Rahmi Aulia Putri

1121002023
04 Desember 2015

CASE STUDY 12

1. Does AQUA have the resources to compete successfully in this industry?

AQUA is the unquestioned market leader in the bottled water industry.
Distribution systems, marketing strategies, and special packaging creates a
competitive advantage. Allowing the price premium of about 10% to 25% above
the prices which is pegged competitor brands. AQUA compete in all market
segments, producing Vit under license from the French Vittel and their holders to
some supermarket chain in Indonesia. Franchise Mc. Donalds in Jakarta sell
AQUA, which reveal a gold bow Mc. Donalds along with AQUA logo. Over the
last five years of success AQUA has attracted competition from about 50 bottled
water companies in Indonesia, which sells more than 70 trademarks. While most
are small regional factories, some competitors have a market share in line with
the fundamental financial resources, market knowledge and distribution systems
that can be a serious threat would AQUA shaky.
Figure 5 is a list of the main competitor AQUA. Ades, Oasis, Air Sosro in
agrsif challenge the leadership of the AQUA water dispenser market highly
profitable in Jakarta. Air Sosro family companies control the market of tea in a
bottle in Indonesia premises selling one million bottles per day with flag Sosro
Bottle Tea brand. Air sosro appreciated approximately 20% below the water
AQUA, Bonaqua, the Coca Cola products are valued equally with AQUA, is an
international brand name with a strong distribution system in Indonesia. Pure
ABC produced by PT ABC Central Food, a large distributor of soft drink
concentrates traditional in Indonesia.
The success of the trademark AQUA has attracted at least 10 imitator to
use the word "aqua". Tirto actively defend its trademark, won a legal battle
against companies that use the name Club AQUA and Aquaria. In its decision in
May 1992, the Attorney General of Indonesia declared that the word "aqua",
when used in water in a bottle not a common Latin name, but the trademark is
protected. AQUA lawyer denied that the word was registered as a trademark
since 1973, updated in 1986, that AQUA has spent millions of dollars to advertise
the trademark, and the result of this advertising, customer minds Indonesia said
AQUA continued with bottled water produced by PT. Aqua Golden Mississippi.
Therefore bottled water company that others can not use the word "aqua" in its
name or logo except under a license agreement. The court has agreed.
Based on the paragraph above, it can be concluded that AQUA has
resources to compete successfully in this industry. It also can see by, AQUA
 share price as of May 2, 2001 amounting to Rp. 13.500, - per share, a price that
is sufficient compared to when the time had decreased to Rp. 4.500, - per share,
showing significant resources aligned with Sampurna and Indosat and Telkom.

2. What has to be done to keep AQUA on top?

What should be done to keep AQUA at its peak, only repeating a strategy
that has executable form :
Set of decisions and actions that result in the formulation and implementation of
plans designed to achieve company’s objectives :
Critical tasks should be engaged :
1. Assess the company’s external environment
2. Formulate company’s mission
3. Develop a company’s profile
4. Analyse the company’s options
5. Identify the most desirable options
6. Select a set of long term objectives and grand strategies
7. Develop annual objectives and short-term strategies
8. Implement the strategic choices
9. Evaluate the success of strategic process