Corporate Responsibility - Coca Cola
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*Disclaimer* This Presentation is strictly for educational purposes only. I am not an employee of nor am I in control of any of the intellectual properties associated with the Coca Cola Company. This PPT is strictly for use of education and informative accounts of corporate responsibility.
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Corporate Responsibility - Coca Cola
- 1. Corporate Social Responsibility MGT 567 © 2015 All Rights Reserved
- 2. Corporate Social Responsibility Model • Economic • Philanthropic • Social Web • Integrative
- 3. Organizations CSR Initiatives Benefits • Improved water sanitation and water supply • Worldwide education funding • Material recycling • Economic growth Drawbacks • Health risks – Caffeine – Obesity • Ingredients – Water
- 4. • Enriching the workplace • Preserving the environment • Strengthening the community The Corporate Social Responsibility (CSR) Values of Coca-Cola
- 5. Ethical Advertising Coca-Cola’s 5by20 Ads Empower Women Globally Empower 5 Million Women Provide Mentors Provide Financial Services
- 6. Plain Background if anyone needs it Advertising Ethical Target Markets Coke has been advertising on television for 50 years. Unethical Means Used to Influence People Through Advertising • Coca-Cola has almost single handedly created the modern Santa • They have fantasized Trains, Polar Bears and Santa to be Coca-Cola Spokesmen and associate Coke with the fond feelings of Christmas
- 7. Advertising Unethical Target Markets • Coca-Cola contained cocaine until 1913 • Coke was first advertised as a remedy for headaches and exhaustion
- 8. Methods That Promote SustainabilityPursuinga vision of zero packaging waste
- 9. Environmental Values Now Include A New Plant Based Coke Bottle
- 10. Water Preservation System Reduce Greenhouse Emissions Waste Prevention Promote Sustainable Agriculture Methods Used By The Company To Protect The Environment
- 11. Four Primary Models “Financial Success Does Not Measure the Company, How it Achieves That Success” Create a Culture of Achieving Shared Goals that Everyone Works Towards Social Web Model of CSR
- 12. Here at Coca-Cola, we make every effort to be a frontrunner in corporate citizenship and sustainable development, making considerations for our customers and, employees, striving to enhance the eminence of life for the societies and neighborhoods where we operate, and serve as good stewards of the public and the environment. Coca-Cola CSR Statement
- 13. • Ensuring safety and quality for all of Coca-Cola products • Establishing safety governance processes • Staying current with new regulations Product Safety Guidelines
- 14. • Business and quality objective • Metrics for safety monitoring • Hazard analysis and critical control points (HACCP) Product Safety Guidelines
- 15. The Other Side of Coke • There are 27 different varieties of coke made by Coca- Cola • First bottle of Coke was sold 120 years ago on May 8, 1886 in Atlanta, Georgia. • Some of the other brands under the Coca-Cola Company are: – Sprite – Barq’s Root beer – Dasani – Dr. Pepper – Fresca – Hi-C – Minute Maid
- 16. Coca-Cola Statistics • Coca-Cola owns more than ½ of the world’s beverages. • Coke is affordable in many countries. • Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink
- 17. References • Coca-Cola Advertising Home Page. (n.d.). Retrieved from http://www.memory.loc.gov/ammem/ccmphtml/colatime1.html • Coca Cola. (2012). Retrieved from http://www.coca-cola.com/le/pages/download/downloads.html • Hartman, L. P, and DesJardins, J. (2011). Business Ethics: Decision Making for Personal Integrity and Social Responsibility, 2e.New York: NY McGraw - Hill, Irwin • Information retrieved from: http://www.coca-colacompany.com/topics/sustainability http://www.coca-colacompany.com/our- company • Fox News. (2014). Retrieved from http://www.foxnews.com/leisure/2014/03/28/famous-coca-cola-myths/ • Hys, K., & Hawrysz, L. (2012). Corporate Social Responsibility Reporting. China- USA Business Review, 11(11), 1515-1524. Retrieved from ProQuest • Lam , T., Miles, J., & Von Nyssen, L. (2009). Too Much Caffeine Can Mess With Your Mind: JITTERY. Current Events, 108(13), 4-5. Retrieved from ProQuest • Munoz, F., Encinar, M., & Canibano, C. (2012). On Economics, Ethics, and Corporate Social Responsibility. Modern Economy, 3, 355-363. Retrieved from Scientific Research • Our Company. (2013). Retrieved from http://www.coca-colacompany.com/stories/5by20/5by20-what-were-doing#TCCC • PlantBottle Basics. (2013). Retrieved from http://www.coca-colacompany.com/stories/plant-bottle-basics#TCCC • Taylor, F., Satija, A., Khurana, S., Singh, G., & Ebrahim, S. (2011). Pepsi and Coca Cola in Delhi, India: availability, price and sales. Public Health Nutrition, 14(4), 653-660. Retrieved from Pro-Quest • Wardlaw, B. (2009). Got Gas? Mark Thomas Belches out the Coca-Cola Company. Monthly Review, 61(7), 57-62. Retrieved from ProQuest
Notas do Editor
- “The general definition of the term corporate social responsibility (CSR) refers to the responsibilities that a business has to the society in which it operates” (Hartman & DesJardins, 2011, p. 206). Coca-Cola Company has a responsibility in all sectors of the CSR model, however, associates the majority of its values with the social web model. "We assume a collective responsibility to advance and strengthen the interdependent and mutually reinforcing pillars of sustainable development-economic development, social development, and environmental protection- at local, national, regional, and global levels" (Hys & Hawrysz, 2012, p. 1515). In order for Coca-Cola Company to remain profitable and competitive in the marketplace it must be responsible to society. Economic responsibility refers to an organization's commitment to supply the demand for the people in society has thus, fulfilling the company's end goal of being useful. As long as the company is acting in accordance with laws, making a profit is the only responsibility to society the company has economically. Coca-Cola Corporation is a profitable business, yet, also feels a deeper responsibility to society than just producing goods and selling them. Displayed through the Coca-Cola Corporation vision values of “people, portfolio, partners, planet, profit, and productivity” (Coca-Cola Company, 2013, p.values). Philanthropic model is comprised of three types of responsibility. The first is the responsibility to not cause harm to consumers. Second, the option to protect others from known harm inflicted by anyone including a third party. Last, the duty to partake in charitable and volunteer work (Hartman & DesJardin, 2011). Coca-Cola Company supports the production and continual implementation of recycled plastic and aluminum. Additionally, they “prevented five million tons of carbon dioxide emissions across global manufacturing” (Coca-Cola Company, 2013, p.1 info graphic). Thus, impacting Coca-Cola’s value “be a responsible citizen that makes a difference by helping build and support sustainable communities” showing their commitment to the community. (Coca-Cola Company, 2013). “Social web model of CSR believes business exists within a web of social relationships because the business is citizen of society” and must be treated as such (Hartman & DesJardin, 2011, p.213). Coca-Cola Company is most associated with the social web model. As an example, Coca-Cola has an entire water initiative to ensure the water is safe during the production process and the company assists in expanding drinking water sanitation across many locations. Their water initiative includes educating and awareness programs. The program extends to several third world countries and helps them provide access to clean water to poverty stricken citizens. The integrative model of CSR is a balance of economic and social goals that are built into the core of a business model (Hartman & DesJardin, 2011). Coca-Cola Company has established an integrative model of CSR. “Therefore, it is no longer sufficient to conceive corporations as decision units that merely select from a variety of given alternatives those that offer the maximum monetary profit, but rather it is necessary to consider corporations as organizations within a social environment for which they are also responsible” (Munoz, Encinar & Canibano, 2012, p.356). The integrative model can be seen through the investments Coca-Cola makes each year improve bottle production, water supply, and recyclable material all while being a highly profitable company.
- Benefits- Improved water sanitation and water supply Coca-Cola Company commits to improving water programs through “watershed protection, expanding community drinking water and sanitation access; water for production use, such as agricultural water efficiency; and education and awareness programs” (Coca-Cola Company, 2013, website). The company has invested millions of dollars to improve water sanitation in several third world countries, in need of clean water. Coca-Cola commits to funding for the Middle East and African countries to improve their quality of water. In order to comply with CSR initiatives, Coca-Cola returns 100% of water used while manufacturing to an aquatic level environment (Coca-Cola Company, 2013). They also pledge to reduce the amount water needed to manufacture their products. Nevertheless, Coca-Cola does not specify how much water is needed to produce any of their products. According to their website, they are yet to fulfill their water reduction and replenishment goals. Worldwide education funding Coca-Cola Company provides monetary funds for school programs across the world. Their education funding goes beyond funding only college level applicants by “building educational infrastructure; mentoring; school drop-out prevention; reading and literacy; scholarships; business-education partnerships; and other local needs” (Coca-Cola Company, 2013, p.). Millions of dollars are donated each year and Coca-Cola proudly supports women’s right and furthering women’s equality across the world. Material recycling The plastic bottle Coca-Cola uses to store its products has been innovated to a PlantBottle technology. “It’s the first-ever fully recyclable PET plastic beverage bottle made partially from plants” (Coca-Cola Company, 2013, p.). Even though Coca-Cola’s bottles are only 30% PlantBottle the small number is linked to saving 30,000 metric tons of carbon dioxide in 2010 (Coca-Cola Company, 2013). Economic growth Coca-Cola Company provides employment for individuals in all skill levels throughout the world thus, providing economic support for many countries and stability for many families. The continued growth of consumer consumption will aid in furthering economic growth and stability of employees. The company has been around for over 200 years and it is not foreseeable the company will see a reduction in employment opportunities any time in the near future. The financial trending reports show Coca-Cola’s increased product line will only assist the company in progressively growing in size. Drawbacks- Health risks Caffeine “Caffeine is the most widely used mood-altering drug in the world. 80 to 90 percent of North Americans consume caffeine daily” (Lam, Miles & Von Nyssen, 2009, p.4). Sadly, there is no age limit to prevent caffeine consumption and anyone consuming the product is affected. The Coca-Cola product is known for containing a large amount of caffeine. In fact, “a century ago the US government was worried enough about caffeine that it sued the Coca-Cola Company, claiming caffeine endangered people’s health (Lam, Miles & Von Nyssen, 2009, p.5). The Supreme Court became involved and Coca-Cola agreed to reduce the amount of caffeine in its products by half (Lam, Miles & Von Nyssen, 2009). Obesity “Increased consumption of sugar-sweetened carbonated drinks may be associated with increased risk of type 2 diabetes and obesity” (Taylor, Satija, Khurana, Singh, & Ebrahim, 2011, p.653). Ingredients Water “1 billion people are without access to safe drinking water and 2/3 of the world’s population are in severe water stress areas” (Coca-Cola Company, 2013, Assets p.7). It seems selfish for Coca-Cola to utilize water supply for profit when there are so many people in the world in need of clean drinking water. Social, legal, and political licenses continue to increase in cost that in turn causes the cost of Coca-Cola products to also increase. Increased production costs will continue as time proceeds and the product number will also increase as time goes on. Although Coca-Cola is committing to replenishing the water in scarce areas, those living in those areas may be the ones at real risk. Protests have been going on for years in small villages across the world. “Villagers were picketing the plant in reaction to Coke’s daily extraction of approximately half a million liters of scarce water, that was causing wells in Plachimada and surrounding villages to go dry” (Wardlaw, 2009, p.58). It is very scary to think people are going without much needed water for agricultural needs as well as consumption all so a company would be able to gain financially. PET plastic “Traditional PET plastic is made using fossil fuels, like petroleum” (Coca-Cola Company, 2013, p.infogroup). Using fossil fuels increases carbon dioxide emissions into the ozone layer and is linked to several acids with undiscovered illnesses. Only 30% of the bottles Coca-Cola uses are made up of this PlantBottle material because without usual PET plastic the shelf life and chemical components may be affected (Coca-Cola Company, 2013).
- It is important for an organization to meet the society's interest and demands . Otherwise, the organization can risk going out of business(Hartman,2011) The corporate responsibility values are the responsibilities that a business has to the society in which it operates.(Hartman,2011). The company website for Coca-Cola identifies the companies practices and procedures in regards to social responsibility. The company website states that “ a company focused on sustainability demands integrity” (Coca-Cola website,2014).The company has made transparency and accountability two of the highest values. The company has established a Human Rights Statement and advises that the company reputation is built on trust and respect. The company operates on high standards and values integrity, excellence, compliance with the law. Coca-Cola instills a set of values that respect the cultures within the communities the company operates. Coca Cola’s core values are enriching the workplace, preserving the environment, strengthening the community. Coca-Cola culture is to conduct business responsibly and ethically. These values are align with set of principles that are outlined through several policies. These policies include the Workplace Rights Policy, Code of business Conduct and the companies environmental governance and management systems. Coca- Cola company respects international human rights principles and promotes protection of human rights as well. The companies culture also influences its core values with the suppliers they use and request that these companies share the companies values and practices. Coca- Cola is a global company and the company uses their influences to create a socially responsible culture throughout all communities and the world. Coca- Cola also makes sure that it takes appropriate actions to protect the environment as well as create a healthy working culture for the employees. Coca-Cola has a mutual respect policy and the core value of this policy is human rights and workplace rights. The policy aligns the core values and expect each employee to value diversity and inclusion ,create a working environment that is safe and free from harassment and discrimination and to report any unethical or questionable behaviors. Globally, the company participates in community and focuses on well being, building stronger communities and protecting the environment. Coca- Cola makes efforts in addressing the global challenges such as water scarcity, climate control and economical disparity and obesity. The company continuously evaluates the global challenges that face humanity. http://www.coca-colacompany.com/our-company/ http://www.coca-colacompany.com/topics/sustainability
- Coca-Cola’s 5by20 Ad campaign is ethical and socially responsible. Coca-Cola intends to provide five millions dollars provided as financial services to 20 million females trying to start their own business. This plan is not limited to the United States. Coke’s website has pictures of women in international costumes who appear to have been helped by the program ("Our Company", 2013). This is a positive move the Coca-Cola Brand.
- Just look at the background Coke trucks lined up to look like Christmas Trains on their way from the North Pole.
- The ad on this page is an early advertisement for Coca-Cola. Coca-Cola has been advertising for over 128 years. Some of the Coca-Cola advertisements might be judged as unethical today. The ad on this page states that Coca-Cola Revives and Sustains. The "Fox News" (2014) The truth at that time Coca-Cola contained cocaine, the feeling of being revived was coming from the cocaine. Early in the company’s history, they claimed that Coca-Cola could cure headaches and exhaustion. This was marketed to women. In that time period many women did not work outside the home, they were tired from housework and child care. Coca-Cola was offered as a cure to their exhaustion. ("Coca-Cola Advertising Home Page", n.d.).
- Coca Cola markets their three part sustainability plan. The first part of their program contains initiatives for healthy living and nutrition. It also provides for responsible marketing and quality assurance and product safety. The second part of their sustainability program includes strengthening communities and women. They provide relief during disasters. Although at face value this appears to be community service, this can also be interpreted as marketing. When people are facing a disaster and a major company arrives with help, the community is grateful and may form a loyalty bond to that brand name for the help they provided to the community during the disaster. The third part of their sustainability plan is to reduce greenhouse emissions, use sustainable agriculture and zero packaging waste ("Sustainability At Coca-Cola", 2013 ). ("Coca Cola", 2012).
- Coca-Cola is expanding their efforts to be environmentally friendly. Coca-Cola trucks use more energy efficient fuels. One of the new packaging products Coca-Cola has introduced is the new Plant Bottle. It is not yet available in the United States, but it is available in nine countries so far. A plant based material is mixed with the traditional compounds used to make plastic bottles. These bottles recycle easily. This new product is in the sustainability category. Coca-Cola’s sustainable packaging goal helps them to reduce their environmental footprint. They will be reducing traditional bottling materials and using more recycled and renewable material in their packaging ("Plantbottle Basics", 2013).
- Coca-Cola is committed to protecting the environment. The company is very passionate about climate control and making steps to save and protect the environment. The companies culture regarding the environment is to give back to communities the same amount of water it uses to produce beverages. The company uses a global water preservation system. The system recycles waste water and returns the water back cleaner than its original state. This process goes above the requirements by law. The system replenishes about 35% of water usage and forecast to be water neutral by 2020. (Coca-Cola website)The company has implemented processes to one day have a zero packaging waste. Packaging plays a very important role with the company and Coca-Cola takes steps to prevent waste in this department. The company takes initiatives to reduce greenhouse emissions and promote sustainable agriculture. Coca –Cola’s culture for climate protection is reducing systems emissions and adapting to climate changes not only affects the company, but the community as a whole. The culture is to work leaner and greener. The company believes that this gives them the opportunity to lead and collaborate globally to create and work towards a common goal.
- The CSR model that is applicable to Coca-Cola is the Social Web Model of CSR. The social web model is comprised of a variety of perspectives. There is a common view shared that business exist within a web of social relationships. The business is viewed as a citizen of society in which it operates. Although producing goods and profit is a goal, these goals do not over ride ethical responsibilities (Hartman,2011). According to the Coca-Cola company website, financial success does not measure the company, but how it achieves that success. The companies culture is not just to be profitable but to be responsible as well(Coca-Cola website, 2014).The companies culture believes in a shared goals culture that everyone works toward. The company has a global framework that encourages corporate citizenship and local accountability. This commitment requires everyone to practice a shared set of principles across a global system. The principles are designed to measure and encourage improvement in four major areas. These areas are: workplace, marketplace, community and environment. Coca-Cola works with its vendors and suppliers and request that they uphold the laws and regulations in the workplace and conduct their business ethically and responsibly. Coca-Cola company has a culture that influences a global system of accountability, respect, education, awareness to global issues, as well as building leaders and wealth within the company and communities it operates in. http://www.coca-colacompany.com/our-company/
- Utilizing the social web model, Coca-Cola is in support of enriching the lives of all individuals, not just their customers and employees, but for society as a whole. Additionally, caring for the environment and creating and maintaining sustainability for years to come is a top priority for Coca-Cola. Ethical responsibilities matter to the organization just as much as sales and profits.
- With increasing product demands, and astronomical popularity, it is more important than ever for Coca-Cola to remain in compliance with all production and manufacturing regulations. It has always been a top priority for Coca-Cola to ensure the safety and the quality of all their products. Staying abreast of new safety policies and health code specifications is what has enabled the organization to a consistent Global Quality Index rating near 94 since 2007, and has been steadily increasing since(Coca-Cola Company, 2013, website).
- Coca-Cola has taken measures to allow them the ability to establish monitors and controls to better manage safety risks within the organization. These particular monitoring and control systems are applicable across their supply chain and bottling operations. Coca-Cola is continually reassessing the best practices of the industry and evaluating their marketplace conditions to maintain the successful stringent manufacturing process that has remained well above the standard over the past several decades (Coca-Cola Company, 2013, website).
- Our references are respectfully submitted.