Fiji Water Analysis Essay

IntroductionCorporations similar FIJI weewee ar forced into having bodied Social business (CSR). Corporate Social Responsibility is the idea that businesses need to institute back to order as much as they take away. Although companies like FIJI weewee throw some type of intersection point for consumers, in this circumstance body of body of water, they are fixled to give back as much as they take away. The issue companies arrive to deal with is whether they really read CSR, or if they are just jet-propelled plane backwash to make people believe they are socially obligated. The tenth Edition of the Concise Oxford English Dictionary recognizes the word parkwash, defining it as, Disinformation disseminated by an organization so as to present an environmentally responsible humankind image. Environmentalist make it their job to eliminate any green washing by take to light companies negative impact on nightspot and proving outrageous claims to be oer exaggerated or com pletely false.Environmentalists compel companies to reduce, if not eliminate their carbon footprint on society by dint of exposing how glomful they are to society. Every company in order to be successful has to recognize this issue and do their best to resolve it, other than their company will tank. Companies like FIJI body of water welcome to walk the beauteous line of CSR and green washing. FIJI urine LLC, has proved to be a forged competitor in the market of selling bottled water. They put on overcome trials and set-backs and suck kept their image of a premium quality brand of water. They have done their very best to become socially responsible over the years and had to wont the idea of green washing to exploit their product.How FIJI weewee Came to BeFIJI Water was started in 1996 by David Gilmour, one-time partner in Clairtone estimable Corporation Limited. FIJI Water is a U.S.-based business and brand of bottled water derived, bottled, and shipped from the Fiji Isl ands. It is uncommitted in 330ml, 500ml, 1 liter and 1.5 liter bottles.According to marketing materials, the water comes from an artesian aquifer in the Yaqara Valley of Viti Levu. A sizable way to let out what FIJI Water is all nearly is in their mission statement which reads, FIJI Water, the humanss finest water, is committed to quality and excellence in our product, people, profitability, and strategic partners. We are dedicated to communicating the passion and unique properties of our brand to consumers worldwide and go on to invest in the future while preserving and cherishing the pristine source.They have marketed their product towards wealthy people who could afford to pay more to drink water. Their important marketing drive was that the product was far from pollution, acid rain, and industrial waste in the island nation of Fiji. The way their product differed from other water bottling companies is that the FIJI Water was drawn from an artesian aquifer that lies hundre ds of feet below a primitive rainforest. The idea macrocosm that distance and isolation is part of what makes FIJI Water so much purer and richer in taste than other bottled waters.Corporate Social ResponsibilityFIJI Water has a few marketing and CSR campaigns to serve up address the issue of social righteousness and to give their product more attention. FIJI water was seen as being exceedingly wasteful. To take a naturally occurring product like water and use the resources to ship it one-half way across the world was thought to be water insanity. In response to this protest, the company launched a in the raw promotion campaign under a guide word every hurtle is green, unaccompanied to be immediately acc utilize by environmentalist classifys of act in green washing activities. At the same time that this was happening, FIJI concentrate on its contri butions to the local communities in Fiji.As environmentalists criticism increased over the years, FIJI Water LLC launched a c arbon negative campaign, claiming that it was the first bottle water company to release carbon footprint of its products. This was part of their push towards the slogan every bemuse is green. The guild estimated its total annual carbon footprint at 85,396 metric tons of CO2eq.They were also able to rate their carbon emissions at each stage of the product from production to distribution. They started at the production of raw material to running the plant, to getting it to the markets, to even preserve the product.It did this to try and eliminate as much carbon footprints as possible. The VP of the company, Mooney, argued that, the wholly way consumers can turn their environmental intentions into good decisions is to give them the information they need regarding the emissions with the products they buy. This do customers aware that they were actively looking at their trading operations and doing something about it. To most people, it didnt really matter what, as pertinacious a s they were trying.SustainabilityThe results of their work were impressive. They were able to accomplish the following reduction in packaging by 20 percent, supplying 50 percent of the power use at its bottling plant with renewable energy, optimizing logistics to be more carbon-efficient in transportation, restoring grasslands in the Yaqara Valley by planting trees, and supporting recycling programs for ductile PET bottles. With their new image as a socially responsible company they were more sustainable in the fact that they were enceinte back. They summed up their operations in a PR pitch a deal of every bottle of FIJI Water would result in a electronic network reduction of carbon in the atmosphere The question remains, are they giving back enough? To ship a naturally occurring product half way across the world seems pretty ridiculous to those who care about our earths resources being wasted.Green WashingConservation group didnt buy it. This absurd claim, along with every dro p is green was green washing at its finest so they thought. In Section 53 of the Commonwealth Trade Practices Act 1974 it prohibits a corporation from representing that goods or serve have sponsorship, approval, performance characteristics, accessories, uses or benefits they do not have. They were in check violation of this. The Greenwash Brigade were some of the most professional environmentalist that were cognize for exposing this kind ofbehavior.In June 2008, they published an article titled Fiji Water by the numbers, which summarized the terrible environmental impact of the company. Some facts that came out of that were that there were 5,500 miles per misstep from Fiji to Los Angeles, 46 million gallons of fogey fuel, 1.3 billion gallons of water used, 216 million pounds of greenhouse gases emitted. These were staggering amounts of energy, water, and fuel being used, especially for something that is naturally occurringThe Impact of the Nay-SayersThese conservationists had a big impact on the company in forming who they are today. Without bringing this information to light, nothing would be changed. They would just fly under the radar without being criticized. We need the nay-sayers to motivate companies to change so they wont use up our limited resources. The fact of the matter is that every drop of FIJI Water is not green, every drop is imported These environmentalist help prevent green washing and provide important research female genitalia their accusations of companies. In 2007, Pablo Paster, an engineer and MBA, undertook a thorough and exhaustive study of the court of bringing a liter of FIJI Water to America. His study found that, In summary, the transport of that one kilogram bottle of Fiji water consumed 26.88 kilograms of water (7.1 gallons), .849 kilograms of fossil fuel (one liter or .26 gallons) and emitted 562 grams of Greenhouse Gases (1.2 pounds). One can only imagine the effect that has on our environment.ConclusionOverall, Fiji w as able to show tractableness in changing for the times. They completed credibility among the community by means of addressing concerns of others. At first they tried to hide from the answers needed by consumers and conservationists and even used some green washing to help get their product through the tough, trying times. They used the idea of green washing to their benefit by making outrageous claims that had to be proven false initially, but in time they held to it as best they could. They had to be vague at first, but later specified their goal in operations.Comparatively to most companies, FIJI Water has a ample Corporate Social Responsibility in that they have done significant things to try and eliminate their carbon footprint through efficiency and planting more trees. Going forward, the company will have a hard time living up to becoming a carbon negative company. They need to keep on their path of fulfilling promises made to invest in renewable energy equipment and to off-set that with continuing to plant trees abroad.FIJI Water has especially helped the local community surrounding Fiji. They have established good CSR with the five neighboring villages. They have supported childrens educations in share them get a good start. In pre-schools they have provided equipment, educational material, instructor training and other support. In March 2002, the company voluntarily established an independently administrated community development trust fund and allocated FJ$275,000 to it. That is a great use of their resources. They also support village projects to improve hygiene and sanitisation as well as provide portable drinking water. FIJI Water is a benefit to society as a whole. They have used their resources to give back to our planet and help others in need. More 1 . crowd McMaster and Jan Nowak, FIJI Water and Corporate Social Responsibility Green Makeover or Greenwashing?, whitethorn 2009, Ivey Management Services. 2 . N.A., FIJI Water, http//e n.wikipedia.org/wiki/Fiji_WaterHistory, 2012. 3 . N.A., Mission Statement, http//www.fijiwater.com/company/company-timeline/, N.D. 4 . ibidem 5 . James McMaster and Jan Nowak, FIJI Water and Corporate Social Responsibility Green Makeover or Greenwashing?, May 2009, Ivey Management Services. 6 . FIJI Water Becomes runner Bottled Water Company to Release Carbon Footprint of Its Products, April 9, 2008, www.bevnet.com 7 . Ibid. 8 . Ibid. 9 . FIJI Water Becomes First Bottled Water Company to Release Carbon Footprint of Its Products, FIJI Water Press Release, Los Angeles, April 9, 2008, www.bevnet.com. 10 . James McMaster and Jan Nowak, FIJI Water and Corporate Social Responsibility Green Makeover or Greenwashing?, May 2009, Ivey Management Services. 11 . Heidi Sigelbaum, Fiji Water by the numbers, June 6, 2008. 12 . www.treehugger.com/files/2007/02/pablo_calculate.php 13 . McMaster and Nowak, essential Waters of Viti Limited Pioneering a New Industry in the Fiji Islands.