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1.1 Introduction
This report evaluates the attractiveness of the United States bottled water industry. The report will identify the following key factors:
· The Market size and growth rate of the US bottled water industry;
· The key businesses within the industry;
· Economic characteristics of the industry and country;
· Key driving forces of the US bottled water industry;
· The key success factors of the US bottled water industry;
· The strategic options available to Suntory Water Group;
The report will analyse the position Suntory Water Group holds within the US bottled water industry and from this a strategic action plan can be developed which can help the company to reverse its 2001 volume and market share losses.
The US bottled water industry will be analysed using theory models such as Porters' five forces and PESTEL analysis.
The strategic options of Suntory Water Group will be developed using SWOT analysis and Ansoffs' Matrix.
1.2 Market Size and growth of the United State bottled water industry.
The US bottle water industry is the leading country for bottle water consumption. In 1990 approximately 2.2 billion gallons of bottled water were consumed and per capita consumption approximated 9 gallons. The per capita consumption increased to 20 gallons by 2001 and is expected to grow to 26 gallons by the year 2005.
Figure 1.1 (Appendix E) shows how US market has experienced a 9.2% growth from 1996 - 2001. This growth rate is the fifth largest growth rate of bottled water consumption worldwide. Countri ...