General Overview

Own Strengths Own Weaknesses

Opportunities

Threats

InternalPerspective

ExternalPerspective

• Technology and R&D

• Patented products• Highest quality

• Innovation• Diversification • Eco-friendly technology• New adhesive technology (acrylic, natural rubber)

• Growth of economy market

• PST has no economy products

• Diversified product portfolio (packaging services)

• Limited products• Basic services

• Decreasing service quality

• Premium strategy• No products for

construction

• Stagnating market• Price sensitive customers• Growing construction market

General Overview

One Finger DownCristian Dohi, Lena Grosse, Nicklas PeeleConsumer Behavior

Was this a threat PST should respond to?Yes, judging by the SWOT Analysis, they should respond

by entering the economy market with a separate economy brand.

General Strategic Recommendations

Market research: - Customer behavior- New usage opportunities- Diversification opportunities - Understanding the buying center

Obtain external quality certificates (e.g. SGS).

Shift of corporate mentality: selling the benefit (safety), instead of product

Improve delivery service to boost customer satisfaction.

More effective sales management & usage of CRM

Include direct distribution

Explore green technology, resealable tape technology, acrylic and natural rubber adhesive tape technology.*

Up- and downstream integration

*Epple, T. C. (2013). Evolving Pressure- Sensitive Tape Adhesives. Adhesives & Sealants Industry, 20(9), 18-19. Adams, J. T. (2013). In Pursuit of the Perfect Cover Tape. SMT: Surface Mount Technology, 28(4), 30-34.

One Finger DownCristian Dohi, Lena Grosse, Nicklas PeeleConsumer Behavior

PST Holding

PST

K2 Packaging Services

Other Services

Cheapo Economy Tapes

Brand-based Strategic Recommendations

New brand (subsidiary)

K2 Recommendations

- Restructure sales:- Key Account Management with specialized

services (Direct Sales).- Distributor consultant team- Remuneration scheme focused on

repurchase and relationship building. Build a dedicated sales force for K2.

- Distribution:- Introduce incentive programs for

distributors. - Co-brand with retailers or service

providers (e.g. using and branding K2 adhesive for UPS packages for both B2B and B2C)

- Form partnerships with construction firms, since this is a growing industry.

- Expansion into other industries (e.g. medical industry with kinesio tape, modern heart disk drives)

Cheapo Recommendations

- Sales:- Offer only basic services- Dedicated sales force to inform

distributors about new product line.- Distribution:

- Introduce incentive programs for distributors.

- Initiate dialogue with smaller distributors- Form partnerships with home

improvement stores (e.g. Home Depot)- Marketing activities geared more towards mass

marketing.

One Finger DownCristian Dohi, Lena Grosse, Nicklas PeeleConsumer Behavior