- Different product with low mineral content (reputation based on
UNESCO)
- Source of water: Lapland
- Product design
- Brand positioning
- Appealing promotional methods
- Niche and specific market segment, HORECA
- Clear strategy on how to proceed, e.g. using certain distributors
- Little adaptation needed
- Entrepreneurial and innovative owners with open mind and sense of
humour
- Already established relations in some markets, e.g. in Abu Dhabi
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- Extremely small size of the company
- Low bargaining power
- Few financial and human capital resources
- High price compared to competitors
- Low brand recognition
- Location of the water resource
- Lack of economies of scale
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- Continuous growth in bottled water markets (value CAGR 2010-2015: 5.5%;
volume CAGR: 3.7%)
- Further demand for luxury products along with rising living standards
e.g. in China
- Increasing concerns on water safety
- Possible trend/fashion factor
- Expanding HORECA sector e.g. in Saudi Arabia
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- Moderate competition in the
market
- Multinational corporations rule the markets
- Different legislative and regulatory environment in different markets
- Economic fluctuations affect the demand (esp. in HORECA sector)
- Gaining access to distribution channels
- Without an informed consumer base (water sommelier education), cannot
reach full market potential
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