New Kandia boss seeks to expand market share beyond 20% and boost turnover
Mihuţ Crăciun, the new head of Kandia chocolate
producer, one of the best-known domestic brands, has two clear
objectives at the start of his term: expanding the market share
from the current 20% level and boosting turnover.
Crăciun in early 2011 came at the helm of Kandia Dulce, after a
20-year experience in multinationals such as Coca Cola, JTI or Red
Bull. While in large corporations half of decisions come from the
central office, in a family business such as Kandia managers have
more freedom, and this is one of the factors that attracted Crăciun
to the chocolate producer.
While he does not provide many details about 2011 targets, Crăciun
says his priority is to boost market share and sales.
As for the trend of the market, whose value revolves around
250-300m euros, Crăciun says there will be no further declines this
year, with chances for slight increases.
In line with the market, the company's turnover will also reach
last year's level or even rise slightly.