1. External Analysis
1.1.1 Industry
The US and Canadian Bottled Water Industry
1.1.2 Time of analysis
The case is set in 1997.
1.1.3 Market Size
Industry has approximately 900 bottled water companies in the US and Canada in 1996.
1.1.4 Industry Life Cycle
The bottled water Industry is leaving the growth stage, and entering the mature stage. 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.
Increase in demand for convenient, ‘on the go’ offering Competitors need to ensure they distribute through the vending channel to target this market and increase sales
Environmental Global warming, focus on environmentally sound operations and recyclable products Companies need to look at manufacturing processes and continue producing plastic PET bottles and aluminium cans
Economic World becoming a global economy, increasing the market Competitors need to cultivate international markets and make the most of a global economy, no longer just focus resources on the US
Foreign exchange controls In expanding into international markets there may be other laws or restrictions, political unrest or cultural differences - competitors need to be aware of all of these and their implications before entering the market
1.1.6 Summary of the Industry
Based on the aforementioned ...