Research by: Sandeep Puri, Rafael Camus, & Siddhant Puri
Abstract
In April 2023, the iconic Florida-based company Tupperware Brands Corporation (Tupperware), announced that it would have to close shop if it did not receive immediate investment. The company continued to consult with financial advisors about its future, possibilities of gathering funds, slashing jobs, and selling property in its attempts to survive and effect a turnaround. As Tupperware stared at liquidation, should it ditch or tweak its traditional yet iconic strategies of premium pricing and house-party direct selling to retain old customers and attract new ones? Or should it consider new products, a new brand, or new selling strategies to make itself cooler to the young demographic?
Learning objectives
This case, designed for graduate and executive marketing courses, focuses on marketing strategy and strategic management. It serves as a valuable resource for exploring turnaround strategies for a declining brand within the context of a strategic management course. Additionally, the case provides insights into analyzing new business opportunities, such as diversification for Tupperware. Suitable for discussions on business model innovation, turnaround strategies, and strategic management for brand revitalization, it offers a range of business strategy options.
These options encompass dual selling and dual branding strategies, as well as the introduction of low-cost products. The case introduces multiple dilemmas, challenging students to navigate complex scenarios, assess various perspectives, and make critical strategic decisions.
After working through the case and assignment questions, students will be able to do the following:
- Understand and evaluate the dual selling strategy of direct selling and selling through retailers.
- Analyze the advantages and disadvantages of potential strategic initiatives.
- Understand and evaluate the dual branding strategy for Tupperware.
- Evaluate the possible turnaround strategies for an organization’s declining financial performance.
To cite this case: Puri, S., Camus, R., & Puri, S. (2024). Tupperware: In Need of a Turnaround Strategy. Ivey ID: W34189. London, Canada: Ivey Publishing
To access this case: https://www.iveypublishing.ca/s/product/tupperware-in-need-of-a-turnaround-strategy/01tOF000002GtDtYAK
