Стратегирование российской индустрии бутилированной воды: тренды, приоритеты и принципы

Abstract

Water is the basic value of human life. However, the shortage of drinking water in the world is increasing and this global negative trend creates a strategic humanity threat. Because of this, the importance, economics, and water supply strategy are becoming more relevant and have become national security important factor. The authors analyze the main strategic tools for the drinking water shortage compensating in a number of regions and countries of the world and show that one of them is the drinking water bottling. Unlike the majority of foreign and domestic studies devoted to commercial aspects of the production and sale of bottled drinking water, the authors of this study consider these aspects mainly from the point of view of public and state (budget) efficiency. The article formulates the strategic possibility, feasibility and forms of fresh water in Russia commercialization – a country with one of the highest levels of availability of this resource. The authors consider the main priorities and formulate the main principles of strategizing the development of the Russian bottled drinking water industry. The authors also show that one of the most effective tools for successful implementation of the industry development strategy is strategic marketing and branding.