Shahab Uddin Chowdhury 073 538 030 Zahidur Rahman Chowdhury 082 183 530 Md.

Aslam Hossain 082 163 030 Jubayer Rahman 081 600 030 Shakur Reajat 083 216 530

"Fresh" Natural Drinking Water

Company Overview
Company Name: United Mineral Water and Pet Industries
Ltd. Year of Establishment: 2001

Tag Line: Lets Drink to Life Mission Statement: Deliver superior values to the
stakeholders, customers and empower millions of people to shape up their destinies.

Vision Statement: Foster a strong trust between consumers,

employees and stakeholders; stand the test of public scrutiny.

Corporate Social Responsibility

Games & Sports:
FRESH Sponsored Independent and National Day Women Kabadi

Championship'2008 FRESH Sponsored IGP Cup National Youth Kabadi Championship'2007 FRESH 1st & 2nd President Cup Golf Tournaments in 2004 & 2005 respectively

Relief & Rehabilitation:

Assistance of BDT 50 Lacs to 5 flood affected districts in 2007 Donation of BDT 75 Lacs to the Chief Adviser's Relief Fund for Sidor victims

in 2007 Constructed 22 low-cost houses for poor, homeless and distressed people in local areas

Organization Structure
Production
Automated Factory; 300 workers

Human Resource
Manages both factory and corporate offices

Procurement
Handles acquisition of goods, payment & reimbursements

Finance
Forecast and leverage cash flows

Marketing
Sales and promotion

Supply Chain
Distributors

Organization Structure
General Manager

1 2

Senior Manager Manager

10
36 700

Area Manager

Sales Force

Flat Organizational Structure

Corporate Level Strategy

1989 1993 1998
Industrial park at Meghnaghat, Sonargaon in Narayangonj Shipping Business G. Shipping Lines Limited M.M. Printing & Packaging Company Ltd FRESH Brand Natural Drinking Water, Unique Power Plant Limited

2001 2008

Meghna Shipbuilders & Dockyard Limited

Business Level Strategy

Market Segmentation
No Market Segmentation

Product Differentiation
Ranked 2nd in terms of Natural Taste

Cost Leadership
MUM costs more Best quality within Lowest Price

Business Level Strategy

Efficiency
State-of-art water treatment plants, 10 step Modern filtration

Quality
Production process, ISO-9001:2000

Innovation
R&D and value-chain activities

Customer Responsiveness
Distribution

SWOT Analysis of FRESH Water

Strength
Brand name of the company
Quality Control Strong Distribution Channel

SWOT Analysis of FRESH Water

Weakness

Lack of Promotional Activities Lack of Research and Development

SWOT Analysis of FRESH Water

Opportunity

First Growing Industry

Lack of Pure Drinking Water

SWOT Analysis of FRESH Water

Threats

Water Resources Over-Exploited

Economic Crisis of Bangladesh

Water Filter Company

The 4 P's of FRESH Water

Product: Bottled Water

Core Satisfy Thrust

Convenience Process Material

The 4 P's of FRESH Water

Price: Flexible pricing strategy
500 ML Pet bottles- Tk. 12 2 lt. PET bottles- Tk. 30

The 4 P's of FRESH Water

Place (Distribution): Convenience product so convenient location

Railway Stations
Bus Station Hospitals cafeteria

Tourism Places
Universities and College Each and every general store etc.

The 4 P's of Fresh Water

Promotion

Low Promotional activities

Official Water Supplier for BCB

Five force model

Porter's 5 Forces identifies and analyzes 5 competitive

forces that shape every industry. We will be explaining FRESH mineral waters current market condition with Porters five forces. These forces are:
Competition in the industry. Potential new entrants in

the industry. Power of suppliers. Power of customers. Threats of substitute .

Rivalry among competitors

Deciding key factors: More number of unorganized player in market. Industry comes under growing stage. Less option available for product differentiation. Low exit barrier.
Overall High rivalry among

competitors.

Threats from new entry

Deciding key factors: Potential competitors. Attractiveness of the industry. Relatively high investment at initial stage. Brand loyalty. Overall high threats from new

entrants.

Bargaining power of buyer

Deciding key factors: Product Differentiation. Price sensitivity. Purchased in low quantity. Importance of quality and performance. Overall bargaining power of

buyers are Moderate.

Bargaining power of Supplier

Deciding key factors: Threats of buyers backward integration. Availability of water. PET bottle supplier.
Overall bargaining power of

suppliers are Moderate to Low.

Threats of Substitute
Deciding key factors: Many substitute products are available in market. Switching cost is nearer to zero. Substitute products are available at lower price in market. Substitute have better performance. Overall threats of substitutes

are High.

Market Share Outlook

Fresh and Mum are the dominant players
Spa, Acme, Pran, Fyne, and Jibon has small

proportions of market share as well

Recommendations
Set Industry Standard & restrict entrance of new

businesses
Build Customer Loyalty Work collaboratively to formulate laws