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

• Author: Merita Marku
• Position: Agriculture University of Tirana, Faculty of Economy & Agribusiness
• Pages: 68-76

Vol. 3 No. 1

January, 2019

European Journal of Economics, Law and Social Sciences

IIPCCL Publishing, Graz-Austria

ISSN 2519-1284

Acces online at www.iipccl.org

68

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

Abstract

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 identif‌i 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 benef‌i ts and

costs for the realization of this strategy.

Keywords: best management strategy, milk processing, SWOT analysis, increase revenues,

consumer safety.

Introduction

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 signif‌i cant changes in equipment,

ranging from steam boiler, double-walled ke le to various capacities, pasteurizer,

skimmers, refrigeration equipment, milk and yogurt f‌i 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 signif‌i cant improvements.

The activity showed signif‌i 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