1. General Overview Own Strengths Own Weaknesses Opportunities Threats Internal Perspective External Perspective Technology and R&D Patented products Highest quality Innovation Diversification Eco-friendly technology New adhesive technology (acrylic, natural rubber) Growth of economy market PST has no economy products Diversified product portfolio (packaging services) Limited products Basic services Decreasing service quality Premium strategy No products for construction Stagnating market Price sensitive customers Growing construction market General Overview One Finger Down Cristian Dohi, Lena Grosse, Nicklas Peele Consumer Behavior Was this a threat PST should respond to? Yes, judging by the SWOT Analysis, they should respond by entering the economy market with a separate economy brand. Was this a threat PST should respond to? Yes, judging by the SWOT Analysis, they should respond by entering the economy market with a separate economy brand.

2. General Strategic Recommendations Market research: - Customer behavior - New usage opportunities - Diversification opportunities - Understanding the buying center Obtain external quality certificates (e.g. SGS). Shift of corporate mentality: selling the benefit (safety), instead of product Improve delivery service to boost customer satisfaction. More effective sales management & usage of CRM Include direct distribution Explore green technology, resealable tape technology, acrylic and natural rubber adhesive tape technology.* Up- and downstream integration *Epple, T. C. (2013). Evolving Pressure- Sensitive Tape Adhesives. Adhesives & Sealants Industry, 20(9), 18-19. Adams, J. T. (2013). In Pursuit of the Perfect Cover Tape. SMT: Surface Mount Technology, 28(4), 30-34. One Finger Down Cristian Dohi, Lena Grosse, Nicklas Peele Consumer Behavior

3. PST HoldingPSTK2 Packaging Services Other Services Cheapo Economy Tapes Brand-based Strategic Recommendations New brand (subsidiary) K2 Recommendations -Restructure sales: -Key Account Management with specialized services (Direct Sales). -Distributor consultant team -Remuneration scheme focused on repurchase and relationship building.  Build a dedicated sales force for K2. -Distribution: -Introduce incentive programs for distributors. -Co-brand with retailers or service providers (e.g. using and branding K2 adhesive for UPS packages for both B2B and B2C) -Form partnerships with construction firms, since this is a growing industry. -Expansion into other industries (e.g. medical industry with kinesio tape, modern heart disk drives) Cheapo Recommendations -Sales: -Offer only basic services -Dedicated sales force to inform distributors about new product line. -Distribution: -Introduce incentive programs for distributors. -Initiate dialogue with smaller distributors -Form partnerships with home improvement stores (e.g. Home Depot) -Marketing activities geared more towards mass marketing. One Finger Down Cristian Dohi, Lena Grosse, Nicklas Peele Consumer Behavior