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Thumbnail image for IMD-5-0604-JP
Japanese language
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2008)
14 pages
Data source:
Field research


This is a Japanese version. This is part of a case series. The (A) case of this series describes a failed attempt to sell new packaging machinery to a key Italian customer facing declining sales and profits in its milk business. Tetra Pak's analysis leads them to propose a new product strategy that is summarily rejected by the customer. The case raises the issue of Tetra Pak's strategy in the Italian milk market and the wisdom of its proposed customer strategy. The broader question is whether the company is serving the best interest of its key accounts.


Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
EUR7 billion, 22,000 employees
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