Here is the description of the paper. It needs to be 5 pages not including the reference page. There are 4 questions and you can get all of the information from the article that is attached.
This case is about arguably the most successful product that ever originated in the Fiji Islands; it is about skillful marketing of the FIJI brand and the huge environmental and corporate social responsibility (CAR) challenges the marketing of this brand faces. The case sets out by describing the establishment and subsequent operation of Natural Waters of Vito Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, Cartesian water coming from a virgin ecosystem found on Fiji’s main island of Vito Levy in the remote South Pacific. It then reviews the growth and market expansion of this highly successful company with the brand name “FIJI Natural Cartesian Water” (referred to as FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located at Araguaya in Ra, Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of the great marketing success of FIJI Water, particularly in the U.S. market, the case focuses on how the company has responded to a number of CAR issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues.
- What is ethical and socially responsible marketing and why should marketers be concerned about CAR and sustainability?
- What factors contributed to the marketing success of FIJI Water?
- What does it mean for FIJI Water to go carbon negative? How does one measure and report carbon footprints of products? Is the carbon footprint of FIJI Water big compared to other products?
- What is green washing and how can it be identified? Do you think FIJI Water is engaged in green washing? What could the company do to gain environmental credibility?