Marketing Term Paper Example | Topics and Well Written Essays - 2000 words

Marketing - Term Paper Example Some of these issues include, waste and pollution. This survey indicates that, Fiji’s competitors in this filed, face similar environmental issues (Gary and Philip, 123). The study reveals the change of operation adopted by these firms such that, they could suit the consumers who favor environmental sustainable products. For instance, the firms have actively embraced packaging and shipping methods, which have proved to be ecologically friendly to the environment and suits the consumer’s choice of environmental sustainable products (Gary and Philip, 134). Furthermore, the consumers have begun raising eyebrows on the type and quality of bottled water companies’ produce, due to the continued urge of consumers to obtain healthier life styles diets. This study reveals that, all these factor or issues have affected Fiji Company. Additionally, negative press has adversely affected Fiji’s socio-economic conditions, which have made it hard for attaining a competiti ve market niche both locally and internationally. For instance, this survey indicates that, Fiji was compelled to lay off approximately 40% of the staffing resources (Gary and Philip, 136). This implies that, the existing limited resources at Fiji’s disposal, a going forward action plan should be embraced. It should be cost effective and extremely efficient. Following the status of Fiji’s position in the market niche, a quick, but more analytic and critiquing four prospective strategic options to develop a rational decision in a bid to revive the revamped Fiji’s brand have been forged. Supporting this plan with diverse marketing tactics and apt communication channels, would attempt revive Fiji’s fortunes in the growth trend. Current situation The artesian water that was founded back in 1953 in a state called Coloradoand characterizes Fiji Water Company. Fiji’s water was first produced and sold to the global market in1996. This product sourced from an island called Artesian, then packaged, shipped and sold to intermediaries across the globe (Gary and Philip, 138). This product sizing is done in diverse and appropriate sizes. This study reveals that, the product was introduced to the US market in California and Florida states. The current headwaters of Fiji Company are located at Los Angeles. Jon Edward Cochran heads it. It is significant to note that, Fiji Company is a fully owned subsidiary of Roll International Corporation. Roll international is private owned firm whose worth is approximately $2b. It has over 4000 employees in diverse industries, which include, consumer packed products, floral services and agriculture. This study reveals that, the acquisition happened in 2004, when it cost $50m (Gary and Philip, 134). It is significant, to note that, the initial year of Fiji’s acquisition was a gigantic success, which saw the company’s sales raise up to 50% mark. This was excellent, bearing in mind the massive concentration of the water industry. Company Analysis and market strategies Feet industry The overall beverage industry had undergone a cumulative increase of 30% sales increase from 2004- 2008, and it was listed to be worth $39b. For instance, it was able to sale approximately 4750m gallons in early 2000 and 9450 in 2008. Furthermore, the feet industry category opened up new customers up to 24 million (Gary and Philip, 134). Conversely, as the worth of the bottled water category raised steadily at an average of 50% between 2004 and 2008 saw a meager 9% increase in 2009. Segmentation Within the beverage