Οι επιχειρησιακές στρατηγικές στην αγορά των super market & και η επιρροή των προϊόντων ιδιωτικής ετικέτας

Μανέτας, Παναγιώτης

The business strategies in the super market sector & the influence of private label products

Master Thesis

Author

Μανέτας, Παναγιώτης

Date

2023-04

Abstract

This thesis aims to investigate the domestic market of supermarkets and the strategies which the main companies of the sector apply in order to increase their market share. At the same time, it also reflects the chronological development of private label products in the Greek market, as well as their penetration in the supermarket sector. In particular, the demand and supply factors of the sector are presented. The evolution of the domestic market (in value terms) of supermarkets over the last thirty years is then illustrated, on the occasion of which the factors that have affected this sector are also listed. In the same chapter, the market shares of the largest companies in the sector are also estimated. This is followed by a financial analysis of the major supermarket chains for the four-year period 2018- 2021. Furthermore, the profiles of the two main companies active in this market are presented. At the same time, the main strategic moves implemented by many supermarket chains are described in order to cope with the competition and to grow further. Finally, in the context of the analysis of the domestic market for private label products, a primary survey was carried out on a sample of 48 people, based on a structured questionnaire, in order to examine, among other things, the main factors that drive consumers to buy private label products and the main categories of these goods they prefer.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/15377
http://dx.doi.org/10.26267/unipi_dione/2799

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα