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Mount Franklin Swot Analysis

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SWOT Analysis - Mount Franklin
Strength - Mount Franklin bottled water belongs to the popular Coca Cola Amatil Company (CCA). It can even be considered as health alternative to Coco Cola Amatil’s carbonated drinks. Being a key product of a large company, Mount Franklin can have access to more funds needed to be innovative and create more product lines to cater to the needs and wants of the consumers. Having 17% market share in its respective market also has its advantages such as consumer loyalty. Another plus point is that it is readily available at a lot places such as supermarkets, vending machines, conveniences stores, restraints, food courts, shopping centres etc.
Mount Franklin water has built quite a strong reputation for itself as a company that is geared towards social responsibility and environmental sustainability. It is a social friendly brand that supports the pink ribbon campaign as well as sponsoring for the Australian tennis and netball teams. Mount Franklin also has a wider audience range. There are no age limitations for the product’s main audience. The brand targets people who are active and on the go, especially those who do not have the time to fill up a bottle. Also water being an essential necessity for survival ensures that bottled water products such as Mount Franklin will always be in demand.
Weaknesses
One main weakness for the Mount Franklin brand is its price. Consumers may be willing to pay a bit more believing that they are contributing to the environment or McGrath’s Breast Cancer campaign. But there are cheaper brands such as THANKYOU bottled water whose profits goes to funding water projects in developing nations around the world. Mount Franklin on the other hand has come under criticism for paying the same amount since 2006, which is $250,000, towards the McGrath Foundation, instead of donating a percentage of the 5.2 million

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