...Sealed Air Corporation Esettanulmány elemzés Tóth Veronika Neptun kód: HTS5P4 Tárgy neve: Marketing menedzsment Szemináriumvezető neve: Dr. Keszey Tamara Nóra Szeminárium időpontja: csütörtök 11:40-13:20 2014. október 5. A Sealed Air Corporation egy piacvezető vállalat a csomagolási rendszerek és megoldások területén. A cég 1971 és 1980 közötti +25 %-os forgalomnövekedése is jelzi a vállalat sikerességét az amerikai piacon. A csomagolóiparban élen járnak – az USA-ban 7 termelőüzemmel, 62 értékesítővel dolgoznak és jelen vannak a brit, a francia és a német piacon is Európában. A Sealed Air üzleti világának központjában a magas technológiai színvonal és innováció – a találékonysággal és hatékonysággal párban állnak, továbbá a piacon elsőként jelentek meg fogyasztóorientált szemléletmóddal. A csomagolóanyag piacon először ők vezettek be olyan termékvariánsokat, mint a zártcellás, könnyű párnázó anyag, a térkitöltő habcsomagoló és a komplett napenergiás futórendszer. A vállalat legkiemelkedőbb terméke az előbb említett párnázó anyag, mely az AirCap márkanévre hallgat, és egyediségét a záró bevonat adja a többi - versenytársak által előállított - buborékfóliás termékkel szemben. Bár piacvezető vállalatról beszélünk, mégis komoly kihívásokkal kell szembenéznie a Sealed Air-nek a 80-as évek elején. Az egyik fenyegető veszély, hogy – elsősorban az ár érzékeny európai piacon – folyamatosan esik a cég piaci részesedése, ugyanis ott megnőtt az olcsóbb csomagolóanyagok iránti...
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...Sealed Air Corporation Marketing Management, 45-720, Section A, Group 2 Arnab Basu Malcolm Johnson Douglas Meislahn Nicholas Reid Robert Schmidt 02/17/05 Marketing Management, 45-720, Section A Sealed Air Corporation A. Basu, M. Johnson, D. Meislahn, N. Reid, R. Schmidt Executive Summary By 1980, Sealed Air Corporation had built its company culture as a market leader. As the first developer of closed-cell, lightweight cushioning materials, foam-in-place packaging systems and complete solar heating systems for swimming pools, Sealed Air had become very profitable as the market leader, and the firm encouraged technological innovation to maintain that positioning. AirCap cushioning, a coated bubble wrap product sold in the protective packaging market, was Sealed Air’s most profitable product. However, due to new and unexpected competition, the company was forced to consider the prospect of manufacturing and distributing an uncoated bubble packaging product as well. In order to maintain its current level of profitability, Sealed Air must begin production of uncoated bubble wrap in the European market because of its large size and potentially high profit margins. These two enticements do not exist in the US uncoated bubble wrap market; therefore, Sealed Air should forego entering the US market with an uncoated bubble wrap product. Problem Statement With $25.35M in 1980 sales, Sealed Air’s AirCap product line revenue represented approximately 38% of total sales generated...
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...Sealed Air Taiwan Analysis By Lynn Sharp Paine, Robert J. Crawford Source Problems s and Issues The Sealed Air Taiwan is currently exposed to succession problem and lack the availability of leadership who could govern the business operations and help it recover from the current state, where the business is generating operating losses. However, Sealed Air Taiwan is also facing staff related issues, meanwhile;since Sealed Air Taiwan is being controlled by Sealed Air Corporation from its US headquarter, hence, the cultural difference of the two countries in managing the business and employees are the key issues of Sealed Air Taiwan. Alternatives and Likely Outcomes of these Alternatives Sealed Air Corporation, from its headquarter in the United States have been trying to hire a general manager for Sealed Air Taiwan for successfully overseeing the business operations and can play his training and development of sales staff and other team members, but Sealed Air could not find a better fit for its Taiwan operations and finally posted Mr. Kayser as the general manager of Sealed Air Taiwan. However, Kayser could not manage the business in order to improve the profitability of operations. Sealed Air can overcome this lack of leadership issue either through removing Kayser and appointing a new manager who is local Taiwanese and knows the culture and traditional values of China. However, the appointment of a new manager will require screening and selection of candidates from within...
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...Sealed Air Corporation Executive Summary: Sealed Air has prided itself in being the market leader in technology for packaging. They developed the first closed-cell lightweight cushioning, and are seen as the market leader. They have a patent for the coated air bubble, which is the only coated bubble available for sale in America. This coated bubble has much stronger resistance and protection than the typical air bubble, as shown on the cushioning curve in exhibit 2. Sealed Air has also educated the market on their technology, so most clients don’t mind paying extra for the improved technology. They have recently encountered competition from a small firm that is selling uncoated air bubbles for a lower price than Sealed Air. This case analyzes the problem and the various steps Sealed Air can possibly take to beat the competition. In conclusion, the best option for Sealed Air would be to invest in uncoated bubbles as a sub brand of Sealed Air. I. BACKGROUND Introduction Sealed Air’s registered trademark name for it’s protective packaging materials was AirCap. The feature that differentiated AirCap cushioning products from all of its competitors was its barrier coating technology which greatly increased air retention, meaning less compression and better protection. Barrier coating and its customer benefits had been the central theme of Sealed Air’s AirCap cushioning for 10 years now. The three major segments for protective packaging market were positioning blocking, and...
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...Sealed Air® Corporation Case Analysis MK810 Adrianne Wenisch Teopaco Christopher Buckwell June 21, 2010 Matthew Whiten Position Sealed Air should move forward with the introduction with an uncoated bubble product. (1) Coated bubble market share has been declining over the past ten years. Sealed Air’s AirCap® product initially dominated with their strong patent protection though recent new players in the industry have proven that they cannot ignore the growth of uncoated bubbles. (2) Sealed Air has a strong Brand Image in the industry that will enable them to be strong player in this market – proof – strong AirCap sales and good relationships with distributors. (3) Gain market share – prevent new companies from gaining market share in the US with cost conscious buyers – proof - Arguments 1. Low market entry barriers (US and Europe). Sealed Air is regionally well established to market an uncoated product in the United States and in Europe. Given Sealed Air’s selective distribution policy, Sealed Air can take advantage of distributor loyalty. Sealed Air should utilize their strong standing relationships and have them adopt Sealed Air’s uncoated bubble over the competition; this will streamline the distributor’s product offering while maintaining their current portfolio. Unlike GAFCEL®, Sealed Air is also well distributed throughout the United States and therefore maintains a superior operational advantage for product...
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...Harvard Business School Sealed Air Corporation Írta: Robert J. Dolan T. J. Dermot Dunphy, a Sealed Air Corporation Vállalat elnök-vezérigazgatója a következokkel magyarázza a cég 1971 és 1980 közötti évi 25%-os átlagos nettó forgalomnövekedését és nettó jövedelem növekedését: A vállalat történetét muszaki eredmények, és piaci vezeto szerep jellemzi. Az utóbbi 10 évben arra építettünk, hogy kifejlesztettük az elso zártcellás könnyu párnázóanyagot, bevezettük az elso térkitölto habcsomagolórendszert, és elkészítettük az elso komplett napenergiás futorendszert uszodák számára. Ugyanezeket a vezetési irányelveket kívánjuk folytatni a 80-as években is. Azért szeretnénk piaci elsoséget elérni, mert a piaci vezeto szerep optimalizálja a nyereséget, és azért kívánjuk erosíteni a muszaki elsoséget, mert a piaci vezeto szerepet hosszútávon egyedül ez garantálja. 1981 júliusában Barrett Hauser, a Sealed Air légcellás termékrészlegének termelési vezetoje Dunphy vezetési filozófiájának szellemében elgondolkozott azo n, hogy a Sealed Air hogyan tudna reagálni a védocsomagolási piacon kialakult váratlan rivalizációra. Mint termelési vezetonek, Hauser hatáskörébe tartozott a Dunphy által említett zárt cellás könnyu párnázóanyag. A Sealed Air ennek a terméknek az AirCap bejegyzett márkanevet adta1 . Az AirCap párnázóanyagoknak mindig sok riválisa akadt a védocsomagolás-piacon. Nemrégiben azonban számos kisebb helyi gyártó hozott létre a Sealed Air gyártási szabadalmaihoz hasonló...
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...Sealed Air: Cryovac Market driven strategy is not about being the first in the market, but is about thinking and listening so that product we create is simple and meets redifined needs. Sometimes, the idea when we think out of the box can give new glimpses about what we might be possible to market, and become boom in the market. But the theorically about market driven startegy is that the market and the consumers that form the market should be the starting point in business strategy. To be in the market, company must have to create something what consumer need. It might be from existing products and services or new development of that particular products and services. Food processing industry is an important to the growth of food and beverage industry. The increased demand for processed food and beverages has in turn escalated the needs for innovative food processing and packaging equipment and technology, making it major contribution to the economy. Packaging plays a key factor in gaining the attention of consumers whenthey make their purchasing decisions, especially to the highly aware of hygeinic consumers. Innovation in the area of packaging has become increasingly important driven by consumer demand and the need to address environmental issues. The Cryovac brand leads the way in providing market driven solutions. The new packaging types and designs, as evidenced in the food and beverage sector, are frequently aimed at offering simplicity, cost-reduction and materials...
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...2. SUMMARY The protective packaging market is becoming more competitive. Sealed Air company is encountering a growing number of competitors in its field. Similar or alternative systems are now proposed against those of Sealed Air. These new systems are often cheaper but as argued by Sealed Air less effective concerning the protection they offer and therefore less cost-effective. A new company (GAFCEL) has entered the market with an uncoated product and is having success on the New York, California and Ohio market. Sealed Air will face further erosion of its US market share. Based on the analysis of the AirCap® product as well as on the analysis of the market, we will answer questions regarding Sealed Air's reaction to its new competitor GAFCELL and the opportunity to introduce a new uncoated product in the market. We will make marketing recommendations on how to introduce this new product and in which geographical market to launch it in order to maintain Sealed Air as a leader of the protective packaging market. 3. QUESTIONS 3.1. What should Sealed Air be trying to accomplish in any decision it makes in response to the GAFCEL threat? * It should be trying to gain back the market share that was taken by GAFCEL and it should ensure it does not loose anymore market share. * It should ensure it keeps its reputation of a company built on 'technical accomplishments' and must ensure its image does not suffer from the possible introduction of this new...
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...NES Question 1 Indeed, the amount of money that Chen was told to give each of the government officials was not much, but the action itself would have some consequences. However, it is unquestionably right to look at these consequences in two ways, the rule of law and local culture. First, According to the Chinese law, giving gifts of any kind to the government officials with intent of taking advantage of their position and power to conduct illegal action is bribery. This action of giving money to government officials may therefore be regarded as bribery; as a result involved parties may be penalized or even end up in jail. The Stakeholders may also decide to withdraw investing in such a corrupt environment. Secondly, it is undeniably true that local culture plays a tremendous role in a local business environment, therefore we must also argue with regards to culture. As far as Chinese culture is concerned, the need of maintaining networks or relationships (locally known as “關係Guan Xi”) in business environment is tremendously important and it is deeply rooted in the Chinese people’s DNA and other Asian countries that are also influenced by the Teachings of Confucius. According to the teachings of Confucius, relationships or networks(關係), and Face (mian zi), were among other things that were highly emphasized and helped to build up the Chinese culture which can be evidenced by the findings of Geert Hofstede in his theory of culture dimension that most Asian culture with no exception...
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...Case: Sealed Air Corp Sealed Air is a company that was established in 1960 and its history has been highly influenced by technical accomplishment and market leadership. Today they are a well established corporation with around 26000 employees and net sales of about $7.6 billion in 2010. Their mission is to utilize the fundamental knowledge they have as far as packing and performance based materials, so that sustainable products will reduce waste. They strongly value integrity, trust, respect and lead. 1. What has been happening in this market? How has Sealed Air (SA) been doing? The state of market occupied by Sealed Air is growing. The protective packaging market makes use of three main segments that are positioning, blocking and bracing, flexible warps, and void fill. The market for the prior element is unique. The latter two are almost inseparable as they are substituted for each other. There are competitions from several manufacturers and some of them in the flexible wrap market comprising of uncoated and coated air bubble. The selling method they have opted is personal selling. The market has been ever increasing in US and had majority of the market because of the patent protection, licensing of just competitor, and the packaging mentality of the citizens who were highly influenced by the packaging engineers. In England they were at the top until Sansetsu a Japanese firm advertised their product. This firm along with other uncoated bubble market snatched the company's...
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...systems were top priorities for the abrupt modifications of building construction methods (Dagostino and Wujek 53). These priorities, however, only generated complaints. Poor indoor air quality, sick building syndrome, and thermal discomfort were initiatives to start the study of building dynamics and how they work together. “Building Science is the study of building dynamics and the functional relationships between a building’s components, equipment, and systems, and the effects associated with occupancy and operation, and the outdoor environment to understand and prevent problems related to building design, construction, and operation” (Dagostino and Wujek 53). The concepts of building science and their relationship to electrical and mechanical systems include the building envelope, indoor air, moisture dynamics, ventilation, and thermal insulation. The building envelopes primary function is to separate the interior environment from the exterior environment to enhance energy efficiency inside the building. The envelope consists of floor systems, foundation wall systems, above grade wall systems, windows and doors, and the roof system (Straube, The Building Enclosure 2). All of these components have to work together to ensure a healthy environment inside. If the envelope is too tight, then indoor air quality and ventilation will be poor, but if the envelope is too loose, then infiltration will be a major problem. Designers...
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...The Note on Marketing Strategy (9-598-061) describes the scope of marketing analysis needed to provide the basis for the development of a marketing strategy and the supporting implementation plan. The type of in-depth understanding of factors described there is often usefully supplemented by numerical analysis; at times, we need relatively complex, computer-supported analysis. At others, a low-tech approach utilizing the proverbial “back of the envelope” and maybe a calculator does the job. This note defines key terms and basic calculations useful in both case analysis and real-life marketing decision-making. To accompany this knowledge, one needs to develop some intuition about which type of numbers to look at when. A program of case studies offering repeated exposure to and practice in these issues is a good mechanism for developing skill in using quantitative analysis to develop and support your argument. Basic Terminology (a) Types of Cost Most of the time, a seller hopes to get a price which more than covers his or her cost. In everyday conversation, we might simply say they are trying to make a profit. We would measure that profit as the difference between the revenues taken in and the costs incurred. It is often useful to make a distinction between two kinds of costs, fixed and variable. We define fixed costs as those that remain at a given level regardless of the amount of the product produced and sold. An example of a fixed cost would be the firm’s...
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...part, and the cycle repeats. Injection moulding is capable to repeatedly form identical discrete parts at a shorter turnaround time as compare to machining. Injection moulding not necessarily rely on one material, there’s variety of materials for example polymer and metals that can be used to produce parts. In this paper, the scope focuses plastic injection moulding by using polymer. Polymer [2] is adapted from Greek as ‘many part’, which describes molecule composed of many identical parts that synthesized together to from a large macromolecules. Generally plastic injection moulding uses thermoplastic and thermosetting polymers. The plastic parts that can be formed by injection moulding range from small electronic components such as lid of air-cavity package, to body panels of cars. Due to the capability of plastic injection moulding to generate big varieties of parts from as small as miligrams to kilograms, thus, a measure of size named shot size is selected which is determined by the weight of resin that can be injected per cycle. Shot size range between 20grams to 20kilograms. Figure 1: Injection moulding machine (Source: Modified from Wikipedia [1]) Basic plastic injection moulding...
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...the words of history, humanity cannot wash away what has been sealed and solidified in the past, but man must ensure that history does not replay in the crypts of the mind and in the concrete world. Wreathing through Sub-Saharan Africa, slavery reflected across the Post-Classical Era and into the Early Colonial Era with a gruesome ambition. Permeating through the sands of the Sahara, slavery in both time periods abides forced labor, and slave traders sought to render the cheapest form of endurant labor for themselves and clients. Consequently, each distinct and destroyed servant was perceived as a mere piece of property and a symbolism of wealth in both the Early Colonial Era and the Post- Classical Era. Along with the showcasing of slaves, slavery and its brutal bondage induced an infection of internal infidelity within African nations, for with the slave trade came the caveat for African leaders to relinquish their own people to increase their own private profit. Nonetheless, this trade, in both eras, precipitated the segregation of African nations as newly forceful and treacherous tribes swiftly...
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... 570 N.E.2d 1227, 156 Ill.Dec. 505) 15 UCC Rep.Serv.2d 503, Prod.Liab.Rep. (CCH) P 12,851 Appellate Court of Illinois, Fifth District. David B. GARAVALIA, as executor of the Estate of Arvo Lake, a deceased person, Plaintiff-Appellant, v. HEAT CONTROLLER, INC.; Addison Products Company, Inc.; O.G.F. Corporation, doing business as Giles Appliance Center; and Odell Giles, individually, Defendants-Appellees. No. 5-89-0749. April 19, 1991. Decedent's estate appealed from order of the Circuit Court, Franklin County, Donald L. Underwood, J., granting air conditioning manufacturers' motion to dismiss breach of warranty, negligence, and products liability claim arising when decedent died as alleged result of failure of air conditioning unit. The Appellate Court, Harrison, J., held that: (1) death of elderly purchaser from hyperthermia as result of failed air conditioning unit was reasonably foreseeable, permitting claim of consequential damages in action for breach of warranty; (2) manufacturers owed duty of care to purchaser to design and manufacture product that would be reasonably safe for its intended and reasonably foreseeable uses; and (3) whether leaky air conditioning unit that failed to cool on a hot day was dangerous was question for jury. Reversed and remanded. Howerton, J., filed dissenting opinion. West Headnotes [1] KeyCite Notes 307A Pretrial Procedure 307AIII Dismissal 307AIII(B) Involuntary Dismissal 307AIII(B)6 Proceedings and...
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