Recycling initiative Recommendation

Recycling initiative Recommendation

Coca-Cola Company is the world largest beverage multinational corporation. The conglomerate generates waste during production and distribution of company’s products. It has however adopted an extensive waste recycling regime as way of mitigating environmental pollution (Coca-Cola, 2015). The initiative aids in trimming production costs by recycling used cans and other materials. Journey Staff (2015) explains that Coca cola has made sustainability the heart of doing business. The company targets to cut the total carbon footprint of the firm’s operations by 15% by 2020 from a baseline set in 2007. The company has constructed a recycling initiative that will reduce waste produced to realize the set target. Concerning this, a team of selected individuals came up with solutions, theories and data regarding the coca cola company initiative. The research will provide recommendation to the company’s board and stakeholders on the feasibility of the initiative and avail a comprehensive argument on why the undertaking is pragmatic.

Part 1

The Initiative

The recycling plan is a ground-breaking initiative that purposes to cut down discharged waste by Coca-Cola to make the corporation more sustainable. The undertaking is christened the Coca-Cola Recycling LLC (Journey Staff, 2015). In the initiative, Coca-Cola will work in tandem with venues and events in North America. The events will aid in constructing a recycling program to anchor the program (Staff, 2016). Some of the recycling programs under the initiative will occur away from home. In the initiative outline, Coca-Cola will coordinate with NASCAR to channel over 11.5 million soft drink containers to the recycling conduits. Staff (2016) explains that the initiative aims at discouraging people from throwing used containers in landfills. The plan outlines that Coca-Cola will hire recycling Education vehicles that will criss-cross America in more than 250 cities. During the transverse, consumers will be enlightened on the need for recycling used cans to avert the danger caused by poor disposal regime (Staff, 2016).

Coca-Cola will collaborate with bottling partners to reward individuals taking part in the recycling plan. The partners will include local governments and retailers. The initiative outlines that Coca-Cola will avail learning materials to sensitize consumers on the most apt way of undertaking recycling. Notably, the company will have prize control vehicles that will revolve around in various places looking for consumers who have heeded the call. Any person that will be spotted will receive a gif card from Coca-Cola (Coca-Cola, 2015). The initiative aims at raising consumer participation level in the recycling initiative. The plan outlines that Coca-Cola will integrate new technologies in the recycling program to enhance recovery and recycling of soft drink cans. Coca-Cola (2015) outlines that the initiative highlights that Coca-Cola will start the program within the company’s recycling centers to enable effective collection of the bottles for recycling. The company will employ new processes of collecting used containers in the targeted market. The initiative lays focus on use of PET plastic bottles, where state of the art technology will be used in the utilization of the bottles (Coca-Cola, 2015). The initiative’s bottom line is to enable Coca-Cola use green containers across the company’s brand. The recycling initiative also proses the need for the company to start using bio-generating beverage cans that can easily decoms if discarded in the environment.

The Market

In the initiative, Coca-Cola will first direct the new plan in North American market for the recycling efforts. The company will construct the first PET recycling plant in a specific location in North America (Coca-Cola, 2015). The plan according to the initiative will have an annual processing capacity of 25,000 tons. Moreover, the initiative states that the Coca-Cola will also diversify its recycling plan to other markets to make the sustainable initiative more effective. One of the markets that Coca-Cola will expand to is Africa where the company will set up recycling facilities to spearhead the initiative. Moreover, Coca-Cola will broaden its reach to other regions by building more recycling plants. For example, the initiative proposes that there is need to set a up a plan in Norway since Coca-Cola ships PET bottles from the country to recycling plants in other regions since Norway lacks one (Coca-Cola, 2015).

Solutions and Alternatives

The initiative proposes several solutions to the current quagmire facing Coca-Cola Company. The solutions suggested entails undertaking sustainable activities to make Coca-Cola a green company.  Sustainable solutions that Coca-Cola will apply as outlined in the initiative include engaging employees in sustainable initiatives, creating green products, cutting use of fuels and innovating green products. More solutions include developing national and global conversation on need for adopting responsible consumption, communicating sustainability goals in the entire organisation and creating a sustainability corporate culture (Goodship, 2011).

The initiative proposes a number of alternatives to the solutions suggested. The plan B suggestions include use of biodegradable containers which if disposed will decompose. The alternative offered implies that Coca-Cola will have reduced cost of recycling the non-biodegradable beverage containers.

Part 2

Comprehensive Recommendation

Why the Plan is Feasible

To the entire Coca-Cola board and the company stakeholders, the recycling recommendations that I have come up with are feasible to integrate in the firm’s operations for several reasons. The feasibility of the recommendations have the foundation on the theory and evidence based research that I undertook. Coca-Cola possesses the ability to coordinate between type of environmental volatility, features of the corporate structure, the information system adopted and the size of the organization (Barnett & Salomon, 2012). The pragmatism of the proposed recommendations is dependent on the sustainability initiatives spearheaded by Coca-Cola. The multinational conglomerate prides to have state of the art technology, a factor that makes the recommendations more feasible. The theory and evidence based research asserts that factors like technology affects an organisation ability to execute sustainability initiatives. In addition, the firm’s external environment will also favour the implementation of the proposed sustainability initiative (Coca-Cola, 2015). The company’s external environment constitutes of stakeholders such as the government, investors, lenders, competitors and the consumers. The robust anchorage offered by the external players will be pivotal towards successful implementation of the sustainability initiative. The firm backup offered will make implementation of the recommendation feasible. The management in Coca-Cola can apply the contingency theory in implementing the recycling process recommendations (Coca-Cola, 2015).

Notably, Coca-Cola has a dire need to establish and develop environmental and sustainable products. The company is a modern organization and therefore, adoption of sustainable practices is requisite. The intention by the management in Coca-Cola to make the organization effective will make the recommendation feasible. The theory outlines that an efficient management should have the capability of modifying, controlling and planning to meet the immediate condition (Coca-Cola, 2015). In this case, the immediate scenario at hand is the need to integrate the sustainability recommendation. The drive by Coca-Cola management will provide the unwavering support needed to make the recommendations feasible. Contingency theory states that the management of any firm should work to integrate an organization’s facets to accomplish a particular objective. The stamina by the Coca-Cola management to coordinate operations will enable the implementation of the constructed recommendations (Journey Staff, 2015). Coca-Cola has a stable environment that reflects on standardization, formalization and specialization which will make the recommendations more feasible. The centralization of the company’s complex structure induce consistency and efficiency in implementation of the sustainability plan. Furthermore, the stable environment in Coca-Cola will enable the firm realize adaptability and flexibility in implementation of the recommendations (Journey Staff, 2015). Also, the predictability and certainty by the management team will permit successful execution of the sustainability procedure, policies and rules enshrined in the recycling plan.

The two concepts will direct the decision making thereby making the overall implementation of the sustainability recommendations feasible. Staff (2016) argues that the endeavour by Coca-Cola to state its sustainability goals and objectives publicly is crucial towards the feasibility of the recommendations. In addition, the initiative by the company to communicate the sustainability plan across all departments will make the recommendations practicable (Staff, 2016). Coca-Cola has pursued the various recycling plans in relation to the proposed sustainability plan. The economic empowerment undertakings commenced by Coca-Cola will play a significant role in permitting implementation of the recommendations. It is imperative to note that Coca-Cola has a sustainable water management regime and an efficient energy use plan, all that will support the feasibility of the sustainability plan. The milestone by Coca-Cola to embed the sustainability initiatives across the firm’s operations will be key to fruitful towards making the recommendations feasible (Staff, 2016). The rapport between Coca-Cola, bottling companies and distributors will enhance the feasibility of the plan. The three partners have joined hands to create value chain, a move that is fundamental towards integrating the proposed recommendations (Coca-Cola, 2015). It is important to note that bottling companies that collaborate with Coca-Cola produce recyclable packaging containers. The undertaking correlates with Coca-Cola plan to adopt the recycling initiative thereby making the recommendation practical (Coca-Cola, 2015).  The eco-friendly freezes provided by Coca-Cola as well the harmonious relationship between the firm and the shareholders will anchor the implementation of the sustainability initiative in my proposal.

How I came up with the Recommendation

Extensive liaison with the board and entire Coca-Cola stakeholder’s team enabled the crafting of the sustainability recommendations. The wide consultation served to ensure that the recycling plan secures a broad reception across all circles in the company. I undertook an in-depth research on the amount of waste in form of beverage containers and saw the need to come up with the recommendations. The benefits that Coca-Cola would reap from adopting the recommendations are immense. The analysis of the merits that the corporation would get boosted the creation of the sustainability recommendations. The dialogue engagement with consumers regarding sustainability made me make an informed decision regarding sustainable living and responsible consumption. The need to adopt and integrate sustainable consumption facilitated the creation of the recommendations to implement recycling initiative in the company production, distribution and disposal operations. Moreover, the heightened call for companies to go green in all undertakings played part in creation of the Coca-Cola sustainability recommendations.


Barnett, M.  L.   and Salomon, R.  M.   2012.   “Does it pay to Be Really Good? Addressing the Shape of the Relationship between Social and Financial Performance.  ” Strategic Management Journal. 33: 1304-1320.

Coca-Cola. (2015). Coca-Cola Annual Report. Retrieved 2016, from

Goodship, V. (2011). Introduction to plastic recycling. Shaw bury Rapra Technology.

Journey Staff. (2015). the History of Coca-Cola | Coca-Cola GB. Retrieved October 19, 2016, from http://–the-beginning

Staff, J (2016).  Our Approach to Sustainable Packaging: http://www.  Coca-Cola Company.  Com/stories/our’s-approach-to-sustainable-packaging

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