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Case Study

Tetra Pak (D): Results achieved(and the remaining issues)

By Kamran Kashani

14 pages

June 2003

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Reference: IMD-5-0607

The D-case describes some of the results achieved within the first two years following the implementation of customer satisfaction initiative. Some of the results are impressive, others not.

The case also highlights some of the emerging issues and returns to the point of departure, the current situation with the Italian customer whose latest survey results point to a general improvement in overall satisfaction. The case raises the following questions: What is the good news and what is not? Where should Tetra Pak go from here?

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)

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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