Business
Executive Summary
This paper investigates how much and in which ways Coca Cola Enterprises uses CSR. The importance of CSR has grown over the last couple of years, and with the major brand Coca Cola has, it is of great importance to Coca Cola Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that. They do that in many ways for example with sustainable bottles and cans. The result shows that Coca Cola Enterprises uses CSR a lot. Through the analysis I have come forward to that Coca Cola Enterprises especially uses CSR in their marketing. This paper also shows that Coca Cola Enterprises has many strategic opportunities in the future, for example they can expand their customer service department.
Table of contants Executive Summary 1 Introduction 3 CSR Adoption 4 Stakeholders 5 Environment 6 Internal practices 8 Human Rights 8 Social investment 9 Philanthropy 9 Community relationship 10 Supply chain 11 Conclusion 12 Reference list 12
Introduction
Coca-Cola is one of the world's most famous brands. It is proud of its brand but it also takes responsible interest in local areas where it operates. Coca-Cola in the UK works with the prince trust a charity to involve small and large scale businesses in their local communities. Coca-Cola is also a member of the percent club. To become a member of the per cent club, the organization must be willing to donate nothing less 0.5% of its pretax profit to the community. For an organization to succeed, it objectives must be clear and realistic.
This paper investigates how much and in which ways Coca Cola Enterprises uses CSR. The importance of CSR has grown over the last couple of years, and with the major brand Coca Cola has, it is of great importance to Coca Cola Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that. They do that in many ways for example with sustainable bottles and cans. The result shows that Coca Cola Enterprises uses CSR a lot. Through the analysis I have come forward to that Coca Cola Enterprises especially uses CSR in their marketing. This paper also shows that Coca Cola Enterprises has many strategic opportunities in the future, for example they can expand their customer service department.
Table of contants Executive Summary 1 Introduction 3 CSR Adoption 4 Stakeholders 5 Environment 6 Internal practices 8 Human Rights 8 Social investment 9 Philanthropy 9 Community relationship 10 Supply chain 11 Conclusion 12 Reference list 12
Introduction
Coca-Cola is one of the world's most famous brands. It is proud of its brand but it also takes responsible interest in local areas where it operates. Coca-Cola in the UK works with the prince trust a charity to involve small and large scale businesses in their local communities. Coca-Cola is also a member of the percent club. To become a member of the per cent club, the organization must be willing to donate nothing less 0.5% of its pretax profit to the community. For an organization to succeed, it objectives must be clear and realistic.