Greatview: Challenger of Tetra Pak (B)

Shengjun Liu, Anna Wang

Research output: Other contributionCase Studies

Abstract

Facing strong competitors, Greatview struggled to survive. The company placed its focus on small customers and managed to lower production costs. The Chinese dairy market saw a boom in 2005, and Greatview, with a capital injection from PE firms, seized its opportunity to grow before Tetra Pak’s capacity could catch up with the market growth. Greatview’s real break came when it won an anti-trust lawsuit that forced the Tetra Pak–dominated market to open. By 2009 Greatview had become the second largest roll-fed supplier of aseptic packaging in China. How could Greatview achieve sustainable growth? The company would need to steer clear of a mine field of IPR lawsuits and heavily invest in R&D. There was another question to be addressed: facing its global competitor, Tetra Pak, should Greatview pursue globalization as well?
Original languageEnglish
Number of pages13
Publication statusPublished - 1 Jan 2012

Case number

STR-14-134

Case normative number

STR-14-134-CE

Case type

Field Case

Update date

09/11/2023

Supplement

For more details, please visit www.chinacases.org

Published by

China Europe International Business School

Keywords

  • Aseptic Packaging Industry
  • Globalization
  • Market Competition
  • Patent Infringement
  • Survival of New Start-Ups

Case studies discipline

  • Entrepreneurship
  • General Management
  • Strategy

Case studies industry

  • Manufacturing
  • Other Services

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