economics assignment

timer Asked: Jul 3rd, 2018
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Question description

Read and prepare the Fiji Water case discussion according to the questions below. Submit your assignment in question/answer format.

    • What is ethical and socially responsible marketing and why should marketers be concerned about sustainability?
    • What factors contributed to the success of FIJI Water?
    • What does it mean for FIJI Water to go carbon negative?
    • How does one measure and report carbon footprints or products? Is the carbon footprint of FIJI Water big compared with other products?
    • What is greenwashing and how can it be identified? Do you think FIJI Water is engaged in greenwashing?
    • What could the company do to gain environmental credibility?

the Fiji government’s concerns about the “negative” contribution of

FIJI Water to the local economy justified? Is the company doing enough

to improve its relations with the Fiji government and the local

community? What else should it do to improve these relations?

Tutor Answer

School: Cornell University


Fiji case study
Institutional affiliation

Question 1
What factors contributed to the marketing success of FIJI Water?
Analyse the 4 Ps and the positioning of the FIJI Water brand.

FIJI´s 4 P´s


• Locally and
• Exclusive distributors
and retailers
• Aggressive expansion

• Premium –




• Word-of-mouth
• Free product
• Targeted
• Paid advertising

FIJI´s success factors
 Innovative packaging
 Premium product pricing
 Effective distribution

 Image-creating publicity
 Good market environment
 Highly skillfull marketers

 Change in customer preferences
“promise of good health, refinement, status, and

Question 2
What is the ethical and socially responsible marketing?
Why should marketers increasingly be concerned about
CSR issues and sustainability?

Ethical and Social
CSR is promoted as a business model to help companies
regulate themselves (because of the impact on general
public) as well as establishing a strong relationship with
the customer.
 What is ethics?
 Not only profit-driven
 Reinforce social and ethical values for citizen benefit

CSR Issues and Sustainabilities
 Ethics as a selling point
 Component of brand image
 Image of the organization
 Easier access to information (customer awareness)
 Green movement

 Differentiation from competitors
 Attract and retain talent

Question 3
What does it mean for FIJI Water to go carbon negative?
What do think about it? How does one measure and
report carbon footprints of products? Is the carbon
footprint of FIJI Water big compared to other produ...

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