Implementation of a best management strategy for a milk processing company in Albania

AuthorMerita Marku
PositionAgriculture University of Tirana, Faculty of Economy & Agribusiness
Vol. 3 No. 1
January, 2019
European Journal of Economics, Law and Social Sciences
IIPCCL Publishing, Graz-Austria
ISSN 2519-1284
Acces online at
Implementation of a best management strategy for a milk processing com-
pany in Albania
PhD (C) Merita Marku
Agriculture University of Tirana, Faculty of Economy & Agribusiness
This study provides an overview of the implementation of a best management strategy of
the Lufra company in milk processing, although it has marketed high-tech products and
owns approximately 75% of the sales market in Albania. This study focused on assessing the
current characteristics and conditions of the company and the information was taken from
an interview with owner of Lufra. We used the SWOT analysis, which was carried out in
the assessment of the characteristics and identi ed four strategies and the best strategy was
chosen mini-max. Also we came to the conclusion that it would allow to increase revenues of
the company and consumer safety and at the same time we gave some potential bene ts and
costs for the realization of this strategy.
Keywords: best management strategy, milk processing, SWOT analysis, increase revenues,
consumer safety.
LUFRA Ltd. is an Albanian Company, created about 26 years ago. She is today
the largest dairy company in the country o ering over 40 di erent products. The
location of company is in kilometer 7 of the Lushnje-Fier highway in an area that
has a tradition of producing milk. Its activity began in 1992 in a simple improvised
workshop in one of the home-made household appliances with a limited capacity
of up to 1000 liters of milk per day. The used technology was primitive and realized
only one item: white cheese, at a temperature of 84 degrees. The second phase began
a er 5 years with the construction of several new facilities that met the requirements
in 65% of the needs. Technology has undergone signi cant changes in equipment,
ranging from steam boiler, double-walled ke le to various capacities, pasteurizer,
skimmers, refrigeration equipment, milk and yogurt lling machine, refrigerator
chambers and heaters and many other devices. Daily capacity went from 9,000 to
12,000 liters per day and production technology had signi cant improvements.
The activity showed signi cant growth in the range of assortments produced to be
competitive in the market. In this way, market launches with European-level items
such as yogurt with packing of 500 ml and 1,000 ml, milk in plastic bo le with a
single use of 1,000 ml and 1,500 ml, yogurt sauce with plastic box in 500 gr, 1,000
gr 5,000 gr, zaziq in plastic box 450gr, bu er packed in 100 gr, 250 gr, 500 gr. Lufra
had a powerful presentation on the market for the fact that he started to produce
high-quality articles and gained market recognition in a wide territory ranging from
Tirana-Durrës-Elbasan-Lushnja-Fieri-Vlora-Gjirokastra to Saranda. In terms of food
safety for the consumer, conforming to the standards, Lufra has managed to gain

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