tetra pak (a): the challenge of intimacy with a key customer - IMD
tetra pak (a): the challenge of intimacy with a key customer - IMD
tetra pak (a): the challenge of intimacy with a key customer - IMD
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TETRA PAK (A): THE CHALLENGE OF INTIMACY WITH A KEY CUSTOMER<br />
Reference: <strong>IMD</strong>-5-0604<br />
Copyright Year: 2002<br />
Author(s): Kashani, Kamran<br />
Research Associate(s): Shaner, Janet<br />
Abstract: The A-case <strong>of</strong> this series describes a failed attempt to sell new packaging machinery to a <strong>key</strong> Italian <strong>customer</strong> facing<br />
declining sales and pr<strong>of</strong>its in its milk business. Tetra Pak's analysis leads <strong>the</strong>m to propose a new product strategy that<br />
is summarily rejected by <strong>the</strong> <strong>customer</strong>. The case raises <strong>the</strong> issue <strong>of</strong> Tetra Pak's strategy in <strong>the</strong> Italian milk market and<br />
<strong>the</strong> wisdom <strong>of</strong> its proposed <strong>customer</strong> strategy. The broader question is whe<strong>the</strong>r <strong>the</strong> company is serving <strong>the</strong> best<br />
interest <strong>of</strong> its <strong>key</strong> accounts.<br />
Subjects: Industrial marketing,Key account marketing,Customer orientation,Value chain marketing,Customer satisfaction<br />
surveys,Marketing implementation,Management <strong>of</strong> change<br />
Geographical Settings: Italy,International markets<br />
Industry: Packaging systems<br />
Time Frame: 2000-2002<br />
Company Size: Euro 7 billion; 22,000 employees<br />
Type: Case<br />
Source: Field research<br />
Length: 14<br />
Related: <strong>IMD</strong>-5-0605 (B-case); <strong>IMD</strong>-5-0606 (C-case); <strong>IMD</strong>-5-0607 (D-case); <strong>IMD</strong>-5-0604-T (teaching note); <strong>IMD</strong>-5-0604-V (video)
TETRA PAK (B): THE CUSTOMER SATISFACTION INITIATIVE<br />
Reference: <strong>IMD</strong>-5-0605<br />
Copyright Year: 2002<br />
Author(s): Kashani, Kamran<br />
Research Associate(s): Shaner, Janet<br />
Abstract: The B-case describes Tetra Pak's second proposal to its <strong>key</strong> Italian <strong>customer</strong>, a strategy that is finally accepted. At<br />
<strong>the</strong> same time an international <strong>customer</strong> satisfaction survey shows that Tetra Pak's <strong>key</strong> accounts, including <strong>the</strong> Italian<br />
<strong>customer</strong>, are far from happy <strong>with</strong> <strong>the</strong>ir supplier. The case provides detailed data on <strong>the</strong> results <strong>of</strong> <strong>the</strong> <strong>customer</strong><br />
satisfaction initiative and asks <strong>the</strong> student to assess <strong>the</strong> importance <strong>of</strong> survey results and what might be done in<br />
response to <strong>the</strong>m.<br />
Subjects: Industrial marketing,Key account marketing,Customer orientation,Value chain marketing,Customer satisfaction<br />
surveys,Marketing implementation,Management <strong>of</strong> change<br />
Geographical Settings: Italy,International market<br />
Industry: Packaging systems<br />
Time Frame: 2000-2002<br />
Company Size: Euro 7 billion; 22,000 employees<br />
Type: Case<br />
Source: Field research<br />
Length: 9<br />
Related: <strong>IMD</strong>-5-0604 (A-case); <strong>IMD</strong>-5-0606 (C-case); <strong>IMD</strong>-5-0607 (D-case); <strong>IMD</strong>-5-0604-T (teaching note); <strong>IMD</strong>-5-0604-V (video)
Reference: <strong>IMD</strong>-5-0606<br />
Copyright Year: 2002<br />
Author(s): Kashani, Kamran<br />
Research Associate(s): Shaner, Janet<br />
TETRA PAK (C): IMPLEMENTING NEW INITIATIVES<br />
Abstract: The C-case describes Tetra Pak's decision to implement <strong>the</strong> <strong>customer</strong> satisfaction survey among all its local<br />
operations worldwide. The case also lists a number <strong>of</strong> o<strong>the</strong>r initiatives to re-orient <strong>the</strong> organization towards its<br />
<strong>customer</strong>s and improve <strong>customer</strong> satisfaction. Among <strong>the</strong>se initiatives are: <strong>customer</strong> win-back program, <strong>key</strong> account<br />
management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all <strong>the</strong>se<br />
initiatives help redress <strong>the</strong> <strong>customer</strong> satisfaction problem?<br />
Subjects: Industrial marketing,Key account marketing,Customer orientation,Value chain marketing,Customer satisfaction<br />
surveys,Marketing implementation,Management <strong>of</strong> change<br />
Geographical Settings: Italy,International markets<br />
Industry: Packaging systems<br />
Time Frame: 2000-2002<br />
Company Size: Euro 7 billion; 22,000 employees<br />
Type: Case<br />
Source: Field research<br />
Length: 5<br />
Related: <strong>IMD</strong>-5-0604 (A-case); <strong>IMD</strong>-5-0605 (B-case); <strong>IMD</strong>-5-0607 (D-case); <strong>IMD</strong>-5-0604-T (teaching note); <strong>IMD</strong>-5-0604-V (video)
TETRA PAK (D): RESULTS ACHIEVED (AND THE REMAINING ISSUES)<br />
Reference: <strong>IMD</strong>-5-0607<br />
Copyright Year: 2002<br />
Research Associate(s):<br />
Author(s): Kashani, Kamran<br />
Abstract: The D-case describes some <strong>of</strong> <strong>the</strong> results achieved <strong>with</strong>in <strong>the</strong> first two years following <strong>the</strong> implementation <strong>of</strong><br />
<strong>customer</strong> satisfaction initiative. Some <strong>of</strong> <strong>the</strong> results are impressive, o<strong>the</strong>rs not. The case also highlights some <strong>of</strong> <strong>the</strong><br />
emerging issues and returns to <strong>the</strong> point <strong>of</strong> departure, <strong>the</strong> current situation <strong>with</strong> <strong>the</strong> Italian <strong>customer</strong> whose latest<br />
survey results point to a general improvement in overall satisfaction. The case raises <strong>the</strong> following questions: What is<br />
<strong>the</strong> good news and what is not? Where should Tetra Pak go from here?<br />
Subjects: Industrial marketing,Key account marketing,Customer orientation,Value chain marketing,Customer satisfaction<br />
surveys,Marketing implementation,Management <strong>of</strong> change<br />
Geographical Settings: Italy,International markets<br />
Industry: Packaging systems<br />
Time Frame: 2000-2002<br />
Company Size: €7 billion; 22000 employees<br />
Type: Case<br />
Source: Field research<br />
Length: 6<br />
Related: <strong>IMD</strong>-5-0604 (A-case); <strong>IMD</strong>-5-0605 (B-case); <strong>IMD</strong>-5-0606 (C-case); <strong>IMD</strong>-5-0604-T (teaching note); <strong>IMD</strong>-5-0604-V (video)
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