Nova School of Business and Economics Marketing Management
1 STUDY CASE
Marketing Management
1st Half of 1st Semester, academic Year 2014-Ââ2015
Teacher Luisa Agante
Assignment: TerraCycle Case Study
Mafalda Marques Henriques de Almeida Gomes, MSc. Management, No 2327
Nova School of Business and EconomicsMarketing Management
2 STUDY CASE
To introduce the TerraCycle case study, I am going to present an overview around the background of TerraCycle.
The purpose of analyzing the organization's current internal situation is to identify the factors that could affect
marketing plan or performance . Therefore, analizing the internal environment will allow us to look at the current
situation within the organization - TerraCycle - concerning strenghts and weaknesses.
The key to target the market is trying to understand how to the diferentiate from others, collecting and comparing
data on the company and its competitors. The question is which segments does it want to serve and how can we do
this? How can we achievecompetitive advantage from the competitors?
"Move forward-Ââlooking companies, however readily accept their responsabilities to the world around them. They view
socially responsible actions as an opportunity to do well by doing good"[i]
"A strong belief in eco-Ââcapitalism was what led tot he criation of TerraCycle"[ii]
TerraCycle is an eco-Ââcapitalist start up company founded in 2001 by two Princeton students (as a resulte of a business
plan). They designed and sold one of the first commercially-Ââavailable products made entirely from garbage (the
process consist in convertert organic waste and processed it by worms into fertilizer).
Taking advantage to this new trend, TerraCycle rised in the marketplace commited to being the "ultimate" eco-Ââ
capitalist corporation. They applied this concept to all its business practices - their products utilized all-Âânatural and
environmentally friendly production process.
That's the main factor of diferentiation between the others competitors.
Market-mix models
English: Smaller version
An African Violet is beginning to flower