Fiji Case

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Case Write Up

Fiji Water and Corporate Social Responsibility

Objectives of the case:

1. To understand how and why marketers have to embrace CSR to make their marketing strategies sustainable

2. To provide a forum for discussion, analysis and decision making on what the company can should do in order to successfully cope with the CSR challenges it faces

Assignment Questions

Answer the following questions based on your case analysis.

1. What factors contributed to the marketing success of FIJI Water?

2. What are the current challenges FIJI Water faces?

3. What should FIJI Water do to breathe new life into its otherwise clever marketing strategy?

Make sure to answer all of the above questions in your write up. Also be sure to substantiate your recommendations with data and/or information from the case.

The written analysis is to be no more than 3 pages total. Please format your assignment as follows: 12 point font, 1 inch margins, double spaced. You can include an additional 2 pages of exhibits. You will be evaluated on the quality and creativity of thinking evident in the paper, your ability to apply concepts from class to the problem, and your ability to communicate clearly, concisely and persuasively.

What am I looking for in this assignment?
The assignment does not necessarily need to be structured around these three questions (ie, have three sections, each headed by each question), but the issues asked about in each question need to be addressed. You do not need to research additional information about FIJI Water beyond what is presented in the case.

General points that lead toward a higher grade: are evaluations and recommendations offered substantiated by either data from the case or theories from class, hopefully both, not just a general opinion? Has a deep level of thinking occurred, along with creativity in tackling the issues? Are the recommendations clear? In other words, could a manager read the case analysis...
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