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Word Count: 4,110
1 PRELIMINARY REMARK No preliminairy remark 2 SUMMARY The protective packaging market is becoming more competitive Sealed Air company is encountering a growing number of competitors in its field Similar or alternative systems are now proposed against those of Sealed Air These new systems are often cheaper but as argued by Sealed Air less effective concerning the protection they offer and therefore less cost-effective A new company GAFCEL has entered the market with an uncoated product and is having success on the New York California and Ohio market Sealed Air will face further erosion of its US market share Based on the analysis of the AirCap product as well as on the analysis of the market we will answer questions regarding Sealed Airs reaction to its new competitor GAFCELL and the opportunity to introduce a new uncoated product in the market We will make marketing recommendations on how to introduce this new product and in which geographical market to launch it in order to maintain Sealed Air as a leader of the protective packaging market 3 QUESTIONS 31 What should Sealed Air be trying to accomplish in any decision it makes in response to the GAFCEL threat It should be trying to gain back the market share that was taken by GAFCEL and it should ensure it does not loose anymore market share It should ensure it keeps its reputation of a company built on technical accomplishments and must ensure its image does not suffer from the possible introduction of this new uncoated product It should not cannibalise itself and therefore it should ensure the products are segmented correctly 32 What has been happening in the market and how is Sealed Air doing In order to answer
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