The Operations of the Organization of Coca-Cola - Research Paper Example

? Social Responsibility Introduction Corporate Social Responsibility (CSR) is defined as the constant commitment of the management of the organization to behave in an ethical way so as to contribute to the society and environment along with goodwill enhancement of the organization as a whole. It also helped in enhancing revenue of the organization resulting in amplification of its total profit margin. Due to which, it also helped in improving the quality of standard of the workforces as well as their families and the local society as a whole. It might help in enhancing the reputation and portfolio of the organization in the society thereby amplifying its loyalty within the minds of the target customers. 1.1. History of coca-cola The Coca-Cola Company was founded in the year of1886 with an objective to provide fresh and delicious drinks to the people. It was introduced by Dr. John Styth Pemberton. The prime objective of the organization was to offer extremely refreshing drink to enhance the level of happiness and enjoyment. It also desired to generate a value of difference among the target market among other rival players. This helped the organization to achieve a substantial market share in a very short period of time. It also helped to enhance annual revenue to a significant extent. 2. Characteristics of CSR model Figure 1: CSR Model of Coca-Cola (Source: The Coca-Cola Company, 2013) From the above figure, it might be depicted that CSR, is a procedure to improve both internal as well as external environment, in which an organization operates. It is the moral duty of the organization to present its operations in an ethical way so that no harm is caused to the environment (Figure 2). Apart from this, CSR model also includes: People- it tries to offer ethical treatment to the employees engaged in the organization so as to enhance their level of morality and dedication towards work. Partners- through proper CSR, Coca Cola also tries to establish new channel partners for the organization. This might help the organization to expand its level of business along with market share as well. Portfolio- it tries to offer highest quality of beverages to the customers so that they might attain stimulant and happiness. Profit- by conducting effective CSR initiatives, the company can enhance its brand value and goodwill among its key stakeholders like customers, shareholders, suppliers, distribution partners etc. This will act as positive catalyst to generate more tangible return in terms of revenue. 3. CSR Initiatives The prime CSR initiatives of Coca Cola, is to offer high concentration over environmental responsibility. It mainly focuses on water, energy, packaging and recycling activities, health, economic responsibilities and communities. Water- the prime responsibilities of all of us is to conserve and store water so as to reduce wastage of water. It might be done by focusing on the rainwater harvesting projects so as to save huge quantity of water. Moreover, Coca Cola also initiated the establishment of varied rain water projects so as to save water. The organization of Coca-Cola also implemented a waste water treatment machinery to reduce wastage of ground-level water. Energy-it also reduces the consumption of energy to a certain extent. Along with this, it also helps in reducing the emission of hydro-fluorocarbons to a considerable extent. It is extremely essential for the organization. Packing and recycling- recycling is enabled in packaging of the bottles of the Coca-cola. Due to which, the PET recycling project is also developed so as to maintain it. Side by side, it also implemented numerous innovative sorts of machineries within the plants to improve the bottling activity. Health- the organization also desires to offer free health check-ups as well as education facilities to the individual of rural communities to as to increase their knowledge and awareness level. It also helps in establishing polio clinics so as to reduce the curse from the society. Along with this, it also conducts blood donation camps in varied parts of the world so as to present blood to the ailing patients of the society. Economic responsibilities- it also tries to offer varied types of jobs according to the educational qualifications of the individual of the communities. Side by side, it also helps in conducting varied types of training programs within the rural members as to enhance the level of awareness and skills. Communities- it also desires to reduce the water-borne disorders entirely from the society. Along with this, it also tries to establish numerous schools within the society so as to enhance the level of education. Moreover, it also developed numerous learning centers within the society of the rural areas (Wether and Chandler, 2005). 4. Criticisms As the level of water reduced to certain content, after establishing the operations of the organization of Coca-Cola, its market image reduced. Due to which it tried to offer high-level of focus over this concept and made every individual aware about the effectiveness of water. This proved extremely effective for the organization to improve its image and value of the organization to a certain extent among others. Other than this, the organization of Coca-Cola had to face huge destruction from the rural mass in order to close down the bottling plant. This might help in reducing the level of energy consumption. Moreover, the farmers also suspected that the organization had presented varied types of hazardous materials that harmed the health of the farmers. Therefore, due to these above mentioned points, the entire image and market equity of the organization reduced to a certain extent as compared to others (Cadbury, 2006). Hence, in order to improve its level of reputation and brand value of the organization of Coca-Cola in the market among others. 5. Response In order to improve its image and market share, the organization of Coca-Cola opened an exclusive website. In that website, all sorts of allegations might be presented by the customers of all regions. It is done so as to improve the image and dominancy of the organization in the market among others. Moreover, in order to reduce the allegations of declining the level of ground water, the management tried to present programs to enhance the storage of waters. Other than his, the management of the organization also tried to introduce an innovative sort of machinery that may used to treat waste waters to a certain extent. This is done to regain its brand name in the market among other rivals (Lindgreen and Swaen, 2010). Moreover CSR initiatives are also taken so as to improve the bottling activities of Coca-Cola to enhance the level of trust and loyalty of the customers. Thus, with the help of these initiatives, the brand value of the organization might be enhanced to a considerable extent. 6. Conclusion Conclusively, it might be depicted from the above analysis that to improve the market share and brand value of the organization. In order to do so, the organization of Coca-Cola undertaken varied types of CSR initiatives. Side by side, the growth rate of the organization also enhanced to a certain extent as compared to other rivals. Tthe rate of switch over also reduced significantly resulting in enhancement of the total sales and profit margin of the organization. Moreover, the position of the organization of Coca-Cola also enhanced to a certain extent, which is extremely essential in this competitive market. It also increased the level of sustainability of the organization to a certain extent. As a result, it enhanced the strengths of the organization thereby reducing its weaknesses as well. So, CSR initiatives have proved to be effective for the organization. References Cadbury, A. (2006). Corporate social responsibility: Twenty-First Century Society. Journal of the Academy of Social Sciences. Vol. 1, Issue 1. 5-21. Lindgreen, A. and Swaen, V. (2010). Corporate Social Responsibility. International Journal of Management Reviews, Vol. 12, Issue 1, 1-7. The Coca-Cola Company. (2013). Integrated report. Retrieved from: http://www.coca-colahellenic.com/sustainability/csrreport/. Wether, W. B. and Chandler, D. (2005). Strategic corporate social responsibility as global brand insurance. Business Horizons, Vol. 48, Issue 4, 317–324. Read More