
Product details

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 marketingLocation:
Industry:
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002
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Awards, prizes & competitions

2007 - ecch best selling case
2006 - ecch best selling case
2005 - ecch best selling case
2005 - EFMD Case Writing Competition - category winner
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