The paper 'Coca Cola Company: Social and Environmental Sustainability" is a good example of a marketing case study. Sustainable supply chain management has become a major approach for businesses which are aiming to adopt principles of social and environmental sustainability (Dauvergne & Lister, 2013). This study will highlight the environmental and social management principles that Coca Cola Company is undertaking in its supply chain management and logistics operations. Coca Cola Company is guided in its supply chain by a framework established on three pillars, which include: social, environmental, and economic sustainability (Mikler, 2013).
For the purpose of this study, we are going to deal with the social and environmental aspect of the frame that the company is using in its supply chain management and logistic operations. It is the company’ s management foremost duty to expand the business responsibly, not just for its shareholders but also for those who they employ as well as the communities and clients that they serve (Bell, 2004). The organization achieves social sustainability from within itself by enabling its workers to attain their full potential and capacity, hence assuring the production and delivery of quality and safe products to its consumers (Laszlo, 2005). The organization is also strengthening the societies or communities in which they work and live through social investment programs.
Finally, by significantly minimizing its environmental effect and being responsible stewards of natural resources, it can attain the duo of strategies, which make a long-term focus feasible (Laszlo, 2005). Coca Cola Company approaches sustainability issues as with any perspective or aspect of its business. It does this by setting specific, clear and measurable targets. It also establishes major performance indicators to evaluate its progress and success.
With over seventy years in the bottling industry, sustainability is not just an integral aspect of the company’ s thinking; in fact, it is the secret of its past successes and processes and the key to its future. According to the company’ s CEO, great power entails great responsibility (Mennillo et al, 2013) The organization is part of the United Nations Global Compact and remains devoted to its fundamental principles. It continuously endeavors to align its operations with these universally accepted principles. Placing these guidelines at the core of its business is the base of genuine responsibly.
According to the fundamental principles, which the company values and upholds, on environmental aspects, the company should promote a proactive approach to environmental threats; undertake initiatives to support greater environmental conscientiousness; and promote the development and diffusion of environmentally sensitive or affable technologies (Dauvergne & Lister, 2013). The company was established on principles of respect for its workforce, consumers, clients and communities. The company hence has pride in what it does as well as the brands it represents; as well as a passion for improving the future of its enterprise and communities in which it operates.
The company sets the bar high by measuring itself against other competing bottlers in the globe and defining its business achievement in terms of sales volumes attained and the return on capital invested. Its purpose is to create volume for every individual touched by its business by providing, with focus and passion, the precise refreshment at the precise time in the precise place. In pursuit of these objectives, however, Coca Cola Company has not lost focus of its responsibility to generate long-term progress for its enterprise and workforce, as well as the communities and natural environment in which it operates.
Coca Cola remains immensely proud of its heritage, passionate about its current state, and excited about its future as far as enterprise development, and social and environmental responsibility is a concern (Sharma, 2007).
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