Implementing quality strategies to increase competitiveness on mineral waters' market

• Author: Neacsu N.A.
• Pages: 103-110

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 1 - 2017

Implementing quality strategies to increase

competitiveness on mineral waters’ market

Nicoleta Andreea NEACȘU1

Abstract: In Romania there are over 2,000 mineral water springs. To succeed in this

market, producers need to adopt different quality strategies. On the mineral water market

producers pay particular attention to the implementation of their own policy regarding

quality, environment and food safety. To achieve quality objectives, the producers are

continually preoccupied to ensure the resources: human, material, training, working and

environmental conditions. This paper analyzes the quality strategies adopted by different

companies as the mineral water market in Romania, strategies that allowed them to be

competitive and profitable.

Key-words: mineral water, quality policy, quality management, competitiveness

1. Introduction

Romania has about 60% of mineral water reserves in Europe, but only 20% of these

are exploited. Due to the geological structure of the subsoil, Romania has huge

reserves of mineral water, gathered in about 2,000 springs. The largest share is held

by natural carbonated mineral waters (Auspices of Mineral Waters in Romania).

The concept of "mineral water" was defined in an inconsistent way in

different geographical areas, or even in the same area, depending on the nature of

the profession of those involved in its study and use (doctors, geologists, chemists,

traders, etc.). The main criteria which were originally based on defining the concept

of "mineral water" were those related to the chemical composition of solubilized

minerals and the presence of carbon dioxide (German school) or by its therapeutic

effects (French school). In Romania, before 1990, in order to be bottled, mineral

water had to contain a quantity of dissolved salts greater than 1000 mg / l,

containing CO2 exceeding 500 mg / l and having therapeutic effects, which were

mentioned on the label (Feru, 2012).

The term for "mineral water" suffered mutations caused by the use of it, from

a curative product into a predominantly food product. The advent of the Common

Market brought the need for a unitary European legislation.

1 Transilvania University of Braşov, andreea.neacsu@unitbv.ro