Case Study Analysis and Solutions

Case ID: 512029

Abstract:
Case Solution & Analysis for Sealed Air Corporation: Deciding the Fate of VTID by Elie Ofek
In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the quick-serve restaurant segment, is still worth pursuing or whether the company should look for a different application and market altogether. The company could also revisit the previous two applications, tracking and tracing processed meat and tracking employee safety practices. At the other extreme, after seven years of R&D and marketing efforts and millions of dollars in expenses, the company could cease attempts to commercialize VTID.

Keywords:
Activity based budgeting, Advertising, Barriers to entry, Cause marketing, Collaborative innovation, Commercialization, Customer relationship management, Execution, Focusing on customers, Innovation, Marketing strategy, New product marketing, Problem solving, Service management, Sealed Air Corporation Deciding the Fate of VTID Case Solution

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