Natural Waters of Viti Limited – Pioneering a New Industry in the Fiji Islands

Abstract

This case analysis traces the establishment and subsequent operation of Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, Artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The authors first discuss the product concept, the company and its expansion, and the role of Fiji Government in providing a legal framework and the necessary infrastructure for a new industry pioneered by Natural Waters of Viti. These are followed by an analysis of the US market, from which the company derives more than 90% of its revenues, and the marketing strategy employed in that market. The subsequent sections deal with export earnings, expected expansion into new markets, and the company's relations with the local community. The case concludes by summarising major achievements by the company and major challenges it faces now.