ALPAL: Developing a B2B Go-to-Market Sales Strategy

In 2024, Bianca Robinson, chief innovation officer for ALPAL, a leading South African packaging firm, was at a strategic crossroads. There was clear opportunity for growth and expansion, driven by macroeconomic trends, but the novel collapsible, stackable bulk packaging product has also struggled to convert prospective consumers to actual sales. It was up to Robinson to create a marketing strategy that was targeted, backed by customer research, and included the right skills and networks. In this case, students will learn about the global packaging industry and how to use marketing research to inform insights for strategy.