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Essay / Research Paper Abstract
A 6 page paper discussing this company's need to expand both production and distribution to achieve greater profitability. The case is set in 1991, a recession year but also a time in which consumers were becoming increasingly comfortable with bottled water. Clearly Canadian marketed itself as bottled water, but its sugar content exceeded that of many colas. The paper recommends that the company continue establishing alliances with distributors while identifying and then acquiring smaller production firms in diverse geographical areas in North America. Bibliography lists 2 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSclearCan.rtf
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Unformatted sample text from the term paper:
Canadian is an older company than it appears to be, having largely existed under other names for several years. Senior management has established a pattern of pursuing a specific
market that not always has been clearly defined, either at the outset or further into the production and sales effort. One of those earlier products was Jolt Cola, which
boasted much higher caffeine and sugar levels than other comparable products. The product enjoyed strong sales in the beginning, but it arrived on the market shortly before many individuals
began making concerted efforts to reduce their intakes of caffeine and sugar. The companys current product, Clearly Canadian bottled water, holds greater promise
than some of the earlier efforts. The current product can be seen by the consumer as a healthier alternative to colas and other sodas, even though the Clearly Canadian
products are highly similar to soda products (Morgenson, 1991). The Situation The current product (and
company name), Clearly Canadian, fits no market category that has previously existed. It is water based and "technically" a bottled water, but it simultaneously is not just a bottled
water on the same order as the products against which it competes. Perrier is an example of a primary competitor; the companys product is simply bottled water with nothing
added. An alternate product is a sparkling water to which carbon dioxide has been added. In contrast, Clearly Canadian has the same
appearance as any other bottled water. The difference is that it has flavor and carbonation added, along with more sugar than most commonly available colas. Its formulation has
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