An analysis of the Sugar Industry and its global competitiveness : The case of Fiji

The Sugar Industry in Fiji is facing a lot of problems. Since the Government of Fiji has not fulfilled their commitments to the European Union (EU), the EU has backed away from supporting the industry. The milling efficiency has been constantly declining since the mid 1980’s and farm productivities have not kept pace with the changing international market for sugar. To be able to obtain the economies of scale, the sugar production in Fiji has to increase with 75 % from the current level of production. A lot of towns in Fiji would be nothing without the Sugar Industry, and thousands of people are dependent on the industry for their sustenance. Due to this fact, it is certain that the loss of confidence in the industry, or any likely collapse, would imply disaster for Fiji as a whole. It will lead to serious implications on the economic, social and political stability of Fiji. The overall aim of this thesis is to study the effects of the EU measures especially on the Sugar Industry in Fiji, to be able to understand to which extent the industry depends on the support from the EU. The aim is also to analyse and discuss different competition strategies on how Fiji can compete and be a part of the global market of sugar. This research was made from a qualitative approach in order to gain a deeper understanding about the problem. Abduction made it possible to work parallel with different parts of the thesis. A combination of primary and secondary data gathering has been used, with the secondary data as a basis for building the empirical part of the thesis. The primary data was collected through in-depth interviews with people at different positions within the Sugar Industry in Fiji. Fiji is dependent on the Sugar Industry and since there is no other obvious donor for Fiji today, and it is crucial that the industry gets support, the conclusion is that Fiji also is dependent on the support from the EU. Even though Fiji has the possibility to increase their competitiveness on the regional as well as on the international market, there is no need for Fiji to strive after the world market at the moment