Essay Sample about S’well Corporation

The reusable water bottle industry is increasing in popularity with consumers and with competition. It is estimated that the global reusable market will be worth $10.63 billion, an increase from the estimated 2021 value of $8.38 billion (see Figure 1 from VMY). The biggest micro forces that most strongly affect the reusable bottle market in the U.S. are competitors and customers, and collaborators, who help our company to achieve the right set of goals. Competitors in the industry that compete with our stainless steel product are made from either single-use plastic, polycarbonate plastic, stainless steel, or glass. Competitors directly affecting S’well, however, are the other sustainable alternatives in the market.

The macro-environmental forces that are most strongly affecting the reusable market in the U.S. right now are economic and natural factors. As global changes occur, and the effects of plastic water bottles are becoming more apparent, people are shifting their preferences and choosing to become more sustainable in order to improve our environment. In Figure 2, you can see that 51.7% of people in 2018 moved to reusable water bottles because they wanted to reduce the amount of plastic they use (Retail Insight Network). Plastic has had an increasing effect on our world.  80% of plastic bottles end up in landfills which are overflowing with more than 2 million tons of discarded water (Healthy Human). However, our brand strives to reduce this waste and create a cultural shift.

The reusable water bottle industry is very competitive as people look for alternatives to plastic. Competitors that present strong current and future challenges to our profitability and brand are Hydro Flask, Yeti, and Nalgene. Hydro Flask has been on the rise since it became a trending item for Gen Z, with its popping colors and strong social media presence. Hydro Flask (Figure 3) and S’well both use top-of-the-line materials, and also incorporate plastic-free Bisphenol A (BPA). Our S’well bottle differs in the leakage-free bottle cap, however, Hydro Flask does offer more variety in unique lids. In terms of insulation, however, S’well defeats most of its competition due to the triple-layer walls, keeping beverages cold for 24 hours and hot for 12 hours (SurvivalMag). 

Yeti (Figure 4) and S’well differ in their target markets. We capture a more feminine and stylistic market, while Yeti targets those more outdoorsy. Yeti, like Hydro Flask, has a wide-mouth lid, unlike S’well, which is a skinny and sleek shape. Yeti is a popular brand, and offers cheaper prices for smaller sizes. However, in terms of holding more fluids, we hold a better price (Hunting Waterfalls).

Nalgene (Figure 5) is the best rated water bottle but it’s not like S’well’s other competitors (Strategist). Nalgene is made from Tritan, which is a BPA free plastic. Nalgene is known for its durability, even more so than our product. Our S’well bottles can be chipped and dented unlike Nalgene. They offer one of the cheapest prices for reusable containers (Outdoors). However, our corporation as S’well, offers many different advantages compared to its competitors, keeping us as a leader in this industry.

S’well targets the environmentally aware and trendy female population, which we accommodate through our large range of styles and shapes. Our S’well bottle has many functional benefits, such as quality, reliability, service and convenience. Our product is known to be reliable, keeping beverages cold or hot while using the best and highest quality materials. The emotional benefits that S’well embodies is the attractiveness of our product, and that consumers who buy it will feel they are making a difference in the world. S’well is the best sustainable product for all consumers who are eco-friendly because of our wide range of stylish and eco-friendly alternatives to other harmful products.

As we are looking to target more of the Gen Z audience, we need to understand who they are and what they value. Gen Z is the first generation to be digital natives. They prioritize having information at their fingertips and social media. In terms of Gen Z consumers, they look to purchase online and are pragmatic about prices. Gen Z looks to purchase as a way to express their values and identity – a clean world being one of them – which is where our product comes into play (Casey). We can target this market by increasing social media presence. S’well is known for its environmental improvements and important brand values such as creating alternatives to plastic items damaging the environment. By pursuing a strong social media presence that can capture more of a Gen Z audience, we can display all of the important messages we stand for, and that Gen Z prioritizes so we can lead our industry.