It falls down from the sky, flows under the ground, constitutes rivers, seas and oceans. We find it in the food we eat, in the shower we take, in all living beings. We may want to go to the furthest place on earth, live the most dangerous adventure, and learn many foreign languages. Needless to deny, though, that in actual fact, water is all we need. It has been defined, though, “the oil of the 21st century”. The challenges it needs to face do, in fact, become always more hard to solve. And more worrisome for the world population. This paper focuses on the bottled water industry in the UK by analysing its remote and operating environment. A PESTEL analysis and Porter’s five forces framework are the tools used to achieve such objective.

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