Fiji Water Essay

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As for the California lawsuit non-market issue, Fiji Water should defend itself about what it has done so far to be a carbon-negative company as well as make campaigns as a support of its works and enlighten its consumers. For instance, the company should defend itself by reminding the public about the company goals which is being environmentally friendly and how it is acting to do so. Moreover, Fiji Water has to republish the facts that proves the company is carbon-negative. The first proof that supports its actions is the fact that it has published records concerning the Carbon footprints to the Carbon Disclosure Project, and it should also republish new records to have extra proof. Second, it should also remind the public that it has joined forces with ICF international (consulting firm) that it has helped verify reports concerning emission-reduction process, and Conservation International (non-profit organisation) that witnessed the company’s sustainable initiatives. The campaigns should encompass about the works of the company as environmentally friendly and carbon-free in order to enlighten the public, and prove the lawsuit wrong in order not to loose market share and decrease in profits. Moreover, by being transparent and disclosing information to the public is enough proof for the lawsuit that the company is not lying about its actions and has nothing to hide. People appreciate a company when it goes public and shows that it has nothing to hide. Finally, defending the lawsuit, and being transparent will be in the company’s favour of increasing its market share and profits since people that are concerned about the environment will feel safe in buying Fiji water and find it as a way of helping the environment.

Conclusion

Understanding in dept analysis of a problem leads to a better strategy. In order for Fiji Water to overcome the non-market issues, it should consider the two strategies mentioned above. These two strategies will put the Fiji government and citizens on the company’s side and the actions taken will be for the company’s favour. Moreover, defending the company, being transparent, and be active in campaigns will prove the lawsuit wrong. The most important factor in both strategies is the fact that they will lead to increased market share which will in turn lead to increased profits for the firm.