Case Study

Tetra Pak (B): The customer satisfaction initiative

14 pages
June 2003
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.

Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing
Field Research
© 2002
Available Languages
English, Italian, Japanese, Chinese
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