THE WATER BUSINESS

UNEP: INDUSTRY AND ENVIRONMENT VOL 27 NO. 1 JAN MAR 2004

GLOBAL BOTTLED WATER MARKET (CONSUMPTION IN MILLION OF LITERS)

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2002

2007

Datatable13 PER CAPITA BOTTLED WATER CONSUMPTION, BY COUNTRY, 1999 TO 2004

Table13.pdf

DEMOGRAPHICS OF THE BOTTLED WATER CONSUMER 1999

All Bottled Waters and Seltzer Classification Total Adults Male Female Age 18-24 Years Old 25-34 35-44 45-54 55-64 65 and older Age and Gender Men 18-34 Years Old Men 25-54 Women 18-34 Women 25-54 32.5 57.9 32.8 59.8 11.5 20.0 14.7 26.7 35.3 34.5 45.0 45.0 44.6 16.6 28.9 21.3 38.5 100 98 127 126 24.8 40.6 44.0 33.1 21.7 32.2 10.3 16.0 17.9 12.8 6.3 6.1 41.4 39.4 40.7 38.7 28.9 19.1 14.8 23.0 25.8 18.5 9.0 8.9 117 112 115 109 82 54 Total U.S. (Millions) 196.3 94.2 102.1 # Users (Millions) 69.3 29.3 40.0 Composition* (%) 35.3 31.1 39.2 Coverage** (%) 100.0 42.2 57.8 100 88 111 Index

* Percentage of the classification within the target universe. ** Percentage of target within the classification. Source: Beverage Marketing Corporation; Mediamark Research

Siti Suzana (2821915)

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HOW IMPORTANT IS CLEAN WATER TO OUR HEALTH AND WELLBEING?

The Bottled Water Business

How important is clean water to our health and wellbeing? More and more, we are all becoming concerned with the quality of our water supply. Young or old, everyone needs fresh, clean water to drink. This market- driven reality has spurred one of the fastest growing industries in the world. The bottled water business offers a tremendous opportunity for income and profit to entrepreneurs on a variety of levels.

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BOTTLED WATER

WHAT MAKES ONE BRAND DIFFERENT FROM ANOTHER?

Mineral and spring water Bottled water Sparkling water Glacial water Natural water Purified water

Competitive Advantages
No Contracts to Sign : Free 30-Day Trial : Next Day Service Guaranteed: Locally Owned and Operated: Customer Service Department: Health and beauty solutions: Liquid asset:

CONCLUSION
Competitive advantage is, in very basic words, a position a firm occupies against its competitors. According to Michael Porter, the three methods for creating a sustainable competitive advantage are through: 1. Cost leadership - Cost advantage occurs when a firm delivers the same services as its competitors but at a lower cost; [1] 2. Differentiation - Differentiation advantage occurs when a firm delivers greater services for the same price of its competitors. They are collectively known as positional advantages because they denote the firm's position in its industry as a leader in either superior services or cost; [2] 3. Focus (economics) - A focused approach requires the firm to concentrate on a narrow, exclusive competitive segment (market niche), hoping to achieve a local rather than industry wide competitive advantage. There are cost focus seekers, who aim to obtain a local cost advantage over competition and differentiation focuser, who are looking for a local difference. [3] Many forms of competitive advantage cannot be sustained indefinitely because the promise of economic rents invites competitors to duplicate the competitive advantage held by any one firm. A firm possesses a sustainable competitive advantage when its value-creating processes and position have not been able to be duplicated or imitated by other firms,[4]. Sustainable competitive advantage results, according to the resource-based view theory in the creation of above-normal (or supranormal) rents in the long run. Analysis of competitive advantage is the subject of numerous theories of strategy, including the five forces model pioneered by Michael Porter of the Harvard Business School. The primary factors of competitive advantage are innovation, reputation and relationships. Competitive advantage occurs when a organisation acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high grade ores or inexpensive power, or access to highly trained and skilled personnel human resources. New technologies such as robotics and information technology either to be included as a part of the product, or to assist making it.

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