Website Research Findings 3
External Research Findings 5
The Coca Cola Company was set 128 years ago and is a multinational beverage brand of the USA. It is in more than 200 nation states that the company currently supplies beverages and has its headquarters in Atlanta, Georgia. The company is the distributer of drinks all across the globe in vending machines, shops as well as restaurants (Senker & Foy, 2012). The Coca Cola Company aims to work for not only generating profit, but to refresh the globe. It inspires people showering happiness and creating a difference through its values. The company focuses upon the people, delivers the people a quality beverage portfolio, maintains an enduring value with its partners, ethically responsible towards the planet earth and maintains sustainable communities. The ultimate aim is not only to generate profit, but quality oriented productivity (Senker & Foy, 2012).
The company has a huge share through its several products, but the idea of sustainable development is a big challenge for the company. The consumers are now getting more concerned about health awareness and Coca Cola being a company completely based upon carbonated drinks will have to plan new marketing strategies in order to maintain its brand. Today emotionally attaching consumers and delivering environmental and social responsibility are viewed as important methods by companies to establish themselves in the market. In its vision 2020 Roadmap, the Coca Cola Company has been seen working efficiently in spheres of work ethics, environment, community service and economic growth. (The Coca Cola Company, 2015). Other than delivering beverages worldwide, the Coca Cola Company has undertaken socially responsible activities such Workplace Responsibility Water Management, Product Responsibility, Community Welfare, Sustainable Packaging, Climate Protection and Energy Management.
Website Research Findings
The Coca Cola Company has its delivery of products all across the globe with nearly five hundred brands. It is noteworthy that the success of the company lies in its adequate fulfillment of ethical responsibility. Business ethics are an integral part of the company and the 2020 Vision is fundamentally committed towards respecting human rights. The business culture within the company is enriched with workplace as well as human rights (The Coca Cola Company, 2015). The Supplier Guiding Principles and Human Rights Policy of the company have established business guidelines according to human rights respect. The United Nations Guiding Principles on Business and the Human Rights enforced by the UN Human Rights Council have been adopted by the company in the year 2011. The company’s policies are committed towards respecting human rights. It works towards identification, prevention and mitigation of human rights violations followed by remediation. It the year 2014, the company was awarded the U.N. Women’s Empowerment Principles Leadership Award and the Best Global Initiative for Women’s Economic Empowerment (The Coca Cola Company, 2015).
The Chairman of the Board and the CEO of the Coca Cola Company, Muhtar Kent is committed towards developing the spirit and values in its business culture. In areas of marketing and management the focus is not limited to greater productivity, but upon quality and effectiveness. Company has worked towards the health and all over development of its employees (The Coca Cola Company, 2015). The Coca Cola Company has undertaken effective economic donations for community service all across the globe. Apart from financial transparency, tax payments, it has also sponsored event that creates social awareness and a healthy lifestyle. On June 2014, the US Agency of International Development (USAID) along with the Coca Cola Company launched the “Project Last Miles” initiative. The project had an investment of $21 million USD and was aimed to provide basic, medicines in the remotest areas of Africa (Csrwire.com, 2014). “Hello Happiness” is a Dubai based project launched in May 2014 by the Coca Cola Company and installed telephone booths for the communication of migrant workers with their families.
Being a globally recognized organization, the Coca Cola Company has huge financial responsibilities in functioning with transparency. It has filed with the Securities and Exchange Commission and publishes the financial performance in its Annual Report. In order to build in trust and accountability, several other reports are also published annually to bring in transparency in business and in relationship with the stakeholders. The marketing, integrity, performance, outcomes, quality, safety, ethics, environment sustainability and community support are well declared through the company’s reports (The Coca Cola Company, 2015).
External Research Findings
The Coca Cola Company has hundreds of brands; however, few of them are globally criticized for advertising the wrong concept and that marketing is done to increase the finances rather than benefitting the consumers (Barry, 2014). Few products such as the Coca Cola Life beverage and other low calorie drinks seem to have stood contrary to idea advocated (Hartogh). Contrary to the idea of protection of human rights by the company, there have been cases of racial discrimination. The company has been criticized for not giving top management posts and underpayment to the black people in the U.S. There have been lawsuits such as the Sinaltrainal versus Coca Cola case 2001 demanding justice for the deaths of workers of the company (web.archive.org, 2015). PETA has criticized and ordered a complete ban on the Coca Cola Company’s testing and experiments causing severe harm upon animals. The business practices of the company have also faced criticism related to monopolizing the market and unfair commercial techniques (Barry, 2014). The recent executive pay idea of the company has gained resentment from share holders and has depicted the poor health of the company.
The Coca Cola Company has established itself as a global brand in the last one century. However, its phenomenal success is being blotted through scandals and corruption. The reason behind wide criticism of the company is due to commercialization of its business ethics. It is necessary to maintain the prestige and growth of the company through building transparent management and marketing values. The Company must not leave behind its values and social responsibility in the quest of rapid innovation. Qualitative prioritization has to put forward instead of commercialized profit oriented approach. The trust of the shareholders as well as consumers has to be rebuilt if the Coca Cola Company has to maintain its globally established reputation.
Barry, S. (2014). This low-cal Coca-Cola product is aimed at the company’s critics. TheJournal.ie. Retrieved 29 March 2015, from http://www.thejournal.ie/healthy-coca-cola-life-stevia-1532716-Jun2014/
Csrwire.com,. (2014). “Project Last Mile” Expands to Improve Availability of Life-saving Medicines in Additional Regions of Africa – Press Releases on CSRwire.com. Retrieved 29, March 2015, from http://www.csrwire.com/press_releases/37199–Project-Last-Mile-Expands-to-Improve-Availability-of-Life-saving-Medicines-in-Additional-Regions-of-Africa
Forbes,. (2013). You Won’t Believe The Absurdity Of Criticism About Coca-Cola’s Brilliant Social Campaign. Retrieved 29 March 2015, from http://www.forbes.com/sites/markfidelman/2013/07/01/you-wont-believe-the-absurdity-of-criticism-about-coca-colas-brilliant-social-campaign/
Hartogh, M. It’s Still the Real Thing: A Profile of the Coca Cola Company. SSRN Journal. doi:10.2139/ssrn.1030577
The Coca-Cola Company Reports. The Coca-Cola Company. Retrieved 29 March 2015, from http://www.coca-colacompany.com/our-company/company-reports
(2015). Coca-Cola Journey Homepage. The Coca-Cola Company. Retrieved 29 March 2015, from http://www.coca-colacompany.com/
Senker, C., & Foy, D. (2012). Coca Cola. London: Wayland.
The Coca-Cola Company,. (2015). Coca-Cola Journey Homepage. Retrieved 29 March 2015, from http://www.coca-colacompany.com/
Web.archive.org,. (2015). US/LEAP: NYT Article; Union Says Coca-Cola in Colombia Uses Thugs; 7-26-01. Retrieved 29 March 2015, from http://web.archive.org/web/20051109163731/http://www.usleap.org/Colombia/Coke/NYT7-26-01UnionSaysCocaColainColombiaUsesThugs.htm