tupperware report

Group 9 Floriane Poulin Quentin Vervialle Gautier Chasseboeuf Marion Hamon MARKETING TUPPERWARE CASE TOC \o "1-3" I.Current Situation PAGEREF _Toc291768644 \h 3 1.Analysis of the internal environment PAGEREF _Toc291768645 \h 3 2.Customer analysis PAGEREF _Toc291768646 \h 3 3.Competitive position analysis PAGEREF _Toc291768647 \h 4 4.Analysis of the SWOT matrix PAGEREF _Toc291768648 \h 4 Plastic boxes PAGEREF _Toc291768649 \h 5 5.How the weaknesses and threats could be minimised or avoided? PAGEREF _Toc291768650 \h 5 II.Key challenge statement PAGEREF _Toc291768651 \h 5 1.Goals and objectives PAGEREF _Toc291768652 \h 6 2.Strategy development PAGEREF _Toc291768653 \h 7 3.Market penetration PAGEREF _Toc291768654 \h 7 4.Product development PAGEREF _Toc291768655 \h 7 5.Market development PAGEREF _Toc291768656 \h 7 6.Diversification PAGEREF _Toc291768657 \h 8 7.Target market PAGEREF _Toc291768658 \h 8 8.Differentiation PAGEREF _Toc291768659 \h 8 III.New strategy PAGEREF _Toc291768660 \h 9 1.Product strategy PAGEREF _Toc291768661 \h 9 2.Price strategy PAGEREF _Toc291768662 \h 9 3.Place strategy PAGEREF _Toc291768663 \h 9 4.Promotion strategy PAGEREF _Toc291768664 \h 10 5.CRM Strategy PAGEREF _Toc291768665 \h 10 6.Implementation PAGEREF _Toc291768666 \h 11 Current Situation Analysis of the internal environment Tupperware is an American company created in 1946. At the time, those products were made for the typical housewife but as the society has change, the firm has to adapt. The vision of the company is a woman vision. The company wants to facilitate their life and everyday routine. The little plastic boxes allow the good conservation of food in the fridge. The sale strategy is home sale. Tupperware developed a huge technic and institution by proposing to the customers to be a part of the company. Indeed, they can share their own experiences and recommendations on the Tupperware products. This close relationship with customers allows the brand to appear as a company caring and worrying. Tupperware is seen as a company with a good corporate culture. The commercial techniques and the advisor system allow Tupperware to have a good brand image and restore the image of direct sales. In France, the company has a 150 range of products and 37 000 advisors. Tupperware wants to change its brand image in the second most important European market. The clientele of Tupperware is getting older and doesn't renew. The firm wants to touch a younger population. Customer analysis Tupperwar...