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International Marketing Plan

International Marketing Plan


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Published by Rezaul Huda
International Marketing Plan for Exporting Bottled Water
International Marketing Plan for Exporting Bottled Water

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Published by: Rezaul Huda on Oct 19, 2009
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Spritzer is one of the most integrated and largest bottled water producers in South-East Asia.
Spritzer comprises five subsidiaries which are involved in the manufacturing and distribution
of natural mineral water, sparkling natural mineral water, distilled drinking water, carbonated
fruit flavored water, carbonated fruit flavour isotonic water, teas, toothbrushes, performs and
packaging bottles (Chuan Sin Sdn Bhd corporate report 2008). The Spritzer mineral water is
the first company in Asia to have obtained the prestigious certification by NSF International,
which recognized worldwide as the premier third party certifier in its specialties (Health &
Environmental). The NSF certification is well recognizing by FDA, WHO, FAO and Health
Canada as having demonstrated high GMP in the processing of bottled water (1996).

2.1.1 Reasons of Internationalization

SPRITZER would like to extend their global market share considering the global bottled
water market grew by 7% in 2007 to reach a value of 60.9 billion and the market forecast in
2011 to have a value of 86.4 billion, an increase of 41.8% since 2007 (Bottled Water-Global
Industry Guide, 2008). Consumers spend a collective $100 billion every year on bottled water
and worldwide bottled water consumption surged to 41 billion gallons in 2007, up 57 percent
since 1999 (Beverage Marketing Corporation, appendix 1).


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