Graphic Packaging

Provide packaging that makes a world of difference by becoming the leading global provider of sustainable fiber-based solutions.

Graphic Packaging SWOT Analysis

Updated: October 3, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Graphic Packaging was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Graphic Packaging SWOT analysis reveals a company at a pivotal juncture. Its formidable strengths in scale, vertical integration, and sustainable innovation are perfectly aligned with the powerful secular trend of plastic replacement. This creates a massive opportunity. However, this potential is constrained by significant weaknesses, namely high post-acquisition debt and recent volume softness due to macroeconomic pressures. The primary external threats—intense competition and input cost volatility—are persistent industry challenges. The strategic imperative is clear: Graphic Packaging must leverage its innovation engine to drive profitable volume growth while maintaining rigorous financial discipline to de-lever its balance sheet. Success hinges on executing this dual mandate of capturing the green wave while fortifying its financial core. This focused execution will unlock the full value of its strategic acquisitions and solidify its market leadership for the long term.

WestRock International Paper Amcor Smurfit Kappa Berry Global

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Provide packaging that makes a world of difference by becoming the leading global provider of sustainable fiber-based solutions.

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Strengths

SCALE: Largest N.A. producer of folding cartons and CRB paperboard
INTEGRATION: Vertically integrated model provides cost advantages
INNOVATION: Strong pipeline of sustainable products (e.g., PaperSeal)
FINANCIALS: Consistent free cash flow generation for debt reduction
DIVERSIFICATION: Broad end-market exposure to resilient CPG sectors

Weaknesses

DEBT: High net leverage (3.23x) post-acquisition of AR Packaging
VOLUME: Recent softness in consumer demand and customer destocking
INTEGRATION: Complexity of harmonizing multiple large acquisitions
PRICING: Sensitivity to input cost inflation (pulp, energy, labor)
GEOGRAPHY: High revenue concentration in North American market

Opportunities

SUSTAINABILITY: CPGs accelerating plastic-to-paperboard conversion
PRICING: Favorable net pricing realization as input costs stabilize
SYNERGIES: Unlocking further cost/revenue synergies from acquisitions
INNOVATION: Expanding applications for fiber-based packaging solutions
GLOBAL: Leveraging AR Packaging to accelerate growth in Europe

Threats

MACROECONOMIC: Consumer spending slowdown impacting CPG client volumes
COMPETITION: Intense rivalry from WestRock, International Paper, Amcor
INPUT COSTS: Volatility in recycled fiber, energy, and chemical prices
SUBSTITUTION: Cost-driven reversion to plastic or other materials
INTEREST RATES: Higher rates increase cost of servicing existing debt

Key Priorities

DEBT: Aggressively reduce leverage to increase financial flexibility
INNOVATION: Double down on sustainable innovation to capture share
SYNERGIES: Fully realize cost & revenue synergies from acquisitions
VOLUMES: Drive organic volume growth via new product launches

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Graphic Packaging OKR

Updated: October 3, 2025 • 2025-Q4 Analysis

This Graphic Packaging OKR plan is a masterclass in strategic focus and clarity. It directly confronts the core tension identified in the SWOT: the need to de-lever while simultaneously investing to capture a massive sustainability-driven growth opportunity. The objectives 'FORTIFY BALANCE SHEET' and 'LEAD SUSTAINABILITY' are not contradictory but two sides of the same coin, creating a self-funding engine for innovation. The plan rightly prioritizes realizing acquisition synergies and driving organic volume as the key enablers. The key results are specific, measurable, and outcome-oriented, transforming high-level strategy into tangible actions. This is a plan designed to build a resilient, agile leader for the next decade of packaging.

WestRock International Paper Amcor Smurfit Kappa Berry Global

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Provide packaging that makes a world of difference by becoming the leading global provider of sustainable fiber-based solutions.

FORTIFY BALANCE SHEET

Aggressively reduce leverage to boost financial resilience.

DEBT: Reduce the company's total net leverage ratio from 3.23x to below 3.0x by the end of the fiscal year.
CASH FLOW: Generate over $600 million in adjusted free cash flow through disciplined operational management.
COSTS: Execute on $100 million of incremental cost reduction initiatives across manufacturing and SG&A.
CAPEX: Optimize capital spending by ensuring all major projects deliver a minimum 20% internal rate of return.

LEAD SUSTAINABILITY

Win the plastic-to-paper shift with breakthrough ideas.

CONVERSION: Secure $150 million in new annualized revenue from commercialized plastic replacement projects.
PIPELINE: Launch 5 new, scalable fiber-based packaging solutions targeting problematic plastic categories.
PARTNERSHIPS: Establish co-development programs with 3 of our top 10 global customers on circularity.
AWARDS: Win at least two major industry awards for sustainable packaging innovation to amplify our brand.

MAXIMIZE SYNERGIES

Unleash the full power of our integrated global assets.

COST: Capture the final $40 million in cost synergies from the AR Packaging and Bell acquisitions by Q4.
CROSS-SELL: Generate $75 million in revenue synergies by selling legacy GPK products into the European market.
PROCUREMENT: Achieve a 5% cost reduction on our top 20 shared raw material spends through global sourcing.
INTEGRATION: Fully harmonize ERP and operating systems across 90% of our European converting facilities.

DRIVE VOLUME

Outpace the market with targeted growth and new wins.

ORGANIC GROWTH: Achieve flat to +1% organic sales volume growth, outperforming the broader market by 150bps.
NEW BUSINESS: Win 10 significant new customer accounts in high-growth segments like health and beauty.
EUROPE: Increase European market share by 50 basis points through targeted sales and innovation efforts.
SERVICE: Improve on-time, in-full (OTIF) delivery metric from 95% to 98% for our top 100 customers.

METRICS

Net Leverage Ratio: < 3.0x
Adjusted EBITDA: $1.8B
Net Organic Sales Growth: 1%

VALUES

Integrity
Respect
Accountability
Relationships
Teamwork

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Graphic Packaging Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

WestRock International Paper Amcor Smurfit Kappa Berry Global

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Provide packaging that makes a world of difference by becoming the leading global provider of sustainable fiber-based solutions.

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What Went Well

PRICING: Positive price/cost spread drove margin expansion year-over-year
DEBT: Successfully reduced net leverage to 3.23x, ahead of schedule
CASH FLOW: Generated strong cash flow, enabling debt paydown and investment
SYNERGIES: On track to deliver targeted synergies from AR Packaging deal
INNOVATION: New product development pipeline remains robust and active

Not So Well

VOLUME: Organic sales volumes declined due to soft consumer demand
DESTOCKING: Major customers continued to reduce their inventory levels
FOODSERVICE: Weakness in foodservice segment impacted cup sales volumes
FORECAST: Near-term demand outlook remains uncertain and challenging
OPERATIONS: Some operational challenges related to market-related downtime

Learnings

MARKET: Consumer demand is more sensitive to inflation than anticipated
INVENTORY: The post-COVID destocking cycle has been deeper and longer
INTEGRATION: Synergies are achievable but require relentless focus
AGILITY: Must be able to scale production down efficiently during downturns
PRICING: Pricing power is strong but cannot fully offset volume declines

Action Items

COSTS: Aggressively manage fixed and variable costs to protect margins
SALES: Focus on winning new business to offset broad market softness
INVENTORY: Work with customers to gain better visibility into demand
CAPEX: Prioritize capital expenditures on highest-return projects
DEBT: Continue to prioritize free cash flow for further debt reduction

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Graphic Packaging Market

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

Founded: 1978 (current form via merger)
Market Share: ~25-30% in North American paperboard
Customer Base: Global CPGs in food, beverage, food service
Category:
Consumer Packaging
SIC Code: 2657
NAICS Code: 322212 Folding Paperboard Box Manufacturing
Location: Atlanta, Georgia
Zip Code: 30328 Atlanta, Georgia
Congressional District: GA-7 ALPHARETTA
Employees: 24000

Competitors

WestRock Request Analysis

International Paper View Analysis

Amcor View Analysis

Smurfit Kappa Request Analysis

Berry Global Request Analysis

Products & Services

No products or services data available

Distribution Channels

Graphic Packaging Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

Problem

Brands need sustainable packaging options
Need for reliable, high-volume supply
Pressure to reduce plastic usage & costs

Solution

Innovative fiber-based packaging designs
Vertically integrated, secure supply chain
Portfolio of plastic replacement solutions

Key Metrics

Adjusted EBITDA & margin
Net Leverage Ratio
Net Organic Sales Growth

Unique

Unmatched scale in recycled paperboard
Broadest portfolio of fiber solutions
End-to-end machinery and carton provider

Advantage

Low-cost integrated manufacturing assets
Deep material science and R&D capability
Long-term relationships with global CPGs

Channels

Direct global sales force
Strategic converter partners

Customer Segments

Food & Beverage CPGs
Foodservice providers
Household & Consumer products

Costs

Raw materials (fiber, energy, chemicals)
Labor and manufacturing overhead
Debt service and capital expenditures

Graphic Packaging Product Market Fit Analysis

Updated: October 3, 2025

Graphic Packaging helps the world's leading brands achieve their sustainability goals and win with consumers. It delivers innovative fiber-based packaging solutions that replace plastic, leveraging a uniquely integrated global supply chain to enhance efficiency and accelerate brands' speed to market. This creates packaging that builds brand loyalty while making a world of difference for the planet.

DRIVE SUSTAINABILITY: Meet ESG goals by replacing plastic with innovative, recyclable fiber-based packaging.

ENHANCE EFFICIENCY: Lower total costs with our vertically integrated supply chain and packaging machinery expertise.

ACCELERATE INNOVATION: Win with consumers by co-developing unique packaging that stands out on the shelf.

Before State

Brands rely on single-use plastics
Complex, fragmented packaging supply chains
Limited sustainable packaging options

After State

Brands use recyclable fiber-based packs
Simplified, integrated packaging partner
A portfolio of sustainable innovations

Negative Impacts

Negative consumer perception of plastic
Supply chain inefficiencies and high costs
Failure to meet corporate ESG mandates

Positive Outcomes

Improved brand image and consumer loyalty
Lower total cost of ownership, higher ROI
Achieved sustainability and circular goals

Key Metrics

Net Leverage Ratio

3.23x (Q1 2024)

NPS

Estimated 40-50 (B2B Industry Avg)

Customer Retention Rate

>95% (Est.)

User Growth Rate

Tied to organic volume

Customer Reviews (G2)

Not applicable (B2B)

Requirements

Deep material science expertise
Global manufacturing scale and consistency
Collaborative innovation partnership

Why Graphic Packaging

Leverage vertically integrated supply chain
Deploy global innovation design centers
Provide end-to-end packaging solutions

Graphic Packaging Competitive Advantage

Largest CRB producer with cost advantage
Broadest portfolio of plastic replacement
Global scale to serve multinational CPGs

Proof Points

PaperSeal replaces 80-90% of plastic
ProducePack reduces food waste, plastic
$2.1B+ sales from new product development

Graphic Packaging Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

Strategic pillars derived from our vision-focused SWOT analysis

Lead the global shift from plastic to fiber.

Maximize value from vertical integration model.

Drive growth with next-gen packaging science.

Expand leadership in attractive global markets.

What You Do

Design and manufacture sustainable fiber-based packaging.

Target Market

Global consumer, food, and beverage brands.

Differentiation

Vertically integrated model from mill to carton
Broadest portfolio of sustainable solutions

Revenue Streams

Sales of folding cartons and paperboard
Packaging machinery systems

Graphic Packaging Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

Company Operations

Organizational Structure: Divisional by geography (Americas, Int'l)
Supply Chain: Vertically integrated; recycled fiber collection
Tech Patents: Portfolio in packaging design and materials
Website: https://www.graphicpkg.com

Top Clients

Board Members

Graphic Packaging Competitive Forces

Threat of New Entry

LOW: Extremely high capital requirements for mills and converting plants, plus established customer relationships, create significant barriers.

Supplier Power

MODERATE: Key inputs like recycled fiber and energy are commodities, but consolidation among chemical suppliers can grant pricing power.

Buyer Power

HIGH: Large, concentrated CPG customers (e.g., PepsiCo, Nestlé) command significant volume and can exert considerable pricing pressure.

Threat of Substitution

MODERATE: Fiber-based packaging competes with plastics, glass, and metal. While sustainability trends favor fiber, cost can drive substitution.

Competitive Rivalry

HIGH: Intense rivalry among a few large players (WestRock, IP) competing on price, innovation, and service for large CPG contracts.

Analysis of AI Strategy

Updated: October 3, 2025 • 2025-Q4 Analysis

The Graphic Packaging AI SWOT analysis highlights a classic industrial dilemma: immense potential versus significant foundational hurdles. The company's core strength is its massive, proprietary dataset generated from its vertically integrated operations—a perfect fuel for AI-driven efficiency gains in maintenance, quality, and supply chain. However, this is counterbalanced by weaknesses in legacy systems, data silos from acquisitions, and a talent gap in specialized AI skills. The opportunity to use AI to optimize manufacturing and logistics is the clearest path to tangible ROI. The primary threat is not a competitor's AI model, but rather internal inertia and flawed implementation. Graphic Packaging's optimal AI strategy is not a moonshot, but a pragmatic, focused effort: unify foundational data, build a small expert team, and target high-impact operational efficiency projects to build momentum and fund future innovation.

WestRock International Paper Amcor Smurfit Kappa Berry Global

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Provide packaging that makes a world of difference by becoming the leading global provider of sustainable fiber-based solutions.

Strengths

DATA: Vast operational data from integrated mills and plants for AI
SCALE: Ability to deploy proven AI solutions across 100+ facilities
PROCESS: Standardized manufacturing processes ideal for AI control
INTEGRATION: End-to-end supply chain data for holistic optimization
CAPITAL: Financial capacity to invest in high-ROI AI initiatives

Weaknesses

TALENT: Scarcity of specialized AI/ML talent in the packaging sector
LEGACY: Aging IT/OT infrastructure could hinder rapid AI deployment
DATA SILOS: Inconsistent data architecture across acquired entities
CULTURE: Traditional manufacturing mindset resistant to AI adoption
EXPERTISE: Limited in-house experience in building custom AI models

Opportunities

EFFICIENCY: AI-driven predictive maintenance to boost machine uptime 5-10%
SUPPLY CHAIN: AI optimization of logistics and fiber sourcing costs
QUALITY: Machine vision AI for real-time defect detection on lines
DESIGN: Generative AI for rapid packaging prototyping and ideation
FORECASTING: ML models to better predict customer demand and pricing

Threats

SECURITY: Increased cybersecurity risks from interconnected smart plants
COMPETITION: Nimbler rivals could use AI to close efficiency gaps
IMPLEMENTATION: High cost and complexity of failed AI projects
WORKFORCE: Need for significant retraining of workforce for AI tools
BIAS: Biased AI models leading to suboptimal production decisions

Key Priorities

EFFICIENCY: Deploy AI for predictive maintenance and quality control
SUPPLY CHAIN: Use AI to optimize fiber sourcing and logistics networks
DATA: Unify data architecture to create a foundation for scaled AI
TALENT: Build a small, focused AI team to pilot high-impact projects

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Graphic Packaging Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Graphic Packaging Q1 2024 Earnings Report & Presentation
Graphic Packaging 2023 Annual Report (10-K Filing)
Graphic Packaging Investor Relations Website
Public statements by CEO Michael Doss and CFO Stephen Scherger
Industry reports on sustainable packaging trends
Competitor analysis of WestRock and International Paper

Profit: FY 2023 Net Income: $577 Million

Market Cap: $8.6 Billion (as of May 2024)

Stock Performance

Annual Report: View Report

Debt: FY 2023 Total Debt: $6.1 Billion

ROI Impact: Debt reduction may limit near-term capex

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Graphic Packaging scores as a solid Market Leader. Its high Ambition (societal shift from plastic) is tempered by execution risks, primarily high debt (Downside) and integration complexity, lowering Achievability. The OKRs are strong and category-shaping but not yet world-shaping. The Core Strategy is clear and durable. The company has significant AI leverage potential in operations. Overall, it's a powerful incumbent poised to capitalize on a major trend, but must navigate financial constraints to unlock its full iconic potential.

SWOT Factors

Upside: 80.0 Risk: 83.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

Aggressively de-lever to increase strategic flexibility.

Accelerate plastic-replacement innovation pipeline.

Execute flawlessly on acquisition synergy capture.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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About Alignment LLC

Alignment LLC specializes in AI-powered business analysis. Through the Alignment Method, we combine advanced prompting, structured frameworks, and expert oversight to deliver actionable insights that help companies understand how AI sees their data and market position.