This case analysis traces 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 from a virgin ecosystem found on Fiji main island of Viti Levu. The case examines the growth and market expansion of this highly successful company with the brand name of Fiji Natural Artesian Water (Fiji Water). The company has … Read more »

This case analysis traces 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 from a virgin ecosystem found on Fiji main island of Viti Levu. The case examines the growth and market expansion of this highly successful company with the brand name of Fiji Natural Artesian Water (Fiji Water). The company has grown rapidly over the last decade and a half, and now exports bottled water in many countries around the world from its manufacturing facility in the Fiji Islands. In 2008, Fiji’s leading imported bottled water brand in the United States. As part of the great marketing success of the Fiji brand, especially in the U.S. market, the case focuses on how the company has a number of corporate social responsibility (CSR) issues, including measuring and reducing their carbon footprint , responsibilities to key stakeholders react and concerns of the Government of Fiji in terms of taxation and transfer pricing issues. The case provides a compelling example of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.
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from
James McMaster,
January Nowak
Source: Ivey Publishing
21 pages.
Release Date: 14 May 2009. Prod #: 909A08-PDF-ENG
Fiji Water and Corporate Social Responsibility – Green Makeover or “Greenwashing”? HBR case solution