This website uses cookies to ensure you have the best experience. Learn more

Fiji Water Essay

1468 words - 6 pages

Executive Summary

This case presents the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. Throughout, the case reviews the growth and market expansion of this highly successful company with the brand name 'FIJI Natural Artesian Water. The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located in the Fiji Islands. In 2008, FIJI Water was ...view middle of the document...

A related objective for this case is then to provide a forum for discussion, analysis and decision making on what the company can or should do in order to successfully cope with the CSR challenges it faces.
Problem Analysis and Data Collection
Below I will present variables involved in this case, the nature of the situation so that we can understand what exactly is going one with Fiji Water LLC.
Fiji Water has been able to develop a unique selling proposition through the distinct source of the company’s water. They are able to promote the benefits of retrieving water from a natural aquifer located in an area as remote as the Fiji island of Viti Levu. Also, Fiji Water has found a narrow market which makes marketing and promoting their product a simpler task. Lastly, the company has an established and effective distribution system. From transporting water from Fiji to delivering packages of the bottled water to customers’ doorsteps, Fiji Water makes sure that their product ends up in the right hands.
Unfortunately, Fiji Water is not without its weaknesses. They have been attacked for their carbon emissions, largely an effect of having to distribute water from such a remote location. This also challenges Fiji Water to “go green” and face the substantial costs of such an extensive business move. They have also been under fire for the negative impact they have had on the actual islands and people of Fiji.
Critical Ethical and Legal Issues
Fiji claims that its products are “carbon negative,” based on the purchase of carbon offsets equal to 120% of the company’s carbon emissions. Fiji has to prove that its carbon offsets will ultimately meet that goal, that consumers are not apprised of the fact that offsets will occur in the future.

Tax Disputes: In 2007-2008, disputes with the Fiji government over export duties led to legal cases, impounded shipments and a self-imposed industry-wide shutdown of Fijian water bottlers. The government eventually dropped its proposed 20-cent per liter tax. In December 2008, Fiji Water laid off 40% of its staff due to weakening sales. Since 2004, Fiji Water has spent approximately US$10 million a year on marketing a global brand with the name “Fiji”. If Fiji Water were to walk away from Fiji, it would lose this brand name, the market that goes with the name and all the profits from the name.
Fiji water has taken steps to present a “green” and charitable brand image, from its 1% for the planet member standing to buying carbon offsets to setting up a trust fund for local villages and helping to fund water sanitation projects and local schools (although the company won’t disclose total charity expenditures
The popularity of the environmental friendly, or “green,” movement presents Fiji with the opportunity to redesign their business and promote their participation and support for the cause.

Ethical Frameworks

We learned that Utilitarianism is the moral doctrine that all of us should always act to...

Other Essays Like Fiji Water

Green Tourism Essay

1891 words - 8 pages Fiji’s tourism industry. To maximize shareholder value, Fiji needs to promote green tourism by reducing pollution. Major types of pollution affecting tourism are land, air and water. It is the hoteliers (service firms) and manufacturing firms that mainly cause this pollution. Focusing on the longer term, managerial accounting is imperative in making pollution-prevention investment decisions as its main roles include planning, implementing and

Bottled Water vs Tap Water Essay

1700 words - 7 pages telling the truth. For example the brand Fiji does get their water from a spring in the country of Fiji, but if you have ever seen Fiji water in a store you will notice how much more expensive it is compared to other bottled water and notice that it is nearly seven hundred and fifty times more expensive than municipal tap water. The company Poland Springs has the word spring in the name but they believe it or not buy their water from the city

Soils of the Pacific

1285 words - 6 pages ------------------------------------------------- Soils of the Pacific What is Soil? Soil is the biologically active, porous material that has developed in the uppermost layer of the Earth's crust. It is made up of a mixture of broken rocks and minerals, living organisms, and decaying organisms called humus. Humus is dark, soft and rich in nutrients. It is one of the principal substrata of life on Earth, serving as a reservoir of water and as a

Twilight Millenium

1264 words - 6 pages resulted as the reef and marine resources showed signs of over-exploitation and damage to sea-level rise and natural hazards. This forced people to move inland and focus on agricultural activties. It was during this period that terracing of hill sides and the construction of irrigation channels to control water supplies was widely adopted. These inland settlements in mountain landscapes as noted by Campbell were found in Fiji, Vanuatu and other

Research Paper

1490 words - 6 pages bottled water: he reports that the “NRDC estimates that 4,000 tons of CO2 is generated each year—the equivalent of the emissions of 700 cars—by importing bottled water from Fiji, France, and Italy, three of the biggest suppliers to the United States.” Purchasing a product that has such a negative impact on the environment when that some product is readily available from a kitchen tap for fractions of a penny is irresponsible. When companies and

Explain How Climate Change Impacts The Sustainability Of Pacific Islands Nations

530 words - 3 pages gaining more power and are doing more damage. For example Cyclone Pam which struck Tuvalu, Fiji , Kiribati, Vanuatu and many other Pacific nations where over 3000 people were displaced. Increases in sea water temperature would cause coral bleaching of the reef causing it to die. This would result in the natural food chain of the reef being affected causing many species of marine life to die and possibly become extinct. Also causing one of the

Pacific Explorers

1804 words - 8 pages Polynesia-Fiji and the Tahiti-Tuamotu archipelago" (Sharp 1956:2). He states that the longest offshore voyages made without landing on intermediate islands included distances of up to three hundred miles, separating Tonga, Fiji, Samoa, Rotuma and the Ellice Islands, and distances up to two-hundred and thirty miles, separating Tahiti from the Tuamotu islands. Sharp refers to an account by Captain Cook's interpreter, Omai, who discovered three of


1905 words - 8 pages bottled water company claiming that by purchasing their bottled water you are assisting in reducing the carbon levels in the environment, “What Fiji has failed to inform consumers is that purchasing Fiji water is not in itself a means of reducing carbon emissions, but rather that Fiji, as a corporation, has begun purchasing carbon offsets in recent years”(Coppolecchia, 2010, p1358). The Sin of no proof, claiming to be green without easy access to

Ganesh Chaturthi

1776 words - 8 pages Bhaadrapada, starting on the shukla chaturthi (fourth day of the waxing moon period). The date usually falls between 20 August and 15 September. The festival lasts for 10 days, ending on Anant Chaturdashi (fourteenth day of the waxing moon period). While celebrated all over India, it is most elaborate in western and southern India. Outside India, it is celebrated widely in Nepal and by Hindus in the United States, Canada and Fiji. History It

First Speech

2133 words - 9 pages interested in water activities; swimming, diving and skiing, and I felt that scuba was for me. My first dive took place while on my vacation in Fiji. I came across a dive shop offering introductory dives, which immediately caught my interest. After much convincing my parents, with my solemn assurance that I would be careful, I was allowed to participate in a dive. I was ready, or so I thought. The slim basics such as breathing were explained and I was

Business Report

3349 words - 14 pages Fiji. For the year 2015, NCM has accumulated better profit than the previous year. Currently there are 10 Board of Directors (BOD) with different background to helm the company. They own more than 50% of the Newcrest’s outstanding share and they are categorized as major shareholder. They can influence and make decisions with regards to its operation and strategic planning of the company. At the point of report, they have managed the company

Related Papers

Sci 207 Week 2 Essay

1359 words - 6 pages | |Tap Water |0 | |Dasani® Bottled Water |0 | |Fiji® Bottled Water |0

Lab For Week 2 Essay

963 words - 4 pages ® Bottled Water |0mg/L | |Fiji® Bottled Water |0mg/L | |Table 3: Chloride Test Results | |Water Sample

Week 2 Lab Essay

1143 words - 5 pages introduction to this lab, you know that there are typically five steps involved in the water treatment process. Identify the processes (e.g., coagulation) that were used in this lab and describe how they were performed. Answer = Experiment 3: Drinking Water Quality Table 2: Ammonia Test Results | Water Sample | Test Results | Tap Water | 0 | Dasani® Bottled Water | 0 | Fiji® Bottled Water | 0 | Table 3: Chloride Test Results

Week 3 Assignment

1369 words - 6 pages getting themselves into as far as health concerns go. The objective is to educate a person to let them know the difference between what is in their tap water versus that of bottled water, and the quality of it. Body Paragraph # 3 - Hypotheses: In the three experiments from the eScience Lab Manual (Bottcher, A., & Rex, A. (2012), I used regular tap water, Dasani water, and Fiji water to see the reaction of each one when mixed with certain