Tetra Pak Bahrain Entry

International Marketing

Plan Guide to

Tetra Pak entry in Bahrain

Submitted By,

Nikhil Gupta        A026

Allen Bernard        E011

Daksh Tripathi        A064

Christo Thomas        D063

Rohit Iyer                I017

Angad Sethi        B052

Megane Imbert        

ACKNOWLEDGEMENTS

We owe a great many thanks to lot of people who supported us during the project.

Our deepest thanks to Prof.Hitesh Kalro who during each of the class sessions introduced new concepts of International Marketing and gave us a real world practical approach that companies should adopt for their market entry/expansion

I would also like to thank the institution for giving us this opportunity and providing us with the Library facilities during late night college hours.

EXECUTIVE SUMMARY

TABLE OF CONTENTS

Acknowledgments                                                                        2

Executive Summary                                                                        3

Table of Contents                                                                        4        

1.0 Introduction

2.0 Situational Analysis

2.1 Company Analysis

2.2 Organization’s Assets and Skills

2.3 Market Analysis

2.4 Competitor Analysis (in country of investment)

3.0 SWOT ANALYSIS

3.1 Internal Company Strengths and Weaknesses

3.2 External Market Opportunities and Threats

3.3 Implications of SWOT Analysis

4.0 OBJECTIVES

4.1 International Objectives

4.2 Market Objectives

5.0 RECOMMENDED MARKETING STRATEGY (TSP Framework)

5.1 Target Markets Identification and Segmentation Strategy

5.2 Market Positioning

5.3 Market Entry Strategy

6.0 MARKETING MIX STRATEGIES AND TACTICS

6.1 Product/Service and Branding Strategy

6.2 Price Strategy Structure

6.3 Place (Distribution) Strategy

6.4 Promotion Strategy (including Promotional Budget)

7.0 BIBLIOGRAPHY/REFERENCES

8.0 APPENDICES

8.1 Situation Analysis

8.2 SWOT Analysis

8.3 Evaluation of Alternative Marketing Strategies

8.4 Company promotional/product brochures

1. INTRODUCTION

Tetra Pak is one of the three companies in the Tetra Laval Group focused on providing the best possible processing and packaging solutions for food across more than 175 countries. Founded in 1943, by Dr. Ruben Rausing – its basic tenet was that a package should save more than it costs. It has its headquarters in Switzerland. Currently, it is the world’s leading food processing and packaging solutions company employing more than 24100 employees. Paperboard and sugarcane are among the renewable products they use to make the packages.

2.0 SITUATION ANALYSIS

2.1 Company Analysis

Structure of the Company:

Tetra Pak is a privately held company by the Rausing family. The Swedish inventor, Ruben Rausing, came up with the innovative four triangular faces pack in 1940 after watching his wife, Elizabeth make sausages by tying off the ends. The invention transformed to European Dairy industry. In 1965, the Rausing family sold off all their interests in other business apart from Tetra Pak. Also, the headquarters was shifted to Switzerland to escape Sweden’s high taxes. When he retired, Ruben Rausing handed control of the business to his two sons, Gad and Hans, the father of Eva Rausing’s husband, Hans Kristian. In 1995, the elder Hans sold his half of the business to Gad for a reported $7 billion. Gad died five years later, and his children are the sole owners of the private holding company that owns Tetra Pak. Tetra Pak has 5500 patents and spends 4% of sales on R&D.

The product portfolio is mainly divided into three categories –

Packaging – Innovative packaging solutions like Tetra Brik, Tetra Classic, Tetra Rex, Tetra Top to suit packaging needs of various food materials or liquids.

Processing – Thus includes various equipments and applications for Blending, Buffering, Carbonization, Evaporation, Extraction, Pasteurization and other equipments to process cheese or ice-creams.

Services - Under this category, the company provides offerings like Maintenance Services, Parts, Consumables, Upgrades, Plant Components, Training Services, Automation Services, Installation Services, and Expert Services

2.2 Organization’s Asset and Skills

Tetra Pak holds more than 5500 technology patents and has another 2800 technologies under R&D. It specializes in containers for liquids that are not refrigerated. (Juices and soups) apart from other packaging for food that focuses on minimizing contamination. They do not sell containers to their clients. Instead, materials and machinery required to pack the liquids are sold. The organization makes profit for every unit of product sold with its packaging.

2.3 Market Analysis

Bahrain is a private final consumption and infrastructure driven economy with real GDP growing by 2.3% in 2017 down from 2.9% in 2016 coupled with a weakening consumer confidence. It is a group of islands located in the midst of Gulf, 24 km off the coast of Saudi Arabia. The main urban center is on Bahrain Island but the airport is on another island called Muharraq. Bahrain is an absolute monarchy in which traditional consultative procedures, involving senior figures in the tribal hierarchy, are preferred to a formal parliamentary system. Protests against the royal family occur frequently. Income disparities coincide with the sectarian divide. The whole territory of Bahrain is technically claimed by Iran. Bahrain has imposed a boycott or its neighbor Qatar and poor relations are likely to persist for some time.