Case Study Of Highland Spring

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8. BRAND VALUE
The increasing awareness of the need to drink healthy water has been strong in the present days. The good qualities of purity, naturalness and unadulterated product have helped the company to become the number one brand of natural mineral water in the UK. More and more people trust that Scottish water is the finest natural water available in the region. Hence, more people are buying increasing amounts of Highland Spring’s water. The Good Shopping Guide has named Highland Spring as the leading ethical bottled water brand in the UK for seven years.
9. LATEST DEVELOPMENTS IN HIGHLAND SPRING’S BUSINESS STRATEGY
Highland Spring plans to spend £20 million to expand its business and to meet the demand. In 2014, the company was voted
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IMPLEMENTING MARKETING PLAN
Highland Spring wants to achieve growth by restructuring of its operations in both domestic and international markets, redesigning the supply chain process system supported by ERP, introducing new production processes, and by expanding its capacity in order to meet the growing customer demand for its products.
The company realises the need of increasing its production capacity in order to meet the long-term customer demands. Towards achieving this, the company has already invested in new bore holes and production lines. The company plans to use the barcoding technology in warehouse management to augment the business performance. The company has a very clear aspiration of continuing its business growth above the average industry growth rate. To achieve this, the company also includes certain new projects in its marketing plan. These include introducing new products in the existing and new markets, focusing more on further brand development, focusing on new customers and their needs, dealing with environmental issues and increasing acquisitions in the new and established
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11. CONTINGENCY PLAN
A contingency plan is an alternate activity that the management would initiate if specific correctional activity was required (Finfield 1998). A contingency plan helps an organization to respond effectively to an unexpected or a significant future event or situation. The contingency plan should focus on analysing the business impact, recognising the preventive measures and developing contingency strategies.
The global presence of the company helps in time management with quick delivery of products to the targeted consumers. In case of crisis or natural calamity that cannot be controlled, the company should have control measures such as good infrastructure or insurance to the personnel and sufficient cash flow to manage its functions in the affected area.
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