Tipperary Water
1. Executive Summary
The desire of a company to expand to foreign markets leads to the need for an international market selection. The market segmentation process needs a good research and a well organised selection process. The selected country as a result of the whole process has to have the potential market for the company's products. In this report, first, we are going to analyse and segment the possible markets for Tipperary Water Co. Ltd in European as well as in non-European countries. Then we will analyse and decide which international entry strategy is suitable to enter the chosen market. The model for the International Market Selection (IMS) is based on the model by Hollensen .
2. Current Situation
Tipperary Water Co. Ltd was founded by Patrick and Nicholas Cooney in 1986 in Tipperary, Ireland. The company has its headquarters in Dublin, Ireland at present and it is part of The Gleeson Group, which also has other products like cider or wine. It is among the top 200 companies in Ireland.
The product line of the company consists of bottled mineral water, both still and sparkling, which were the first Irish mineral water meeting the requirements for the European Union in 1987. Originally producing natural mineral water, the company has expanded its portfolio with bottled water for kids, flavoured mineral water, mineral water as an energy drink, and also glass bottled mineral water. The products have won the gold medal award by The British Bottlers Institute several times and made the company a major national brand with 15% market share in Ireland.
Natural Mineral Water is becoming a more common used product, so the company decided to expand its market out of Ireland. Right now the first step is to segment the possible markets for the company.
3. The European Market
Bottled mineral water is becoming more and more common as a substitute to alcohol when socialising in the European countries. People also tend to drink bottled instead of tap water.
The desire of a company to expand to foreign markets leads to the need for an international market selection. The market segmentation process needs a good research and a well organised selection process. The selected country as a result of the whole process has to have the potential market for the company's products. In this report, first, we are going to analyse and segment the possible markets for Tipperary Water Co. Ltd in European as well as in non-European countries. Then we will analyse and decide which international entry strategy is suitable to enter the chosen market. The model for the International Market Selection (IMS) is based on the model by Hollensen .
2. Current Situation
Tipperary Water Co. Ltd was founded by Patrick and Nicholas Cooney in 1986 in Tipperary, Ireland. The company has its headquarters in Dublin, Ireland at present and it is part of The Gleeson Group, which also has other products like cider or wine. It is among the top 200 companies in Ireland.
The product line of the company consists of bottled mineral water, both still and sparkling, which were the first Irish mineral water meeting the requirements for the European Union in 1987. Originally producing natural mineral water, the company has expanded its portfolio with bottled water for kids, flavoured mineral water, mineral water as an energy drink, and also glass bottled mineral water. The products have won the gold medal award by The British Bottlers Institute several times and made the company a major national brand with 15% market share in Ireland.
Natural Mineral Water is becoming a more common used product, so the company decided to expand its market out of Ireland. Right now the first step is to segment the possible markets for the company.
3. The European Market
Bottled mineral water is becoming more and more common as a substitute to alcohol when socialising in the European countries. People also tend to drink bottled instead of tap water.