Coca Cola's Water Neutrality Initiative Essay

641 words - 3 pages

1. The public issue, defined by Lawrence and Webber as “any issue that is of mutual concern to an organization and one or more of its stakeholders” (p.25), facing The Coca-Cola Company (or TCCC) was their mass consumption of water that was tainted with pesticides, depleting the local ground water supplies and negatively affecting surrounding communities of factories in India.
The performance-expectations gap, or “the gap between what the firm wants to do or is doing and what its stakeholders expect” (Lawrence & Webber, p.25), in this case was operating their business in a cost effective way and consuming enough water to operate at capacity verses producing their product in an ethical ...view middle of the document...

Coca-Cola used stakeholder engagement and dialogue to improve opinions on this issue by bringing in outside expertise from the World Wildlife Fund, Nature Conservancy, CASE, various academic experts, and local governments in order to assess the best course of action together. TCCC then extended these water conservation initiatives to its bottlers and operational groups, which showed that they took this issue seriously. The benefits to TCCC were as follows:
o Built better relationships with their stakeholders, governments their business deals with, and nonprofit organizations
o Capitalized on the opportunity to generate a creative solution with environmental and academic experts that improved their current technology/system
o Reduced company-wide water usage and increased water neutrality.

5. In my opinion, The Coca-Cola Company responded appropriately, even if it took them a few years. It seems that in an effort to both support itself as a business and the communities that...

Other Essays Like Coca-Cola's Water Neutrality Initiative

Favorite Brand Essay

873 words - 4 pages , the bottle shape, or even the Coca-Cola bears, but I can tell you that if I am in a restaurant that only has Pepsi, I will just have water. Coca-Cola is the original cola and was developed in 1886 by Atlanta pharmacist, Dr. John Pemberton and was one of several carbonated drinks, Dr. Pepper, for instance, that were created during that time. What set Coca-Cola apart from others, was the vision of Asa Chandler, who run the company from 1888 to

Coca Cola India Essay

1014 words - 5 pages rainwater harvesting, restoring groundwater resources, going in for sustainable packaging and recycling, and serving the communities where it operated. Coca-Cola planned to become water neutral in India by 2009 as part of its global strategy of achieving water neutrality. Muhtar Kent states, Chairman and CEO states that "At The Coca-Cola Company, we are transforming the way we think and act about water stewardship. It is in the long-term interest of

Marketingplan

3967 words - 16 pages water in the UK which is spring water.6 Marketing Audit SWOT Analysis Strengths: • • Market leader in soft drinks. Coca-Cola has massive world appeal. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths.7 Additionally

This Sucks

1061 words - 5 pages , working smart, acting like owners, and inspiring creativity, passion, optimism, and fun. In all of these accomplishments they are implementing the green initiative of changing their packaging to reduce, recover, and reuse to sustain the environment (The Coca-Cola Company). Coca-Cola is focusing on saving the environment by reducing the amount of materials they use to make the packaging without sacrificing the quality of the product. Coca-Cola is

Coca Essay

2108 words - 9 pages -Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a combination of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage. Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five cent non-carbonated beverage. Later on, the carbonated water was added to the syrup to make the

The Evolution Of Coca Cola

2101 words - 9 pages , an Atlanta pharmacist. He concocted the formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a combination of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage. Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five cent non-carbonated beverage. Later on, the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola

Bus 401 Case 1

995 words - 4 pages water, tea, coffee, and fruit juice. One more very important characteristic is the level of income for the local consumer. India’s average consumer is in the low end of the income latter. In other words, the average person is poor when measured by our standards of living. These three Module 1 Case characteristics played a big role in Coca-Cola’s international marketing strategy. So far, I have covered two issues of the three

Swot Analysis of Coca Cola

1504 words - 7 pages revenue earned is expected to be relatively low. Fourth, the company faces water challenges on a frequent basis. International and domestic investors and groups frequently raise issues blaming Coca-Cola for contaminating water. The situation calls for better management with regards to water management. Opportunities Coca-Cola dwells in the world of myriad opportunities in which it can venture. The first and most favorable opportunity is

Coca-Cola

3137 words - 13 pages ). On June 21, 2012, the Coca-Cola Company has committed $3.5 million the Coca-Cola African Foundation to the U.S. water partnership to help the Replenish Africa Initiative (RAIN) and support five African countries including Democratic Republic of the Congo, Ethiopia, Madagascar, Mozambique and Somaliland. This project will help provide safe drinking water to over one million people (Chaitovitz, 2012). Leadership and Direction Muhtar Kent

Financial Accounting 557

1704 words - 7 pages coffees, and certain water products, to retailers, distributors, wholesalers and bottling partners. In addition, in the United States, they manufacture fountain syrups and sell them to fountain retailers, such as restaurants and convenience stores who use the fountain syrups to produce beverages for immediate consumption. Some of the most popular CC products are: Coca Cola, Sprite, Fanta, Diet Coke, Minute Maid, Nestea teas, Dasani and Kilnley

Sustainability Motto of Coca Cola

3382 words - 14 pages by Forbes Coca Cola stand as 3rd most valuable brand which has a value of $74 Billion. In terms of sustainability the company has touched many segments but the 3 W’s namely women, water and well being are the prime concern of Coca Cola. #5by20, an initiative for women empowerment by Coca Cola has changed the lives of so many females across the globe. Coca Cola as a part of its sustainability mission has tried for empowering women by launching #5

Related Papers

Coca Cola Essay

773 words - 4 pages show that, for a country’s economy to grow, the health of the citizens is crucial. A nation that has healthy citizens, its companies are more productive because individuals are able to their level best. Water usage is one of the challenges, which most companies are experiencing globally. Coca Cola identified this problem and came up with a sustainability initiative named water neutrality (Phillips & Phillips 2011). Water neutrality entails

Coca Cola Essay

3140 words - 13 pages marketing. To remain superior to the other brands on the market Coke will need to continue its aggressive advertising and develop alternative beverage lines to meet today’s market demand. INTRODUCTION Coca-Cola Company continues to be the industry’s beverage leader. Coca-Cola's greatest strength is its brand name.   People are willing to buy Coke regardless of their

Coca Cola Essay

1474 words - 6 pages impression that Christmas and Coca-Cola is together, with many slogan becoming household phrase, for example, “Always Coca Cola” Innovation Coca-Cola Company had move from a single core product, Coca-Cola to a total beverage company, for example, Lemonades, Sport Drinks, Bottled Water and juices. Product Diversification The Coca-Cola Company supplies over 400 drink brand to different countries, this include, • Coke • Diet Coke

Coca Cola Strategic Analysis

4993 words - 20 pages bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and