FIJI Water Business Management Case Study

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Introduction FIJI Water (FIJI) is a brand of bottled water that is derived from an aquifer in the Nakauvadra Mountains in Fiji. FIJI was created for international distribution in 1995, under the corporate name of Natural Waters of Viti Ltd. It was marketed to appeal to health-conscious and image oriented consumers by touting the water’s silica-rich property that has been attributed to anti-aging and immunity boosting. FIJI Water has captured a large share in the bottled water industry in the niche premium segment alongside Evian and Perrier. The initial success of FIJI has been overshadowed by multifaceted issues that were exacerbated by management’s actions. Integrating Culture In the beginning, Natural Waters of Viti Ltd. recognized the importance in establishing and maintaining good relations with the indigenous people of Fiji. An emphasis was placed on hiring, training, and advancement of the inhabitants of nearby villages. Strong leadership by Ian Lincolne, native of the Draunivi village, created an organizational culture that aligned with employees’ values of interpersonal relationships, attendance of religious services, and support of community. The company constructed a kindergarten classroom in each village and established a community development trust fund to finance projects to improve hygiene, sanitation, and safe drinking water. To create additional employment opportunities to surrounding villages, FIJI contracted out services such as transportation to and from work, security personnel to guard the factory, food preparers in the canteen, ground maintenance, and laundry. All of these efforts were acknowledged in 2004 by the U.S. State Department, bestowing upon FIJI the Award for Corporate Excellence for Outs... ... middle of paper ... ...ce, J., & Lehmann, M. (2005). Corporate Awakening – Why (Some) Corporations Embrace Public–Private Partnerships. Business Strategy and the Environment, 14, pp. 216-229. doi:10.1002/bse.471 Pearce II, J. A., & Robinson, R. B. (2011). Strategic Management 12th Ed. New York: McGraw-Hill/Irwin. PWC. (2008). 2009 Fiji Islands Budget Summary. Roll Global. (n.d.). Who we are Building healthy brands from the ground up. Retrieved from Roll Global: http://www.roll.com/who-we-are Roll, M. (n.d.). Fiji Water - The exotic water brand . Retrieved from VentureRepublic: http://www.venturerepublic.com/resources/Fiji_Water_-_The_exotic_water_brand.asp SMH. (2004, November 29). Hollywood couple takes on Fiji's liquid asset. Retrieved from The Sunday Morning Herald: http://www.smh.com.au/news/Business/Hollywood-couple-takes-on-Fijis-liquid-asset/2004/11/29/1101577391426.html

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