Tartalom Introduction 2 Methodology 2 Steeple Analysis 3 Porter 5 forces 4 Attractiveness of the industry sector 4 Performance driver of critical Success Factor 5 Conclusion 5 Paper outline 5 Bibliography 6

Introduction

Danish cheese manufacturing originates from 500-1100 when Viking started producing Rennet cheese, which they have “exported” and shared the know-how of producing around their territories, in late 1800 the first diary cooperative was found and trough 1900 the cheese engineering and producing developed to the today’s applicable high industry level (Yiva Ardo). In 1999 the Arla foods diary company was founded (Yiva Ardo), which today is the largest diary company in the Europe (William Reed) ‘and it commands 51% value share’ (Euro Monitor) of Danish cheese market the rest of market share is saturated with thirty smaller diary companies (Danish Agriculture & Food Council). The Danish cheese market is marketed by domestic diary production, imported cheese and dairy products measures approximately 25% of domestic consumption, on the other hand the value of the dairy export totals to EUR 1.8 billion annually (Danish Agriculture & Food Council). As the EU cheese market including Danish market stepped in a mature life cycle, the activities became more competitive and volatile; the main task of current players should be to consolidate current market positions (The Diary Site), on the other hand the maturity of the cheese market and high volume production, demanded a structure change in milk production sector as well, from many mid-small sized farms the market was restructured to small number of large farmers. The growth of market and the changes in trends pursuing healthy life style the Danish food regulatory body submitted the tax filling on cheese ‘to be in line with other unhealthy consumer products like alcohol and tobacco’