COMPARISON ANALYSES OF MARKETING STRATEGIES IN THE BOTTLED wATER INDUSTRY IN UZBEKISTAN

Аннотация

Competition is an integral part of our life. We can observe competition in
different levels, in various fields and occasions. Charles Darwin also describes competition
in his theory Natural Selection. He wrote in his book «Origin of Species» that it was not the
strongest of the species that survives, nor the most intelligent that survives. It was the one
that was most adaptable to change. It can be implemented in any field, including business.
Especially, it is important when business environment changes frequently and technologies’
lifetime become shorter. In this research study, bottled water industry of Uzbekistan was
analyzed. Author tried to address its evolution by studying how bottled water industry
emerged in Uzbekistan, how new foreign companies changed competition in this industry,
how local companies adapted to new business environment, and what was key success factors
for surviving and competing with global companies.