Analysis of the Maple Water Market for Company X: Report

This report provides a comprehensive analysis of the maple water market, focusing on Company X's strategic initiatives. The analysis begins with an introduction and a discussion of the research methodology, which is based on primary data and employs an interpretivist research philosophy. The report then delves into the company and product background, highlighting the characteristics of maple water and its appeal to health-conscious consumers. The core of the report examines Company X's STP strategy, including market segmentation based on psychographic factors, and profiles of the target customers. The positioning strategy is also addressed, emphasizing how the company aims to establish its brand in the minds of consumers. Furthermore, the report applies Porter's Five Forces analysis to evaluate the attractiveness of the industry, assessing the threats of new entrants, substitution, and the bargaining power of buyers and suppliers, along with competitive rivalry. The analysis concludes with recommendations for Company X, such as a focus on digital marketing and developing a unique selling proposition. The report highlights the competitive nature of the industry, the importance of understanding consumer behavior, and strategic positioning in the beverage market. The findings suggest that the industry is competitive, and the company should focus on marketing to gain a sustainable competitive advantage.

Running head: MAPLE WATER MARKET
Maple Water Market
Name of the Student
Name of the University
Author Notes:

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Company/Product background....................................................................................................3
STP Strategy................................................................................................................................3
Profile of the Target Customers...................................................................................................4
Positioning Strategy.....................................................................................................................4
Porter’s Five Forces Analysis......................................................................................................5
Recommendations and Conclusion..................................................................................................7
REFERENCES................................................................................................................................8

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Introduction
In the current business environment, companies are continually carrying out activities
with the help of which they can gain the upper hand over the competitors. The nature of events
that are associated with the proceedings of the competitors of a company determines the viability
of the success that a company would be subject to while operating in a said industry (Brata,
Husani & Ali). Thus, it is evident that companies need to gain effectiveness in operations with
the help of research competencies that set them apart from the rest. Company X is a company
that is characterized by a motive associated with the launch of a new product in the form of
maple water. The aim of the paper is to identify the STP strategy that has been adopted by
Company X with a focus on the positioning strategy that has been taken by the company.
Furthermore, the paper will critically evaluate the attractiveness of the industry that the
company operates in with the help of Porter’s Five Forces analysis. Thus, activities such as
analysis of the competitors and identification of the STP strategy of the company. Hence, the
nature of outcomes that the company should expect following the launch of a new product in the
market.
Discussion
Research Methodology
The methodology of research helps in justification of the approaches taken by a company
following the feasibility of the study. The path to research is determined by the fact whether the
research is being based on secondary or primary data. The current research is based on primary
data. The paper will compare and contrast scholarly articles, company publications, peer-review
journals and various other forms of secondary data. The research philosophy that is being used to

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support the methodology of the research is interpretivism. Interpretation can be different based
on individual perceptions and thus, it can be said that its definitions might vary.
It has been witnessed that there has been a high degree of awareness that has been seen in
terms of the consumption of products that have health benefits (Rana & Paul, 2017). Thus, it can
be said that companies are carrying out activities that help in the satiation of the needs that are
associated with the demands of the company. Furthermore, it can be said that there has been
extensive investment in terms of research and development. Hence, companies are always
aiming to develop competencies with the help of strategies that have helped in gaining a
favorable nature of outcomes in satiating the needs associated with the needs of the consumer
community. The beverage industry has been popular ever since it has been discovered (Saez et
al., 2017). The perceptions and behavior of the consumers that are characterized by the motive of
the consumer community have resulted in the popularisation of the healthy drink and beverages
market.
Company/Product background
Company X aims to capture the pulse of the North American Market with the help of a
new product in the form of maple water. It is a product that is aligned to the needs of the health-
conscious consumers across North America. Maple water refers to a liquid that can be obtained
from maple trees (Rolbiecki et al., 2019). The cash not only appeals to the needs of the health-
conscious consumers but also is helps in generating business from the perspective of companies
who aim to create sustainable outcomes for the organization (Hallett, Johnson & Sonti, 2018).
The product that is made from the secretions from maple trees is available from a raw material

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that has low supply (Alie et al., 2018). The low supply of the raw material that is the maple water
is secreted from the maple trees can only be obtained from the trees on a seasonal basis.
Furthermore, it has been found that water is generated during the morning. The process
that is associated with the generation of water is extensive in nature. The water that is absorbed
from the roots is stored in the plant throughout the winter as that is the time when there is a
shortage of water (Gong & Bujanovic, 2016). The water that is stored in the trees exists the tress
when there is sufficient water to absorb from the soil. Thus, the water that is given out is
nutrient-rich, and therefore, it can be used as a drink from which the consumers can increase the
nutrients that they are consuming. The aim of Company X is to process and bottle the maple
water and pitch it in the market of North America.
STP Strategy
Segmentation refers to the segregation of the market into fragments with the help of
which companies can effectively focus on the selected group of customers (Chen et al., 2018).
Thus, it can be said that the latter is crucial when it comes to the sustainability of the notions that
have been adopted by a said company (Petrovski & Pestana, 2017). Hence, the nature of the
activity of the organization should be adequately developed to gain effectiveness in operation
with the help of which the specific group of customers can be targeted. The latter would help not
only in the satiation of the motives that have been taken by the company but also would help in
the reduction of the wastage that the company would carry out while gaining favorable nature of
outcomes in the long run.

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Profile of the Target Customers
It is essential to be able to identify the target market before gaining an advantage in terms
of operations (Petrovski & Pestana, 2017). Identification of the target market helps in the
development of tools with the help of which the companies can contribute to the conversion of
the specific group of customers. The profile of the target consumers is such that they are aligned
with healthy lifestyles. The consumers of maple water are likely to be less sensitive to the price
of the product and it is assumed that their sole aim to gain value from the products that they
purchase. The demographic structure of maple water is not specified; however, health-conscious
consumers from ages 18 to 60 are likely to consume the products offered by the company. The
segmentation has been made based on the psychological framework and behavior of the
consumers. Psychographic segmentation is the basis on which the segmentation has been carried
out while pitching the product in the market of North America (Roy, 2017). Thus, it can be said
that company X can capitalize on the proceedings that take place as a result of the behavior that
the consumers showcase while operating in the market of North America.
Positioning Strategy
The aim of the company is to gain effectiveness in terms of posting through the
development of a favorable nature of outcomes in terms of the development of the products. It is
the aim of the company to effectively promote the maple water that is being processed and
produced by the company. Positioning is an activity with the help of which companies can
effectively develop a place in the perception or the mind of the consumers (Mathisen et al.,
2017). The brand can be rejuvenated with a mission statement that helps in effectively
positioning the company as an organization that offers health drinks to health-conscious
consumers. The aim of the company is such that the objective of the company is to effectively

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cater to the needs of the health-conscious consumers of the community. Hence, it can be said that
the main motive of the company is to effectively promote the company with the help of
marketing that will not only help in generating favorable nature of outcomes in terms of revenue
or turnover generated but also it can help in revitalizing the position of the company in the
market that they operate in.
Porter’s Five Forces Analysis
Porter’s Five Forces analysis helps in the identification of the attractiveness of a
particular market (Zhang, Leng & Zhou, 2020). The latter is an analysis framework that must be
carried out following the operations of a specific company in an industry. Following are the five
components of Porter’s Five Forces:
The threat of New Entrants (LOW): The nature of the industry is such that it is quite alluring
in nature. The potential of the sector is high as a result of which its companies are looking
forward to investing in the same. Hence, it can be said that the Threats to the entrant in the
company is low. There are small to zero barriers to entry.
The threat of Substitution (HIGH): As mentioned in the above part, the lack of barriers or
risks to entry proves that there are likely to be high threats of substitution. Companies are
expected to produce products that help them in gaining an advantage over other companies
operating in the same industry. Various companies produce closely related products.
Bargaining Power of the Buyers (HIGH): The Bargaining power of the Buyers is deemed to be
high. The nature of the industry is such that the consumers have various options to choose from.
Companies such as Kiki Water, Pure Maple Water, and Drink Simple and numerous other
companies have been effectively positioned as companies that offer products similar to the

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products that are provided by Company X. Hence, it can be said that the consumer community
has a lot of options to choose from the list of companies offering services.
Bargaining Power of the Suppliers (MODERATE): As a result of the current perception of the
consumers, it can be said that there has been an increase in the production of items that have
been witnessed in recent times. However, the nature of the products is such that they are not
abundant as a result of which the suppliers are not able to source the materials in abundance.
Thus, it can be said that the power of the suppliers is moderate.
Competitive Rivalry (HIGH): It can be said that various competitors exist within the industry
that Company X is operating in. Multiple companies offer products that are exact or close
substitutes. Moreover, some companies offer products that are indirect competitors (Flavoured,
Coco Water, Probiotic Water, etc.). Hence, there exists intense competition within the industry
that is being studied.
From the above analysis, it has been found that the nature of the industry is such that the
internal competition within the industry is deemed to be high, the power of the buyers and the
power of the suppliers can be considered high and moderate respectively, the threat of new
entrants and the threats to substitution are low and high respectively. Hence, the industry is
aligned to the needs of the consumers and is nor attractive nor unattractive.
Recommendations and Conclusion
On a concluding note, it can be said that Company X is part of an industry that is highly
competitive in nature. Furthermore, the quality of the competition in the industry is such that the
companies offer products that are highly similar to the products that are provided by Company

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X. Following are the recommendations that can help in the development of favorable nature of
outcomes while company X operates in the industry;
1. Focus on Digital Marketing: The scope of digital marketing has increased over the last
decade. The company can capitalize on the same increase in the reach of the brand, thus,
increasing the chance for the sustainable nature of outcomes.
2. Developing a USP: Unique Selling Proposition refers to the unique characteristics with the
help of which a company can position itself by offering exceptional value to the consumers.
Introducing flavors or any distinct feature can help in the development of a USP (Niu, &
Wang, 2016).

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