Question

Questions:

1) Should Martin enter this highly competitive supply-driven market dominated by big players? Give reasons for your decision.

2) How could Martin ensure that his offering was sustainable? Could sustainability be a key point of differentiation in his strategy?

3) If you were Martin, how would you enter this competitive market – what could be the potential key point(s) of differentiation?

4) How would you position the brand? Give specific brand elements that you would consider when building a brand identity.

5) How would you build “buzz” and market the brand with a limited marketing budget?

Solution

Should Martin enter this highly competitive supply-driven market dominated by big players? Give reasons for your decision.

Yes.

By Martin prioritising on high-quality and health food products, he would be able to outdo the major orgnisations whose products have been noted to cause health complications, pollution and wastes.

Also, through networking, Martin has been able to facilitate changes in consumer needs being core for venture in the food market. This is by appropriately prioritising on the consumer trends, healthcare needs, personalized and customized services which are increasingly becoming critical. Through Martin active involvement, he would harness embrace of change and profitability in the beverage industry hence dominance.

Also, the big players target the high-end markets where Martin need to target the low-class market through provision of online products. This would be harnessed by pursuing the B2C market which is fit for new brands joining the consumer’s market. Hence, the hospitality sector is best fitting being the primary target.

How could Martin ensure that his offering was sustainable? Could sustainability be a key point of differentiation in his strategy?

For ensuring sustainability of the offering, Martin ought to ensure he is creating products addressing sustainability issues linked with CO2 emissions. Also, in packing the beverages, end-product quality ought to be sustainable. By consistently pursuing research and development, Martin would attain promotion of sustainability and best practice in their practices.

Yes, sustainability is a key point of differentiation in his strategy. In specific, by use of 3 pillars of sustainability; economy, society and environment, a sustainable offering would be achieved. This would ensure they make profits, engage different stakeholders and planet factors.

If you were Martin, how would you enter this competitive market – what could be the potential key point(s) of differentiation?

In the significantly competitive beverage sector, the most appropriate strategy to venture entail coming up with a high quality product. This is for targeting health conscious clients who are substantially on the rise in this market.

The core points of differentiation would be followed by Martin through prioritising on their products, service provision, distribution channels, relations, reputation/image and costs. The rationale for this is ensuring products, services, distributions channel, relations, reputation/image and costs. This is of ensuring the product attains market leadership and is the most appropriate.

Further, as the best practice in differentiation, these would entail;

Small but good weight product facilitating online sales channels appropriate application
Aware on health nature of their clients as a core indicator of product differentiation
A 100% recyclable packaging
Uniqueness of designing and shaping the brand and appropriate positioning
Variety of flavouring and appropriate formulae pointing Waterdrops strengths

How would you position the brand? Give specific brand elements that you would consider when building a brand identity.

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