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Case Study

Tetra Pak (B): The customer satisfaction initiative

By Kamran Kashani and Janet Shaner

14 pages

June 2003

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Reference: IMD-5-0605

The B-case describes Tetra Pak’s second proposal to its key Italian customer, a strategy that is finally accepted. At the same time an international customer satisfaction survey shows that Tetra Pak’s key accounts, including the Italian customer, are far from happy with their supplier. The case provides detailed data on the results of the customer satisfaction initiative and asks the student to assess the importance of survey results and what might be done in response to them.

Keywords

Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing

Settings

Italy
2000-2002

Type

Field Research

Available Languages

English, Italian, Japanese, Chinese

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This case study is part of a series

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)

2005 EFMD AWARD WINNER (Marketing)

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This case study is part of a series

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)

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