. 1952 . . Vivartia '' '' ,, .'' 60 , . '' . :1965: .1979: .1980: .1985: Milko, .1987: .1989: .1990: .1994: , . .1995: .1999: , , .2000: , .. .. .. .2002: , LTD2003: .2006: VIVARTIA , CHIPITA INTERNATIONAL, GOODYS , , . VIVARTIA. . . , , Milko, Advance, Vitaline, , Complet Easy . , , , .., Easy . , , . 7 , 4 . , . / . : : , , , mini market. , / & . Super Market, Hyper market, Cash& Carry:. , , / & . : . portfolio , Super Market, Hyper Market, Cash& Carry. , & . . . . , , , 2014. , . .., . , . , , , , , , , , , . , , , , , , . . 2010201120122013 212.453284.164281.568279.385 -37.443-44.541-42.267-48.995 235.682196.596217.126218.540 500.019435.867414.473368.301 20,4710,4510,5240,593 116.353119.122116.587100.049 110.619157.907179.839173.702 1,0520,7540,6480,576: 1. 2009, 2011 13 2. = / 3. = / : : 2010 32% . 174. , . , . . .1. . , . 20 [ 2014]. , . 1/1/2013-31/12/2013 . , . , , , . , . ~ 30% , , . , 50% - , , (Super Market, Hyper market, Cash& Carry).2.- 3 , - , , . , 2015. , , . . , , . , 40% 65% . , . , . , , , , . , , , . 30 . - : 11 - 5 - . , . , , .. , , . 5 , - , . , , . : ~ 5% , , . . , , , . , , 24 , 48 . , , . 3 , 24, , , . - , . 26%, 30% . .3 , . , , , , , , , , , ., , , , , , . . . , ..4 . , . , , . , . Granarolo , , Exeed Industries, . .5 , , , '''' . ' , , . , . . - , . , , , , , . private labels 0,96 1,20 1,80 2,00 .. 1. , , : , , . , , . , super market, , private label . . , . 1lt 30% ( 1.30 1) 2010, , , , . , , . , , . , 2 , , . . , 48,27 . Vivartia, , estle, , 2007 . ( : SKAI). , , . Friesland VIVARTIA , . , , (ICAP 2009), . , ..2 . , , , , , , , . , . ' , , . . ..3 : . . , . , , ( ), super market. (, ) , . , , , , ..4 : : (1) . ( 2009), . , private label .: . , : .. ini market, . , . , , . .. Super Market, Hyper Market . . Super Market , , . , supermarket, brand name . Super Market . Super Market private label , . , , . .5 . . . , , , '''' . , VIVARTIA, Marfin Investment Group. , , Vivartia. , , VIVARTIA , VIVARTIA .., . . . Vivartia. , , & , , , . . , , . , , , . , , . VIVARTIA MIG, . & . , 7 , , , . 2 : , , , , Vivartia . 28/12/14 43% 4,5 . (: ). , , . , / . . , , . , , . , , ( ), . : . , . , , . SWOT Analysis Strengths: , 2 , . . , , , , , , , , , . Vivartia. MIG, , . Weaknesses: . Opportunities .. . .Threats: . ( Friesland) Super Market , . , . , , , . . . : , , . . , , . , . . , , .. . , , . . , , . : : , . Granarolo Exeed Industries . , , . : . , . , . : , , , . , , 2 . SWOT analysis , , . , , . , ( ) , 35% . , , , . , , . , . , , . , . , , , . . , , - -. , , . , . , . , , , , ( ), . , . , , . Vivartia. , . , , . , . , , , . . , . , http://www.enetenglish.gr/?i=news.en.article&id=1831Economic analysis of the effects of the expiry of the EU milk quota system (2008) 2012 , , Vivartia, , 2009 (HYPERLINK "http://www.tovima.gr/files/1/2014/03/21/gala.pdf" http://www.tovima.gr/files/1/2014/03/21/gala.pdf, ) (HYPERLINK "http://www.tovima.gr/finance/article/?aid=493874" http://www.tovima.gr/finance/article/?aid=493874)Capital.gr (http://www.capital.gr/news.asp?id=1980510) : (HYPERLINK "http://www.protothema.gr/economy/article/420521/delta-xekinise-i-mahi-gia-to-fresko-gala-imeras-/" http://www.protothema.gr/economy/article/420521/delta-xekinise-i-mahi-gia-to-fresko-gala-imeras-/)http://www.agronews.gr/agora/eboreumata/arthro/115896/auximeni-i-pagosmia-zitisi-sto-gala-meiomeni-paragogi-gia-tin-ellada-/" http://www.agronews.gr/agora/eboreumata/arthro/115896/auximeni-i-pagosmia-zitisi-sto-gala-meiomeni-paragogi-gia-tin-ellada-/http://www.inr.gr/?p=a16" http://www.inr.gr/?p=a16http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/5-07112013-AP/EN/5-07112013-AP-EN.PDF" http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/5-07112013-AP/EN/5-07112013-AP-EN.PDF ICAP 2007 (http://library.aua.gr/icap/Galaktomika%20proionta%202007.pdf" http://library.aua.gr/icap/Galaktomika%20proionta%202007.pdf) HYPERLINK "http://digilib.lib.unipi.gr/dspace/bitstream/unipi/439/1/DT2005-0206.pdf" http://digilib.lib.unipi.gr/dspace/bitstream/unipi/439/1/DT2005-0206.pdfhttp://estia.hua.gr:8080/dspace/bitstream/123456789/1029/1/galatoulas.pdf