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Unit 3: Reading Business Research Blogs

Credit: https://sea.mashable.com/
A blog, a truncation of weblog, is a discussion or informational website published on the World Wide Web consisting
of discrete, often informal diary-style text entries or posts. Posts are typically displayed in reverse chronological
order, so that the most recent post appears first, at the top of the web page (https://en.wikipedia.org/wiki/Blog).
Business blogging is one of the basic tenets of inbound marketing, and one of the best ways for businesses to
gain greater online visibility. It drives traffic to company websites, aims to convert that traffic into leads, helps
establish authority and drives long-term results. Generally speaking, the aims are both informative and persuasive
at the same time. Good blogs provide good researched information to readers and make them come back again.

Credit: https://moneyinc.com/10-expensive-bottled-waters-world/
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 41

A good business blog post should have the following characteristics (Lazuka, 2017):

• Have a clear viewpoint: A clear and focused point of view sets your content apart. Posts do not need to
be controversial, but wishy-washy doesn’t work either. Write content that makes the reader sit up and take
notice -- offer something in a way that is different from what everyone else is doing or saying.
• Know your targeted readers: Who are the targeted readers? Put yourself in their shoes and figure out
what value the blog post will provide. Consider the business blogs you read yourself -- what draws you in,
and what about them says “thought leader” to you? Tap into your vast store of knowledge on a topic and,
if you don’t have one, do the required research to attain it.
• Research your information: A good blog post is like a research paper (Gallegos, 2018). When writing a
research paper, you’d carry out tons of research, gather together loads of resources, and then carefully
start crafting your argument. This should be a similar process you follow for creating a blog post. Besides,
your sources of information or data must be credible.
• Write conversationally: A business blog is an extension of an organization’s professional voice. Write
interesting, relevant content that is easy to digest but always reflects a company’s culture and mission.
Unless it’s called for, avoid technical jargon, long sentences or the passive tense where possible. Simple
language works.
• Optimize content: Remember that you’re writing for the web. Use white space for ease of reading. Make
content scannable with the generous use of bullets and subheadings. Shorter paragraphs and judicious
use of graphics make content more digestible.
• Write seductive headlines: What makes a headline seductive? Simple: people click through to read the
posts. Use emotional words that make a reader curious enough to want to learn more. Numbers still work
well -- especially in social streams -- if the rest of the headline isn’t “fluff.” Spend time on your headlines
because it will pay off big in gaining more readers and customers.
• Use inspirational conclusions: We’re not talking CTAs; some business blogs use them, others don’t.
No, this is about your closing thoughts. Just as your opening paragraph compels your audience to keep
reading, your final paragraph should inspire them to act on all the advice or information contained in the
body. Readers who leave your blog posts feeling inspired to take action will return again and again for
more of the same. Moreover, your blogs should leave an open space for readers’ feedbacks or discussion.

Read the following business research blog and discuss the questions.
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 42

The Global Bottled Water Market: Expert Insights & Statistics

by The Business Research Company, on February 28, 2018

The global bottled water market did not end 2017 without surprises. After years of strong growth in the USA, bottled
water sales surpassed carbonated soft drinks to become the largest beverage category by volume in 2016.

And the numbers do not stay idle. From 2014 to 2017 due to increasing concern regarding various health problems
caused by consumption of contaminated water, the global bottled market grew to over $200 billion following 9%
yearly growth, according to the report on the bottled water market from The Business Research Company. In
addition to health concerns, rising disposable income also let people in the Asia Pacific region influence the growth
of the market significantly.

Global Bottled Water Market 2013-2021

Value in Billion
400

350
350

300 315
300

250 270
243
200 219
198
179
150 162

100

50

0
2013 2014 2015 2016 2017 2018 2019 2020 2021

Source: The Business Research Company

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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 43

By volume, the market grew by 100 billion liters. The predictions for the bottled water market are above previous
expectations. By value, the market is going to reach around $350 billion by 2021, following 10% year-on-year
growth. The volume’s growth will be a bit lower, but not by a significant number, at 9.3. Global per capita average
bottled water expenditure will also be in a growth stage to 2021, raising to $45.3 by 2021 from $32.3 per head in
2017.

The consumption of bottled water in 2017 was the highest in the Asia Pacific region, accounting for 42% of global
consumption. The Asia Pacific region is a host for two of the most populated countries where poor public
infrastructure is quite common and access to clean drinking water is limited, which drove the market to such
numbers. These conditions, in particular, raise consumers’ concerns and prompt them to seek out clean drinking
water to maintain a healthy life.

Following the health awareness trend, bottled water consumers in the Asia Pacific region are also increasingly
adopting new products with health benefits, such as functional water, which has added value in the form of minerals,
oxygen, and vitamins. Since consumers prefer to try new tastes and follow the best of them, the availability of a
range of flavors and options in functional water will boost market growth.

Source: The Business Research Company

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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 44

The second region ranked in terms of bottled water volume was the American continent. High average prices per
liter for drinking water made the region rank the first in terms of value.

The global bottled water market is highly fragmented with a large number of local players present in most countries.
To stand out among numerous competitors, companies have started changing the look and feel of packaging
bottles to get more traction in the market. The aim of producers is to establish a brand image and differentiation in
the bottled water market.

Innovative packaging includes re-sealable and recyclable can packaging material, transparent sophisticated bottles,
and inks and coatings applied on a can to enhance customer experience through unique visual effects along with
increasing shelf appeal. The leading bottled water companies in the global market that have a multi-country
presence are DANONE, Nestle, Coca-Cola, and Pepsi-Co.

Source: https://www.superaquaholding.com/index.php/en/alkaline-ionized-water-market-en.html
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 45

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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 46

Comprehension and discussion

1. Write down at least three keywords that give readers the hints of the overall idea of this article.
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2. According to the opening paragraph, can it be implied that the sales of carbonated soft drinks used to be
the largest beverage category by volume in America before 2016? Why or why not?
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3. From 2014 to 2017, what were the factors leading to the significant growth of the global bottled water
market?
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4. Referring to the chart on page 42, in your own words, describe the growth of the global bottled water
market by value from 2016 to 2019. Then, describe the trend of the global bottled water market in 2021.
2016 – 2019 Global Bottled Water Market Growth by Value
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2021 Global Bottled Water Market Trend by Value
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 47

5. Referring to the chart on page 43, in 2017, why was the consumption of bottled water in the Asia Pacific
region considered as the highest when compared to other regions?
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6. Following the health awareness trend, what are the new products adopted in the Asia Pacific region?
Describe these new products in detail. In your own opinion, will the new products as mentioned on page
43 be increasingly popular in Thailand? Why or why not? Can you buy the same product like this in
Thailand? Give examples to support your discussion.
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7. What have the bottled water companies done to make their products stand out among numerous
competitors in the same sector?
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 48

8. Give examples of the Thai bottled water brands that impress you with their unique and creative bottle
designs. Share the pictures of your favorite bottled water brands to the class. Discuss how the visual
effects of the bottles impact your buying behaviors.
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9. In your own words, describe the chart on page 44.
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10. Study the infographic on page 45 carefully. Then fill in the missing information.
a. Title: _______________________________________________________________
b. Heading 1: _______________________________________________________________
c. Heading 2: _______________________________________________________________
d. Heading 3: _______________________________________________________________
e. Heading 4: _______________________________________________________________
f. Source of information: ___________________________________________________________

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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication
 49

Group discussion and presentation

Four to five persons work together. Choose one of the questions below for the topic of your group discussion.
You’ll have 60 minutes for the discussion. Then deliver a 10-minute presentation to your classmates.
11. Referring to the infographic on page 45, compare the average bottled water consumption by volume in
South Africa and Saudi Arabia. Why are the consumption volumes of bottled water in these two countries
vastly different? Then, search for the information relating to Thai people’s average bottled water
consumption in volume during the past years. Share your findings to the class.
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12. Referring to the infographic on page 45, compare the market share of premium bottled water in Nigeria
and Canada. Discuss why the Canadian consumers tend to be a big fan of premium bottled water. Then,
search for the information relating to global top 10 best bottled water. Share your findings to the class.
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13. Referring to the infographic on page 45, compare the market share of imported bottled water in Nigeria
and Singapore. Why do the Singaporeans consume more imported bottled water than those in Nigeria?
Then, search for the information relating to the brands of imported bottled water that you can purchase in
Thailand. Share your findings to the class.
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HS306 Readings in Business
Panchai Poonwathu, Department of English for Business Communication