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Essay / Research Paper Abstract
This 6 page paper proposes a strategy that a regional water bottler could use to compete in a market with the large international firms. The strategy proposed is one of differentiation using local image and environmental issues to create a desirable image and help increase sales cost effectively. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEwaters.rtf
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Unformatted sample text from the term paper:
Executive Officer of a small regional producer of bottled water will need to consider the companys resources, its core competencies and the external market when deciding on an appropriate strategy.
For a regional company it is highly unlikely that a strategy pursuing cost advantage would be viable, large companies are more likely to benefit from economies of scope and scale
(Nellis and Parker, 2000). When looking at Porters generic strategies of competitive advantage where the company cannot obtain a cost advantage it leaves the competitive advantage of differentiation (Thompson, 2007).
Using a strategy of differentiation we will propose that the company will present itself as the local option, creating and then communicating an
image associated with the region that it is competing in. The image could include local landscapes, especially those associated with water such as lakes and waterfalls and building on the
image of being an environmentally friendly product; having a low carbon footprint due to its local origins. The image of a company associated with the region can enhance its with
first original images which may include landmarks or associated images. For example, the use of a local flag or logo that has a strong connection, the example the thistle and
Scotland for a Scottish regional company, or a moose head for a Canadian company. The product itself will be packaged in plastic
bottles which can be recycled, and are made partially from recycled material, this will help to enhance and justify the image of the company being environmentally friendly. The labels will
include an image of a local landscape which appears to be healthy and pure; where possible images of water should be included within the landscape image, as long as they
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