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Tetra Pack Essay

1947 words - 8 pages

Executive Summary
The following marketing plan addresses the marketing of Tetra pack. A history of the company is given, objectives are established, and the internal and external environments are analyzed. Obstacles Tetra Pak could face are discussed and solutions are presented.
Tetra Pak is in an industry most would consider boring, packaging. Yet somehow the company has continued to grow throughout the last 50 years. Tetra Pak now supplies packaging for a large number of major food suppliers. Tetra Pak’s designs are influenced by their Swedish heritage. Their packaging is simple yet elegant. What may seem like small changes to the untrained eye are actually revolutionary leaps for ...view middle of the document...

Thus the company must also focus on other means of promotion. Tetra Pak should invest in community relations campaigns and build brand awareness. Brand awareness can be achieved not only through these community relation campaigns but through some consumer advertising and making their brand more obvious on the packaging they produce. This is untraditional for a business to business brand but we believe it can have a positive impact on their sustainability as a company. Not only will companies be forced to use Tetra Paks, but new kinds of products may choose to use Tetra Paks, image Vodka and beer in Tetra Paks.
By focusing on the future of the company Tetra Pak will guarantee its place in the future economy. So far the company has realized this and continued down this path. This marketing plan reestablishes and concretes these ideas and goals.

Table of Contents

History………4
Mission………4
Vision………4
Core Values………4
Objectives………5
SWOT………6
TOWS………7
Alternatives………8
Conclusion………8
Recommendation………9
Works Cited………10
History
Tetra Pak is a Swedish company created in 1951 by Ruben Rausing and Erik Wallenberg. Their invention is based on a revolutionary concept: the first packaging for milk in sterile carton waterproof. This idea was in order to keep the aliments well conserved and to compete with the bottle of glass (packaging used until this time).
Since the creation, the packaging created by Tetra Pak has never stop improving and expanding around the world. In 2007, the company specialized in carton packaging was present in over 165 countries around the world and has deliver more than 137 billion packages. Today, the carton packaging is not only use for milk but for all type of aliments: wine, juice, soup, cheese, ice-cream…
The company also expand its range of products by adding for example straws.
Today, the Swedish company is one of the largest global suppliers of packaging for milk, beverages and other food products.

Mission
They commit to making food safe and available, everywhere.

Vision
They work for and with our customers to provide preferred processing and packaging solutions for food.
They apply our commitment to innovation, our understanding of consumer needs and our relationships with suppliers to deliver these solutions, wherever and whenever food is consumed.
They believe in responsible industry leadership, creating profitable growth in harmony with environmental sustainability and good corporate citizenship

Core values
⁃ Customer Focus & Long-Term View
We ensure we add value and inspire our customers because we recognize that they come to us by choice. We dare to lead with a focus beyond tomorrow and take opportunities to learn and grow.
⁃ Quality & Innovation
We do not compromise on quality. We relentlessly drive for better, fit-for-purpose solutions and breakthrough innovations.
⁃ Freedom & Responsibility
We have the freedom to take initiative and act decisively in the best interests of...

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