Aqua-Save Marketing Management: Strategy, Objectives & Market Analysis

This report provides a critical examination of Aqua-Save's current market position, focusing on its innovative water recycling products and technology. It outlines three key marketing objectives for the company over the next three years, identifies three major target segments (health, food, and clothing industries), and analyzes the competitive landscape using Porter's Five Forces. The report also details the marketing mix strategies necessary to effectively position the brand in a competitive market, emphasizing product differentiation, competitive pricing, promotional activities, and strategic placement. Ultimately, the report advocates for the adoption of Aqua-Save's environmentally friendly technology to reduce disposal costs and enhance sustainability.

Running head: MARKETIG MANAGEMENT OF AQUA-SAVE
MARKETING MANAGEMENT OF AQUA-SAVE
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1MARKETING MANAGEMENT OF AQUA-SAVE
Executive summary
The purpose of this report is to critically examine the current market position of the company
Aqua-save. The report focuses on the products and technology offered by Aqua save. It offers
products that help the manufacturing company to reduce the water waste and dispose of off-site.
It minimizes the problem of disposal. It is a highly innovative, versatile and environment-
friendly product. This is a product that is highly required by manufacturing companies. The
report provides a brief overview of the company. it determines three important objectives that the
company must pursue in the next three years. The reports illustrate the three major target
segments of the company. It uses the five forces of Porter's model in analyzing the current
market position. Finally, the report illustrates the marketing mix and determines the tools
required to position the brand in the competitive market.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Marketing objectives of Aqua-save.................................................................................................6
Target segmentation of Aqua-save..................................................................................................7
Marketing mix of Aqua-save...........................................................................................................8
Product in the marketing mix of Aqua-save................................................................................8
Price in the marketing mix of Aqua save...................................................................................10
Promotion in the marketing mix of Aqua save..........................................................................10
Place in the marketing mix of Aqua-save..................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................15
Porter’s five force analysis........................................................................................................15

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Introduction
The following report provides a critical analysis of the company Aqua-save. The
company is associated with water recycling and treatment of industrial wastewater. It provides a
solution to the problem of wastage of water. It saves the industries form extensive and
organizations from expensive uses of treatment and waste disposal. The company offers various
types of products and services which minimize the wastage of water and disposal problems.
Moreover, it reduces the inconvenience of the industries in offsite disposal and eliminates
expenditure of the industries. Aqua-save is one of the leading firms in the water conversation
industry. It serves a greater purpose to the environment as it deals with reducing the waster
wastage and recycling it for other purposes. it enables the firms and industries to reduce their
wasted water. It brings it added advantage for the industries to save its high cost on the disposal
of waste and saves the industry from putting an impact on the environment.
The report provides a critical analysis of the organization using pestle’s five force model.
It determines the current market position of the organization. It explains the objectives of the
organization for a three year period. The report further provides the marketing mix of the
products of Aqua-save. The product segmentation and the target audiences have been discussed
in the following report. The report also states the current brand position of the organization in
comparison with its competitors. Lastly, the report concludes that the environmentally friendly
product or technology is highly recommended to the industries in reducing the disposal cost.

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Discussion
As a strategic management tool, Porter's five force model has been implemented in
identifying its current market position. This strategy is used to observe the internal and external
threats and identify several factors that cause an impact on the business. The determinants of the
five forces of Porter's model include Threats from the new entrants, the bargaining power of the
suppliers, the bargaining power of the suppliers, threats from the substitute products, competition
among the existing firms ( Failia, et al., 2013). The five forces of the model have been used to
examine the competitive advantage of the business, identify the intensity of the completion
prevailing in the industry; it is used to have an analysis of the power the business holds in the
present business situation. It is useful in determining the strengths of the firms. Understanding
the current competitive advantage it holds in the current market position. It helps in the analysis
the extent to which the new product or service will be profitable in the market. It also helps in
identifying the weakness and improving the weakness of the business( Dobbs, et al., 2014).
 Threats of new entrants: Entry of new competitors in the market reduces the
profitability of the existing business. New firms enter the market lured by the
supernormal profits earned in the industry. New entrants in the market bring in new
innovative ways of conservation of water and utilizing the tactics of offering discounts
and low price policy. This reduces the profitability of Aqua-save. It brings in new threat
for Aqua-save as all the customers are diverted to the competitor's products. Aqua-save
needs to bring in new effective ways to retain and maintain their customers. Effective
barriers are required to overcome these challenges (Rothaermel 2013).

5MARKETING MANAGEMENT OF AQUA-SAVE
 Bargaining power of suppliers: the bargaining power of the suppliers is high in the case
of all the water conserving industry. Suppliers are in a dominant position to bargain with
the business. The suppliers are in a position to decline the profitability of the firm as it
can bargain with the business in extracting more prices from the firm. The more the
bargaining power the more it loses its profitability. In order to avoid the problem of
supplier bargaining, the company needs to increase its supply chain. So that whenever the
supplier higher the prices, the company can shift to a different supplier (Weinstein 2013).
 Bargaining power of the buyers: The bargaining powers of the customers are high. The
customers often bargain in order to acquire the product at an as much lower price as
possible. This causes the profitability of the firm to go down in the long run of the
business. The customers have a greater ability to seek for offers, price cuts, and
discounts. The company needs to increase its customer base in order to reduce the
bargaining power and increase its profitability of the firm. It provides an opportunity for
the business in increasing sales and production. Bringing new innovative ways of
conserving water, with limit the bargaining power of the customers. Bringing in new
products will also help in the retention of old customers and gaining a new customer
base.
 Threats of substitute products: There are close substitutes existing in the market.
Having close substitutes of the products increases the switching power of the customers.
Too many substitutes in the market reduce the power of the suppliers. The profitability of
the industry suffers when there are existing similar products in the markets. It serves the
purpose of different customers in different ways. When there is a high threat of substitute
products, the company’s value proposition is reduced. The company must take initiatives

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to research on the core requirements of the customer rather than just focusing on the
product. The company must look into the matter of customer satisfaction and loyalty.
This enables an increase in the switching cost for the customers (Takata 2016).
 Rivalry among the existing competitors: Aqua-save operates in a highly competitive
industry. Too much competition in the industry will pressurize the company to pull down
its profitability. This hampers the overall profitability of the business. The company
needs to avoid competition by all means. Sustainable business needs to be built.
Collaboration among the competitors needs to be done in order to increase the size of the
business.
Marketing objectives of Aqua-save
From the above analysis, the marketing objectives of the firm are identified. With proper
analysis from the above finding, there are mainly three main objectives of Aqua-save that is
increasing to a total number of sales, targeting new customers and potentially increasing the
customers, building a strong customer base and launching new products and services.
Considering the strengths and weakness from the above analysis, these objectives need to be
implied in order to increase the overall profitability of the business in the long run. The
mentioned objectives will help the organization in maintaining
As per the above analysis, Aqua-save has been facing tough competition from the
competitors, as there are new entrants in the industry. It has adversely started affecting the total
profitability of the firm. Since the profits have been reduced drastically (Dälken., 2014). The
objective of increasing the customer base must be implemented sooner. There are too many

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substitutes in the market threatening the company. Therefore, it has impacted the quality of the
products. The customers of Aqua-save know the value of recycling water and reusing it for
another purpose. Hence offering the products at comparatively lower price with discounts and
offers will increase the customer base and will be easy to penetrate the market. There needs to be
additional promotion, commercials, and advertisements so as to make believe the buyers that the
products offered by Aqua save are most trusted and preferred. This will help in increasing
customers. New products and innovative approach need to implement continuously from time to
time. It requires strong promotional policies and techniques to penetrate the market. The
company needs to target its customers well. In the span of three years time, the business needs to
pursue these objectives to overcome the business challenges and further take the business to next
level.
Target segmentation of Aqua-save
The company mainly focuses on various industries as their target customers. The three
main targeted industries include the health or medical industry, food industry and clothing
industry. It mainly aims the manufacturing industries. The products and machines are offered to
the manufacturing industries at a low price and premium quality. The main purpose of this
company is to reduce to wastewater and recycle the water for further use. It ensures that the
industries reduce their disposal cost and reduces the inconvenience of disposal. Enabling the
machines will help the companies in disposing of off-site in a more environmental way. It is a
fully automated operation hence requires minimum effort.
The company chooses to develop loyalty over targeted customers by ensuring quick and
prompt service. The company offers its products at a competitive price with premium quality. In

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the next three years, the company aims to penetrate the market by offering the best quality
products at a premium price. The company aims to promote its brand in a way that the targeted
industries feel that these machines are a necessity in the industry. It food industry is one of the
targets. The industry would highly require these products for water filtration purposes. Pure
water is highly required in the food industry. Therefore hygienic ad pure water is the main
requirement of the industry. Secondly, the medical industry is a target. They would be requiring
these machines in order to ensure pure water for medical purposes.
The utilization of these products will ensure that industries do not waste water. The
industries can reduce the cost as well as minimize their disposal of wastewater off-site. It also
provides various solutions for the treatment of waste disposal, the concentration of oil emulsions.
It offers chemical-free treatments there are no other requirements. Moreover, the company can
increase brand loyalty by promoting the product in an effective way, offering the products with
discounts and price cuts. Most importantly, premium quality products and prompt installation
services will ensure brand loyalty. This way the brand can acquire the loyal customer and further
strengthen the customer base (Kotler 2015).
Marketing mix of Aqua-save
Product in the marketing mix of Aqua-save
Aqua-save offers products of various range and has a patented technology which offers the
best solution in recycling and reusing the products in the best manner. The industries or
prospective clients can choose the best technology products from the variety of ranges provided
by the company. There are mainly two standard system products that are the Aqua-save junior 2,
the Aqua-save 30, pre-heat option and the duplex option.

9MARKETING MANAGEMENT OF AQUA-SAVE
 Aqua-save junior 2: this product has the capacity to produce 10-15 liters of clean water
and reduce and reuse the wastewater of the industries. Thereby reducing the
environmental impact of the business. The system size is 400mm * 1200mm* 1465mm.
the total weight of the product is 200kg. The power supply required in this particular
system is 400v 3-phase. The average electric consumption is 11kw. The product needs a
power supply and compressed air-related service.
 Aqua-save 30: this product has the capacity to reuse and recycle water up to 30-40 liters
per hour. The size of the system is 1150mm*1300mm*2100mm. the maximum weight of
the product is 650kg. The power supply required 400v 3-phase. The average electric
consumption is approximately 24 kW. The services required are mainly power supply
and compressed air.
 Pre-heat option- the pre heat operator is useful when there is over 5% oil contained in the
waste water. The operator extracts away the unused oil and purifies the water. It leaves
the waste water in a condition that can be used again. It can be processed as normal
water.
 Duplex Option- This operator is used to utilize a double spaced chamber. This is an
option which is available in the Duplex junior only.
There are various other services provided by the Aqua-save company. It provides solution to
maintain cleanliness. It reduces the downtown of the production, labour costs, and other disposal
related problems. It provides filtering solution of the water. It enables the service of extracting
oil from the water if there is more than 5%. It provides at least 1 ton of filtered water per day.

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Price in the marketing mix of Aqua save
The major competitors of Aqua-save are Aqua America Inc., America Water Works,
America states Water Company, Aqua Venture Holdings Limited. The price range of the
products by Aqua America Inc. is $93.67, America Water Works is $63.67, America States
Water Company is $ 83.86, Aqua Venture Holding is $21.56. Aqua-save offers its products at a
price range of $ 51.60. Aqua save has a competitive price range. It offers its products to the
customers at a lower rate compared to the other competitors. However, the service needs to
improve as compared to the quick and prompt service delivery of the competitors. Aqua-save has
a competitive pricing policy. The competitive price of the products matches well with its
premium quality operators and services. Therefore the customers acquire the best product value
at a low price. The pricing policy is an added advantage to the company (Huang 2014).
Promotion in the marketing mix of Aqua save
Aqua-save implies a direct selling strategy to the customers. The company believes in
personal selling. The product range is offered to customers through the process of personal
selling. The company offers its products through the outlets placed in the country. The customers
can walk in at any time during the day to make a purchase. The customer care is active and
provides prompt service to the customers. The company uses various digital media platforms for
displaying its products and the description of the products are specified in the websites. The
company also uses other forms of media for its promotion and advertising purposes. Various
media’s like newspapers, TV advertisements are used for its promotion purposes. The company
mainly focuses on online advertisements and conducting social media campaigning (Mathe
2013).

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Place in the marketing mix of Aqua-save
Aqua-save has its channel network throughout the entire country. The company has a
strong network base which enables smooth distribution of products. The products are distributed
to the end customers through dealers; the dealers provide quick and prompt installation services.
The other way of distribution is selling through an online medium. The customers are free to take
a look at the products, the description of products and services are clearly mentioned there. They
can place orders online. There are showrooms and outlets across the country. The details and
description of the products can be easily acquired (Rothaermel 2013). The customers are
provided with services in a timely manner. Hence, the company ensures a smooth flow of
distribution and growth.
Conclusion
From the above analysis, it can be concluded that Aqua-save, the wastewater disposal
technology moves to enhance the targeted industries in a better way, reducing the high cost of
disposal and minimizes inconvenience. It also reduces the time of the industries to reduce waste
and disposal. The products and technologies offered by the company are highly versatile and
environmentally friendly. The report determines the three objectives of the firm. To increase its
customer base, bringing new innovation to the technologies. These objectives need to be pursued
by the company in the next three years in order to expand its business and maintaining the
sustainability of the products. The market has been segmented in order to ensure smooth flow of
distribution thus eliminating hindrances. Further, the report emphasizes on the marketing mix of
the company which identifies the tools required to position the brand in a highly competitive
market.