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 Intro to Tetra Pak
 SWOT Analysis
 Market Trend Analysis
 Competitor Analysis
 Problem Statement
 Solution
 The world’s largest producer of aseptic
carton packaging for liquid food
 Founded in 1952 in Sweden and employs
20,100 people in 165 countries
 Tetra Pak sold total packaging systems
including proprietary machinery, materials,
and services
 Milk packaging was accounted for 57% of
total Tetra Pak sales
Strengths
-World’s Market leader in aseptic
carton (80%)
-Good corporate culture
-Economy of scale
-Good marketing strategies
-Efficient packaging system
-Credibility to client
Weaknesses
-Depend on dairy product
-Integrated relation is not always
good
-High price as compare to
competitors
-Not completely independent
-Trust deficit
Opportunities
-High switching cost that prevent
losing customers
-The growth of alternative
beverages
-The demand for the space saving
packaging
-The growing market usage of
plastic bottle
Threats
-Increase number of competitors
-The concern about the
environment
-The increase of substitute
products
 Less dairy product consumption due to
◦ Lower birth rate and ageing population
◦ Declining homes with children under 15
 Growth of alternative beverages among youth
 More health-minded consumer among adults
 The increase competition for shelf space
 The increase in alternative packaging
products i.e. PET bottle
 Declining margins in branded milk
 Tetra Pak (7.0 billion*)
 Combibloc (1.5 billion*)
◦ Second largest producer
◦ Aggressively low price
◦ Fast growing in Europe and Asia
 Elopak (3.9 billion*)
◦ Leader in non-aseptic packaging
 Crown Cork & Seal (7.7 billion*)
◦ World’s leading plastic manufacturing and metal
cans
(*Sales in 1999)
 Problem
◦ How to continue being the sole supplier for Pontera
and mutually enhance growth?
Abandon Enriched milk altogether
Yes - Lose 7% market share
No – They will take the U-Turn to
their strategy, problem with
branding and reputation, expand the
product range
Solutions Comments
Reintroduce enriched milk with the
twist
i.E Enriched Milk Shake
Yes – Can get the new customers, it
may or may not work as expected
Recommended Solution
Completely Different Proposal
“Natural Enriched Milk”
-Vitamin C from real fruits with
innovative packaging
-Benefit:
-Not violate client value
-For customers who prefer
enriched milk and are health
conscious
Group 5
Thank you

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Tetra pack

  • 1.
  • 2.  Intro to Tetra Pak  SWOT Analysis  Market Trend Analysis  Competitor Analysis  Problem Statement  Solution
  • 3.  The world’s largest producer of aseptic carton packaging for liquid food  Founded in 1952 in Sweden and employs 20,100 people in 165 countries  Tetra Pak sold total packaging systems including proprietary machinery, materials, and services  Milk packaging was accounted for 57% of total Tetra Pak sales
  • 4. Strengths -World’s Market leader in aseptic carton (80%) -Good corporate culture -Economy of scale -Good marketing strategies -Efficient packaging system -Credibility to client Weaknesses -Depend on dairy product -Integrated relation is not always good -High price as compare to competitors -Not completely independent -Trust deficit Opportunities -High switching cost that prevent losing customers -The growth of alternative beverages -The demand for the space saving packaging -The growing market usage of plastic bottle Threats -Increase number of competitors -The concern about the environment -The increase of substitute products
  • 5.  Less dairy product consumption due to ◦ Lower birth rate and ageing population ◦ Declining homes with children under 15  Growth of alternative beverages among youth  More health-minded consumer among adults  The increase competition for shelf space  The increase in alternative packaging products i.e. PET bottle  Declining margins in branded milk
  • 6.  Tetra Pak (7.0 billion*)  Combibloc (1.5 billion*) ◦ Second largest producer ◦ Aggressively low price ◦ Fast growing in Europe and Asia  Elopak (3.9 billion*) ◦ Leader in non-aseptic packaging  Crown Cork & Seal (7.7 billion*) ◦ World’s leading plastic manufacturing and metal cans (*Sales in 1999)
  • 7.  Problem ◦ How to continue being the sole supplier for Pontera and mutually enhance growth?
  • 8. Abandon Enriched milk altogether Yes - Lose 7% market share No – They will take the U-Turn to their strategy, problem with branding and reputation, expand the product range Solutions Comments Reintroduce enriched milk with the twist i.E Enriched Milk Shake Yes – Can get the new customers, it may or may not work as expected Recommended Solution Completely Different Proposal “Natural Enriched Milk” -Vitamin C from real fruits with innovative packaging -Benefit: -Not violate client value -For customers who prefer enriched milk and are health conscious