Tetra Pak (A): The Challenge of Intimacy with a Key Customer Harvard Case Solution & Analysis

Describes a failed attempt to sell the new packaging machines for key Italian customers facing lower sales and profits in the milk business. Tetra Pak's analysis leads them to offer a new product strategy, which is rejected by the customer. Raises questions about the strategy of Tetra Pak in the Italian milk market and the wisdom of his proposed strategy for the client. The broader question is whether the company serves the interests of its key customers. "Hide
by Kamran Kashani, Janet Shaner Source: IMD 14 pages. Publication Date: June 13, 2003. Prod. #: IMD230-PDF-ENG

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Tetra Pak (A): The Challenge of Intimacy with a Key Customer

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