Case Study Sealed Air

814 Words4 Pages
Sealed Air was faced with two different options regarding the prospective launch of an uncoated bubble packaging product. Sealed Air could either launch the product worldwide or in selected locations or consider the option of not entering the uncoated bubble packaging market at all. As with all the evaluation of all new product market entry strategies, Sealed Air must first consider its organizational strengths and how they relate to the potential product launch. More specifically, Sealed Air must be cognizant of their widely respected brand of high quality and superior performance coated bubble packages. With the potential launch of an uncoated bubble packaging product, Sealed Air risks diluting their brand value, particularly in the quality and performance conscious US market. There is also the possibility that the introduction of an uncoated bubble wrap product might negate the consumer education the organization has previously performed regarding the advantages of coated bubble products. An additional organizational strength of Sealed Air is their corporate management goal of both market leadership and technological innovation. Entry into the uncoated product market would diverge from both goals, as Sealed Air would be neither the market leader nor the technological innovator. A reactionary entry into the market would be contrary to…show more content…
Total bubble packaging sales in Europe topped $15.8M, with Sealed Air’s European market share falling just shy of $3.5M (see Exhibit B). However, trouble loomed in England, Sealed Air’s strongest European market. Distributors there expected AirCap’s nearly $2.5M in sales to slide downward due to several competitors’ introduction of low-priced competing uncoated bubble packaging of tolerable quality. As more European suppliers choose to move

More about Case Study Sealed Air

Open Document