Harvard Case - Eastman Tritan: Product Development and Launch
"Eastman Tritan: Product Development and Launch" Harvard business case study is written by Gal Raz, Tim Kraft, Allison Elias, Jeremy Hutchison-Krupat. It deals with the challenges in the field of Operations Management. The case study is 5 page(s) long and it was first published on : Jul 31, 2015
This case study solution recommends a comprehensive strategy for Eastman Chemical Company to successfully launch and manage the production and distribution of its innovative Tritan copolyester. The strategy focuses on leveraging Eastman's existing strengths in operations strategy, supply chain management, product development, and innovation to establish Tritan as a market leader in the rapidly growing BPA-free plastics market.
2. Background
Eastman Chemical Company, a global specialty chemical company, faced a significant opportunity with the development of Tritan, a new copolyester offering superior clarity, durability, and safety compared to traditional polycarbonate plastics. The company sought to capitalize on the growing consumer demand for BPA-free products, particularly in the food and beverage container market. However, the launch of Tritan presented challenges related to production scalability, supply chain management, and marketing strategy to achieve widespread adoption.
The main protagonists of the case study are:
- Eastman Chemical Company: The company responsible for developing and launching Tritan.
- Dr. David Nelson: Eastman's Director of Research and Development, responsible for leading the Tritan development process.
- Mark Griffin: Eastman's Vice President of Sales and Marketing, responsible for developing the marketing strategy for Tritan.
- Customers: The target market for Tritan, including manufacturers of food and beverage containers, water bottles, and other consumer products.
3. Analysis of the Case Study
This case study presents a compelling example of the challenges and opportunities associated with launching a new product in a competitive market. The analysis can be structured using the following frameworks:
a) Product Development and Innovation:
- Innovation: Eastman's development of Tritan represents a significant innovation in the plastics industry, offering a superior alternative to traditional polycarbonate.
- Product Development: The company invested heavily in R&D to develop Tritan, ensuring its performance and safety characteristics met consumer expectations.
- Technology and Analytics: Eastman utilized advanced technology and analytical tools to optimize the production process and ensure consistent quality.
b) Operations Strategy and Supply Chain Management:
- Operations Strategy: Eastman needed to develop a robust operations strategy to scale up production and meet anticipated demand for Tritan.
- Supply Chain Management: The company had to establish a reliable supply chain to source raw materials, manufacture Tritan, and distribute it to customers efficiently.
- Manufacturing Processes: Eastman needed to optimize its manufacturing processes to ensure high-quality production of Tritan at scale.
- Capacity Planning: Accurate capacity planning was crucial to avoid production bottlenecks and meet customer demand.
- Inventory Management: Effective inventory management was necessary to minimize holding costs and ensure timely delivery to customers.
- Logistics: Eastman needed to develop a comprehensive logistics strategy to manage the transportation of Tritan from manufacturing facilities to customers.
c) Marketing and Competitive Strategy:
- Marketing: Eastman had to develop a compelling marketing strategy to communicate the benefits of Tritan to consumers and drive adoption.
- Competitive Strategy: The company needed to differentiate Tritan from competing BPA-free plastics and establish a strong market position.
- Product Distribution: Eastman had to develop a distribution strategy to reach its target market effectively.
d) Organizational Structure and Design:
- Organizational Change: The launch of Tritan required organizational change within Eastman to support the new product and its associated operations.
- Organizational Structure and Design: Eastman needed to ensure its organizational structure and design were aligned with the requirements of the Tritan launch.
- Change Management: The company needed to implement effective change management strategies to ensure a smooth transition to the new product and operations.
4. Recommendations
To successfully launch and manage the production and distribution of Tritan, Eastman Chemical Company should implement the following recommendations:
a) Operations Strategy:
- Develop a robust operations strategy: This strategy should focus on achieving economies of scale in production, ensuring high-quality production, and meeting customer demand.
- Optimize manufacturing processes: Eastman should leverage lean manufacturing principles, Six Sigma methodologies, and continuous improvement initiatives to optimize its manufacturing processes.
- Implement Just-in-Time (JIT) production: JIT production can help minimize inventory costs and improve efficiency.
- Invest in advanced technology: Eastman should invest in advanced technology, such as automation and robotics, to enhance production efficiency and quality.
b) Supply Chain Management:
- Establish a reliable supply chain: The company should work closely with its suppliers to ensure a consistent supply of raw materials.
- Implement a robust inventory management system: This system should include demand forecasting, materials requirements planning (MRP), and enterprise resource planning (ERP) to optimize inventory levels and minimize costs.
- Optimize logistics: Eastman should optimize its logistics network to ensure timely and efficient delivery of Tritan to customers.
- Consider outsourcing: The company should evaluate outsourcing opportunities for certain logistics and manufacturing functions to reduce costs and improve efficiency.
c) Marketing and Competitive Strategy:
- Develop a compelling marketing strategy: The strategy should highlight the benefits of Tritan, such as its clarity, durability, and safety.
- Target key market segments: Eastman should focus its marketing efforts on key market segments, such as manufacturers of food and beverage containers, water bottles, and other consumer products.
- Build strong relationships with customers: The company should build strong relationships with customers to understand their needs and provide them with excellent service.
- Develop a robust sales and distribution network: Eastman should establish a sales and distribution network that can reach its target market effectively.
d) Organizational Structure and Design:
- Align organizational structure with the launch of Tritan: Eastman should ensure its organizational structure is aligned with the requirements of the new product and its operations.
- Implement effective change management strategies: The company should implement change management strategies to ensure a smooth transition to the new product and operations.
- Develop a strong team of experts: Eastman should recruit and retain a team of experts with the skills and experience necessary to support the launch and management of Tritan.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Eastman's strengths, weaknesses, opportunities, and threats (SWOT analysis) as well as the competitive landscape for BPA-free plastics. The recommendations are also consistent with Eastman's mission to provide innovative and sustainable solutions for its customers.
Key considerations:
- Core competencies and consistency with mission: The recommendations align with Eastman's core competencies in operations strategy, supply chain management, product development, and innovation, and support its mission to provide sustainable solutions.
- External customers and internal clients: The recommendations address the needs of Eastman's external customers, such as manufacturers of food and beverage containers, and its internal clients, such as the R&D team and manufacturing operations.
- Competitors: The recommendations consider the competitive landscape for BPA-free plastics and aim to position Tritan as a market leader.
- Attractiveness ' quantitative measures: The recommendations are expected to generate a positive return on investment (ROI) for Eastman, as they will help the company achieve economies of scale, improve efficiency, and increase market share.
Assumptions:
- The demand for BPA-free plastics will continue to grow.
- Eastman will be able to successfully manage the transition to the new product and operations.
- The company will be able to secure the necessary resources to implement the recommendations.
6. Conclusion
By implementing these recommendations, Eastman Chemical Company can successfully launch and manage the production and distribution of Tritan, establishing it as a market leader in the rapidly growing BPA-free plastics market. The company's success will depend on its ability to leverage its strengths in operations strategy, supply chain management, product development, and innovation, and to effectively manage the challenges associated with launching a new product in a competitive market.
7. Discussion
Other alternatives not selected:
- Licensing the technology: Eastman could have chosen to license the Tritan technology to other companies, rather than manufacturing and distributing the product itself. This would have reduced the risk associated with the launch but would have also limited potential profits.
- Focusing on a niche market: Eastman could have chosen to focus on a niche market for Tritan, such as high-end water bottles or specialty food containers. This would have reduced competition but would have also limited the potential market size.
Risks and key assumptions:
- Demand for BPA-free plastics may not grow as expected: If demand for BPA-free plastics does not grow as expected, Eastman may face difficulties selling Tritan.
- Competitors may introduce similar products: Competitors may introduce similar products to Tritan, which could erode Eastman's market share.
- Manufacturing costs may be higher than anticipated: The cost of manufacturing Tritan may be higher than anticipated, which could reduce profitability.
8. Next Steps
To implement the recommendations, Eastman should take the following steps:
- Develop a detailed implementation plan: This plan should outline the specific actions to be taken, the resources required, and the timeline for implementation.
- Secure the necessary resources: Eastman should ensure that it has the necessary financial and human resources to implement the recommendations.
- Communicate the plan to all stakeholders: The company should communicate the plan to all stakeholders, including employees, customers, and investors.
- Monitor progress and make adjustments as needed: Eastman should monitor the progress of the implementation plan and make adjustments as needed to ensure success.
By following these steps, Eastman Chemical Company can successfully launch and manage the production and distribution of Tritan, positioning itself for long-term success in the BPA-free plastics market.
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Case Description
In 2007, Eastman Chemical (Eastman), a global specialty chemicals company based in Kingsport, Tennessee, was set to launch Tritan, Eastman's latest specialty plastic. The development team was excited about Tritan because it demonstrated heat resistance and durability properties that might allow Eastman to compete in the lucrative polycarbonate plastics market. But the decision had not been made regarding which applications Eastman should target first with Tritan.
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