Case Study

New business creation at Tetra Pak: Reinventing the food can

24 pages
August 2004
Reference: IMD-3-1448

Tetra Pak has successfully created a retortable carton and needs to turn a revolutionary packaging development project into a real, profitable business. The company faces several choices in defining its product and market strategy, choosing target market segments, and how to reduce the time to profit.The case goes over some of the historical information on the development project and then addresses several of the key challenges ahead of the company.

New Business Development, Packaging, Consumer Goods, Food, Beverage, Product Launch, Product Development
October 2001
Field Research
© 2004
Available Languages
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