panteleimon kollias .paper

Subject : Strategic Analysis of Apivita Natural ProductsAuthor : Panteleimon Kollias

Business Strategic Analysis of Apivita Natural Products

Csath MagdolnaCourse :Strategic Management &Business

Innovation ModelAuthor : Panteleimon KolliasProfessor : Magdolna Csath

Spring/Summer Semester 2016

1

Subject : Strategic Analysis of Apivita Natural Products Author : Panteleimon Kollias

Contents

Introduction........................................................................................................................ 3

Internal Corporation’s Analysis...................................................................................5

Planned Strategies.......................................................................................................... 14

Strategy’s Implementation.......................................................................................... 15

Conclusions....................................................................................................................... 15

Literature Sources.......................................................................................................... 16

Appendix............................................................................................................................ 17

2


Introduction

1.1 History

In 1972, the founders of APIVITA, Nikos and Niki Koutsiana, two young pharmacists, were inspired by the honeybee society, the unique biodiversity of Greek nature and the holistic approach of Hippocrates to health, beauty and well-being, and together they created their first natural cosmetics, using beekeeping products and herb extracts.

A few years later, in 1979, they created APIVITA. The name is derived from the Latin words Apis (bee) and Vita (life), and means “life of the bee” – a name reflecting the philosophy of a company that, being a living organism like the bee, never stops creating value: Value for society, for the natural environment and for the economy.

Today, APIVITA is a company with a strong philosophy, values, social responsibility, heritage and an innovative outlook. It has evolved into a vast universe of people, products, aims, values, dreams and new endeavors, which ensure its ongoing development.

APIVITA has developed and established over 300 natural, effective and holistic products for the face, body and hair, formulated with beekeeping products of high nutritional value, extracts of Greek herbs and pure essential oils, as well as many green innovations and patents. The passion and vision of APIVITA are today embraced by consumers in 15 countries: Spain, Japan, Hong Kong, the USA, Cyprus, Ukraine, Romania, Bulgaria, Belgium and the Netherlands.

1.2 Mission, Inspiration, Vision & Objectives

Apivita’s mission is to create and develop beauty products and services, which promote a balanced and harmonious way of life, based on Greek Nature and its rich biodiversity and on the unique honeybee society and its high biological value products. They have adopted the holistic Hippocratic’s approach to beauty, well being and health, which in conjunction with scientific knowledge, supports and enhances nature’s effectiveness.

APIVITA cosmetics combine naturally derived active ingredients, extracts from plants of the Greek nature, beehive products of high nutritional value, and organic essential oils.APIVITA formulations include natural ingredients ranging from 85-100%, excluding the use of silicones, parabens, mineral oil, propylene glycol, polycyclic musks, nitromusks, phthalates, as well as other ingredients that have been associated with adverse health or environmental effects.

Inspired by the philosophy of Hippocrates, they address the individual concerns of each customer’s skin in a comprehensive way. Each APIVITA product

3


offers multiple actions: hydration, protection from environmental aggressors, prevention and treatment of signs of aging or other problems, plus – thanks to pure, 100% certified organic essential oils – uplifting, invigoration, relief from tension and stress. All products are ideal partners that reinforce each other and act synergistically to offer maximum results.

Their first ever product was the distinctive black soap with propolis and thyme, which was started spreading in every Greek pharmacy.

As the owners of Apivita claim, their goal is to bring to people innovative and effective products, which are based not on chemicals but on natural ingredients, to promote the awareness for environmental changing and protection and to project the benefits that Greek land has to offer to the Beauty cosmetics world.

The source of inspiration that have sustained Apivita since its establishment are the wondrous honeybee society and the unique features of Greek nature.

Summing, we could say in a few words that Apivita’s mission is to change people’s beliefs about natural beauty cosmetics, to be the change in the Beauty Products industry by pointing out that there is need of artificial ingredients, as the Nature offers almost all the needed ingredients and offer to their customers holistic products. Company’s vision is to motivate people to embrace Nature beauty products, to act against the policy of many industries to use artificial ingredients to their products and bring more innovative ideas to the future that will be beneficial for their customers’ needs. In order to make this happen, Apivita invest more in alternative sources of energy and search constantly for new sources of ingredients.

1.2 Executive Summary

We could say that since the foundation of Apivita, the market of beauty cosmetics has lacked of many innovative ideas, like creating products based on natural ingredients from Mother Earth. Until then many beauty products corporations based their products upon chemicals ingredients, which most of the times were hazardous for a human’s skin and were tested on animals. However, this situation changed when the two innovators pharmacists, who though of a world without chemical beauty products but natural ones instead, established Apivita. It is plausible to understand that since 1979, there was a gap in the market of natural beauty cosmetics, not only in the Greece but all over the world in general, a gap that inspired the founders of Apivita to work in.

1.3 The purpose of the paper

By this paper, we could try to take a deep look into the strategy that Apivita uses, the innovation that brought not only in the Greek market but globally, the weaknesses that may have against its competitors, and the strengths that made it one of the best companies, which create natural beauty products. In this paper,

4


we will also approach Apivita from a strategic point of view, by using all the theories of strategic management and the strategic tools as the recent approaches in strategy. Moreover, in this essay it will be presented the current situation of the company, as well as its potential position and strategies that can follow in the future.

5


Internal Corporation’s Analysis

It is plausible to understand that the environment that it works into constantly affects a company. Apivita is mainly cooperating with Greek domestic pharmacies in order to promote and sell its products. Therefore, the situation in Greece affect the processes that the company will follow and its sales. However, as for its sales outside Greece, Apivita has accomplished to create their own experience stores all over the world, namely Spain, Australia, USA, Japan, Hong Kong, the Netherlands, Croatia etc., and it has made longterm licences with major stores like Harold’s, Sephora and Galeries Lafayette, in which has no involvement in marketing and promoting processes. This analysis is focuses on these issues and summarizing the environment that Apivita works into.

EXTENDED PESTEL ANALYSIS OF APIVITA COORPORATIONEconomical Situation in Greece, and especially the economic crisis,

which in a short periof of time turned into humanitarian crisis, has affected the way of living and its standards. Many people don’t invest that much into beauty cosmetics as they used to, and it is plausible if someone think that Unemployment leve is at 30 % (Young Unemployment up to 56%) and suicide leve up to 1 suicide every 3 days. This situations has forced many Greeks and especially young ones to immigrate to another countries, like UK and USA (Contemporary financial migrants)

Social The economic crisis in Greece has affected most aspects of social life and changed living conditions dramatically. During the last three years a large scale decline in the compensation of salaried workers took place. the cost of living has not changed proportionally to the loss in income, making it even more difficult for Greek families to make ends meet. Greece is one of the most corrupted cities all over the world, bribery is a common fact among public officers. Greek people show an indiffrent face against this situation; anger, insecurity and mistrust are their feelings.

Cultural Greece is a country of great interests and diverse cultures, influenced by its location, at the junction between the East and the West and by the many occupations of the Greek people throughout history. Modern Greek language is a descendant of the Ancient Greek language and is affiliated to the part of the Greek or Hellenic branch of Indo-European.

6


Greece is a country with a very rich history from Bronze age, to classical period, Roman period, Ottoman period and more. Traditions in Greece and Greek Islands either have a religious character or come from paganism. The Greek cuisine is famous for its good quality products and the amazing taste of its food and wines.

Environmental

The last few years the EU Committee has decided to increase the environmental standards that companies should follow. Apivita is a corporation that follows this legislation from its start. Its Bioclimatic headquarters was built in order to help the planet’s protection and raise the awareness of environmental policies that other corporations in Greece could follow in order to contribute to this act.

Political Greek political system could be described as corrupted and unstable. Almost every years, domestic elections are held. Greece is the only European country that has so many strikes every month, since employees from every professional field are defending for their work rights. Taxation has brought many households into beggary.

Technological

Research machines that are required for creating natural beauty cosmetics are high-technologized and overpriced. Although Apivita has managed to gain this kind of research machines in their private labs, in order to have innovative products and beat its competitors. Moreover, Greek brain drain has managed to lower the amount of money that are required for these machines, by either creating their own or in cooperation with foreign ones.

Global Every day many people find out that they are some needs of theirs that aren’t satisfied by current products, and this lead many markets to be emerged. Customers nowadays, in comparison with elder ones are well informed about new products and more willing to search for better deals. Globalization has helped to this fact and connect every seller and company to its potential customer.

Demographical

The number of births every year is getting lower and lower. Thus the population of Greece could say that is consisted by elder people in general, fact that is decreasing the potential customers.

Legal As long Greek government is changing nearly every year, every political party apply their own legislation that corporations should follow. This situation makes it difficult for every business to follow all these processes that needed to

7


apply abroad.

8


PORTER’S FIVE FORCES ANALYSISBargaining

power of buyers

The customers that choose to invest into natural beauty cosmetics we could say that are well-educated, they try to have an environmental-friendly attitude, are against the policies that most of the beauty cosmetics industries follow (Animal Testing, Chemical ingredients) and are interested to search for products that are consorted with their beliefs. For this reason, they are willing to pay a higher price in order to gain them and they are strict about the quality level. They need the industry to present their products in a clever way and to be assisted by intelligent salesmen. They also evaluate the place that the come in order to buy these products and they have a tendency to search for customized products.

Bargaining power of suppliers

As water is an important element for every living organism, suppliers are important for every industry, due to the fact that they have the most direct contact with the final customers (B2C). Their power is gained by the fact that they are the ones who will decide the place that a product will have in their shelves, they get feedback from customers about a company’s product and they can force a company in order to have more profit. However, this fact is eliminated with the right communication moves and joint ventures.

Threat of substitutes products

Apivita’s philosophy is based on the motto “Never stop searching for new products” as their owner used to say. For this reason, they think that conducting researches in order to make innovative ideas into products is a crucial process of the company. However, when someone tries to create a new way of doing business, there will be someone, who will try to imitate this. Most of these companies, are trying to involve in their cheap and low quality products some substitutes of Apivita’s products. Still, Apivita has gained customers’ loyalty to their products and isn’t affraid to fight against all its competitors.

Threat of new entrants

Although Greece is facing financial and humanitarian crisis, they are many people, especially young ones, who are active in entrepreneurship and they are many private institutions that reward and fund their decisions. Every year more and more start-up companies are emerged, in a effort to gain a piece of the market that they want to get involved. This makes it difficult for the majority of the corporations to compete each other and chose to shut down their operations.

Rivalry among

Apivita is one of the most famous corporations in the Natural beauty cosmetics market. However, in the domestic

9


existing competitors

market of natural beauty products and parapharmaceutical products, Korres is the key competitor of Apivita. Even though, they are in the same market, they both use natural ingredients to their products and both of them have global presence, they are many differences between them. For example, Apivita has its own Experience stores all over the world, while Korres has signed a contract with other beauty shops.

SWOT ANALYSIS OF APIVITAStrengths Apivita has a variety of products from cosmetic products,

such as face creams, to parapharmaceutical products, like syrups for cough. It has its own research laboratories, which create innovative ideas and products without harming the environment. It bioclimatic headquarters have raise awareness of environmental friendly policies in Greece and it support other corporations to follow them. The Hippocrates Botanical Garden in Kos Island have been the begging and the source of inspiration for every product of Apivita. It has also more than 15 private experience stores all over the world and presence in many beauty stores and pharmacies. Moreover, has gain patent insurance for many products that has created, and has gained customers loyalty.

Weaknesses

Even though, they have succed in the natural beauty cosmetics market, they are a few weaknesses that it facing. The expenditures for the maintaining its research laboratories, their bioclimatic headquarters in the same level of quality raise the amount of expenditures. Still, Apivita every year face a surplus. Moreover, it is significant to emphasize that Apivita is launching new products regularly, thing that raise the promotion costs that it has.

Opportunities

In the recent years, there is a huge global interest into creating products that are based on natural ingredients. Apivita was the pioneer in the market of natural beauty cosmetics in Greece and it didn’t take a long to give the opportunity to the rest of the world to experience its products. Moreover, in the last two years it launched its online shop and made many deals with already existing online shops in order to come in contact with as many as possible potential consumers. It is also significant the fact that Apivita in its effort to raise awareness in environmental processes has been awarder by the EU and NGO’s which are protecting animal, as it is against animal by

10


testing.Threats However, they are many competitors that Apivita have to

fight with, many of them are constantly trying to imitate the ingredients that it use and promote products that lack of the Apivita’s products quality. Moreover, every year they are many start-up companies, which create innovative products and attempt to have a bigger piece of the market of natural beauty products. Not to mention the fact that Apivita also have to deal with the economical crisis that Greece face and the significant scientists, who are forced to migrate in order to find a job. Greek Government doesn’t seem to help with its legislation the Greek companies, as the taxation is constantly rising.

Corporate PortfolioMarketGrowthRate

Stars : Face Masks (based on natural ingredients), Men’s care products

Question Marks : Essences, Babies’ Products

Cows : Face/Eye creams,Body lotions and Body

Butters

Dogs : Hair and Grooming Products for Men, Hair dyes and Hair-Lose Treatment for Women

Relative Market Share

Apivita since its launch has significant presence in many stores in the Global market of natural beauty products. It managed to gain more customers when it create more than 15 experience stores all over the world, in four continents. In Apivita, they have as a philosophy to use alternative environmental-friendly processes in creating new products, they invest much money in the Research and Development department and simultaneously raise awareness for other companies in order to start using eco-friendly policies. The Marketing Department of Apivita is constantly trying to find potential customers and they expand their target groups by bringing their products in more and more points globally. These processes has highlighted the company as one of the most innovative and most efficient into the market of natural beauty products.

Value InnovationElimin

ateIn Apivita they have manage successfully to keep out of their

products as much chemical, artificial ingredients they could. The products are based on ingredients that Mother Earth create (Most of them are 90% based on natural ingredients). They company’s owners, Nick & Niki Koutsiana, as pharmacists they knew that in order to create beauty products that aren’t harmful for sensitive

11


skins, they have to based their products in non artificial ingredients. Their love and interest in the bees’ community, inspired them to create products, which are based in honey at first and then from plants, herbs and flowers. This also was the reason why Apivita created the Hippocrates Botanical Garden in Kos Island, in order to have the resources that they want in order to create pure and harmless beauty products.

Reduce

The company successfully managed to reduce all the artificial ingredients that their products include and substitute them with other natural ingredients that don’t harm the environment and and are beneficial for the human skin. For this reason, after many years of effort, Apivita created one of the most efficient and innovative research team and laboratories, which are launching many products regularly.

Raise Apivita was one of the first companies, which created natural beauty products, refuse to include artificial ingredients to their products and simultaneously start an effort in order to raise awareness for the other companies to follow more environmental friendly policies. It also tried to raise awareness among their customers in order to recycle their products after they finish and not making more waste, in an effort to harmonize their philosophy with their products.

Create Apivita was the first Greek company, which created natural beauty products. Its first product, the face soap, which was consisted of herbs and biological honey, made a change to the way that Beauty industries globally created products, by persuade them to change their policies about the chemical/artificial ingredients their products included. Apivita, also, create customer-friendly stores all over the world, with the idea that by this they will understand the importance of natural ingredients in their products, and persuade them to change the way the evaluate beauty products, which since them was full of chemicals and low quality.

Balance ScorecardCustomers Apivita’s customers believe that the company

follows responsible and environmental-friendly processes. Price and quality are harmonized, and that makes them loyal to the company. They count on its trustworthiness and reliability and for these reasons, they support the company with any

12


innovative product that it launch.Financial Results Since it’s launch, Apivita has made remarkable

and profitable steps further. Its stakeholders seem satisfied by its significant sales in a period that there is world economy crisis. As it is said by its owners, in Apivita they try to create reasonable and short-term financial goals every year and they managed to achieve this, as its wholesales are rising steadily by 7% every annually. However, in Apivita, they don’t seem to care about numbers but for satisfied customers, thing that made it the leader on Natural Beauty Products market, according to statistical analytics and business magazines.

Internal Business Processes

The internal business processes of Apivita are excellent, because it use they most contemporary machines and research tools. In Apivita they think that it is important to invest on its capital in order to renew their products and give to its customers the best experience that they could ever have. For this reason, they have succeed to have loyal customers and personal relationships with them.

Learning and Growth It is plausible to understand that Apivita is working on a constant changing market, as many competitors are trying to steal a part of its market share. For this reason, it is Apivita’s policy not to stay stable in its research processes but trying to find more new things that could be included to their products, to get to know better the land that gives it the ingredients that it want, to learn better the markets that is working in abroad, and motivate its employees to be willing to learn new things and expand their knowledge.

Value Chain

Apivita was the first Greek industry, which work on creating natural beauty products, and including in its products only natural/ non artificial ingredients. In order to understand the value chain of Apivita, we have to underline the fact that Apivita has managed to create a corporation, which include research laboratories and manufactory department at the same building. Thus, that’s mean that it has not integrated vertically to raw materials or horizontally. This is

13


a policy that also its competitor Korres Natural Beauty Company follows. Moreover, in Apivita Corporation belongs over 15 experience store and has made a contract with many pharmacies in Greece and abroad and many beauty stores, like Sephora, in order to distribute its products. Indeed, Apivita has won many awards about the environmental-friendly construction of its experience stores and Bioclimatic Headquarters.

EXTENDED VALUE CHAINCustom

ersThe philosophy of Apivita lays on the fact that customers’ needs

are constantly changing through the passage of years and the technology progress. For this reason, its aim is to improve their products in regular basis, without using artificial ingredients and keeping the cost of its products in the same level. People of Apivita believe that sales isn’t their first goal, but second. Their goal is to chang customers’ beliefs about natural beauty products, to educate them about the advantages of the environmental friendly processes that they follow, to show them the impact that use of artificial beauty products have on their skin and make them trust Apivita company. The company is trying to gain their customers’ opinion about their products regularly (They motivate them to use social media to share their experience with Apivita’s products by using the hashtag #Apivitaexperience), and they are trying to reform their products in order to be more harmonized to their customers’ needs. For this reason also, Apivita is trying to educate its salemen in order to understand the customers’ opinion, and present them the benefits that Apivita’s products have.

Supplies Apivita has its own land for growing the plants and the trees that take from the ingredients for its products, the Hippocrates Botanical Garden in Kos Island, but has also signed a contract with some individual farmers in remote and mountainous places, where some rare flowers grow, which are beneficial for human skin and body. Moreover, Apivita in its own Botanical Garden and its counterparts’ land has ensured that are followed eco-friendly processes and has provided them with the needed technology in order to cultivate the land. It is significant to say that the company counts on its people knowledge and abilities, as they have helped it to be one of the most innovative companies in the market of natural beauty products.

Resources and CapabilitiesTangib

lePhysical

CapitalApivita has over 15 experience store all over the

world in four continents. Its has made a contract

14


with several Greek domestic pharmacies in order to have presence in their selves and promote its products. Moreover, the company has presence in many famous beauty stores worldwide.

Financial Capital

Apivita is one of the leader companies in the market of Natural beauty Products, with stable investments annually in its Research Laboratories. Even though there is a global financial and humanitarian crisis, the company has managed to succeed and be healthy and profitable.

Intangible

Human Capital

The company occupies more than 500 employees all over the world, in its headquarters, research laboratories and experience stores. Its research and development department has awarded many prizes for its research work. Moreover, Apivita in order to raise the awareness of corporate social responsibility among Greek industries has signed a contract with many Greek Universities in order to occupy young students.

Customer Capital

The company has proven that can stand deservingly towards its customers by providing them innovative, environmental-friendly and non artificial beauty products. For this reason, Apivita’s customers seem to be loyal to the company, and support all its new products, thing that can be proved by its annual sales.

Structural Capital

The company has a culture of continuous learning, since as the President of Apivita says, it is their responsibility to make themselves better in an environment and a market that constantly change. The company is customers-oriented, as they believe that their main aim is to satisfy their needs by offering them products that are well-qualified and are innovative. At the same time, the corporation works on its extroversion, and finding new ways to protect and respect the Nature.

15


Planned Strategies

Corporate Strategy

APIVITA is among the first companies worldwide, which gave a completely new proposal in relation to the concept of quality of life (well being), and that the resources of nature can be used to provide solutions to human daily life.

APIVITA’s strategy is configured with it’s basic driver's vision, mission, philosophy, principles and unconventional strategy (out-of-the-box strategy).

The key elements underlying the overall positioning of the market and points which distinguish it from the competition are:

• Products, which developed to satisfy people’s everyday needs• The research and development of innovative products with ecological profile

and respect for the environment• The scientific evidence of the beneficial properties of natural raw materials

used in its products• Hellenism and the timeless Greek way of life and thinking (harmony and

balance with nature)• The identification of human needs , with giving specific solutions for specific

needs facing• The disposal of products to specialized distribution network (pharmacy),

which personalizes customer service.Given the current placement of Apivita, and in accordance with the prospects of opening up the domestic and especially international markets its strategic priorities are :

Broadening its export presence. Because the self-development sales networks in export markets is an option very expensive and requires specialized human resources for monitoring them, Apivita has chosen strategic representation of its products to specialist distributors who have the necessary access to channels that meet the requirements He has set.

Development of alternative distribution channels. Regarding alternative distribution channels, the company's strategic products features specific to the SPA

Strengthening and creating a single corporate image. With the strategy followed by the company to date, much emphasis has been given to the branding of the series. The communication and promotion policy has focused on the promotion of the series and less in the development of the company name.

Expansion of product portfolio

16


According to the Porter’s theory, Apivita from its start use the strategy of differentiation, as its provide to the customers products that are based on natural ingredients, which come from the Earth and are non artificial. For this reason, the company is investing every year more and more money on its Research and Development Department, its research laboratories and its Botanical Garden, so as to be able to beat its competitors and provide customers with alternate and affordable beauty cosmetics. Moreover, the activities of the company don’t stop there, as Apivita is trying constantly to raise the awareness of the Greek companies and People in order to follow more environmental-friendly processes and it is trying to create its own Brain Drain by motivating Greek students to work for the company.

Through the passage of many years, Apivita has managed to succeed in gaining its customers loyalty to its product, to excellence its operational processes, as it has high-tech research laboratories and well-educated research team. At the the same time, the company has also accomplish to have created many experience stores, which are eco-friendly and provide customers with a great experience, by customizing their needs and served by well-educated salesmen. Moreover, from the development point of view, Apivita has ensured its products with diplomas of patent for its unique and rare ingredients.

Competitive Strategy

According to the Porter’s theory, Apivita from its start use the strategy of differentiation, as its provide to the customers products that are based on natural ingredients, which come from the Earth and are non artificial. For this reason, the company is investing every year more and more money on its Research and Development Department, its research laboratories and its Botanical Garden, so as to be able to beat its competitors and provide customers with alternate and affordable beauty cosmetics. Moreover, the activities of the company don’t stop there, as Apivita is trying constantly to raise the awareness of the Greek companies and People in order to follow more environmental-friendly processes and it is trying to create its own Brain Drain by motivating Greek students to work for the company.

Through the passage of many years, Apivita has managed to succeed in gaining its customers loyalty to its product, to excellence its operational processes, as it has high-tech research laboratories and well-educated research team. At the the same time, the company has also accomplish to have created many experience stores, which are eco-friendly and provide customers with a great experience, by customizing their needs and served by well-educated

17


salesmen. Moreover, from the development point of view, Apivita has ensured its products with diplomas of patent for its unique and rare ingredients.

Strategy’s Implementation

In order to implement the suggested strategies, the company can follow the McKinsey’s 7s Model. We should emphasize to aspects that haven’t mentioned before, like the structure of the company, the systems that should be consisted and the style that should be followed. Apivita’s systems could be described as the most innovative among its competitors in the same market, as people in Apivita are constantly trying to find to new ingredients to include to their products, a thing which derive from its research team. The marketing department is always embracing the finds, which emerged from the research team, and they are trying to promote this through their promoting processes.

Even though the style of leadership is hierarchical, it is also democratic, as no employee is inferior of someone else. Managers and employees cooperate in a way that is beneficial for the company and joyful for themselves. Human resources department, follows practices that promote work-life balance and outside work activities. This is a policy that Apivita follows both its headquarters and experience stores.

Moreover, Apivita is investing more and more in its online store and pharmacies presence worldwide in order to be in contact with its customers and gain their opinion. The main distribution channel in Europe is the beauty stores that have as partnerships and its own experience stores. The company address to three main target groups : Women under 40, Women over 40 and Men of all ages., with main product lines : Face creams, Skin Creams and Grooming products.

Conclusions

Even though, Greece is facing a financial and therefore a humanitarian crisis, Apivita has managed to succeed in this specific period, by spreading its presence in many parts of the world, either with its own experience stores or with presence in famous beauty stores. The key advantage of Apivita company is the fact that is custom-oriented. This fact means that employee of Apivita, evaluate its opinion and try constantly to reform their products. Moreover, the research teams is constantly trying to find new ingredients that could be included to new products. The company is also harmonized with the trend of the times, and follow environmental friendly processes and at the same time help the society by persuading other Greek industries to stop their hazardous processes of

18


production. Another significant fact about Apivita is that it contributes to the Gross Domestic Product (GDP) of Greece with its numerous sales.

Although Apivita has marked a significant and enviable route in the Greek and Global Market, there are many things that should be done in order to expand its product line and upgrade the existing production. However, as its history has shown, Apivita is constantly trying to improve itself and get involved in many fields, a fact that it is beneficial for its continuation.

Literature Sources

Apivita’s Main Website (www.apivita.com) |History | Find Us | Products | Missions | Values | Hippocrates Botanical Garden

University of Economics Prague | Logo Image| (www.vse.cz) Pinterest | Apivita’s Logo | (www.pinterest.com/apivita) Instagram | Apivita’s Official Account | (www.instagram.com/apivita) Apivita : ΖωντανοΠαράδειγμα ΕλληνικούΠαθους

(http://www.newsbomb.gr/pswnizw-ellhnika/story/186207/apivita-zontano-paradeigma-ellinikoy-pathoys)

The Mckinsey 7-S Framework (https://www.mindtools.com/pages/article/newSTR_91.htm)

19

https://www.mindtools.com/pages/article/newSTR_91.htm

http://www.newsbomb.gr/pswnizw-ellhnika/story/186207/apivita-zontano-paradeigma-ellinikoy-pathoys

http://www.newsbomb.gr/pswnizw-ellhnika/story/186207/apivita-zontano-paradeigma-ellinikoy-pathoys

http://www.instagram.com/apivita

http://www.pinterest.com/apivita

http://www.vse.cz/

http://www.apivita.com/


Appendix

As seen on Apivita’s Website (Greek Version) (www.apivita.com)

Most of Apivita’s Products have guidelines in their packages about the ingredients that was used and the ingredients that it has been dropped off.

20

http://www.apivita.com/


The view inside the experience store of Apivita in Athens (Kolonaki). For the Greek Land, Olive trees have significant value, as they symbolizing eternity and peace.

The front side of Apivita’s experience store in Hong Kong.

21

panteleimon kollias .paper

Documents