Strategic Group Map Of Bottled  Water Market / Industry 

Topics: Marketing, Map, Bottled water Pages: 11 (363 words) Published: December 31, 2014
Strategic Group Map Of Bottled
Water Market / Industry

Stakeholders
Natural Environment

Society / Local Community

Government organizations

Local guilds

Employees

Water Bottling Plant /
Manufacturer of bottled water

Suppliers

Clients

Consumers

The power - interest matrix

Level of Impact

Low



Government org.



Professional org.



Associations



Employees



Society



Local Community



Natural Environment



Local guilds



Consumers



Suppliers



Clients

High
Low

High
Level of Interest

Top6 competitors








Żywiec Zdrój owned by Danone
 Waters
 
Nałęczowianka owned by Nestle
 Waters
 
Kropla
 Beskidu
 owned
 by
 Coca-­‐Cola
 
Górska
 Natura
 owned
 by
 PepsiCo
 
Staropolanka
 owned
 by
 Uzdrowiska
 Kłodzkie
 S.A
 
Cisowianka
 owned
 by
 Polskie
 Zdroje

1st place: Zywiec Zdrój has 26% of market share
2nd place: Nałęczowianka with 10% of market share
3rd place: Cisowianka 9% of market share
4th place: Kropla Beskidu
5th place: Górska natura
6th place: Staropolanka

Strategic Group Mapping


All of the analysed companies have a similar
approach to the market and position.



They have comparable product line breadth (e.g.
carbonate, non-carbonate, flavour, size)



They use same product attributes to appeal



These companies sell products in the same price
range and are of similar quality



Also have similar service standards, distribution
channels



These brands belonging to internationals
companies and cover same geographic areas

STEP 1: Identify competitive characteristics that
differentiate firms in an industry from one another

Product Line - Size Range

Wide

Limited
Low

Price

High

STEP 2: Plot firms on a two-variable map using
pairs of these differentiating characteristics

Product Line - Size Range

Wide

Limited
Low

High
Price

STEP 3: Assign firms that fall in about the
same strategy space to same strategic group

Product Line - Size Range

Wide

Limited
0,99zł

Low

High
Price

2,49zł

STEP 4: Draw circles around each strategic
group, making circles proportional to size of
group’s

Product Line - Size Range

Wide

Local scale

Limited
Low

High
Price

Interpreting Strategic Group Maps
Gaps in the strategic map might indicate business opportunities

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Product Line - Size Range

Wide

???

Limited
Low

High
Price

Interpreting Strategic Group Maps
At the crossing- group place on the map we have the largest competitive struggle. Companies in the groups are directly competitors

Product Line - Size Range

Wide

Local scale

Limited
Low

High
Price

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