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Group 2
David, Toichiro, Angela, Mansoor, Joe, Andy
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Swedish company
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
New entrants
Supplier Power
-1
Rivalry
Substitution
Market leader of
carton package
Innovator of
aseptic
Second largest
of carton
package
Market
share
10% carton
share
Products
Carton &
plastic
systems,
plastic
packaging
Sales
1999
(World)
7 bil EUR
Vision to
become the
world leader in
non-aseptic
segment.
Strategy
Expand
to
Expand
to
Potential threats
fromtoCombibloc in Expand
Cartons market
with
aggressive
plastics
plastics
pricing strategy and
new designs. plastics
Low price &
Weakness
Primarily dependent on
diary products.
Innovator of aseptic
technology.
Threats
Trend of lower cost
packaging.
Reduction of full-fat milk
demand.
Relationship with Pontero
in danger.
Intense competition with
new aggressive
competitors.
Drop of sales in Western
market.
Chief Technology
Officer
Legal Affairs
Legal Affairs
Legal Affairs
Carton
Division
EU & Africa
Americas
Asia
Plastic
Division
Market
Companies
Market
Companies
Market
Companies
Processing
Division
Content
Company Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation Proposition
Full Fat
Semiskimmed
Skimmed
Enriched
100%
80%
19%
60%
57%
17%
40%
20%
0%
Full fat
Semi-skimmed
Skimmed
1995
1996
1997
1998
1999
Enriched Milk - All Skimmed - Plain Semi skimmed - Plain
Full fat - Plain
New entrants
Supplier Power
0
Degree of rivalry
Substitutes
20.0%
18.0%
18.0%
16.0%
14.0%
10.9%
12.0%
10.0%
8.0%
9.3%
6.0%
4.0%
2.0%
0.0%
35916
16.0%
13.0%
12.0%
35977
36039
36100
36161
Pontero
36220
36281
36342
Filo
36404
36465
Andina
20
Feb/Mar 99
15
Oct/Nov 99
10
Feb/Mar 98
5
0
35916
Oct/Nov 98
35977
36039
36100
Pontero
36161
36220
Filo
36281
36342
Andina
36404
36465
5,000
Andina
10,000
Filo
Pontero
15,000
Ponteros performance
70
60
50
40
30
20
10
0
60
Number of outlets
29
Pontero
Filo
100%
80%
60%
40%
20%
0%
21
Andina
1999 Pontero
1999 Andina
60%
50%
52%
40%
45%
30%
30%
40%
20% 24% 31%
37% 37%
37%
24% 27%
23% 25%
30%19%
30%
26%
23%
19% 21%
10%
0%
Weakness
Losing market share.
skimmed.
Extensive national
distribution.
Diversified product
portfolio.
Strong relationship with
leading packaging
Declining margin in
premium products.
Narrowed brand
positioning.
Threats
Declining full-fat milk
segment.
Growing substitutions for
milks.
Brand damage if wrong
move.
Increasing private label
milks
Conte
Company
nt Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation
Proposition
Addressing Solutions
Advantages
Disadvantages
Eva
2.5
Abandon
Enriched
milk
altogether
Protect Ponteros
brand image.
Reintroduce
enriched
milk with a
twist
Aggressive
plan to
improve
Ponteros
current
operations
Do not against
Ponteros philosophy.
Recover Ponteros
share loss.
New business for Tetra
Pak
High investment in
marketing
Disadvantages
Eva
2.5
Abandon
Enriched
milk
altogether
Protect Ponteros
brand image.
Reintroduce
enriched
milk with a
twist
Aggressive
plan to
improve
Ponteros
current
operations
Do not against
Ponteros philosophy.
Recover Ponteros
share loss.
New business for Tetra
Pak
High investment in
marketing
Conte
Company
nt Profile
Performance Evaluation
Marketing Challenges
Solutions Assessment
Implementation
Proposition
New
packaging
New multi-function
design
Skimmed milks to
niche markets
Micro-filtered milk
New channels
Promotional TV Ads
Celebrity testimonial
Social responsibility
activities
Social events
Avoid
Thank you