If we are going to analyze the industry that Crown competes in, what is the

appropriate industry to analyze?

• Avery should focus in metal, plastic and glass container industry which as a whole fall into
packaging industry

• The reason why metal container industry is to be concentrated is because, crown established
themselves first in this industry and have more customers and contacts in this industry. They
also have the required knowledge with the help of R&D team.

• Plastic and glass industry should also be analyzed because this is going to be the future for
crown
 How attractive has the metal container been over the years?

1950 
• Polyethylene was invented to be used as cable shielding material, but soon it outgrew its
original use and was used to make products such as food and garbage bags, packaging films,
and milk containers.
• In less than a decade, the demand for PE grew from 5 million pounds to 1.2 billion pounds at
the end of 1960.

1960
• Reynolds and Alcoa made all - aluminium cans out of one piece of metal. This solved the
problem of weights of cans, now only a lid needed to be attached.
• This provided impetus for invention of rip-off closure and the pop-top lids on aluminium cans.

1970
• 1977 — Polyethylene Terephthalate (PETE) invented as material for beverage packaging is
today one of the most commonly used plastics