1. Which ‘P’ of the marketing mix should Tetra Pak concentrate on in the development of its global marketing plan?

2. Would it be relevant for Tetra Pak to work with Global Account Management (GAM)? If yes, how should it be organized and which organizational set-up should Tetra Pak make use of?

Tetra Pak is a leading manufacturer and supplier of carton packaging for milk, fruit juice and drinks. The company primarily operates in Europe, Asia and the United States. Tetra Pak delivers packaging products and solutions in more than 170 countries around the world. It operates over 40 production plants and nine machine assembly plants.

The company offers products in five categories: packages, processing equipment, filling machines, distribution equipment and service products. The packaging products include a range of liquid as well as food packaging products. Tetra Pak offers these products under Tetra Brik, Tetra Classic, Tetra Fino, Tetra Gemina, Tetra Prisma, Tetra Recart, Tetra Rex, Tetra Top, and Tetra Wedge brands. In addition, the company also offers different varieties of drinking straws. Tetra Pak provides packaging solutions for dairy, cheese, ice cream, beverages and prepared food.

The company also develops, produces and markets distribution equipment, such as accumulators, cap applicators, cardboard packers, conveyors, crate packers, film wrappers, line controllers and roll container packers.
The service products portfolio provides automation services, environmental services, improvement services, installation services, maintenance services, parts and logistics services, quality management services, remote services and training services.