Contents Introduction 1 Background 1 Situational Analysis 1 P.E.S.T.L.E Analysis 2 S.W.O.T Analysis 3 Porter Five Forces Analysis 3 STP Analysis 4 Possible Options Available 5 Do nothing 5 Manage decline 5 Develop and implement a marketing strategy for growth 5 Short term - Expand existing market 5 Long term - Increase Market Share 6 Conclusion 6

Introduction
This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
The report is broadly comprised of …show more content…

The product is neither significantly unique nor essential to ensure success on its own and taken in the context of a large number of substitutes, consumers therefore hold significant purchasing power. Simultaneously, Brita has to take in consideration the highly competitive nature of the market. If Brita does not update its product benefits, and then position themselves in such a way that they offers customers a unique benefit vis-à-vis competitors, it is likely further lose market share. Therefore, customers and matching their lifestyle choices should be the focal point of Brita strategy if double growth has to be gained. S.W.O.T Analysis

STP Analysis

Segmentation
Using Behavioural Segmentation, i-Fusions have considered 6 predominant market segments. See Appendix B and C
Tap Traditionalists: Slow to change, like the convenience and cheapness of tap water.
Weary Tap Users: Low involvement in their water drinking decisions. Like tap water and unlikely to change. They are also the lowest consumers of total water per day.
Principled Filter Fans: High involvement in their water consumption decisions and believe filtered water is more healthy.
Affluent Fridge Fans: Highly involved in their water consumption decisions and associate water with health and weight control.
Assertive Self Improvers: Highly