Iceland Water - Case Study

1223 words 5 pages
Water from Iceland – Case Study
Bottled water traditionally has been consumed in the United States by the wealthy. However, in the past several years bottled water has begun to appeal to a wider market. A whole new market share started opening up for the bottled water as considerable percentage of people started preferring bottled water over tap water.
According to the Beverage Marketing Corp., in 2007, total U.S. category volume of bottled water surpassed 8.8 billion gallons, a 6.9 percent advance over 2006's volume level. That translates to over 29 gallons per person, which means U.S. residents drink more bottled water annually than any other beverage, other than carbonated soft drinks.
A set up of Business to Import Bottled Water
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The United States is the world’s leading consumer of bottled water, with Americans drinking 26 billion liters in 2004, or approximately one 8-ounce glass per person every day. While some 94 percent of the bottled water sold in the United States is produced domestically, Americans also import water shipped some 9,000 kilometers from Fiji and other faraway places to satisfy the demand for chic and exotic bottled water. * According to U.S. Department of Energy projections, the demand for energy and water resources worldwide is projected to grow at an alarming pace in 20 years, with demand for energy doubling and water tripling. There is not a business in America today that is not heavily reliant on water, whether it is to flush their toilets, or for use with their industrial and commercial equipment. Tap water consumption in US has generally been inexpensive, relatively pure and plentiful in the US . In 2007 the share of bottled water in total non-alcoholic beverage consumption was 19 % .Bottled water consumers are found chiefly in the states of California, Texas , Florida, New York and Arizona and account for 70 % of the bottled water consumers in USA.Nationwide consumption is estimated to be 30 gallons per capita per year.
The conducive atmosphere and the promise for a better business with higher


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