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Critical factors for success and strategies |
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| Strengths | Centrale del Latte di Torino & C.'s strengths lie in the formidable image of its brand name, its well-established presence in a most important area of Italy, its customer-oriented policy and the breadth of its product range. |
| Un ulteriore elemento di rilievo è dato dal fatto che l'azienda effettua al suo interno tutte le fasi critiche del processo produttivo con un controllo totale di tutte le componenti che lo caratterizzano.A further significant factor is that a comprehensive check on all critical steps in the production process is performed by the Company internally. | |
| Checks on raw materials | In addition there is an extensive and valid network of selected dairy cow farmers who guarantee production of top quality, highly nutritional milk. |
| Having said this, it is believed that by continuously broadening the product range, extending distribution to other geographical areas and winning additional market share in existing markets it will be possible to reach a critical mass in the dairy product sector to better face the growing competitive pressure forecast for this field. | |
| Strategy | Strategies for this growth are based on the following guidelines: |
| - external growth by means of the acquisition in Italy of small-medium companies operating in the dairy product sector which already have a well-established structure and consumer image, and that are located in areas either not currently covered or where coverage is marginal; | |
| - extend and improve production plant. As regards this area investments of 7 billion lire are already planned for 2000/2001 for the purchase of two new PET bottling lines for fresh milk; | |
| - broaden the product range marketed, above all in the fresh-ultra-fresh product segment, and strengthening brand names by means of continuous, growing sales and promotional support backed up by targeted investments in marketing and communications. | |
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