SEALED AIR CORPORATION

Submitted by- Group 9

A021 Shilpa Dash

A029 Harsimrat Kaur
B001 Sahej Abrol
B030 Taranum Kaur
C021 Himank Gulati
C037 Sarthak Mahajan
C063 Anuraag Vani
Q.1. Should Sealed Air still try to market VTID in the QSR space? Which fast food chain should
it go after? What value proposition would be most compelling to highlight?

In the Quick-Serve Restaurant space, Sealed Air can market VTID in the context of food safety, theft detection and waste
reduction.

Based on the Exhibit 8, Sealed Air Corporation should go after Burger King as 241 critical violations was found at Burger King

In terms of value proposition, the most compelling to highlight will be food safety. As indicated in the case

VTID system would automatically detect anytime an employee was not wearing gloves or a hat when handling food, or if
they did not wash their hands prior to handling food.
The system would also receive constant feed from a sensor placed in all refrigerators and detect any deviation from the
desired storage temperature
The information could be accessed online through a user-friendly web interface that also provided streaming video from all
cameras
VTID weeded out all acceptable human behavior, and registered only instances when an infraction occurred
Franchise owner could simply review the incidents of infraction rather than try to review hours of video to improve
employee safety practices
The other value proposition VTID can offer would be in in terms of real time and automated reporting of theft to
restaurant/food chain owners thereby saving time and cost of going through the entire CCTV video recordings.

The third value proposition VTID can offer would be in terms of customer relationship. As indicated in Exhibit 9, close to 50%
(first and second priority) of the survey respondents have indicated that customer relationship is one of the biggest concerns.
The customer relationship can be seen in terms of the greetings and gratitude the employee shows towards the customer.

Another value proposition that VTID can offer would be in terms of cost savings. As described in the case, some of the
restaurant owners were interested to know the amount of toppings the servers usually offer in every portion of food served.
If this excess quantity of toppings can be detected and reduced, it could bring savings in every serving.

Though there were 2,521 store closings between the spring of 2009 and 2010, most of them were run by independent owners
and they were not a part of the chain. There were still 266,534 QSRs operating in the US. So this can provide a huge market
for Sealed Air Corporation.
Q.3 Alternatively, should Sealed Air go after any of the previous applications it pursued in the
pastnamely, tracking and tracing in meat processing plants or worker safety?
Q.4. Are there other applications that make more sense than the ones the company has
already considered? Or would you recommend that Sealed Air cease efforts to commercialize
VTID?

Current positioning Proposed positioning

GOVERNMENT

Increase security

Food CHILDREN
tracking
Monitoring in educational institutions, common areas and
playgrounds for unusual behaviour

Food MANUFACTURING
Employee
safety in industrial and pharmaceutical procedures. packages and mail
safety
QSRs handling. warehouse and stock control systems

TRANSPORTATION

Remote monitoring
5. What is your assessment of the ability of large corporations to engage in and commercialize
blue-sky innovation? How would you rate Sealed Air on this front?

Research in domains where
technology can be put into
immediate usage and benefits
can be reaped.
MAJOR FOCUS
Research in domains where Most large companies focus
real-world applications are not mainly on only type of research.
readily apparent but may hold a IB Projects
great value in the future. New Technology

The success of blue-sky research is not guaranteed but when a corporation invests heavily and continuously, it is sure to
find at least one major breakthrough from their investments.
So, the culture ingrained in the R&D is important, whether it is focused on Incremental Change or Radical Innovation.
Also, the size of the company is important because it should be able to be able to cope up with minor loss in order for
future successes.

Sealed Air Corporation has always strived to be
focused on blue-sky research.
Even the first product they ever created, Bubble
Wrap was an example. From there on they went
to Instapak, I-Pack and many others.
On the other hand, they also were into acquiring
any company/ technology they thought could
create an impact.
So, we believe that in-house it should focus on
Blue-Sky Research only, like it always has.