A.

Case Study Analysis

1) History growth and development of FIJI water over time:

Fiji Water was founded in 1988 in Basalt, Colorado by David Gilmour, a businessman with interests in
hotels, real estate and gold mining. In 1993 Gilmour founded a company under the name Nature’s Best
and in 1995, the company’s name was changed to Natural Waters of Viti Ltd. The Fiji government
granted the company a 99-year-lease in exchange for a royalty to tap the aquifer, and in 1996 Gilmour
invested $48 million to build a bottling plant right where the source of artesian water had been found. In
mid- 1996 Gilmour recruited Aspen, Colorado businessman Doug Carlson to become cofounder and
chief executive officer of Natural Waters of Viti. FIJI Water LLC corporate headquarters were established
in Basalt, Colorado, to handle the product distribution in the United States, which was intended to be
the main market for FIJI Water. Fiji water was introduced to United States in Los Angeles and Palm
Beach in 1997, and in 1998 it was introduced in New York City. Fiji Water enjoyed exceptional growth for
a new product, increasing sales 250 percent from 1998 to 1999, and 242 percent to 2000. In 2000 rising
demand for Fiji Water led to the construction of an 110,000-square-foot, state-of-the-art bottling plant,
completed in 2000 on the aquifer. Demand continued to build in the 2000s, leading to the airlifting of a
new bottle line in 2004 to help increase capacity to more than 50 million cases a year. FIJI water it was
being sold in eight countries, marketed as Fiji Natural Mineral Water in Europe and Fiji Natural Spring
Water in Australia. In 2004 the Gilmour sells the company and it becomes part of a Roll International
owned by Stewart and Lynda a Resnick. In response to the environmentalists’ criticism, in 2008 FIJI
Water LLC launched a “carbon negative” PR campaign, claiming that it was the first bottled water
company to put out the carbon footprint logistics of its products. But this prompted greenwashing
accusations and lawsuits. By 2009 Fiji water sales reach $85 million and in 2010 FIJI Water acquired
Justin Vineyards & Winery of Paso Robles, California, in an effort to spread their brand over a wider
variety of products. Subsequently, Rolls Global became The Wonderful Company LLC, which is Stewart
and Lynda Resnick’s holdings company, in a June 2015.