Thirsty Planet: Tows Analysis, Pestle Analysis, and Porters 5 Forces

This report explains the internal and external environment analyses and competitive growth factors of Thirsty Planet, including Tows analysis, Pestle analysis, and Porters 5 forces. It also discusses the market size and trend, competitor analysis, stakeholder analysis, and marketing objectives.

Presentation-Thirsty planet

Table of Content
INTRODUCTION...........................................................................................................................4
Tows analysis...................................................................................................................................4
Pestle analysis..................................................................................................................................5
Porters 5 forces................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
This report explains internal and external environment analyses and competitive growth
factors which enables managers to determine the potential growth factors.
Market Size and Trend: The Company, due to its partnership with Pump Aid, has been able to
expand its market segment where they have installed more than 9500 water pumps and they have
raised up a figure of £2000000 donation for the operation of the pump aid. The improved
percentage sales value of Thirsty planet was 19% in 2017-2018 and its growth accounted for
nearly 38%.
Figure 1: Market growth of and share of Thirsty planet
(Source: Thirsty planet Harrogate water brands, 2018 )
Tows analysis
TOWS is the reverse of swot analysis. It enables in organization to identify threat ,
opportunities, weakness and strength. (Christodoulou, 2019). TOWS analysis is method of
strategic analysis it involves systematic comprehensive assessment.
Opportunities threat

Strength SO ST
weakness WO WT
Strength- Thirsty planet strength refer good packaging of mineral water. It uses the best
distribution system for distributing among the people and good quality standard of product so
that people can trust them (Woermann and Engelbrecht,2019).
SO- This strategy also called maxi maxi strategy. It tells about how to utilize internal strength of
organization and how to grab external opportunity.
Weakness- high price of product is creating a hindrance to enter a new market and old
distribution system, fault in production pressure by government authority, reuse of bottle by
seller all are the weakness of thirsty planet (Brosnan,2019).
WO- This strategy also called mini- maxi strategy this strategy tell the company to modify their
weakness to take benefit from current opportunities.
Opportunities — manager have many opportunities to expend the more sell of their product or
services in the market opportunities provide sponsored for event and advertisement activity who
spread the product quality, the factors of opportunities are political economical sociological
technological ethical etc (Koo,Mendes Filho and Buhalis, 2019).
ST- This analysis try to minimize threat in a company by strength, changes in external
environment also recognize the threat in the organization like- new regulation are implement in
company, trade barriers increment, product taste of customer change in any other substitute.
Threat- Many competitors and substitute, distribution channel of other manufacturer, new
government policy, entering new player these all are the threat of water company (Derakhshan,
Turner and Mancini, 2019).
WT- Threat of company that problem which are actually company is facing. This strategy also
known as mini-mini strategy. (FUSO, 2019) It is considered as a defective strategy where
company tries to modify weakness and avoid their external threat.
Market Audit- Market audit enables company to check the parameters where company needs to
enhance the position in internal and external environment. The audit of Thirsty planet explains
the internal environment of company is strong as it has large established market goodwill.
External competitive world of new brands and companies can be analysed by understanding the
parameters through pestle analysis (Barrios and Milla Lara,2020).

Pestle analysis
Political -political factors that may affect the profitability or chance of survival in the thirsty
planet. In that A low minimum earning mean higher profit and thus higher chance of survival for
mineral water industry.
Economical -Economic factors is all those that concern the economy of the country. Thirsty
planet such as changes in the rising prices, the foreign exchange rate, the interest rate, the gross
domestic product, and the current level of the economic cycle.(Perera, 2017)
Social — The impact of social factors is not only essential for the operational feature of thirsty
planet, but also on the marketing attribute of the system. A complete understanding of the
customers, their lifestyle, level of education and beliefs in a society, or segment of society,
would help design both the products that lead to a task becoming an occurrence (Phadermrod,
Crowder and Wills, 2019).
Technological- Technological advancements in the area of product packaging like plastic
containers and cans are managing to become accessible for customers to buy the products.
Legal- legal factor is that related with companies lows and legal order which affect business and
its working like — health and safety regulation of employees, system of rules etc.
Environmental- environmental factor talking about these factor of thirsty planet who are related
with increasing pollution, economy climate, geographical location of water supply, recycle
procedure of plastics (Shan and Yang,,2019).
Competitor’s analysis of Thirsty planet using Porters 5 forces
This refers to framework for analyzing competition in external environment by deeply focusing
on other brands emerging in industry and determines the competitive force and intensity Thirsty
planet has to attract for ranching new segments of customers.
Force Thirsty Planet Evian Aquafina
Threat of new entrants Threat of new entrants
is high as there are
innovative companies
and new brands
coming up in industry
serving products and
Threat of new entrants
in beverage industry
for Evian is also quite
high as there aren't
any major initial
financial investments
Threat of new entrants
in the beverage
industry for Aquafina
is also quite high as
there aren't any huge
initial investments

services according to
changing preferences
of customers.
required to be invested
by new entrants to
enter into the beverage
markets. New entrants
bring with them new
innovations and
practices which can
affect Evian's
operations and
profitability.
required to be made
by new entrants and
the beverage industry
relies on innovation by
new entrants to move
the products forward.
Threats of substitutes Threats of substitutes
is low for Thirsty
planet as it has
established large
percentage of goodwill
among consumers
worldwide by serving
fresh bottled water.
Threat of substitutes
for Evian is also
relatively low as the
product specification
which Evian offers to
its consumers isn't as
readily available in the
market and has no
direct substitutes.
Threat of substitutions
in the beverage
industry for Aquafina
is quite high as there
exist multiple direct
competitors in the
market who provide
similar products to the
consumers which can
effectively substitute
Aquafina's products
at competitive prices.
Bargaining power of
suppliers
Bargaining power of
suppliers is high as the
suppliers can easily
demand a raise in
supply chain of
outputs to stores which
can effect their
profitability factors
As Evian resources its
input materials directly
from the French Alps
and has done so for the
entire duration of its
operations, it is one of
the few businesses
within beverage
Bargaining Power of
Auqafina's suppliers is
also quite high as
suppliers can decide to
raise prices when they
wish.

largely (Huang,
2019).
industry to possess a
low bargaining power
from the suppliers.
Though they cannot
switch supplier's,
Evian has created an
amicable and
profitable relationship
with its suppliers .
Rivalry among
existing competitors
Rivalry among
existing competitors in
industry is low as it
has firm place among
customers goodwill
and market share, with
strong positional of
high profitability.
As Evian provides
selective products
within the beverage
industries, it faces low
threat from industry
competitors for its
operations.
Auqafina faces intense
competition from its
competitors within the
beverage industry and
has to offer its
products at
competitive prices in
order to attract
customers.
Bargaining power of
customers
Bargaining power of
customers is high as
the company is highly
dependent on revenue
from stores by
customers and it can
deviate the
profitability factors
negatively
(Timoshenkoand
Hauser,2019).
Bargaining power of
customers for Evian
products is moderate
as Evian provides
specialized products to
customers in the
market with no
substitutes available.
Bargaining power of
customers for
Auqafina products is
very high as they can
easily switch to
cheaper alternatives
and substitutes in the
market.

Stakeholder analysis- This analysis enables the internal people, suppliers and the relative power
people hold in company by which we can understand the stakeholders in Thirsty Water are
highly interested in bringing company performance to large levels (Feine, Morana and Gnewuch,
2019).
Customer analysis- The customers of company have goodwill for brand products by the quality
standards of Thirsty Products are very high. There is high market share spread of customer which
has enabled company to deliver strong brand products. With the expansion and growth of the
company by entering new international markets, Thirsty planet would be able to increase their
global market share and diversify their market share internationally.
Competitor’s Analysis: The major competitors of the company are One water, Life Water,
Fairbourne Springs etc. and these companies find themselves constantly in competition with each
other. One Water is a social enterprise and the objectives of the company are similar but due to
its incorporation in year 2003, its contribution towards providing cleaner water is £10 million till
date. Life water is also a similar venture with the similar aim of increasing the number of
population with cleaner drinking water and indulges regularly in CSR activities or other similar
programmes. Thirsty Planet is a relatively newer organisation but despite that its contribution is
huge.
Marketing Objectives
The marketing objectives of Thirsty Planet is to promote and advertise their products to
as large an audience as possible using both traditional and digital channels of marketing.
The major strategic objective for Thirsty Planet is to increase the accessibility of people for
cleaner drinking water and the company has developed many platforms where the donations
from the customers can lead to the better options for drinking especially in Africa. Collaboration
with Pump Aid is an example of this.
CONCLUSION
This report concludes explanation of internal and external business environment and competitive
growth factors which enables managers to determine the potential growth factors of Thirsty
Water company (O'Connell, 2019).

REFERENCES
Books and Journals
Barrios, E. and Milla Lara, M.D., 2020. CLIL methodology, materials and resources, and
assessment in a monolingual context: an analysis of stakeholders’ perceptions in
Andalusia. The Language Learning Journal. 48(1). pp.60-80.
Brosnan, K., 2019. International assignment success: a thematic analysis of proximal salient
stakeholders’ accounts of enablers and outcomes.
Christodoulou, A. and Cullinane, K., 2019. Identifying the Main Opportunities and Challenges
from the Implementation of a Port Energy Management System: A SWOT/PESTLE
Analysis. Sustainability. 11(21). p.6046.
Derakhshan, R., Turner, R. and Mancini, M., 2019. Project governance and stakeholders: a
literature review. International Journal of Project Management. 37(1). pp.98-116.
Feine, J., Morana, S. and Gnewuch, U., 2019. Measuring Service Encounter Satisfaction with
Customer Service Chatbots using Sentiment Analysis.
FUSO, F., 2019. Multi-criteria decision analysis for water distribution networks optimization.
Huang, Y., 2019, December. Strategic Environment Analysis of Logistics Enterprise based on
SWOT-PEST-Michael Porter's Five Forces Model--Taking SF Express as an Example.
In 2nd International Symposium on Social Science and Management Innovation (SSMI
2019). Atlantis Press.
Koo, C., Mendes Filho, L. and Buhalis, D., 2019. Smart tourism and competitive advantage for
stakeholders. Tourism Review. 74(1). pp.1-128.
O'Connell, T. J., 2019. Stakeholders’ Perceptions of the 2010 English Language Training
Program Accreditation Act.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Phadermrod, B., Crowder, R. M. and Wills, G. B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. pp.194-203.
Shan, H. and Yang, J., 2019. Sustainability of photovoltaic poverty alleviation in China: An
evolutionary game between stakeholders. Energy. 181. pp.264-280.
Timoshenko, A. and Hauser, J.R., 2019. Identifying customer needs from user-generated
content. Marketing Science. 38(1). pp.1-20.
Woermann, M. and Engelbrecht, S., 2019. The ubuntu challenge to business: From stakeholders
to relationholders. Journal of Business Ethics. 157(1). pp.27-44.
Online
Thirsty planet Harrogate water brands, 2018. [Online]. Accessed through <
https://effectivedesign.org.uk/sites/default/files/403%20-%20Water%20of%20Life.pdf> .