11 May WHY IS THIS USEFUL AND HOW RELEVANT IS IT IN MARKETING?
Bottled water, consisting of still and sparkling unflavored and flavored waters, is a hot industry-sales grew by 8.8 percent between 2001 and 2006 and are expected to grow another 48.5 percent by 2011. The bottled water industry in the United States totaled 31.4 billion liters valued at $15.6 billion in 2006-that’s an average of $0.50 in revenue per liter. Big players in this industry include Nestle, PepsiCo, and Coca-Cola. Nestle is the market leader, selling 9.58 billion liters, followed by PepsiCo’s 4.33 billion liters and Coca-Cola’s 3.74 billion liters.
1. Refer to Appendix 2, Marketing by the Numbers Chapter 18, and calculate 2006 market shares by volume for Nestle, PepsiCo, and Coca-Cola in the bottled water market. Why would someone in a management position in either business or marketing need to know this information? How would this information be relevant and applicable in marketing?
2. How much revenue did one market share point represent in 2006? How much will it represent in 2011? Why is this useful and how relevant is it in Marketing?
Course Book:
Kotler, P., & Armstrong, G. (2014). Principle of Marketing (15th ed.). Retrieved September 17, 2016
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