Essay Sealed Air vs. Gafcel

4199 Words Apr 24th, 2005 17 Pages
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
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4. If Sealed Air were to introduce an uncoated product, what marketing programme would you propose?

4.1 Recommendation

According to the Pro and Con arguments, our working group is proposing an aggressive marketing strategy which aim is to develop and proactively sell an uncoated product across Europe and the US markets through a distinct brand in order to capture market share from the most important competitors within

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