Tetrapak Case A.docx - Tetrapak Case A 1 What are the important features of the Italian milk market The segmentation of the Italian milk market in 1999

Tetrapak Case A.docx - Tetrapak Case A 1 What are the...

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Tetrapak Case A 1. What are the important features of the Italian milk market? The segmentation of the Italian milk market in 1999 was in a process of change. The market shares for the semi-skimmed milk and the newcomer enriched milk were growing in contrast to the full fat milk. The biggest growth in the last 5 years can be seen by the market share of semi-skimmed milk, more than 30% growth. The sales for skimmed milk are also growing but not so much, only 5% for plain milk. For the newcomer product enriched milk the 100% growth can be notice. It is the clear signal that the enriched milk has been accepted in the market and it is just a question of time only, when this product plays a significant role on the milk market. The clear biggest market share can be reached by full fat milk, about 60%. However the market share for full fat milk declines from year to year. Over the last 5 years the sales of full fat milk decreased by 9%.
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