Coca Cola Bottling Company
In today’s business environment, organizations have to adopt sustainable practices. This is because such sustainable approaches not only enhance the profitability but also the corporate social responsibilities of the organizations. This means that organizations have to adapt sustainable business practices that are capable of creating social values to the communities served by the businesses while improving the profitability of the organizations. The Coca-Cola Company is one of the biggest firms known around the world for its products. Being such a big company, it is imperative that it embraces sustainable business practices that will enhance its image and promote cost effective production processes. Coca-Cola Company should consider using recycling materials as a sustainable initiative for both the profitability and social value creation purposes.
The Organization’s History, The Industry it is in, and Its Market Position
Coca –cola Company history is traceable to the 19th century when Dr. Pemberton, a pharmacist developed a soft drink with distinctive taste (Journey Staff, 2015). This was in 1886 and from then on, the Company has grown in leap and bounds. Between the years of 1888-1889, Asa Griggs an Atlanta executive secured the rights for the drinks and in the process, he formed the Coca-Cola Company and also became the first president for the firm (Journey Staff, 2015). Initially, Coca-Cola operated in the area of Atlanta and the units sold were few. By the turn of the 20th century, Coca-Cola started expanding to other parts of North America and it quickly gained prominence as one of finest tasting soft drinks available in the North American market (Journey Staff, 2015). By 1918, the Coca-Cola brand had established itself in the market and the owners embarked on steps to expand the operations to other parts of the world. From 1923 and under the leadership of Robert Woodruff, Coca –Cola was introduced to the rest of the world. By 1950, many countries in the world were familiar with the Coca-Cola brand and this is a trend that has continued to date (Journey Staff, 2015). Coca-Cola belongs to the food and beverage industry that includes many other companies providing drink products and foods. Currently, Coca- Cola remains to be a leader in the carbonated soft drink industry segment with a market share of 48.6% while other companies, such as Pepsi.Co, also have significant market shares (Coca- Cola, 2016). In general, the Company has been performing well since its inception and this accounts for the leading position in the industry.
The Organizations Staff, Relations, Corporate Culture, and Mission
Coca-Cola is one of the biggest companies in the world. As such, the organization has a large staff considering that it operates in the different parts of the world (Coca-Cola, 2015). Nevertheless, the staff at Coca-Cola are expected to comply with the ethics and work standards of the Company regardless of the geographical locations. In the same vein, the company has set a policy and code of ethics that governs the relations that the company has with the diverse stakeholders (Coca-Cola, 2015). The ethics also spells out how the staffs of the organization are also expected to relate with one another as well as the stakeholders of the company (Coca Cola, 2015). The corporate culture of Coca-Cola is one that is focused on sustainable practices and provision of quality products to the people. The corporate culture thus ensures that the activities taking place within the company are ones that have social value to the communities it serves. The mission of Coca-Cola is about refreshing the mind, body and spirits through the different products that they offer.
Rationale For Why Using Recycled Products As the Sustainable Initiative Makes Sense to Implement In the Organization
The rationale for why Coca-Cola should use recycled products as the sustainable initiative stems from two perspectives. The first perspective regards the observation that Coca-Cola uses raw materials that are obtained from environment while the packages of the products such as bottles also have impacts on the environment (Coca-Cola, 2015). For this reason, Coca-Cola should adopt the recycling of raw materials as a way of protecting the environment (Goodship, 2011). The second perspective on why Coca-Cola should adopt recycling products as a sustainable initiative is that such recycling practices will help the organization in cutting costs for raw materials. According to the article by The Economist (2007) companies that adopt recycling cut operational costs by as much as 20% or more. For example, the plastics can be recycled and used to make other packaging materials instead of buying other plastic materials to make the packages.
In essence, Coca-Cola is one of the leading companies in the food and beverage industry. Like many other companies, the need for sustainable business practices cannot be overstated as the sustainable efforts translate to profitability and social values. By adopting the recycling of products as a sustainable initiative, Coca-Cola will improve its environmental protection campaigns and at the same time promote its social values to the communities. In this sense, the initiative will provide a win –win situation both on the business and corporate social responsibility fronts.
Coca-Cola. (2015). Coca-Cola Annual Report. Retrieved 2016, from http://coca-colahellenic.com/media/2390/coca-cola-hbc_2015-integrated-annual-report.pdf
Goodship, V. (2011). Introduction to plastic recycling. Shawbury: Rapra Technology.
Journey Staff. (2015). The History of Coca-Cola | Coca-Cola GB. Retrieved October 19, 2016, from http:// http://www.coca-cola.co.uk/stories/history/heritage/our-story-1886-1892–the-beginning
“The Truth about Recycling.” The Economist. The Economist Newspaper, 09 June 2007. Web. 20 Oct. 2016.