W3 Case Study Assignment 1

Topics: Tea, Packaging, Tea bag Pages: 2 (505 words) Published: April 16, 2015
Case Study 
Teepack Spezialmaschinen GmbH: Organizing a global survey of customer satisfaction   
 
Teepack (www.teepack.com) is a specialized manufacturer of tea bag machines for the world’s bestknown brands of tea and herbs and fruit teas, such as Lipton, Pickwick, Twinings and Lyons/Tetley. Teepack is a sister company of Teekanne, the leading tea, herb, and fruit tea packing company in Germany, with the Teefix, Pompadour and Teekanne brands. (The Teekanne Group has production and sales subsidiaries in several countries. There are about 1,300 employees in the Group). The invention of the automatic tea bag-packaging machine by Teepack in 1949 revolutionized the tea market with the double-chamber tea bag. It meant that production volumes could be increased dramatically. Today the latest generation of these machines is capable of production speeds of almost 400 tea bags per minute, i.e. some 4 billion per year. The tea bag produced on Teepack machines is the most sold double-chamber tea bag in the world. Important benefits are that it has considerably larger space between the two bag chambers and offers maximum tea bag stability and durability without adding glue or heat sealing.

The popularity of this practical tea bag has continued to grow, for example, in Germany 82 per cent of tea sales are in double-chamber tea bags; in the United States the figure is about 90 per cent and in Europe, if you omit the United Kingdom, the figure is close to 100 per cent. Even in the former UK colony, Australia, the double-chamber tea bag has almost convinced the consumers. ‘Down under’, sales of UK tea bags and the double-chamber tea bag more or less balance themselves out. For over 50 years Teepack GmbH has been the number one producer of double-chamber tea bag packaging machines in the world and has sold more than 2,000 of its packaging machine ‘Constanta’. Thanks to Teepack’s packaging machines Lipton is the market leader of the international tea market. Up to 1957...
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