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Case Study Analysis - The Brita Products Company Problem Statement ________________________________________________________________________ In 1988, The Clorox Company approved Charlie Couric's deficit spending proposal to acquire the marketing rights for the Brita pitcher-and-filter water purification system in the United States. Couric's key argument to Clorox was based on the cash flow from the filters necessary to maintain the home-based water purification system. In a little over ten years, Couric had grown Brita to the point that it accounted for over a 70% share of the revenues for a thriving $350 million industry it had helped to create. Yet, like many industry leaders, Brita had to make decisions for the future. The market was becoming more interested in the advances of faucet-mounted filters versus pitchers. At this juncture, Brita had three choices: 1 Continue to emphasize water pitchers 2 Begin endorsing a faucet-mounted system 3 Shift emphasis to increase filter sales versus pitchers...

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