Case Scenario, "This case marks a major milestone in the development of a Strategic Marketing Plan for the AQUAFRESH Drinking water. Access Natural Water was established as a subsidiary of Access International (Private) Ltd in the year 2001 and is currently a leading bottled water manufacturer in the country. The source of AQUAFRESH water is the fine springs that emerges from the mountains. "AQUAFRESH" achieved the SLS 894 certification for bottled drinking water in 2013 being the first to achieve it. Subsequently emerging further by obtaining the ISO 9001:2000 certification in 2020 for the quality management system". You are required to conduct the following: 1. Situational analysis to identify the Strengths and Weaknesses of the AUQAFRESH drinking water in the market level and how these are control the consumer's response to Opportunities and Threats in the market. Also show features of AQUAFRESH drinking water and how it is delivering their benefits to the customers. 2. Based on this analysis, the strategy will identify the target markets whose needs are mostly satisfied by AQUAFRESH drinking water. 3. Finally, the strategy sets the targets for penetration and market development to AQUAFRESH drinking water for their existing and new target markets. A part from this identifies the main strategies which can be used to achieve these goals. It looks at the consumer power and the necessary changes