Dasani Water Analysis

Table of Contents

Introduction and History page 3

Mission Statement and Vision page 3 & 4

Strengths page 5

Weakness page 5 & 6

Opportunities page 6

Threats page 6 & 7

Conclusion page 9

Bibliography page 10

Table of Tables

Table 1 - SWOT Analysis page 4 & 5

Table 2 - Dasani’s Market Position in the Bottled Water Market Share page 7 & 8

Table 3 - Number of People Who Consumed Dasani Water page 8

Table of Charts

Chart 1 - 2017 Sales for Dasani Water and Competitors page 6

Dasani Water Brand Analysis

Introduction

If you were to tell someone 50 years ago, that you will be able to bottle something that is generally free to little cost, re-brand it, sell it and make billions; you would be thought of as crazy. But that’s just what the bottled water market has done. It has changed the way the world consumes the clear liquid that is needed to sustain life.

History of Dasani Water

One of the leading producers of the bottled water market has been Coca-Cola’s brand, Dasani Water. Coke first entered the North American bottled water market in 1999 (Coke Enters North American Bottled Water Market With 'Dasani', 2017). Dasani is a purified, non-carbonated bottled water, with minerals added to enhance taste. The water its self is derived from tap water. Dasani water is then purified with a state of the art reverse osmosis system. The water is then infused with a trace amount of minerals to enhance taste. (Purified Water, 2017)

Mission Statement

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. (Mission, Vision & Values, 2017)

• To refresh the world...

• To inspire moments of optimism and happiness...

• To create value and make a difference

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. (Mission, Vision & Values, 2017)

• People: Be a great place to work where people are inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.

Table 1 – SWOT Analysis for Dasani Water by Coca-Cola

Strengths

- Under the parent company of Coca-Cola

- Somewhat sustainable 100% recycled plastic bottle Weakness

- The use of tap water as a water source

- Price compared to other brands that use tap water

Opportunities

- Health conscious consumers

- Expansion of the Dasani name Threats

- Sustainable water containers

- The use of plastic

Strengths

One of most obvious strengths Dasani has, is that it’s attached to its parent company Coca-Cola. Coca-Cola provides the platform to get the Dasani brand out on the market. One example of this is Coke’s relationship with fast food chain giant, McDonalds. More than likely if Coke did not have a business relationship with McDonalds, Dasani would not be sold at McDonald’s. But because Coca-Cola is so widely known, it helps propel the Dasani label throughout the market.

With an ever-growing global concern of the environment, Dasani has developed a 100% recyclable bottle. The bottle is also made of 30% plant material. (Purified Water, 2017) These two facts alone can reach out to a completely different target market. There have been many environmental activists that have been outspoken on the world’s use of plastic for the bottled water market. Dasani’s “Plant Bottle” could help bridge the gap with many that were opposed to drinking bottled water; on the basis of the amount of plastic used to sell bottled water.

Weakness

Perhaps the biggest weakness for Dasani, is the stigma that surrounds the use of tap water. Dasani’s water source is tap water, no natural spring or mountain source. Dasani has tried to pull away from this by incorporating their state of the art filtration system. ( Purified Water, 2017)

Another weakness