Sealed Air Corp

979 Words Nov 23rd, 2008 4 Pages
Case Context Sealed Air Corporation manufactures coated protected packaging products for a long time. It had 25% average annual growth in net sales from 1971 to 1980 and has been a market leader. Most of its success can be attributed to technical advancement, innovation and patent protection. It is has been the first in many like closed cell light weight cushioning system, foam-in-place packaging system among many others. It was also one of the first companies to approach market with a customer orientation. Sealed air corporation has licensed its patent technology only to one another firm called Astro. Till recently, these were the two major players in protected packaging market.

Situation Analysis
Recently, there has been a lot of
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e. It will be able to maintain its market leadership and share.
Not entering the uncoated bubble packaging market
Risks:
a. It may reduce the market share of Sealed Air Corporation if the uncoated bubble packaging gains a lot of popularity.
b. The firm will not remain consistent with its current reputation of delivering products as per the demands of the customer.
Rewards:
a. It will be able to maintain its high quality product company image.

My Recommendation Sealed Air Corporation should enter the uncoated bubble packaging market in order to maintain its leadership position. Before going ahead with the strategy mentioned below, Sealed Air should do some market surveys using tools like Customer-scenario mapping to gauge whether many customers are planning to switch to uncoated bubble packaging. The marketing effort should be based on results of this survey.

Marketing Strategy: Sealed Air Corporation should go ahead with a counter-attack strategy by using its already strong distributor channel, manufacturing facilities and brand image. The 4P’s marketing strategy should be used.

Product: Having a complete product range will help Sealed Air retain its customers. However, it should differentiate between the uncoated and coated bubble products in order to maintain the premium brand image of AirCap. The company should market the product using its brand image and use marketing strategies

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