case study
Tetra Pak Case study
The challenge of intimacy with a key customer
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Tetra Pak – Company profile
Establishment: 1952.
Founder: Dr. Ruben Rausing.
Home country: Sweden.
World’s largest producer of
Swedish company
aseptic carton packaging
Tetra Pak’s packaging products
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Five Forces– Italian Packaging Industry
Buyer Power
5
3
New entrants
1
Supplier
Power
-1
Rivalry
Substitution
Strong competition and relatively high buyer power
Competitor Analysis – Italian Packaging Industry
Tetra Pak
Combibloc
Elopak
Background • Market leader of carton package
• Innovator of aseptic
Second largest of carton package
Vision to become the world leader in non-aseptic segment. Market share 80% aseptic carton
10% carton share
Products
Cartons, equipment, services Cartons,
Carton & plastic packaging systems systems, plastic packaging Sales 1999
(World)
7 bil EUR
767 mil EUR
483 mil EUR
Strategy
Expand to plastics
• Expand to plastics • Low price & new design.
Expand to plastics Potential threats from Combibloc in Cartons market with aggressive pricing strategy and new designs.
Tetra Pak’s SWOT Analysis
Strengths
Weakness
• Market leader in Italian carton
(80% market share).
• Primarily dependent on diary products. • Innovator of aseptic technology.
• Declining sales in Western
Europe
• Global knowledge base in liquid foods industry.
• Prices higher than competitors
• Long history and sole partnership with Pontero.
The challenge of intimacy with a key customer
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Tetra Pak – Company profile
Establishment: 1952.
Founder: Dr. Ruben Rausing.
Home country: Sweden.
World’s largest producer of
Swedish company
aseptic carton packaging
Tetra Pak’s packaging products
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Five Forces– Italian Packaging Industry
Buyer Power
5
3
New entrants
1
Supplier
Power
-1
Rivalry
Substitution
Strong competition and relatively high buyer power
Competitor Analysis – Italian Packaging Industry
Tetra Pak
Combibloc
Elopak
Background • Market leader of carton package
• Innovator of aseptic
Second largest of carton package
Vision to become the world leader in non-aseptic segment. Market share 80% aseptic carton
10% carton share
Products
Cartons, equipment, services Cartons,
Carton & plastic packaging systems systems, plastic packaging Sales 1999
(World)
7 bil EUR
767 mil EUR
483 mil EUR
Strategy
Expand to plastics
• Expand to plastics • Low price & new design.
Expand to plastics Potential threats from Combibloc in Cartons market with aggressive pricing strategy and new designs.
Tetra Pak’s SWOT Analysis
Strengths
Weakness
• Market leader in Italian carton
(80% market share).
• Primarily dependent on diary products. • Innovator of aseptic technology.
• Declining sales in Western
Europe
• Global knowledge base in liquid foods industry.
• Prices higher than competitors
• Long history and sole partnership with Pontero.