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Case
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Reference no. 312-007-1
Published by: China Europe International Business School
Published in: 2012
Length: 13 pages
Data source: Field research

Abstract

This is part of a case series. Six years after Hong Gang and his former colleagues from Tetra Pak launched Greatview to compete in a market dominated by Tetra Pak, Greatview’s market share in China rose to 9.6% in 2009. In contrast, Tetra Pak’s market share in China dropped from over 95% before Greatview’s entry to 70.2% in 2009. How did Greatview manage to survive and grow in a market dominated by Tetra Pack and became the second largest aseptic packing material provider in China within six years?
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About

Abstract

This is part of a case series. Six years after Hong Gang and his former colleagues from Tetra Pak launched Greatview to compete in a market dominated by Tetra Pak, Greatview’s market share in China rose to 9.6% in 2009. In contrast, Tetra Pak’s market share in China dropped from over 95% before Greatview’s entry to 70.2% in 2009. How did Greatview manage to survive and grow in a market dominated by Tetra Pack and became the second largest aseptic packing material provider in China within six years?

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