Fiji Water and Corporate Social Responsibility Essay

Nova School of Business and Economics second Semester 2011/2012 Marta Andre Lopes n10265 International Management 4th lineament Study digest Fiji urine and Corporate Social Responsibility Green Makeover orGreenwashing? 1. Introducing the Case The case traces the establishment and subsequent operation of Fiji urine LLC and its bottling subsidiary, Natural pees of Viti Limited, the first party in Fiji extracting, bottling and marketing, both domestically and internationally, artesian pissing coming from a untouched ecosystem in the main of Fiji Islands. It takes us with the growth and market expansion of this highly successful company.The company has large 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 the leading imported bottled water brand in the United States. Despite of a great marketing success of the Fiji brand, in particular in the U. S. market, the case shows us how the company has responded to a number of bodily social responsibility (CSR) issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji organisation with regard to taxationation and transfer pricing issues.It also leads us to turn over of CSR challenges that may jeopardize the sustainability of a great marketing strategy. In this case, Fiji Water faces CSR issues such as the carbon footprint on its production, responsibilities to stakeholders, relations and lawful issues with the Fiji authorities on tax incentives, export duty claims and transfer determine that may jeopardize an otherwise successful marketing strategy. . Challenges Ahead The firms strategies should non only focus on the stakeholders or the employees interests, they should also take sustentation of the outsiders interests affected by the firms business since every firm, irrespective of its business or size, must have an obligation to satisfy the social interests when it does the business in the sake of the stakeholders.The case showed that a mountains marketing and ethical strategies should not only focus on the interest of the stakeholders and the legal conformance of that corporations business, but also center on the incorrupt and social responsibilities. A corporation with a more socially obligated course session would consider itself as responsible corporate citizen of the entire friendship for every course of business actions.Also, if a corporation fails to maintain a reliable CSR practice, it exposes the business to various green nterests groups which may trigger the corporations sustainability. Given this, it is very important that corporations and their marketers care about CSR practice to ensure the sustainable strategy, which help to ensure the achievement of the stakeholders interests by managing economic, legal, social, cultural, and environmental risks. Fiji Water LLC showed a great contribution in Fiji with respect to tax revenue, jobs for local workers, foreign currency collection from export sales and so on.These factors ensure that the production facilities in Fiji can be sufficiently operated and grow over the years to meet the increasing demand from consumers. I animadvert that the company could develop a comprehensive program on measurement, tracking, reporting, and audited account on corporate commitments and responsibilities on environment protection of itself and its vendors, which could help to Fiji Water LLC and its vendors to improve its environmental credibility in certifying that Fiji Water LLC is carbon negative.Also, the company should start paying more corporate taxes to demonstrate that it is a good corporate citizen by revisit its transfer pricing practice. As a consequence, it should review and optimize its business operations to be more streamlined and effective by reducing its costs,balancing the interests of its sta keholders and Fijian government.