Our website is having a makeover! www.thecasecentre.org will be unavailable from 10h (BST) on Saturday 31 July until 17h on Sunday 1 August while our team makes the new site live.

Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for IMD-5-0605
Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2002)
Version:
03.01.2006
Length:
9 pages
Data source:
Field research

Abstract

This is the second of a four-case series (IMD-5-0604 to IMD-5-0607). The (B) case describes Tetra Pak''s second proposal to its key Italian customer, a strategy that is finally accepted. At the same time an international customer satisfaction survey shows that Tetra Pak''s key accounts, including the Italian customer, are far from happy with their supplier. The case provides detailed data on the results of the customer satisfaction initiative and asks the student to assess the importance of survey results and what might be done in response to them. A video ''IMD-5-0604-V'' is available to accompany the case series.

Topics

Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
Industry:
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002

Access this item

casecent.re/p/11671
View our pricing guide
or to see prices.

Reviews & usage