QUENCH

Quench Case Study

Executive Summary

Quench is a known brand in the bottled water sector of the water industry which came into being in 1998 and has been on a verge of expansion which has led the company to grow tremendously making it a global company. The main strengths of the company include its pricing strategies and its advertising campaigns which has helped it to gain a strong brand image in the marketplace. The target consumers of the company are those who want to live a healthy lifestyle and live in a strong way. It also sponsors various sporting events in United Kingdom. Quench, thus is the name associated to trust, quality and reliability. Company was enjoying a strong competitive position until 2012, but when the economy went under recession, it largely affected the sales of the company leading to a big dropdown in profitability. The demand for Quench bottled water dropped down in a significant manner. The company went into crisis. This made the directors of the company realize the fact that many consumers now opt for companies with an ethical stance for building positive seller-buyer relationships. Looking at the importance of ethical consumerism, the company has decided to employ a consultancy that shall help the company bring about structural changes to adapt the changes in the marketplace. Now is the crucial time for the company to identify the importance of ethical consumerism and make significant decisions as changes in the marketplace if not adapted to, can affect the position of the company, Quench in the market and can have a drastic impact on the survival of the company in the long term. The following paper discusses the importance of adopting an ethical approach to business for Quench and gives a few recommendations from the business consultant point of view.

Quench Case Study

Introduction

A critical amount of work is now done today by the company to deal with the problem of prevalent importance of ethics and its principles applied in business operations. There is a growing importance to identify the characteristics of the consumers who shop in rational ways as they live in a complex cultural and social environment (Woodhouse, 2005, pp. 427-429). This has led to the reshaping of business processes which are now concerned with the provision of giving care and fair services to the people. Same is the case with bottled water companies such as Quench who have faced various ...