UVW Water Technologies, a leading manufacturer of water filtration technologies based in Germany, is successfully operating in its home market as well as in European countries. The company begins to consider expanding into emerging markets, such as China and India, and is asking for you advice.

Household water filtration products continue to be in demand in Western markets due to several factors that reflect consumers' concerns about water quality, health, and sustainability. Products claim to improve the taste and odor of tap water by removing impurities and chemicals, providing a more enjoyable drinking experience and encouraging hydration. As part of the sustainability movement, households are looking for alternatives to bottled water. Filtration products offer a more environmentally friendly option, reducing the reliance on single-use plastic bottles. Many consumers find household water filtration products to be a cost-effective alternative to purchasing bottled water regularly, leading to long-term cost savings. Aesthetic appeal is increasingly important, with consumers seeking water filtration products that complement their kitchen or living space rather than being seen as a utilitarian necessity.

The needs for household water filtration products in emerging markets greatly differs from those in Western markets due to varying factors such as water quality challenges, infrastructure limitations, and socio-economic conditions. Emerging markets often face more severe water quality challenges, including higher levels of bacterial contamination, pathogens, and lack of consistent water treatment infrastructure. Limited access to centralized water treatment facilities, leading to a higher reliance on decentralized water sources and a greater need for point-of-use filtration systems. Affordability is a significant factor. Consumers may seek cost-effective solutions that address basic water quality concerns. Many people lack knowledge about waterborne diseases and the benefits of water filtration. There is a need for education and awareness programs. Governments may play a crucial role in addressing water quality challenges and promoting household filtration solutions.

In an initial consultation, explain to the company the basic options for international strategic marketing and the operational marketing mix. Identify challenges and possibilities for some key decisions. (Name the options and briefly outline what the implementation would look like, rather than wasting time repeating case details or script text.)