Traditional Brand Management in Dairy Industry

Abstract

Dairy products are divided by producers but also by the local vendors in 6 large group: milk consumption, fresh, cheese (includes melted cheese), cream cheese, butter and desserts. They require a special processing technology; specialization closely interconnected with a distinct approach for each part of those responsible for transport, and promotes their sale. Identify risks, opportunities, advantages and disadvantages resulting from the production and marketing of such milk product group in Romania, in the general context of high competition in the European Community entry is a necessary condition for those that wish to develop a new business, but also for those in position to adjust their activities to changes rapidly market. Hostile business environment, the characteristic of periods of crisis, emphasized the need for better understanding one's own portfolio of products compared to the competition. Satisfying customers' top needs, based on the needs of enhanced cost decrease is a major goal stress of the producers of dairy products in Romania.