Analysis of the Marketing Mix and of the Business Model of MOPAN SUCEAVA S.A.

Abstract

An essential aspect for being competitive and profitable is knowing your customers and offering them products and services that meet their needs and wants. In addition, operational efficiency and constant innovation are other key ingredients, as keeping costs under control and investing in technology and development ensures that the company stays relevant in the market. This article aims to analyze the marketing mix and business model of a company activating in the bakery industry, a rather traditional industry, in Romania. Thus, a case study was conducted which highlighted the four elements of the marketing mix for Mopna Suceava S.A. company. We conclude that white flour bread is the bakery product mainly consumed on the Romanian market, a valued product, but poor in nutrients important for health. However, over the past 10 years, bread consumption has declined and consumer preferences have begun to change, with an increased concern for healthier eating. This change is characterized by an increase in the consumption of bread made with various other grain flours such as: rye flour, black flour, graham mix and whole meal flour with a higher content of dietary fiber and vitamins, especially in the B complex.