Innovációs stratégia a kaposvári Finomságok Kft-nél

Abstract

Finomságok Ltd was established in 1990 and it produces and trades with ice creams with different kind of tastes and packages. This is the only firm on this market that has only Hungarian owners. The firm had a centre in Nagykanizsa before, but it has worked in Kaposvár since 1990. This enterprise had been able to retain its markets by continuous development and they did not only retain their markets, but the firm was able to show an improvement both in the field of quantity and value among the large international firms as well. The changing consumer attitudes can already be felt on the ice-cream markets as well. The ice-creams are considered part of the modern meals according to the GFK Hungária. Due to these continuously changing opinions an increase can be noticed in the purchased quantity and the spent value, which caused an increase on the whole ice-cream market. Nowadays ice-cream means much more than just a cold refreshment, it has already become part of the modern meals due to the new improvements (new packaging, tastes and taste combinations). The enterprise wants to meet these changing requirements in the future, which is reflected in its product developments. Its product palette has been continuously changing in the past few years. The multipack packages with different tastes play more significant role due to the vast home consumption. The firm had no product in the premium category during the last few years, which changed in 2006 when they started to produce the kind of ice-creams that target the gourmets. To reduce the seasonal effect the firm started to produce the yogurt cakes in 2006. The health conscious consumers can also find their favourable products because sugar free ice-creams started to be produced this year. These products were the introductory part of a bigger health-protective product circle. The aim of the enterprise is to maintain their 4th position on the Hungarian ice-cream market and to show a continuous increase in the future like in the past. The continuous development activity pursues these goals. The special aim is to keep this firm on this market as a fully Hungarian owned firm among the multinational ones.