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THE QUENCH CASE STUDY

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THE QUENCH CASE STUDY
THE QUENCH CASE STUDY
Contents

1. Executive summary----------------------------------------------------------------------2
2. Problem Identification and Analysis-------------------------------------------------2
3. Generation and Evaluation of Solutions---------------------------------------------3
3.1 Act immediately to cope with the negative publicity-----------------------------3
3.2 Produce environmental friendly package-----------------------------------------3
3.3 Emphasize the healthier alternative to fizzy drink-----------------------------4
3.4 Decrease the price---------------------------------------------------------------------4
4. Recommendations------------------------------------------------------------------------4
5. Bibliography------------------------------------------------------------------------------5

1. Executive summary
The case study advises the Quench on how best to rescue the company’s current crisis from the decrease of the sales volumes. This is mainly because there is an increased concern from the public with an eco-friendly consciousness associated with the packing, sustainable resources and ecological logistics issues of bottled water. The company currently is trying to find some solutions to mitigate the current situation. One feasible way is through cutting price to attract customers’ attention in order to achieve the sales performance.

2. Problem Identification and Analysis
Quench, as a worldwide bottled water company with a good reputation, recently, its sales performance has dropped in the United Kingdom mainly due to the increasing public environmental awareness in terms of the package and sustainable resources of the bottled water. Thompson, cited in Siegle (2008), pointed out that in some degree the bottled water is like the abstract litter after he found nine different polymers consistent with water bottles during tracking plastics particles experiment (Siegle, 2008). Apparently, the safety of the


Bibliography: Boddy, D (2008), Management an Introduction (4th edition), FT Prentice Hall Environmental Leader (2007), Nestle Waters’ CEO Counters Bottled Water Criticism. [Online] Retrieved from: http://www.environmentalleader.com/2007/09/05/nestle-waters-ceo-counters-bottled-water-criticism/ [Accessed 21st November 2010] Mintel (2009) ‘Bottled Water’ Mintel Oxygen-UK-October [Online] Retrieved from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=394186 [Accessed 21st November 2010] Siegle, L (2008), it’s just, right? Wrong. Bottled water is set to be the latest battleground in the eco war [Online]. The Observer Retrieved from: http://www.guardian.co.uk/environment/2008/feb/10/water.foodanddrink [Accessed 21st November 2010] Reflective statement This is my first time to write case study. It is a good experience and it gave me an opportunity to practice more about academic writing. The most difficult part for me was I have got very limited ideas. But I feel better after looking the articles teacher advised us to read. Compared with assignment 1, I have significantly improved my skills of using linking words to let my essay look more coherence. I suggest that I could focus on presenting my ideas more clearly to let my article look more persuaded. Overall, I am satisfied with my first attempt in case study
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