Corporate social responsibility (CSR) refers to the ethical and responsible actions that a company takes to address the social and environmental impacts of its operations. CSR can include a wide range of activities, such as charitable donations, environmental protection efforts, and fair labor practices.
Fiji Water, a brand of premium bottled water, has implemented various CSR initiatives over the years. One of the main ways that Fiji Water has demonstrated its commitment to CSR is through its efforts to reduce its environmental impact. The company has implemented a number of initiatives to reduce its carbon footprint and minimize its use of plastic.
One of the key initiatives that Fiji Water has implemented is its use of recycled plastic in its bottles. The company has invested in technology to recycle plastic bottles and use the recycled material in the production of new bottles. This helps to reduce the amount of virgin plastic used in the production process and also helps to reduce waste.
In addition to its use of recycled plastic, Fiji Water has also implemented a number of measures to reduce its energy consumption and carbon emissions. The company has invested in renewable energy sources, such as solar and hydroelectric power, and has also implemented energy-efficient technologies in its bottling facilities. These efforts have helped Fiji Water to reduce its carbon emissions by over 50% in recent years.
Fiji Water has also demonstrated its commitment to CSR through its philanthropic efforts. The company has a long history of supporting charitable causes, including providing clean water and sanitation to communities in need. For example, Fiji Water has partnered with the nonprofit organization WaterAid to provide clean water and sanitation to communities in Fiji.
Overall, Fiji Water has demonstrated its commitment to CSR through a range of initiatives aimed at reducing its environmental impact and supporting charitable causes. By taking these actions, the company is able to balance its business interests with its social and environmental responsibilities.
Fiji Water and Corporate Social Responsibility
You have to recommend business unit level recommendations. These staggering numbers make us the second highest exporter in the country, yet, the company paid no taxes on water extraction for the first thirteen years of operation. What are Support Activities in Fiji Water Value Chain? Porter, Competitive Strategy New York: Free Press, 1980. The differentiation and positioning task at Fiji Water require marketing managers to do - Identify competitive advantage or unique value proposition on which position the brand in the mind of the consumers. Socially responsible marketing is taking moral actions that encourage a positive impact on all the company's stakeholders, this involves the employees, community, consumers, and shareholders. For example customers are willing to pay more for flawless uniform experience in Apple products even though Apple products are not the cutting edge products. Improve customer loyalty of Fiji Water customers — Marketing efforts can be used to increase loyalty among existing customers by organizing events, and by providing post purchase information and services.
Fiji water csr
The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natural Artesian Water FIJI Water. According to Michael Porter — Competitive Advantage is a relative term and has to be understood in the context of rivalry within an industry. Service activities of Fiji Water can include — installation services, post sales maintenance, part supply, training, and product forward and backend alignment of software. In response to this protest, the company launched a new promotion campaign under a slogan "every drop is green," only to be immediately accused by environmentalist groups of engaging in greenwashing activities. Ethical marketing focuses on seeking to promote honesty, fairness, and responsibility in all advertising rather than being a strategy. Bring in new customers to Fiji Water — It may involve launching version of product that can appeal to new segment of customers or entering into new markets. Under the Segment Attractiveness Analysis all the segments are evaluated based on the following criteria — Maturity of the market — For example within the car industry the SUV category is more mature than Electric Vehicle market, so the margins can be very limited in the SUV category but the demand forecasting is easy.