The current economic crisis in Romania, has produced a reduction of the population consumption and the companies incomes, from the poultry products valorization. In these conditions the authors will analyze the effects of new management and marketing strategies based on a case study at S.C. Avi-Top S.A. Razboieni-Iasi Such a change in the strategic marketing management is imposed as a result of a saturated competitive market and a decrease of consumers' incomes. The research aims to formulate recommendations of some strategic variants based on a new offer structure, with new product brands and also price differentiation correlated to consumers' incomes within different target markets. The authors have performed management and marketing researches at S.C.Avi-Top S.A.Reizboieni-Iasi and published some studies and researches. The research methodology refers to following methods: specific indicators analysis, comparing, direct observation, case study The authors will analyze the management variants implemented before the economic crisis (2007-2008) and during the economic crisis (2009-2011), highlighting how brand products have influenced the company's economic-financial stability. The conclusions and recommendations resulted will be disseminated within similar companies, both at regional and national level. The recommended solutions will have economic implications through increase of company's incomes and social implications through stimulating of company's employees. Moreover, a competitive advantage compared to other competitors will consist in the change of the offer structure of poultry meat products in favor of brand products that offer quality, safety, responsibility, health and satisfaction for the consumers. The originality value of this paper results by the fact that it is the first time when such a theme is studied The recommended solutions under the conditions of economic crisis represent an advantage in decisions-making related to the change management and marketing implementation, in view to attenuate the risks generated by the current economic crisis in Romania.
