Starting point of the BWT steering marketing case to be developed during sessions.
BWT Company was established in 1990 to produce water treatment products and services that are economic. It has set worldwide technology standards for the water technology enterprise through its high-quality processes, goods and services. Although the company is based in Europe, it has branches all over the world in locations such as USA, Germany, Austria, Italy, Benelux and Switzerland. Their range of products includes; water in air- conditioning systems, heating water systems, process water and water for pharmaceutical industry, swimming pool water, and drinking water.
Water is an essential requirement in almost everything done by human beings, and, therefore, water supply to the market, collection, and treatment of wastewater encompasses the capital investment in infrastructure.
|Consumer||Amount spent on Water Intake (In USD)|
|Municipal Apex||$25.3 billion|
|Federal Apex||$ 8.9 billion|
|Packaged Water Companies||$6.1 billion|
|Industrial Services||$3.7 billion|
|Irrigation Equipments||$1.6 billion|
Table 1.1: US water market percentage out of $113 billion
The US water sector is characterized by a high water usage with the average American family using more than 300 gallons daily.
|Reasons of Water Usage||Percentage of Water being used|
Table 1.2: Water usage in household chores (out of the 70% of total consumption)
The statistics for the remaining 30% used as follows: thermoelectric power-41.5%, irrigation-37%, agriculture- 2/6%, industrial use and 5% for industrial purposes.
|Areas where water is used||Percentage of Water being used|
|Other Industrial purposes||5|
Table 1.3: Water usage by industries (Out of the remaining 30% of total consumption)
Their products in the area of water treatment include electrolysis systems, micro-Nano filtration, reverse osmosis systems, de-carbonization, UV systems, electro-dialysis, ozone technology, electrode ionization and electrolysis services. Their products are distributed by a network of over 2600 employees.
|State||Percentage of total withdrawals||Cumulative percentage of total withdrawals|
Table 1.4: Total Water Withdrawals, top states, 2010
The above mentioned data shows that the amount of water being utilized in the United States is being used simultaneously by multiple states. While some states are conservative in using water supplies, others are not that careful. This is leading to a serious condition of water crisis in many other parts of the country.
Various type of information is crucial for the development of a marketing plan. Any company developing the plan must, therefore, carry out an evaluation to determine both the information available and to miss. There is no structured and detailed knowledge about the countries water stakeholders. Information about the primary source of water, the characteristics of the other water providers or even their mode of operations is missing. Information about the external forces influencing the water sector in the US also has to be sought.
The water company faces competition from other water supplies such as American water, Cambrian Innovation, Coca-Cola Company among others. These companies have similar objectives of providing safe water, supplying clean and affordable water. In addition to the company’s focus on maintaining a sustainable supply. Competition may be as a result of other companies improved the technology of smart meters, acoustic pipeline monitoring systems and a quick response team with automated water pump schedules for improved efficiency.
The BWT Company needs to know the demands and needs of the consumers before venturing into the territory. In the market there are many companies that claim to provide the best water to the people but the customer statistics say a different story.
|Year||Gallons (per capita)||Annual % change|
Table 2: U.S. Bottled Water Market (Per Capita Consumption)
The above mentioned statistics show that the demand of bottled water is increasing by the day and people want their water to be safe. This is a booming prospect of growth for the companies that want to be in this field. The BWT Company can think of better avenues with such statistics.
Beverage Marketing Corporation (2014), Beverage Marketing Corporation Report. http://www.bottledwater.org/public/2011%20BMC%20Bottled%20Water%20Stats_2.pdf#overlay-context=economics/industry-statistics
BWT (2015) Best Water Technologies Company. Retrieved November 6, 2015 from http://www.bwt-group.com
U.S. Geological Survey (2010), Total Water Use. http://water.usgs.gov/watuse/wuto.html
WS (n.d) Water Use Today. Retrieved November 6, 2015 fromhttp://www3.epa.gov/watersense/our_water/water_use_today.html.