detailed staging. 3. Mandate The mandate contains four sections, which are Tetra Pak’s mission, vision, core values, and the Stakeholder Analysis. First, the mission describes what the company does, why the company exists and what the company strives to do. Tetra Pak’s mission is “We work for and with our customers to provide preferred Tetra Pak | 2
processing and packaging solutions for food ” and “We believe in responsible industry leadership, creating profitable growth in harmony with environmental sustainability and good corporate citizenship.” From the mission it can be seen that Tetra Pak’s target group is the general public. The aim of Tetra Pak is to provide best quality packaging and food processing service. Meanwhile, it demonstrates strong commitment to environmental sustainability and corporate social responsibility. The vision of Tetra Pak is to be a leader in packaging industry, an “We commit to making food safe and available, everywhere - Our vision is the aspirational goal that drives our organisation. It shapes our role and purpose in the outside world. Internally, it gives us a shared, unifying ambition.” Easily can be seen is Tetra Pak’s ambition to be a global leader for packaging industry. The ambition does not affect its role and purpose in the external actions, but also guided the internal incentive for improvement and unification. Tetra Pak’s values include “Customer Focus & Long-Term View, Quality & Innovation, Freedom & Responsibility and Partnership & Fun” It can be concluded from these brief value slogans that the company has relentlessly pursuit of a higher quality and a full heart care of customer value. Moreover, Tetra Pak take responsibility for our actions and contribute to the communities in which it operates. The working environment has the nature of collaboration and equality. As itself explains, Tetra Pak respect and rely on one another and all stakeholders for exceptional results, and enjoy working together and celebrating the achievements. As a private company, Tetra Pak identifies its stakeholders as customers and consumers, suppliers, employees and partners. Partners here covers engagements with governmental, non-governmental organisations and industry. Consumers and Tetra Pak’s customers are key players for the company. Indeed, the end consumers are aware of the impact that their purchasing decisions have on the manufacturer’s behavior. Employees should be well-maintained which helps them to stay motivated at work. For NGO, it helps in raising awareness of the environmental issues while improving Tetra Pak’s public relations and image. 4. External analysis Competitive Forces The packaging industry has been characterized by intense competitions. despite the fact Tetra Pak occupies the largest global market share, many established competitors exist such as Krones, SIG Combibloc, KHS and Elopak. The level of competition varies from country to country. In India and North America, the challenge is mainly from Uflex and Krones, while in China and Europe, Tetra Pak Tetra Pak | 3
has occupied an absolute advantageous market share – over 80%. In November 2016, China’s State
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- Unit load, Packaging and labeling, Tetra Pak