Greatview: Challenger of Tetra Pak (B)

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?