CaseScenario2:Plasco.
Plasco is a $3 billion U.S.-based manufacturer of flexible plastic products like trash
cans, reheatable and freezable food containers, and a broad range of other plastic
storage containers designed for home and office use. Historically, Plasco has been the
category killer for most of its products and has devoted tremendous resources to new
product development on an ongoing basis-this research intensity has allowed the
company to release, on average, a new product every day over the past 5 years. Despite
its past strength and high brand awareness, Plasco’s profitability has been eroded by
dramatic increases in the cost of plastic resin, the primary input into its plastic products.
Moreover, the retail channel has experienced rapid consolidation resulting in a shift in
the balance of power from branded manufacturers like Plasco, to strong retailers like
Walmart, who in turn have been unwilling to help Plasco absorb the higher resin costs.
Enhancing Walmart’s power is the fact that it can always turn to alternative
high-volume sources of consumer plastic products like Sterlite. Further hampering
Plasco’s recovery is the emergence of feisty little foreign competitors like Zig
Industries, a $250 million Israeli firm that has begun to take part of Plasco’s market
share in plastic toolboxes. Ironically, Plasco was the first company to offer plastic
toolboxes some 20 years ago. This innovation changed the market dramatically and
Plasco’s first mover strategy rewarded it with a rapidly growing new segment and a
dominant market position. Today, Plasco’s toolboxes are viewed as rather boring, while
Zig’s products are ingeniously designed to catch the customer’s eye in the aisle (better
merchandising the product) and capture their interest (and pocketbook) with many new
and novel features. Zig is also able to provide this new line of toolboxes at between 10
percent to 15 percent less than Plasco.
How can a small player like Zig be such a successful competitor against a large,
established firm like Plasco?