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Case Study

New business creation at Tetra Pak: Reinventing the food can

By Jean-Philippe Deschamps and Atul Pahwa

24 pages

August 2004

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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.

Keywords

New Business Development, Packaging, Consumer Goods, Food, Beverage, Product Launch, Product Development

Settings

October 2001

Type

Field Research

Available Languages

English

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Video

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