To Spray or Not to Spray- Deepak Arora

 Introduction & Problem Identification:

The case involves a product manager who wants to improve the declining market position of their company's cleaning products. They have found out that competitors are doing well by using aerosol spray packaging containing harmful hydrocarbons. Consumer tests show that people like the aerosol spray, but it may have negative ecological effects. The problem is whether or not to use aerosol spray packaging considering its harmful impact on the environment.

Decision Criteria: To make the decision, I am listing all the important factors for different stakeholders:

  1. Environmental impact: How the aerosol spray packaging affects the environment?
  2. Consumer preference: Whether consumers like and would buy the aerosol spray packaging.
  3. Market competition: How not using aerosol spray packaging affects the company's competitiveness.
  4. Regulatory compliance: If the aerosol spray packaging meets legal standards.
  5. Corporate social responsibility: How the decision aligns with the company's commitment to sustainability. Government of Canada. (1999). Overview of the ecological assessment of substances under the Canadian Environmental Protection Act, 1999. Retrieved from https://www.canada.ca/en.html

Generate Alternatives:

  1. Use aerosol spray packaging: Introducing the product in aerosol spray form to attract consumers and compete with rivals.
  2. Improve current packaging: Enhance the existing "pump" packaging to make it more appealing and competitive.
  3. Explore eco-friendly options: Research and develop packaging that is both environmentally friendly and attractive to consumers. MJS Packaging(2021, May 14). A Guide to Aerosol Packaging. Retrieved from [A Guide to Aerosol Packaging | MJS Packaging]

Evaluate Alternatives:

  • Aerosol spray packaging:
    • Environmental impact: Negative, as it can harm the environment.
    • Consumer preference: Positive, as consumers like the aerosol spray.
    • Market competition: Positive, as it helps compete with rivals.
    • Regulatory compliance: Depends on meeting legal standards.
    • Corporate social responsibility: Negative, as it may go against sustainability goals.
  • Improve current packaging:
    • Environmental impact: Neutral, assuming similar ecological effects as the pump form.
    • Consumer preference: Depends on the effectiveness of improvements.
    • Market competition: Neutral, as it maintains the current packaging.
    • Regulatory compliance: Depends on any changes made.
    • Corporate social responsibility: Positive, showing commitment to sustainability.
  • Explore eco-friendly options:
    • Environmental impact: Positive, as it reduces harm to the environment.
    • Consumer preference: Depends on attractiveness and functionality.
    • Market competition: Positive, positioning the company as a sustainability leader.
    • Regulatory compliance: Depends on compliance with regulations.
    • Corporate social responsibility: Positive, aligning with sustainability goals.
      • Mckinsey&Company. (2021, July 28). True packaging sustainability: Understanding the performance trade-offs. Retrieved from [True packaging sustainability: Understanding the performance trade-offs | McKinsey]

Select the Best Alternative: The best alternative in my opinion is to explore eco-friendly options. It minimizes environmental harm, meets consumer preferences, and maintains market competitiveness. It also aligns with regulatory standards and demonstrates the company's commitment to sustainability. By investing in eco-friendly packaging research and development, the company can make a positive impact while staying competitive. Thank you for reading !

Kind regards,

Deepak Arora

APA references : Government of Canada. (1999). Overview of the ecological assessment of substances under the Canadian Environmental Protection Act, 1999. Retrieved from https://www.canada.ca/en.html

MJS Packaging(2021, May 14). A Guide to Aerosol Packaging. Retrieved from [A Guide to Aerosol Packaging | MJS Packaging]

Mckinsey&Company. (2021, July 28). True packaging sustainability: Understanding the performance trade-offs. Retrieved from [True packaging sustainability: Understanding the performance trade-offs | McKinsey]

Comments

  1. Leading in a New Land: Navigating Canadian Leadership as a NewcomerJune 9, 2023 at 8:23 AM

    I find this case study particularly intriguing because it offers a real-life scenario that many companies worldwide can relate to. Upon reviewing my classmate's solution, I have the following comments:

    • I believe the chosen solution is a good decision. However, it's important to recognize that research requires significant financial resources and can be time-consuming. The current issue faced by the company is the lack of revenue generated from the product Ab-Stain, necessitating an immediate solution.

    • While environmental conservation is undoubtedly crucial, the financial well-being of the company is also a concern. Therefore, I propose that, as a short-term objective, the company should consider transitioning the product to a spray presentation to enhance competitiveness in the market. Subsequently, with the profits generated from the sale of Ab-Stain, the company will have sufficient resources to invest in the research and development of an eco-friendly product.

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