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Word Count: 1,999
Case 6-9 During AG Fottle In the 1980s the Fottle During AGs latest development in liquid packaging had proved its success in the detergent industry throughout most of Europe Walter During owner and manager of the Swedish company was determined to take his incredible product as far as the highly competitive non-carbonated drink market namely the growing French liquid milk industry During noticed the favorable potential in this industry when he became aware of the trend in switching from paper carton packaging to plastic The Fottle was sure to succeed but challenging decisions dealing with segmentation of dairy corporations and entry barriers for the targeted markets forced During to heed his speedy introduction of this foldable bottle The Fottle is an environmentally sound low cost plastic bottle whose concept appealed to detergent producers who were becoming ecologically aware and economically concerned The Fottles situation analysis is extremely varied but by using SWAT it can be simplified The Fottles strengths are many which is why its success was almost predetermined This product markets itself on four main characteristics cost reduction environment cautious differentiation through its design and the convenience of it production and use The Fottle is made up of only two materials PE polyethylene and PP polypropylene which are commonly used and easily attainable This is the Fottles main reason for being so cost efficient The products contents allowed for its breakdown to be simple while most carton packaging is costly and complicated to recycle Another favorable attribute is that the Fottle only weighs 26g which is 1616g less that the average weight of its rivals This helps in lowering the cost of distribution which only adds to the already 15 of savings on materials as compared to carton packaging Not only is the Fottle economically desirable but it is also versatile During AG has made this product so that its molds come in 4 different shapes and the sizes can range from
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