Case Analysis Fairchild Water Technologies, Inc.

CLEAR is great for those individuals that would like to use this product as a supplement to their daily vitamin regimen or as an additive to their green tea to maximize absorption of the antioxidants and other wonderful health benefits in green tea.

Brita was founded in 1966 by Heinz Hankammer. A German company that specializes in water filtration products. The Clorox Company here in the United States entered into a licensing-and-distribution agreement with Brita in 1988 and soon after acquired the sole rights to the brand in North America but in 2008, Brita returned to the North American market under the brand Mavea. Brita’s products include water jugs, tap attachments and kettles. Brita’s main headquarters are located in Taunusstein, Germany and other than in Germany, the company has major production facilities are in Switzerland and the United Kingdom. Brita’s products are distributed worldwide, reaching more than 60 countries and are sales partners in more than 45 countries. The filtering mechanism that makes Brita’s products so effective is their silver-impregnated activated carbon and ion-exchange resin disposable filters. That means that the filters have a double action force that first the carbon removes substances that may impair taste (chlorine and chlorine compounds) and then the ion exchange resin is used to reduce the carbonate hardness (limescale) found in tap water. This reduces metals that can be found in tap water such as copper and lead.

1. Who are the country’s main competitors and how is it positioned relative to these main competitors?

CRITICALLY CONTRAST THE KEY ELEMENT OF GUCCI’S MARKETING STRATEGY TO ITS CLOSEST COMPETITOR. JUSTIFY WHY YOU HAVE CHOSEN THIS COMPANY AS GUCCI’S CLOSEST COMPETITORS

Each of the following parts describes a firm that was an early mover in its market. In light of the information provided, indicate whether the firm’s position as an early mover is likely to be the basis of a sustainable competitive advantage, and explain why or why not. (2 points: 1 point each)

The biggest impediment is that the Clorox enters an already existing market and the dominant market leader, PUR, has well developed its “PUR Ultimate” system. Moreover Procter & Gamble are about to take control over PUR. It is also likely that the sale of

3. Describe the competitive strategies used by each of Williams-Sonoma’s competitors. Which of these are most effective?

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

Opportunities: Sustainable development is a major issue been concerned by us. In Australia, water scarcity is one of the major issue. Bluescope Water was established in 2004 in anticipation of increased water scarcity by developed and released a range of products, rainwater tanks, to ease the pressure of water resources. These new brands will bring great economic and social benefits.China, Russian Economic and Middle East steel demands remain strong thus global steel prices keep high. These make good opportunity for Bluescope to earn profit at international market.

Only one firm in any sector or industry can have this advantage (Porter, 1985). The alternate source of competitive advantage is differentiation, this is where the firm "provides something unique that is valuable to buyers beyond simply offering a low price” (Porter, 1985; p120). The firm needs to show that it is different in some way, this may be a product or service characteristics, or may be an intangible aspect such as a firm image or brand (Porter, 1985). The brand is a useful tool that can support the differentiation, by creating the image or association that the consumers will link with the differentiation (Kotler and Keller, 2008). There are many examples; from premium quality brand such as Cartier, to high tech firms such as Apple and mass market brands such as Coca-Cola, in each case the brand has been developed to be associated with specific values and characteristics that help to identify the firm and why it is different (Kotler and Keller, 2008).

The issues in this case revolve around the launch of a mini-oxidation product which will solve global clean water issues. Their filtration unit has already experienced two failures in the launch of this product. Vyas, the business manager of this unit, is convinced that the unit can be turned around by innovativeness. He revives an abandoned oxidation technology and recommends his team to develop a small-scale oxidation system with the capacity of disinfecting waste-water in small batches. While the market analysis of the product proved promising, marketing the product was a tussle and it failed due to defects in the design and lack of interest in the market. Through a three-phased process recommended by Cynthia Jackson, Vyas team was

Platter, a successful designer and entrepreneur from the computer peripherals industry, soon became involved in attempting to design an improved product. This analysis examines the most important user needs in the water purifier market and what characterizes an outstanding concept for a water purification device for backpackers and other outdoor enthusiasts. Further competitor’s products are also analysed while determining on how to go ahead with the plan.

Who are the companies or brands with which the organization or brand competes? What are their sales and market share trends? How do their approaches to the market differ from the organizations, and from each other? Are there any specific weaknesses in any competitors that can be turned into opportunities? Are there any specific strength that are major threats? What adjustments have been made? Succeeded or not? What other changes are being contemplated? Why?

When LS&Co had to choose brand elements for the new line to get strongly back in the market, it paid a lot of attention to the logo and the name because the aim to gain again the „baby boomers“ interess was not so easy.

Same of the world's biggest investors had chosen water as the commodity that could appreciate the most in the next several decades. "There is only one direction for water prices at the moment, and that's up," stated the manager of a $2.9 billion water fund based in Ceneva.? Similarly, General Electric's CEO Jeffrey Immelt anticipated doubling GE's revenue from water purification and treatrnent to $5 billion by 2010.10 The Inter-American Development Bank invested $3.1 billion in water and sanitation projects in Latin American between 2003 and 2005.11