Tasmanian Mountain Waters: Marketing in China

Running head: TASMANIAN MOUNTAIN WATERS
Global Business Marketing
-Tasmanian Mountain Waters
Name of the Student
Name of the University
Author Note

1TASMANIAN MOUNTAIN WATERS
Abstract:
Tasmanian Mountain Waters in based in Australia and they specialize in the
packaging a distribution of high quality mineral water rich in essential minerals. Their exotic
source and pureness makes the products of high value and good for health. In china, the
demand for bottled water has increased drastically over the last decade, making the country
the top consumers of bottled water. This has been contributed by the poor water quality
supplied in taps as well as a growth in Chinese economy and GDP. Moreover, the citizens are
also more health aware and prefer healthier products. Tasmanian Mountain Waters aims to
develop its business in china and capture the large Chinese market. However in order to
develop- an effective marketing approach, the company should focus on the various
environmental factors that can influence the market and the marketing aspects, which have
been elaborated in the study. Based on the understanding of the various factors,
recommendations have been developed that can help to utilize the advantages the market
provides and overcome the obstacles and challenges and therefore gain a competitive
advantage. Using these recommendations, Tasmanian Mountain Waters should be able to
achieve success in its marketing operations and develop its business in China.

2TASMANIAN MOUNTAIN WATERS
Contents
Abstract:.....................................................................................................................................1
Introduction:...............................................................................................................................3
Different environmental factors that can influence the marketing campaign:...........................4
Economic Factor:...................................................................................................................4
Political Factors:.....................................................................................................................6
Socio-cultural Factors:...........................................................................................................6
Technological Factors............................................................................................................8
Conclusions:...............................................................................................................................9
Recommendations:...................................................................................................................10
References:...............................................................................................................................12
Appendix:.................................................................................................................................15
Appendix 1: China GDP Growth.........................................................................................15
Appendix 2: Consumer spending growth in China..............................................................15
Appendix 3: Hofstede’s Cultural Dimensions.....................................................................15
Appendix 4: China Hofstede Scores....................................................................................16
Appendix 5: Comparison of the ‘bottled water’ markets.....................................................16

3TASMANIAN MOUNTAIN WATERS
Introduction:
Tasmanian Mountain Waters is an Australian company, based in Tasmania. The
company exclusively sells bottled mineral water across Australia and plans to extend its
business globally to increase its international presence. The companyaims to retain the
pureness and natural quality of the bottled water which is collected from remote springs of
freshwater in Tasmania. Tasmania with its plentiful supply of freshwater that is rich in
various minerals offers a very high quality of the packaged drinking water with ideal amounts
of minerals and pH value, making the water very healthy and natural.Focus on the high
quality of the water is one of the important strategic goal of the company that helps it to stay
ahead of its competitors in Australia. The company has seen a significant growth in the last
few years as a result of which the company aspires to extend its global presence
(Tasmanianmountainwaters.com.au, 2018).
The decision of the company to extend its operation to China has been supported by
the enormous growth and market potential in China. Since the year 2000, there has been an
increased demand for bottled water in China and currently China is the largest market for
bottled water (agr.gc.ca, 2018). As of 2014, the market value for bottled water in China
reached USD 14 billion, far exceeding the market value of USD 1 billion in the year 2000
(Zhao et al., 2014). The market is expected to grow by 12% 2025 thereby providing an ample
opportunity for Tasmanian Mountain Waters to develop its business in China. The growth in
the ‘bottled water’ market in China can be attributed to factors such as poor quality of water
available from the taps, economic growth and an improved awareness towards health among
Chinese people (Vieux et al., 2017; Liu et al., 2016).