Sealed Air Corporation Free Essay, Term Paper and Book Report
Sealed Air Corporation
Situation
AirCap cushioning materials had always faced a variety of competitors in the protective packaging market. More recently several small regional producers had invented around Sealed Air's manufacturing process patents and begun to market cheap imitation of AirCap in the United States. And uncoated bubble product manufactures have chipped away at Sealed Air's market share, because the prices of the uncoated bubble are 35~50% less than the cost of comparably sized AirCap cushioning.
Internal Problems
Supply - There were no systematically collected data on the buying process or the extent to which price dominated performance in the purchase decision. Package engineer influenced about 40% of the material purchase decision.
Selling effort - In 1981 the 62-person force was expected to allocate time as follows: 60% to Instapak systems, 35% to AirCap cushioning, And 5% to other Sealed Air products.
Distributor's salespeople's low knowledge - Distributor's salespeople took orders on AirCap cushioning, but did little to demonstrate AirCap use and......
Word Count: 902
Page Count: 3.6 (250 words a page / double spaced)
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