be used with biodegradable and recycled films. It uses post consumer’s waste plastic to minimize the amount of virgin plastic used for the next steps. So we can say that their aim is to lead the market by making a planet more “green” by helping companies and people to reduce their waste in terms of plastic. 1- SWOT STRENGHTS Leader of the market, positive impact on the planet with biodegradable products, presence in a lot of countries which gives them a good notoriety, innovative mentality applied on their products. WEAKNESSES Not any certification, one production unit in the structure. OPPORTUNITIES New types of product could be interesting for them, the market is growing every day, current climate issues are benefit for them, New countries at the international. THREATS Competitors in the same trend are dangerous even more when they touch to “green” packaging.
2 – MATRICE ANSOFF MARKET PENETRATION Use environmental issues to create a strong message which aims to prove benefits of their products. They can continue to penetrate the actual market with their product. PRODUCT DEVELOPMENT Create some new products which are still answering to the same issue, but for more people! Why not a new kind of drinking straw which is edible MARKET DEVELOPMENT They can try to develop their products in more and more countries by creating some opportunities abroad. DIVERSIFICATION Their product are respectful for the environment, so they need to use the same fact by creating a new kind of drinking straw which is edible for example! To conclude, Greenlight is using a good trend to sell their products and that’s an interesting opportunity. However they need to be careful with competitors who are appearing in the market, but they can do better than them by going abroad !
- Winter '08
- Jean-Christian Lambelet
- Biodegradable plastic, Greenlight