Greatview: Challenger of Tetra Pak (A)

In 2003, a group of spin-offs from Tetra Pak launched Greatview, a company that provides liquid aseptic packaging materials and related services. The company was founded by Chairman Hong Gang and Bi Hua, both former executives of Tetra Pak. They successfully organized a well-experienced team and founded a factory willing to be run by them under a Trustee agreement. Then the real challenge came — the competition with their former employer Tetra Pak, which dominated 95% of the market share in China. Would the team of middle-aged entrepreneurs be able to win market share from Tetra Pak, or would Greatview end up being bought by Tetra Pak, as numerous other market challengers had been? How Greatview could survive in the market was the challenge that faced these entrepreneurs.