Η αγορά της σοκολάτας στην Ελλάδα την σύγχρονη εποχή - μελέτη περίπτωσης Mondelez Hellas-Lacta
The chocolate purchase in contemporary Greece - case study of Mondelez Hellas-Lacta
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Keywords
Αγορά σοκολάτας ; Ελλάδα ; Mondelez Hellas ; Lacta ; Ιστορία σοκολάτας ; Τεχνικές παραγωγής ; Συμπεριφορά καταναλωτή ; Στρατηγικές μάρκετινγκ ; Ποιοτικός έλεγχος ; Κατανάλωση σοκολάτας ; Κύκλος ζωής προϊόντος ; Ανταγωνιστική ανάλυση ; Ευκαιρίες ανάπτυξης της αγοράς ; Ηθική προμήθεια ; Προϊόντα με συνείδηση της υγείαςAbstract
The following dissertation investigates the chocolate market in Greece, focusing on the historical
evolution of chocolate and the current dynamics of the market, with a case study of Mondelez
Hellas and its flagship brand, Lacta. The research begins by tracing the origins of chocolate, its
development from Mesoamerican cultures to its spread across Europe, and its cultural significance
over time. Subsequently, the study delves into the contemporary chocolate market in Greece,
analyzing the range of available products, popular brands, production techniques, and quality
control standards. Additionally, it examines marketing strategies, consumer behavior, and
scientific approaches related to chocolate consumption in Greece. The case study on Mondelez
Hellas-Lacta provides insights into the product life cycle of the company's offerings, distribution
strategies, and competitive positioning in the Greek market. Finally, the research identifies
opportunities for growth in the Greek chocolate market, considering emerging trends such as
health-conscious products and ethical sourcing. The findings underscore the dynamic nature of the
Greek chocolate industry and its potential for continued expansion through innovation and strategic marketing