Abstract

US-based manufacturer of food storage containers Tupperware Brands Corporation (Tupperware) filed for Chapter 11 bankruptcy protection in September 2024. At this point of time, the company declared assets of about $500 million to $1 billion and liabilities of $1 billion to $10 billion. Tupperware had been struggling to continue as a business for quite a long time. To overcome its problems, the company tried to turn the business around, but was unsuccessful. It eventually ended up filing for bankruptcy. According to industry experts, it became evident that the party was over for Tupperware as it had fallen victim to the Innovator's Dilemma and had failed to adapt to modern consumer trends. Others felt that Tupperware's bankruptcy filing marked a significant step toward restructuring the company’s debt and operations. The company was later taken over by lenders and got a new name, ‘The New Tupperware Company’. The new company was expected to rebuild with a start-up mentality and expand its operations in core global markets. How can Tupperware navigate these testing times? Will The New Tupperware Company be able to bring back the old legacy of the brand? What strategy can the company adopt to revitalize the brand?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the impact of e-commerce and shift in consumer preferences on a legacy company.
• Evaluate the impact of innovative business models on a legacy company.
• Develop strategies for revival of a company post-bankruptcy.

Keywords

Tupperware; Consumer Goods; Brand Management; Brand Positioning; Branding; Business Strategy; Consumer Buying Behavior; Sustainability Management