human
Write a summary that discusses the case of 321 Water, in terms of innovation, production challenges, and future strategic initiatives.
assistant
The text discusses the case of 321 Water, in terms of innovation, production challenges, and future strategic initiatives. 321 Water is a bottle with a built-in filter that development was rationalized with a simple fact: it takes at least 3 liters of water to make just one liter of bottled water. The product has been in development for 6 years and is now seeking investments for mass production.
human
essay based on the summary above.
assistant
#321 Water as a Bottle With a Built-in Filter Term Paper
If talking about an original and a perspective product, which combines functionality and environmental concern, then most likely the discussion is about 321 Water. 321 Water can be described as a bottle with a built-in filter, which development was rationalized with a simple fact: it takes at least 3 liters of water to make just one liter of bottled water (Haddock). For the creator of the product, Gretha Oost, the idea of saving the world’s most precious resource – water, came six years ago, and since then this idea moved from merely a dedication to the stage of a complete product awaiting investments for mass production. In that regard, this paper analyzes the case of 321 Water, in terms of innovation, production challenges, and future strategic initiatives.
Describing the product, in terms of innovation category, it can be stated that it represents more of a continuous innovation, rather than disruptive. The continuous innovation depends on established patterns of behavior and perceptions, rather than changing the existing patterns of behavior (Trott 55). 321 Water is an improvement to the existent idea of bottled water and the filtration system, where the core of the development lied in combining both. Accordingly, it can be assumed that the regular consumer of 321 Water is the regular consumer of bottled water. It can be argued that as that the product can be considered as a disruptive innovation because of its slogan of changing our rehydration habits (Tarrant 92), it nevertheless, largely remains bottled water.
The most suitable protection for the intellectual property involved in 321 Water can be seen through a combination of two methods, which are trademarks and patents. In the first case, the protection will be extended toward the elements of the product so as to prevent confusion with other products. In that regard, the identifiers of the product can be seen in the name of the brand, i.e. 321 Water, the domain name through which the brand will be sole, i.e. www.321-water.com, and other elements such as the distinctive logo of the company. The second method is not as much related to internet as it is related to the distinctive process created by the company, i.e. the combination of the filtering system and the bottle. Filing for a patent will prevent other companies to copy this method, although under different brand, and selling it. Through the usage of patents, the company will be granted a temporary monopoly on the created product (Trott). The success of the product and at the same time its simplicity can be seen as an easy target for counterfeit products, either through the usage of similar brand or similar technology, where the usage of patents and trademarks will prevent the innovation from being exploited by others.
The production challenges for the company clearly indicate the impossibility for the company to manage the production using their own capital and resources. In that regard, considering the company’s intention for the product to be distributed worldwide, it can be stated that a joint venture will be a suitable strategic alliance in this case. A joint venture can be defined as “a separate legal entity with the partners to the alliance normally being equity shareholders” (Trott 223). As a partner for such alliance, a suitable option can be seen through choosing a famous bottle water brand, such as Nestle S.A. The cooperation will allow the usage of the existent production capabilities of nestle, their suppliers, distributors, etc, in combination with the brand and the technology of 321 Water. As the general purpose of joint venture is to “enable the organization to stand alone” its purpose can be seen suitable in the case of 321 Water.
Analyzing the aforementioned, it can be stated that the company’s degree of innovativeness can be described as leader/offensive. It can be assumed that the innovative technology will be soon copied, or replaced with better solutions. In that regard, the latter is more likely to happen considering that many bottle water firms might start their own development initiative, in case the idea of 321 Water had great success in the market. Accordingly, the strategy of the company will be centered on getting advantages through temporary monopoly on the technology (Trott 201). As soon as the advantage ends the company should move on toward another development. In that regard, the next product that could be suggested can be related to cheap autonomous filtering stations, which can be established individually. Other ideas can be related to the material from which the bottles produced. Although the latter is better conformed to the proposed alliance with Nestle, it can be stated the filtering stations as an idea also has a lot of potential.
It can be concluded that with the universal concern toward conservation and environment protection, innovations in such filed can be seen especially valuable. In that regard, 321 Water winning the People’s Choice Award is an obvious confirmation of such statement. The main aspect is making creative ideas turn into real product, which was analyzed in the present paper. The conformance between the innovation, the chosen business strategy, and overall business direction is vital step toward success.