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Bit Problem & Analysis

In: Business and Management

Submitted By ab1450
Words 1691
Pages 7
1. Executive Summary The primary goal for the Brita products company is to obtain faucet mounted products’ retail market share by at least 10 % in 2 years as a niche product targeting younger people aged between 18 and 44 in western U.S. while maintaining the market share of pitcher products. The main impediment for this is that PUR, number 2 brand, already has owned 74% of total faucet mounts sales in market. The solution for this can be divided into 2. One is to launch innovated faucet-mounted products to earn the market, highly preoccupied with PUR and the other one is to redirect the market towards younger people for Brita pitchers.

2. Problem analysis
The most important goal is to obtain faucet mounted filter product’s market share by about 5% in the first year and increase market share by at least 10% in the second year by launching the faucet-mounts as a niche product targeting younger people(18-44), maintaining water purification market share from pitchers. Increasing market share is the primary goal over building brand equity or increasing profitability for several reasons. Firstly, in the consideration of market share, water purification market’s future looks bright as the safety of tap water is growing concern to U.S households. A 1999 survey found that 72% of all respondents seriously concerned about the quality of their households’ tap water and the number of people not caring about water quality is decreased from 47% in 1995 to 35% in 1999. Therefore, when it comes to market share of the Brita company, there is high possibility of increasing market share for the Brita which has 83% from pitcher sales and 75% of filter sales in 1998 and about 70% of the market share in industry. Secondly, to deal with the situation that PUR, the sole competitive number 2 brand, has already launched faucet mounted product and owned 74% of total faucet mounts sales...

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