Fiji Water Case Study Analyses

International Marketing Strategy

CASE STUDY

FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY

– GREEN MAKEOVER OR “GREENWASHING”?

❖ Course code: MIEB 2

❖ Group F

❖ Group members:

|Name |Given name |ID number |Email |

|NGUYEN |Trang | | |

|SHAN |Yan | | |

|XU |Yuwei | | |

|ZHAO |Wenting | | |

November 18th, 2014

Introduction

In 1993, David Gilmour established a company named Nature’s Best with the product is Fiji natural artesian water. In 1996, the company ‘name was changed to Fiji Water LLC and headquarter was established in Basalt, Colorado. In last decades, Fiji Water was succeed in their expansion strategy of global market such as in U.S, Australian, U.K…. It played a substantial role in the Fiji Island economy as a source of export earnings. Starting from 2007 until now, Fiji Water has been facing with the resist of conservation groups with many Accusations of greenwashing. Even though they tried to make some marketing campaigns to resolve these issues and to gain the good image in public’s view but the flight between Fiji Water and conservation groups has not come to end until now. This report will analyse some viewpoints of their situation to give the recommendations for their marketing strategies to overcome this difficult period....