Fiji Water Case

Team 3: Liliana Garcia, Morgan Hafer, Qixiang Jia, Katy Lou Nielsen
01
Problem Brandon
Faces
Brandon Miller is trying to determine the market
potential of Fiji Water distribution in Monroe and
Wayne counties.

Application to Fiji water to become a distributor

is April 10, 2011
02 Reports we selected

Market Financial Retailer Bottle

Share Statement Survey Prices
Estimates of Fiji Water Summary For 500 Retail and Wholesale
Retailer Survey Results on
Market Share For the Distributors of Non- Prices for Selected
intention to stock
Two-county Area Based alcoholic Beverages in Bottled Water Brands
on Total Gallons Fiscal Year 2008 in the Two- County
Consumed Area
 Analysis we were able to run
Analysis
Performed 01 02
Amortization
In seeking to find operating income, we looked
Wholesale Price
We converted all of the water to a universal metric
into what Brandons annual loan repayment would (gallons) to determine the wholesale pricing
Setbacks & look like throughout.

lessons learned

Analysis we would have liked to run

03 04
Total Consumption
We would have liked to compare consumption per
ROI, Revenue, OI
After determining Fiji's relative consumption, we
capita to population to find Fiji's relative believe we would have been equipped in
consumption. determining ROI, Revenue, and Operating
Income.
04 Assumptions Made
Assumptions

Evian and Fiji Prices are Substitutes X

There was no term associated with the bank loan X

Financial Report was not useful given its broad nature X

Intention to stock does not indicate implementation X

-X
Assumption that population is expected to rise
--
05 Final Decision:
Substitute Sales
19% Evian, as a price substitute, occupies the
3rd largest portion of retail sales by value.

Market Share
3.4% Fiji is expected to continue to see a rise in
its market share, at an average gain of
0.3% every year

Intent to Stock
89% From the reports, retailers intention to
v stock Fiji is very favorable