Packaging development : A key factor to increase customer satisfaction and firm competitiveness

The purpose of this study is to develop the packaging function at a manufacturing company in order to increase customer satisfaction and thereby increase the firm’s competitiveness. This is an exploratory case study conducted at Scania Engines, a large manufacturer of industrial-, marine- and power generation engines. The empirical findings in this study are gathered through questionnaires and interviews with customers and distributors of Scania as well as with key personnel within the organization.The result of this study shows that Scania need to get out of the traditional view of packaging as solely a means of protecting the product during transport. It is important to see packaging as a function that can add value to the customer instead of viewing it only as a cost center. Furthermore, it showed that the customer’s demands regarding packaging mainly have to do with information and communication, promotion of the package, apportionment and environmentally designed delivery pallets.Validerat; 20120404 (anonymous