Harvard Case - Tetra Pak versus Greatview: the Battle Beyond China
"Tetra Pak versus Greatview: the Battle Beyond China" Harvard business case study is written by Zhigang Tao, Rebecca Chung. It deals with the challenges in the field of Strategy. The case study is 19 page(s) long and it was first published on : Dec 2, 2013
At Fern Fort University, we recommend that Tetra Pak pursue a multifaceted strategy to counter Greatview's aggressive expansion and maintain its market leadership. This strategy should focus on leveraging Tetra Pak's core competencies, adapting to the evolving market landscape, and fostering innovation in emerging markets.
2. Background
This case study examines the competitive rivalry between Tetra Pak, a global leader in aseptic packaging solutions, and Greatview, a Chinese competitor rapidly gaining market share. Tetra Pak faces challenges from Greatview's aggressive pricing, technological advancements, and focus on emerging markets.
The key protagonists are:
- Tetra Pak: A Swedish multinational company dominating the aseptic packaging market with a strong brand, extensive global reach, and a focus on sustainability.
- Greatview: A Chinese company rapidly expanding its market share through aggressive pricing, technological innovation, and a focus on emerging markets.
3. Analysis of the Case Study
Industry Analysis:
- Porter's Five Forces:
- Threat of New Entrants: Low due to high capital investment and technological barriers.
- Bargaining Power of Buyers: Moderate, with large food and beverage companies having some leverage.
- Bargaining Power of Suppliers: Moderate, with key suppliers having some influence on pricing.
- Threat of Substitutes: Moderate, with alternative packaging materials and formats available.
- Competitive Rivalry: High, with increasing competition from Greatview and other players.
SWOT Analysis for Tetra Pak:
- Strengths: Strong brand, global reach, technological leadership, focus on sustainability, established customer base.
- Weaknesses: High pricing, potential for complacency, limited focus on emerging markets.
- Opportunities: Growing demand for aseptic packaging in emerging markets, potential for new product development, partnerships with local players.
- Threats: Competition from Greatview, price pressure, changing consumer preferences, regulatory challenges.
Strategic Analysis:
- Competitive Advantage: Tetra Pak's competitive advantage lies in its brand reputation, technological leadership, and global reach. However, Greatview's aggressive pricing and focus on emerging markets are eroding Tetra Pak's lead.
- Value Chain Analysis: Tetra Pak's value chain is characterized by its vertically integrated model, which allows for greater control over quality and efficiency. However, this model can be inflexible and expensive.
- Business Model Innovation: Tetra Pak needs to adapt its business model to address the changing market dynamics. This could involve exploring new pricing strategies, developing customized solutions for emerging markets, and leveraging digital platforms to enhance customer engagement.
Key Issues:
- Maintaining Market Leadership: Tetra Pak needs to find ways to counter Greatview's aggressive pricing and expansion strategies.
- Adapting to Emerging Markets: Tetra Pak needs to develop a more targeted approach to emerging markets, considering local preferences and affordability.
- Innovation and Technology: Tetra Pak needs to continue investing in research and development to maintain its technological edge and introduce innovative packaging solutions.
4. Recommendations
1. Strategic Pricing and Value Proposition:
- Differentiated Pricing: Tetra Pak should adopt a differentiated pricing strategy, offering premium pricing for its high-quality, sustainable packaging solutions while also developing cost-effective options for emerging markets.
- Value-Based Selling: Emphasize the value proposition of Tetra Pak's solutions, highlighting their sustainability, safety, and convenience for consumers.
2. Expansion in Emerging Markets:
- Market Segmentation: Identify specific market segments within emerging markets with high growth potential and tailor solutions accordingly.
- Local Partnerships: Form strategic alliances with local players to gain access to distribution channels, understand local consumer preferences, and leverage local expertise.
- Product Customization: Develop packaging solutions specifically designed for emerging markets, considering factors like affordability, convenience, and cultural preferences.
3. Innovation and Technology:
- Product Development: Invest in research and development to develop innovative packaging formats, materials, and technologies that address emerging market needs and trends.
- Digital Transformation: Leverage digital platforms to enhance customer engagement, improve supply chain management, and develop data-driven insights.
- Sustainability Focus: Continue to prioritize sustainability in product development and operations, aligning with growing consumer demand for environmentally responsible packaging solutions.
4. Corporate Social Responsibility:
- Community Engagement: Engage in community development initiatives in emerging markets to build goodwill and demonstrate commitment to social responsibility.
- Sustainability Initiatives: Promote sustainable practices throughout the value chain, including responsible sourcing, resource efficiency, and waste reduction.
5. Basis of Recommendations
These recommendations consider:
- Core Competencies: Leverage Tetra Pak's strengths in technology, brand, and global reach while adapting to the changing market landscape.
- External Customers: Address the needs of both existing and potential customers in developed and emerging markets.
- Competitors: Counter Greatview's aggressive strategies by focusing on differentiation, innovation, and value-based selling.
- Attractiveness: The recommendations aim to enhance Tetra Pak's long-term profitability and market share through strategic pricing, targeted market expansion, and continuous innovation.
6. Conclusion
Tetra Pak faces a significant challenge from Greatview's aggressive expansion. By adopting a multifaceted strategy that focuses on differentiated pricing, targeted market expansion, innovation, and sustainability, Tetra Pak can maintain its market leadership, adapt to the evolving market landscape, and secure its long-term success.
7. Discussion
Alternatives:
- Mergers and Acquisitions: Tetra Pak could consider acquiring local players in emerging markets to gain access to distribution channels and expertise.
- Cost Leadership: Tetra Pak could attempt to compete on price with Greatview, but this would likely require significant cost reductions and could compromise its brand image.
Risks and Assumptions:
- Market Volatility: The recommendations assume continued growth in the aseptic packaging market, but economic downturns or changes in consumer preferences could impact demand.
- Technological Disruption: The recommendations assume that Tetra Pak can maintain its technological leadership, but new disruptive technologies could emerge.
- Regulatory Changes: The recommendations assume a stable regulatory environment, but changes in regulations could impact packaging requirements and costs.
8. Next Steps
- Develop a comprehensive strategic plan: Outline the key initiatives, timelines, and resource allocation for implementing the recommendations.
- Conduct market research: Gather data on emerging market trends, consumer preferences, and competitor activities.
- Pilot test new products and strategies: Implement pilot programs in selected emerging markets to test the effectiveness of new pricing models, packaging formats, and marketing approaches.
- Monitor progress and adjust strategies: Continuously monitor market performance, competitor activities, and customer feedback to ensure that the strategy remains effective and adaptable.
Timeline:
- Year 1: Develop strategic plan, conduct market research, and implement pilot programs.
- Year 2: Expand into key emerging markets, launch new products and services, and build strategic partnerships.
- Year 3: Continue to monitor performance, refine strategies, and invest in innovation and sustainability initiatives.
By taking a proactive approach and adapting to the changing market landscape, Tetra Pak can successfully navigate the competitive landscape and secure its future as a global leader in aseptic packaging solutions.
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Case Description
Tetra Pak, the world's largest manufacturer of aseptic packaging materials, is a typical market leader that faces growing challengers around the world and runs the risk of becoming embroiled in antitrust cases. Greatview Aseptic Packaging Company Limited ("Greatview") is an exemplary Chinese national champion that penetrates into developed markets, which are usually saturated with only a few key players. The case describes how Greatview emerged and challenged Tetra Pak, which set industry standards largely by using the tying and bundling strategy and the innovation and patent strategy. Since 2003, Greatview has actively influenced the Chinese government to establish and enforce an antitrust law, which supports the company as it positions itself as the best alternative to Tetra Pak for reducing customers' single-supplier risks and costs. In 2011, Greatview announced the building of its first overseas plant, in Germany, to penetrate into Tetra Pak's home market of Western Europe-the world's largest market for aseptic packaging. In 2013, although Greatview announced ambitious factory expansion plans, its challenges overseas are huge. Meanwhile, Tetra Pak realized that its European patent was not able to protect its historic innovation, aseptic technology, from being imitated. Even more complicated, the State Administration for Industry and Commerce, China's market regulator, launched a national investigation against Tetra Pak, accusing it of misusing its dominant position to limit competition. Both companies need to devise their next competitive moves.
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