04 - Task - Performance - 1 (5) CASE STUDY 2YR

BM2001
CASE PROBE: SUSTAINABILITY AND SOCIAL RESPONSIBILITY
Instruction: Research on the following parts:
THE COCA-COLA COMPANY
PART A:
I. Corporate Social Responsibility of a company (local or internal company)
` The Coca-Cola Company is the world's largest beverage company with the most extensive distribution
system in the world, operating in more than 200 countries across the world. The company currently has over
400 different brands under its control and is one of the most recognizable names in the commercial world. The
purpose of The Coca-Cola Company is to refresh the world and make a difference. Their vision is to craft the
brands and choice of drinks that people love, to refresh them in body and spirit. Their portfolio of brands
includes Coca-Cola, Sprite, Fanta, and other sparkling soft drinks. The Coca-Cola Company is a well-known
beverage company, and its most popular drink is Coke, a carbonated soft drink. The company already faced a
lot of disapproval concerning the harmful health effects of this drink that contains high amounts of sugar that
can lead to obesity, among other health issues. As a beverage company, it also must be water neutral or
reduce the effects of its water footprints. Its concept is becoming recognized and increasingly crucial for
society as the impact of environmental issues has become grave over the years.
Combining environmental and social concerns with the planning and operation of a company is what
CSR is all about. Different marketing research and case studies have stated that both consumers and investors
are more likely to patronize products from a company that promotes social causes they believe in. CSR
programs are created by different companies to both increase their revenues and encourage sustainable
development, "Green" Policies, also called environmental policies, these strategies are the ones companies
consider to minimize any environmental damage to their operations. Another worldwide concern is energy
usage. To help conserve energy, companies can put up signage to remind employees to turn off unneeded
lights. Reducing energy use will help the company save money and reduce pollution caused by non-renewable
energy sources. In the short term, water stewardship is using water responsibly in a way that's most beneficial
to both humans and the environment. Ranked fifth in global risk, the water crisis is a looming catastrophe
waiting to happen. This is why those who use it the most must find ways to promote water use and
sustainability. Large companies create a lot of waste, and recycling is the key to helping the environment.
Promoting recycling will save resources and send less waste to landfills to help reduce air and water pollution.
Encouraging environmental issues awareness is important to the success of green policies. Seriously instilling
these policies provides opportunities for companies to prove how environmentally mindful they are. Most of
the company's products depend on the environment. That's why they are very active when it comes to the
protection of the environment. They have a range of partnerships to protect and enhance the environment by
recycling, water efficiency, reducing carbon emissions, and cleaning up litter.
Coca-Cola also emphasized that all of their employees must make time to volunteer in their community
because it's the right thing to do. They have also planned to contribute a percentage of their profit to charities
and community causes. This CSR program of Coca-Cola will help the employees enhance their skills and gain
more experience while building a better future for the next generations.
II. Impact on the company’s brand image

Brand image plays an important role in sales. They have built their image on a universal value, happiness
with the privilege to be known all around the world. The brand is perceived by consumers as a part of daily life
and their lifestyle. Coca-Cola's brand identity begins with a red logo in script text. The red color elicits
confidence in the person who drinks a Coke, while the script typeface is all about enjoyment. Coffee, for
example, is a drink you have before work in the morning. Coca-Cola is a drink you enjoy when you're done in
the afternoon. The top three positive attributes associated with the Coca-Cola brand are bubbly,
cosmopolitan, and palatable. Coke is a global product that people are looking for this taste which gives them
pleasure and refreshments. The brand invites people to create a positive reality by thinking of coke as
happiness in the bottle. The unique selling proposition is the main reason why Coca-Cola has been around for a
long time now since 1886. It uses universal storytelling and everyday moments to connect with its customers
globally.
PART B:
I. Create a sustainability plan to maintain/ or create innovations in the company’s existing CSR
1. Build a strategy around the company’s core competencies.

There are many worthy causes companies can choose to support, but without focus and alignment
around what your business already does well, your CSR efforts may be less effective. If a company has
developed strengths, research, and knowledge in a specific area, supporting a cause that aligns with that
expertise can be both a win for community partners and the company with new customer visibility and
revenue streams.
2. Recognize issues that matter to the customers.

It’s no secret that corporate citizenship efforts can promote a positive brand association for companies,
but do customers really care? The answer is a resounding “yes.” According to a Cone Communications
CSR Study, 87% of consumers would purchase a product based on a company supporting a social or
environmental issue the consumer cares about. Consumers are rewarding socially responsible
companies through brand loyalty, making donations to charities companies support, and purchasing
products that provide a social benefit.
3. Develop CSR initiatives that make employees proud.

Strategic companies are also using CSR programs to protect and grow their biggest asset—their
employees. Seventy-six percent of millennials consider a company’s social and environmental
commitments when deciding where to work and 64% would not take a job if a potential employer didn’t
have strong corporate social responsibility practices in place.
4. Expand your company’s definition of CSR.

Traditionally, good corporate citizenship was defined by annual giving programs, cause marketing
campaigns, and efforts aimed at reducing environmental resources. And while those efforts are
valuable, consumers and companies alike have become more innovative in how they define a
responsible company.
5. Be prepared for rapid response to current events and social movements.

Even the best-laid plans for CSR may require changing. To be sustainable, your CSR work needs to be
flexible. This could include modifying budgets, redirecting investments of time, and quickly identifying
trusted nonprofit partners to launch new programs or adjust existing ones. In response to the COVID-19
pandemic and the murder of George Floyd, many companies pivoted in their social impact work. By
being adaptive to your CSR, your program will remain relevant and timely.
II. Possible impact of the sustainability plan to the company
The social impact of Coca-Cola is that 18.5 million+ people's lives improved through access to safe
drinking water, sanitation, and hygiene since 2010. Their programs focus on improving community access to
water and sanitation while promoting improved hygiene behaviors to make positive impacts on health and
development. Coca-Cola's business stimulates job creation across our value chain. They contribute to the
economic development of local communities by employing local people, paying taxes to governments,
purchasing goods, services, and capital equipment from suppliers, and supporting social development
programs. Although Coca-Cola is a large company, they also focus on making a positive difference in the local
communities they operate by working with local partners and supporting its employees' active involvement.
They have been using local partnerships and providing work-related learning and mentorships with their
education centers. The company is also promoting a culture of well-being with empowerment and encouraging
people to live positively. They are aiming for world-class health and safety standards and a zero-accident
workplace.
References:
https://studybay.com/blog/corporate-social-responsibility-in-the-coca-cola
https://www.bartleby.com/essay/Brand-Image-Of-Coca-Cola
https://www.britannica.com/topic/The-Coca-Cola-Company
Format:
 Font Style – Calibri
 Font Size – 11pt.
 Paper Size – 8.5” x 11” (Letter)
Rubric for grading :

CRITERIA PERFORMANCE INDICATORS POINTS
Content Provided case/problem, solutions and the applicable standards 60
Grammar Used correct grammar, punctuation, spelling, and capitalization 10
Organization Expressed the points in a clear and logical arrangement of ideas in the
20
of ideas paragraph
Format Adhered to the required style/appearance 10
Total 100
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BM2001

CASE PROBE: SUSTAINABILITY AND SOCIAL RESPONSIBILITY

Instruction: Research on the following parts:

THE COCA-COLA COMPANY

II. Impact on the company’s brand image

1. Build a strategy around the company’s core competencies.

2. Recognize issues that matter to the customers.

3. Develop CSR initiatives that make employees proud.

4. Expand your company’s definition of CSR.

5. Be prepared for rapid response to current events and social movements.

II. Possible impact of the sustainability plan to the company

Rubric for grading :

04 Task Performance 1 *Property of STI

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