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Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2002)
Version:
03.01.2006
Length:
14 pages
Data source:
Field research

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Topics

Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change

Setting

The events covered by this item took place in 2000-2002.

Geographical setting

Region:
World/global
Country:
Italy

Featured company

Company name:
Tetra Pak
Employees:
10000+
Turnover:
EUR 7 billion
Industry:
Packaging systems