Strength, Weakness, Opportunity, and Threat of Aqua mineral water

we will talk about the Product Life Cycle of Aqua. There is Introduction, Growth, Maturity, and Decline. Now a days, Aqua is the pioneer of mineral water.
Introduction
Aqua, first produce in 1973 by Tirto Utomo in Bekasi. At that time, Aqua has no market share. Because people are used to boil a water to their daily drink. So that they do not used to consume mineral water. They feel strange with water in the bottle. They do not believe with credibility of water in the bottle. So that, Aqua do not have its market share.

Growth
Year to year finally people start to buy Aqua. Because they finally know that Aqua has a good quality. It is has hygienic water and practical for everyone to bring. They do not have to boil a water to get the hygienic one to drink. Aqua need about 10 years to make people believe with its credibility, get the market and become a pioneer of mineral water. To reach this stage, Aqua also need process. They make an advertisement taht can attract public`~s attention and try to know how good quality of Aqua. We can see the advertismenet of Aqua in website,tv, radio, printed media, and billboard. Then it makes the sales of Aqua incerased year by year.

Maturity
Now,Aqua already become a pioneer of Aqua. It is also become a market leader of mineral water. When in people mind`s think of mineral water they will automatically think of Aqua. Even though Aqua is the market leader for mineral water, Aqua also has competitor it self. Its competitor such as Ades, Vit, Prima, Nestle, etc. But Aqua well known by its hygienic water among all its competitor. Aqua gets its profit about 48,8 billion rupiah in a year 2006 and increase to 65,9 billion rupiah in a year 2007. It shwos that Aqua is going mature year by year and get more its market year by year. Until June 2008, Aqua has already get its profit about 30,1 billion rupiah. Now market share of Aqua is already reach about 45-50 %.

Decline
As a market leader of mineral water Aqua not yet decline this time. Aqua still has its market and still has its lovers. Aqua still going promote (still has advertisement) to compete with its competitor. Beside advertisement, Aqua still doing things that can attracts people to pay attention with Aqua. One of its activity, is “ SEHAT BERSAMA AQUA” in 2008. That event attracts many people to join this activty and Aqua gets more people which know about its deeply after join that event.


Below are the SWOT for Aqua. There is, Strengt, Weakness, Opportunities, and Threat.

Strenght
1. Aqua is market leader of mineral water which has 45-50% market share
2. Aqua has good distribution system, marketing system, and good in packaging
3. The content of aqua (mineral) can make our body healty
4. Aqua has their own laboratory for test the hygienic of their product
Weakness :
1. Aqua difficult to find natural water sources
2. In 1991, that founded microorganism that over the standard in aqua
3. Aqua can not protect the damage of their product from sun heat, dust, and strong smell


Opportunity :
1. As long as people need hygienic mineral water, aqua is still has market share
2. Income of people in Indonesia start increase, so people is more take attention to their healthy
3. Aqua as a big company that produce mineral water in the bottle in Indonesia

Threats :
1. Many competitor that produce similar product with lower price
2. How to keep the quality of the water and the packaging
3. Keep the stock of the product available all the time


Here, we talk about the strategy and the tactics of Aqua. Aqua always try to search tactics and strategy to kepp it still exist.
Strategy :
Increase the loyalty of the consumer by providing a new system.
Tactics :
1. We distribute Aqua to our consumer by providing a tap. So that they can consume the water of Aqua through that tap. Consumer can subscribe and they do not need to buy a gallon.
2. Coorporate with water company (in Indonesia we called it PAM ). So that PAM can help Aqua to distribute the water through that tap.