Subject: FIJI Water and Corporate Social Responsibility
Table of Contents
* Introduction
History of FIJI Water * Strengths
-FIJI Water as trendy
-FIJI Water as untouched * Weaknesses
-Environmental issues
-Taxation issues and relationship with the Fijian government
-Criticism
* Conclusion and recommendation
-Sustainable development
Introduction
FIJI Water was originally founded as “Nature’s Best” in 1993 by David Gilmore who’s idea was to provide exotic natural water from an artesian aquifer of Yaqara Valley of Viti Levu, Fiji to local as well as international markets. Bottled water has been growing exponentially as concerns about the quality of tap water and health issues of carbonated drinks have been increasing. The pure artesian water that FIJI Water provides has attracted consumers successfully. Bottled water production and sales to the U.S. began in 1997. FIJI Water has been growing rapidly in the bottled water market as its production went from 10 million in 1998 to 25 million in 2000, and production grew about 60% a year. The company was even awarded the prestigious Secretary of State’s 2004 Award for Corporate Excellence. The company gained competitive advantages over its competitors by successful branding and marketing, as it has created an image of its product as healthy, high-end, and trendy. However, FIJI Water has faced numerous challenges as well as heavy criticism, not only for its carbon footprint but also for the overall concept of shipping a product which is available locally in many places around the world.
In this paper will discuss the history and development of FIJI Water, present and analyze strengths and weaknesses by looking at the company’s competitive advantages and its marketing, taxation issues and the relationship with the Fiji
