Chapter 2 - Strategic Planning for Competitive Advantage

                             

With Just Water being in the water industry competition is bound to occur when it comes drinking water. With these brands all fighting for a spot strategic planning needs to come into play in order to not become a "dog" in the marketplace. Just Water does not necessarily rely on cost competitive advantage unlike other Water brands that rely on single sales in deli's and stores. Rather the company flaunts and depends on the fact that the water is in a carton which use product differentiation competitive advantage in order to appeal and sell to  consumers, Consumers who are passionate about saving the environment and see a bottle like Just Water and would choose that brand compared to say a Poland Spring that uses all plastic. Just Water is not the only brand that is out now with a carton based bottle. Brands that offer fully carton based bottles like "Flow" and "Boxed Water" are some of the few competitors Just Water has to face. What gives Just Water competitive advantage is its variety of flavors that come in the boxed water, whether its infused lemon or berry the variety is what attracts many people towards the brand. Just Water's plan is to keep appealing to the youth and instill a healthier lifestyle for them and for the planet meaning going green by purchasing a carton based bottle instead of a plastic one.