BUSM4054 Global Entrepreneurship Project: JUST Water China Report

This report provides a comprehensive analysis of the market opportunity for JUST Water in China, focusing on the context of water scarcity and the demand for safe drinking water. The analysis identifies the target market, which includes socially conscious consumers, particularly millennials. It proposes a redesign of the product to suit the tastes of the Chinese customers, including a new litchi flavored water variant. The report also examines the current providers and competitors in the bottled water market, and the proposed solution involves expanding the distribution of JUST Water to Asia, where a significant portion of the population faces water scarcity. The report also includes references to relevant research on water shortage, pollution, and market dynamics in China. The report is based on the BUSM4054 Global Entrepreneurship Project, which requires students to identify an opportunity, analyze the market, and propose an expansion strategy. The project structure includes individual and group assessments, with a focus on organizational analysis and market evaluation.

JUST Water enters china

Context of the opportunity
 The context of opportunity would be provided by the shortage of
availability of safe and pure drinking water in the Asian countries like
China.

The opportunity
 Target market: China
 Identified problem: Intense shortage of safe drinking water which the
Chinese cities and rural areas are facing.
 Perceived needs of the target market: Safe packaged drink water
 Re-designing product for the existing market: The existing
product namely packaged drinking water would be redesigned to suit
the tastes of the Chinese customers.
 New product or service for overseas market: The new product for
the chosen overseas market namely China would be litchi flavoured
water.

High level description of the product
 The product would a range of packaged drink water available in two
variants, unflavoured and flavoured. The name of the company would
be JUST Water.

References
 Ding, G., Yu, J. and Liu, F., 2016. Water shortage and pollution in China. Academia
Journal of Environmental Sciences, 4(2), pp.18-19.
 Lu, Y., Song, S., Wang, R., Liu, Z., Meng, J., Sweetman, A.J., Jenkins, A., Ferrier, R.C., Li,
H., Luo, W. and Wang, T., 2015. Impacts of soil and water pollution on food safety and
health risks in China. Environment international, 77, pp.5-15.
 Manyika, J., 2017. A future that works: AI, automation, employment, and
productivity. McKinsey Global Institute Research, Tech. Rep.
 Reuters.com. 2018. Reuters.com. [online] Available at:
https://www.reuters.com/article/us-china-economy-investment/china-to-ease-foreign-
investment-restrictions-on-several-more-sectors-paper-idUSKBN1JF04S [Accessed 17
Apr. 2019].
 Tradingeconomics.com. 2019. Tradingeconomics.com. [online] Available at:
https://tradingeconomics.com/china/gdp-growth-annual [Accessed 17 Apr. 2019].
 Vedachalam, S., MacDonald, L.H., Omoluabi, E., OlaOlorun, F., Otupiri, E. and Schwab,
K.J., 2017. The role of packaged water in meeting global targets on improved water
access. Journal of Water, Sanitation and Hygiene for Development, 7(3), pp.369-377
 Wang, Y., Li, X., Abdou, H. and Ntim, C.G., 2015. Financial development and economic
growth in China. Investment Management and Financial Innovations, 13(3), pp.8-18..

Thank You