Strategic Group Map Of Bottled  Water Market / Industry 
Strategic Group Map Of Bottled
Water Market / Industry
Stakeholders
Natural Environment
Society / Local Community
Government organizations
Local guilds
Employees
Water Bottling Plant /
Manufacturer of bottled water
Suppliers
Clients
Consumers
The power - interest matrix
Level of Impact
Low
•
Government org.
•
Professional org.
•
Associations
•
Employees
•
Society
•
Local Community
•
Natural Environment
•
Local guilds
•
Consumers
•
Suppliers
•
Clients
High
Low
High
Level of Interest
Top6 competitors
•
•
•
•
•
•
Żywiec Zdrój owned by Danone Waters Nałęczowianka owned by Nestle Waters Kropla Beskidu owned by Coca-‐Cola Górska Natura owned by PepsiCo Staropolanka owned by Uzdrowiska Kłodzkie S.A Cisowianka owned by Polskie Zdroje
1st place: Zywiec Zdrój has 26% of market share
2nd place: Nałęczowianka with 10% of market share
3rd place: Cisowianka 9% of market share
4th place: Kropla Beskidu
5th place: Górska natura
6th place: Staropolanka
Strategic Group Mapping
•
All of the analysed companies have a similar approach to the market and position.
•
They have comparable product line breadth (e.g. carbonate, non-carbonate, flavour, size)
•
They use same product attributes to appeal
•
These companies sell products in the same price range and are of similar quality
•
Also have similar service standards, distribution channels •
These brands belonging to internationals companies and cover same geographic areas
STEP 1: Identify competitive characteristics that differentiate firms in an industry from one another
Product Line - Size Range
Wide
Limited
Low
Price
High
STEP 2: Plot firms on a two-variable map using pairs of these differentiating characteristics
Product Line - Size Range
Wide
Limited
Low
High
Price
STEP 3: Assign firms that fall in about the same strategy space to same strategic group
Product Line - Size Range
Wide
Water Market / Industry
Stakeholders
Natural Environment
Society / Local Community
Government organizations
Local guilds
Employees
Water Bottling Plant /
Manufacturer of bottled water
Suppliers
Clients
Consumers
The power - interest matrix
Level of Impact
Low
•
Government org.
•
Professional org.
•
Associations
•
Employees
•
Society
•
Local Community
•
Natural Environment
•
Local guilds
•
Consumers
•
Suppliers
•
Clients
High
Low
High
Level of Interest
Top6 competitors
•
•
•
•
•
•
Żywiec Zdrój owned by Danone Waters Nałęczowianka owned by Nestle Waters Kropla Beskidu owned by Coca-‐Cola Górska Natura owned by PepsiCo Staropolanka owned by Uzdrowiska Kłodzkie S.A Cisowianka owned by Polskie Zdroje
1st place: Zywiec Zdrój has 26% of market share
2nd place: Nałęczowianka with 10% of market share
3rd place: Cisowianka 9% of market share
4th place: Kropla Beskidu
5th place: Górska natura
6th place: Staropolanka
Strategic Group Mapping
•
All of the analysed companies have a similar approach to the market and position.
•
They have comparable product line breadth (e.g. carbonate, non-carbonate, flavour, size)
•
They use same product attributes to appeal
•
These companies sell products in the same price range and are of similar quality
•
Also have similar service standards, distribution channels •
These brands belonging to internationals companies and cover same geographic areas
STEP 1: Identify competitive characteristics that differentiate firms in an industry from one another
Product Line - Size Range
Wide
Limited
Low
Price
High
STEP 2: Plot firms on a two-variable map using pairs of these differentiating characteristics
Product Line - Size Range
Wide
Limited
Low
High
Price
STEP 3: Assign firms that fall in about the same strategy space to same strategic group
Product Line - Size Range
Wide