LP-I - ANALYTICAL THINKING: (Learning Portfolio) DASANI...

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ANALYTICAL THINKING: (Learning Portfolio) DASANI Bottles: Problem: Sales of Dasani Bottled mineral water declining. Issues: 1. New competition in the market 2. Quality 3. Price increase 4. Reduce the expense on marketing and advertising. 5. Reduce in shelf space- channel and distribution 6. Substitute product has increased- wid lesser price Hypothesis: I. New Competition is taking away the market share Key Question: 1. Is the Price of the new competition is lower than Dasani bottled water? a. Did the competition get a cheaper source of water? b. Did the competition get cheap labour? c. Did the competition save on tax and duty – plant location. .etc? 2. Is the quality of the competition better than Dasani bottled water? a. Did they get a better source of water? b. Did they use better packaging material? c. Did they use better purification technique? 3. Is the Competition’s packaging more attractive than Dasani bottled water? a. Did they use a sleek design? b. Is there product more stylish? c. Did they make it easy to use/carry- handle etc.? d. Is the bottle more colourful? 4. Is the competition gaining larger shelf space than Dasani ? a. Are they giving better mark-up to retailers? b. Are the consumers demanding more of this product? 5. Is the competition using a biodegradable /ecofriendly material for the bottles? 6. Is the competition using a natural source of water?
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This note was uploaded on 10/28/2010 for the course MGMT 5566 taught by Professor Kung during the Spring '10 term at European School of Economics, New York.

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LP-I - ANALYTICAL THINKING: (Learning Portfolio) DASANI...

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