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Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008

Abstract

This is a Japanese version. This is part of a case series. 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.
Industry:
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002

About

Abstract

This is a Japanese version. This is part of a case series. 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.

Settings

Industry:
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002

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