Competitors are looking to defend and increase market share. The features of the bottled water may be enhanced to ensure differentiation. Sales are still increasing, however given the amount of competitors they are forced to protect market share.
1.1.5 Industry Key Trends
Trends Implications – so what?
Social Increasing health concerns People are more concerned about the quality of the water they are drinking, and therefore more likely to be cautious about their purchases... displayed 300 characters
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It is however, a difficult industry to enter, given the large number of competirors already in the market.
1.2.1 Competitor Analysis
Competitor MS 1996 Sales Volume Distribution Channels Strengths Weaknesses Kotler’s Positioning Implications – So what?
Purely Gr…8! MS Unknown ? Door to door Sales (60% of sales)
? Sales force (40% of sales) ? Focus on “health” to persuade people to buy
? Surpassing sanitation standards
? 8 Step purification process
? 8 PPM ? Problems with strategy execution
? Limited resources, currently acting at capacity Market follower ? As market leader Coca-Cola much concentrate on holding its position and maintaining market share
? Need to seek further growth in the market
? Be aware of Pepsi-Co’s position and activities in the market
? Maintain strength of brand
Direct
Crystal $5 - $10M Domestic
$100,000 Export 8000 homes in Toronto area ? Homes and offices ? Direct competition in the pure water category ... displayed 300 characters
