Download - Iceland presentation final
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Water From Iceland
To import or not to import, that is the
question
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Executive Summary
Currently Stan is planning to Currently Stan is planning to choose a full time career at choose a full time career at an investment bank, or an investment bank, or develop a Nordic water develop a Nordic water importing business.importing business.
Issues with importing Issues with importing bottled water to the U.S. bottled water to the U.S. market makes the venture a market makes the venture a difficult undertaking for difficult undertaking for StanStan
A decision has been made A decision has been made to not import bottled water to not import bottled water from Iceland to the U.S. and from Iceland to the U.S. and Stan should accept the job Stan should accept the job position at Citicorpposition at Citicorp
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BACKGROUND
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All About Stan
Job in investment banking sector of
Citicorp
Back from a trip to Iceland and impressed
by its great tasting water, he wondered if he could sell it in the
U.S.A.
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What’s in
Water?
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Water, Water Everywhere
Sales in U.S. $ Billions and Market Share of U.S.
Non-alcoholic Beverage Sales, 2007
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70% of bottled water consumers are located mainly
in California, Texas, Florida, New York and Arizona.
CALIFORNIA consumes the most!
Water in the U.S.A.8
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Water Drinkers
U.S. Bottled Water Market Volume, 1976-2007U.S. Bottled Water Market Volume, 1976-2007
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Bottled Water Consumption
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TrendsU.S. Per Capita/Year Consumption of U.S. Per Capita/Year Consumption of
DrinksDrinks
Gallon
s,
(Per
cap
ital/
year)
Gallon
s,
(Per
cap
ital/
year)
YearYear YearYear
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TrendsU.S. Per Capita/Year Consumption of U.S. Per Capita/Year Consumption of
DrinksDrinks
YearYear
All Three Types of Beverages
YearYear
Gallon
s,
(Per
cap
ital/
year)
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ForecastsForecast of U.S. Non-Alcoholic Beverage Forecast of U.S. Non-Alcoholic Beverage
Sales, 2008-2011Sales, 2008-2011
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What’s in your Bottle?
U.S. Market Share of Bottled Water by Segment in 2007 (Volume)
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Trends
Year Year
Volu
me s
old
, m
illion
s o
f g
allon
s
Volu
me s
old
, m
illion
s o
f g
allon
s
U.S. Bottled Water Market by Segments
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KEY ISSUES
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Key Issues Affecting
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Importing Nation: The United States
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Com
petitio
n in
the U
.S.A
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Competitors20
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20
08
-20
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Rece
ssion
A report by industry analysts A report by industry analysts found:found:
““Double digit increases, Double digit increases, of bottled water sales of bottled water sales have stopped rising” have stopped rising”
(NPR.ORG)(NPR.ORG)
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Govern
ment
Regula
tion
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Enviro
nm
enta
l Asp
ects
““40 million bottles go into 40 million bottles go into trash and become litter trash and become litter everyday in the US alone, everyday in the US alone, only 30% of those bottles only 30% of those bottles are recycled” (MSNBC) are recycled” (MSNBC)
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Exporting Nations: Iceland
Government Government RestrictionsRestrictions
Joint VenturesJoint Ventures
Financial Financial MeltdownMeltdown
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Government Restrictions
Export controls by the Export controls by the governmentgovernment
Percentage of Percentage of ownership by foreign ownership by foreign firms firms
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Join
t Ventu
res
Risks associated with entering into Risks associated with entering into themthem Potential benefits Potential benefits
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Financia
l Meltd
ow
n Poor financial health may increase risk of Poor financial health may increase risk of
doing business with Iceland doing business with Iceland
It can dramatically affect business planning It can dramatically affect business planning overalloverall
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RECOMMENDATIONS
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Alternative 1: Don’t Import
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Alternative 2: Import but Target
Niche Market
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Alternative 3: Lobbying
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RECOMMENDATION32
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QUESTIONS