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Financial Analytics: Science and Experience
 

Non-potable water as a merchandise: The market and the promotion strategy

Vol. 13, Iss. 3, SEPTEMBER 2020

Received: 11 June 2020

Received in revised form: 28 June 2020

Accepted: 16 July 2020

Available online: 14 August 2020

Subject Heading: ECONOMIC AND STATISTICAL RESEARCH

JEL Classification: Q25

Pages: 246–270

https://doi.org/10.24891/fa.13.3.246

Krupina N.N. Saint-Petersburg State Agrarian University (SPbSAU), St. Petersburg, Russian Federation
krupina_n17@mail.ru

https://orcid.org/0000-0002-7983-845X

Subject. The article discusses the specifics of the non-potable water market, strategies for the market-driven behavior of agents, public administration and the maintenance of goods circulation.
Objectives. I substantiate the possibility of reasonable water use by expanding the non-potable water market to use it for general and washing processes. The article also evaluates strategic market positions of the merchandise.
Methods. I applied general methods for analyzing the water use as a socio-economic process, systematizing the existing viewpoints and scholarly findings, matrix-based tools for choosing the operators’ market behavior strategy, graphical and logic analyses of market aspects and public regulation measures.
Results. I specified the concept of non-potable water and the non-potable water market, described what distinguishes the non-potable market constituents, i.e. a merchandise, boundaries, scale, prices, mutual relationships, functions. I carried out the dual matrix analysis of strategic positions of areas where private operators work in coordinates of the matrices the product – the market and the buyer – the seller. Considering the shortage of potable water and deterioration of water reservoirs and fiscal benefits, it is reasonable to amplify stringent measures of public administration.
Conclusions and Relevance. The national water security and competitive advantages of Russia are indispensable unless local markets of non-potable water progresses. Business areas can be evaluated and typical market behavior strategies can be used to maintain the competitive potential if operators’ activities are analyzed by coordinating classical administrative matrices the product – the market and the buyer – the seller. The findings can be used to set up trading activities of water wastewater treatment plants and private operators, executive authorities in regions and municipalities that organize and control the performance of national strategic programs and projects.

Keywords: water use, waste water, non-potable water, water market, matrix analysis, strategic product positioning, administration

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