Customer’s personal satisfaction was achieved by offering the highest possible product quality all over the day, all over the year. The Company’s turn over for the year of 2003 was raised up to £19,921,000 Cypriot Pounds and for the year of 2004, a 35%-40% increase of it is objected!!
The Company is producing more than 180 different products at its premises which are satisfying the needs of all the members of a family all over the day. These products are mainly baking and confectionery ones. At each shop, the customer can find all the basic items in order to cover his food needs, from fresh milk to fresh cakes, from fresh bread to freshly roasted peanuts, and from fresh orange juice (squeezed in front of you) to cold beverages etc.
The increase of the variety of the available products and their continuous quality improvement are the main opportunities that the management team is called to cover. A well organized Research and Development department is responsible to develop new products as also new production techniques for increasing the offered product quality and for reducing the production cost. The implementations of the “frozen product” production technique for example, reduce the production cost to less than a 30% of the original; increase the customers’ satisfaction twice (because the products are offered to them freshly baked - Just in Time Production process) and enable the Company to open more stores because of the centralization of the production and because of the higher production capacity.
The European Union Legislation that the Government of Cyprus is forced to follow after the 1st of May, 2004 and the “supermarkets cartel” are the main threads that the Company has to face. The owners of the supermarket force the various members of the Parliament and the Ministry of Trade, to change the current legislation which covers the operation of the Retail Bakery Shops. With that, the purchasing power of each shop will be dropped dramatically because the Company will have to reduce the available stocks and the available variety of products. Pressure is also acted for the reduction of the opening hours of these kinds of shops. Under these circumstances and after a market research, the managing team decides to change the whole concept of each shop. The shops are going to change from “Retail Bakery Stores” that are now, to “Retail Convenience Stores”. Under this, the main objective of each store will be the offering of product availability at the best possible quality all over the day, all over the year. A “pilot shop” is already running under this concept at Platy area of Nicosia. At this shop, a bookstore, a kiosk and a mini market department are also present.