Tetra Pak (A): The challenge of intimacy with a key customer
The A-case of this series describes a failed attempt to sell new packaging machinery to a key Italian customer facing declining sales and profits in its milk business. Tetra Pak’s analysis leads them to propose a new product strategy that is summarily rejected by the customer. The case raises the issue of Tetra Pak’s strategy in the Italian milk market and the wisdom of its proposed customer strategy. The broader question is whether the company is serving the best interest of its key accounts.
2000-2002
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- Tetra Pak (A): The challenge of intimacy with a key customer
- Tetra Pak (B): The customer satisfaction initiative
- Tetra Pak (C): Implementing new initiatives
- Tetra Pak (D): Results achieved (and the remaining issues)
- Tetra Pak (A): The challenge of intimacy with a key customer
- Tetra Pak (B): The customer satisfaction initiative
- Tetra Pak (C): Implementing new initiatives
- Tetra Pak (D): Results achieved (and the remaining issues)
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
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