Restructuring / Turnaround Strategies Case Study

Tupperware Re-igniting Growth

Abstract:
In 2005, the $1.2 billion Tupperware Corporation (Tupperware) is one of the world's leading direct sellers, supplying premium food storage, preparation and serving items to consumers in more than 100 countries. Its products also include kitchen gadgets, children’s educational toys, microwave products, gift items, beauty and skin care products. Competitors like Gladeware and Rubbermaid were introducing low priced products and capturing market. To meet the market challenges, Tupperware is introducing new products, advertising through celebrities and launching several initiatives to rejuvenate its bottomline. The case discusses how Tupperware changes its business model to meet threats in the market.

Pedagogical Objectives:

• The business model of Tupperware
• How changing trends in the purchasing habits of customers affect a company’s growth
• Tupperware’s strategy to meet the increasing competion and to regain its lost market.

Keywords : Direct selling; Premium Food storage products; Competition; Life time Guarantee products; Research and development techniques; Brownie Wise; Restructuring / Turnaround Strategies Case Study; Party Plan; Advertisements; Retail channel; Premium segment; Online selling; Kiosks; Target marketing; Incentive to sales force; Changing business model; Celebrity Advertising; Extending product line