Sealed Air Company Essay -- Business Marketing essays

sozzled Air go with 2. SUMMARYThe protective packaging market is becoming more competitive. fuddled Air company is encountering a growing number of competitors in its field. identical or alternative systems are now proposed against those of certain(p) Air. These saucily-made(a) systems are often cheaper but as argued by Sealed Air slight effective concerning the protection they offer and therefore less cost-effective.A new company (GAFCEL) has entered the market with an un cover product and is having success on the invigorated York, California and Ohio market. Sealed Air testament face further corroding of its US market share. Based on the analysis of the AirCap product as well as on the analysis of the market, we allow for answer questions regarding Sealed Airs 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 ma rket to launch it in piece to maintain Sealed Air as a leader of the protective packaging market. 3. QUESTIONS3.1. What should Sealed Air be toilsome to accomplish in any decision it makes in response to the GAFCEL nemesis?It should be trying to gain back the market share that was interpreted by GAFCEL and it should encounter it does not loose anymore market share.It should ensure it keeps its reputation of a company built on technical accomplishments and mustiness ensure its image does not suffer from the possible introduction of this new uncoated product.It should not cannibalise itself and therefore it should ensure the products are segmented correctly.3.2 What has been happening in the market and how is Sealed Air doing?In order to answer this double question, we have completed and focused our analysis in general on the AirCap product manufactured by Sealed Air.3.2.1 Strengths and WeaknessesMIXSTRENGTHSWEAKNESSES result-quality & reliability-benefit to customers-barrier coating with saran-8 diametrical grades to fit all applications-patent protection-registered trade mark- all coated products offered in the USAPRICE-10% margin to distributors for direct sales-quantity discount-higher than competitors, up to 50% (England)COMMUNICATION... ...nd this will be effective only with specific selling training sessions with real vitality scenarios.5. Conclusion Sealed Air pigeonholing will now be able to offer a complete range of products uncoated and coated.Sealed Air Group will maintain its reputation, its image of quality regarding the coated products.Sealed Air Group with its accurate and well-thought strategy will debar the cannibalism effect as much as possible.Sealed Air Group will regain market share and sustain its leadership crosswise the US, Europe and in the developing countries (expansion programme).Sealed Air Group will be able to propose and sell the grant product to the appropriate customer through the appropriate distributor. Sealed Air Group will set up tailored-made programmes for each country according to the buying mentalities, the acquire habits and specificities of each country .Sealed Air Group is fully certain that key success factor of its above strategy is the distributor net profit Sealed Air Group will build up committal with the key distributors through exclusivity, special incentives, special events and higher commissions, in the US and even more across Europe.