Sustainable Marketing Fundamentals Assignment Sample


The program of sustainable marketing has been instilled with several aspects that can be developed as a result of integration into the marketplace. Hence, the involvement of the functions of an organization in terms of developing aspects that might help gather the resources for the development of the sustainable marketing program is likely to be a matter of utter consciousness. The present report has been developed to develop an effective sustainable marketing review of an organization that has been procured as the leading bottled water company in the United Kingdom. The focus of the report has been put on the description of the attributes that are held by an organization to develop the functions relating to the appropriate matter of concern regarding the development of a plan that would help in the effective marketing of the product in the domestic as well as international market. the report is concerned with the development of the contexts regarding the marketing functions that are practiced in Fiji Water.

The Triple Bottom Line of Marketing

Marketing is an eminent function of business that can bring about a varied response among the consumers that is within the market. Marketing patterns are decided by the decision-making body of an organization through understanding the criteria of conduction of functioning in terms of the development of the market view as well as the stances of business conduction in the market. Developing functions of manufacturing a product and its introduction in the marketplace constitute several stages of functioning that are led by an array of strategic implementations. Strategy development is an essential function of an organization that holds the implications of functioning in the marketplace. As suggested by Sarkis and Dhavale (2015), there have been a large number of evolutionary changes in the approaches of the businesses as well as that of the consumers. Many of the ideologies of business have been replaced by the idea of sustainable business that denotes not only the financial sustainability of the business but also a stance of sustainability from an environmental point of view. Hence, the mention of the Triple Bottom Line has been introduced in the business maps of worldwide organizations. The Triple Bottom Line is a concept that has helped in relating or connecting the focus of the financial bottom line of an organization with the social and environmental bottom line. Therefore, this concept aims to add the social responsibilities and the environmental impact of business to its economic value.

While describing the functions of Fiji Water, a bottled water company, several aspects are required to be addressed to relate it to the Triple Bottom Line of business conduction. The organization is the leading producer and manufacturer of bottled water as well as the largest supplier of bottled drinking water in a large number of destinations. The major export of the products of the company has been serving the large population of the United States for over the years. Although the analysts and the experts have argued over a change in the consumption rate of consumers from different aspects it requires to be stated that most of them have been inappropriate for the organization that is Fiji Water. The organization, since its establishment in the year 1995 has developed certain stances of functioning in the market stature that have helped in producing immense advertisement in the marketplace. Therefore, this is one of the other eminent reasons that have helped the organization to be at the topmost position in its over the years of functioning. Therefore, the potential role of marketing has been considered as a process that has held the development of functioning following the Triple Bottom Line of marketing (Hussain et al. 2018). The organization is discussing that Fiji Water has made its way to the present era through the development of functions where they have induced effective Triple Bottom Line marketing practices. The organization has been more pronounced with delivering the aspects that can be commemorated as implementation of the green marketing to its consumers. The head of the organization (the vice president Rob Six) has stated that the organization is expanding both in terms of increasing the sales efficiency of the organization that has been raised to double digits. According to Rob Six the organization that is Fiji Water has made certain changes in its functions that have been more implicating on the marketing stances of the organization. According to the claimants, the organization has come across several changes in its functions that have reduced the carbon emission of the company's manufacturing process.

The New Market

ting campaign constitutes a slogan “Every drop is green”. This means that the production process that has been produced in the organization is likely to make the products completely suitable to be called carbon-negative. However, what is meant by the slogan is that each of the bottles of the product that is Fiji Water would be applicable to result in a reduction of the carbon content of the atmosphere (Martin and Schouten, 2014). To assist such terms or slogans the project that has been undertaken by the organization that is Fiji Water is an own financed reforestation program or effort. It has been claimed that the tress would be liable to absorb the offset emissions and the gases that are being emitted by the process of manufacturing or production of each bottle of Fiji Water. In addition to this stance, the organization has also been undertaking certain other methods that can be applicable to claim for the reduction of environmental as well as social impact of the manufacturing process in the organization. Rob Six says that instead of shipping its products to the United States (Los Angeles) and thereafter distributing them in different locations by truck the organization has introduced new stances that conduct the functioning of shipping the products to Los Angeles and Philadelphia (Lenzer and Jones, 2009). This move has also been claimed as a stance that has reduced the carbon emission in the environment and therefore made the functions of the organization more environment friendly. As per the comments made by the vice president of Fiji Water, the organization has also pledged to have a further reduction in carbon emissions by about 25 percent by the year 2010 (Walker, 2008). This has been pledged to be done through the development of new methods that would improve the packaging of the products. Hence, it can be analyzed from the records of manufacturing products and selling them into the market that Fiji Water has held its performance in the market through the incorporation of green marketing within the organization. despite great stances of criticism, the organization has been able to maintain the functions that have gained importance through green marketing stances. Therefore, the developments of the functions are being developed with equipped implementation of the Triple Bottom Line of marketing in its marketing and advertising functions.

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Stakeholder Analysis

The stakeholders of an organization are sorted with several implications that have provided the development of the functioning in terms of the development of the functions that delight the development of the functioning in the marketplace. An organization or a business is inclusive of 4 kinds of stakeholders that the organization recognizes to be included in their functions that are addressed by 4Cs. These four eminent groups of stakeholders are the customers, the competitors, the community, and the company. Therefore, these four groups eminently include all the internal as well as the external stakeholders of the company. Fiji Water is one such organization that has brought into the stances of functioning in the matter of livelihood of the development of the contexts of functioning.

The customers are the entities that have been put at the center point for the development of the functions of Fiji Water. The organization aims all its functions to make it reach the end users that is the customers of the organization. Hence, these stances can be justified with the point that the development of green marketing has been eminent to be addressing the customers and not any other entity in the market. Therefore, the organization has developed such functions that would address and aim at the production of the functioning within the marketplace among its consumers (Talk the Walk, 2005). Most of the functions of the company are implicating the activities of the customers that help in the growth of the sales as well as the production capacity of the organization.

Competitors in the market are the second stakeholders and are entities that are not very effective for the functions of the organization. Therefore, the market functions of the organization have been treated in a way to keep up their market congruence with effective marketing stature. However, the competitors in the market are a stature that holds the affectivity of such functioning to ensure that the evolution of the products, as well as the marketing stature, does not impair the functioning of the organization in the market through degeneration of the relationship of the company with the consumers. The third C of the market stakeholder of the organization states that there are attributes within the company that are the employees, the suppliers, executives, and the major investors of the organization. Fiji Water is one such organization that has not paid much attention to the development of the functioning in the marketplace (Alhaddi, 2015). Therefore, it is to be amended in the functioning of the organization that the implications of accompanying the organizational internal stakeholder are important to be done in terms of developing the functions that are categorically developed with appropriate functioning in the strategic effervescence. Therefore, Fiji Water should incorporate these stakeholders in its functioning of sustainable marketing to make a plan that is sustainable for both the present and the future in terms of environmental and social sustainability.

The third and last C of the stakeholders of Fiji Water is a community that is liable to develop certain stances that require the involvement of common attributes in the marketing. hence, it has to be stated in this stature that the development of the functioning of the organization that Fiji Water is required to ensure the stances to develop an integration of the society. This seems utterly important for the development of functioning in terms of relying on the sustainability stances in the organization. this can be another stance that is liable to conclude that the development of the functioning of the organization that Fiji Water should be truly sustainable for the community that is the society to be beneficial for the development of an effective congruence with the society (Glavas and Mish, 2015). The organization that is Fiji Water should produce awareness within the organization that would be liable to help in covering effective stances of liability. This is hence liable to affect or produce influence on the outcome of the plan that would assist the development of the organizational functioning. Therefore, it may prove to be a strong stand for the organization in terms of boosting the business for longer sustenance within the organization. This also helps in developing the loyalty of the consumers or the community to the organization. The development of the positive image of a business can also be perpetuated as one of the most lasting stances for the development of the organization.

Hence, the inclusion of these four categories of stakeholders in an effective business plan can make the venture of the organization that is Fiji Water effective in the long run. This is implacable in the development of the brand name and the brand image to both the internal as well as external stakeholders of the company along with keeping the might of the media away from the organizational criticism (Wilson, 2015).


The report has produced an effective discussion on Fiji Water through the development of a differential ideology for the development of functions in the market stature that accompanies sustainable marketing strategy along with stakeholder identification and incorporation in business strategies. Choose 'Assignment Help' to find more.


Alhaddi, H., 2015. Triple bottom line and sustainability: A literature review. Business and Management Studies, 1(2), pp.6-10.

Glavas, A. and Mish, J., 2015. Resources and capabilities of triple bottom line firms: Going over old or breaking new ground? Journal of Business Ethics, 127(3), pp.623-642.

Hussain, N., Rigoni, U. and Orij, R.P., 2018. Corporate governance and sustainability performance: Analysis of triple bottom line performance. Journal of Business Ethics, 149(2), pp.411-432.

Lenzer, Jones, A. (2009). Fiji Water: Spin The Bottle. [online] pp.2-5. Available at: [Accessed 11 Jul. 2018].

Martin, D.M. and Schouten, J.W., 2014. Sustainable marketing through the natural step. In Humanistic Marketing (pp. 231-243). Palgrave Macmillan, London.

Sarkis, J. and Dhavale, D.G., 2015. Supplier selection for sustainable operations: A triple-bottom-line approach using a Bayesian framework. International Journal of Production Economics, 166, pp.177-191.

Talk the Walk. (2005). Successful Fundraising, 23(5), pp.8-8.

Walker, R. (2008). Water Proof: Fiji Water. New York Times, [online] pp.2-9. Available at: [Accessed 11 Jul. 2018].

Wilson, J.P., 2015. The triple bottom line: Undertaking an economic, social, and environmental retail sustainability strategy. International Journal of Retail & Distribution Management, 43(4/5), pp.432-447.

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