Marketing is an overall process which has the purpose of brand development and improvement in sales. Marketing brings brand at the frontage in competition. Corporate social responsibility is another social initiative taken by companies to develop society and its economic condition. This present write up has focused on case study of Coca Cola’s CSR activities.
Coca cola undertakes the approach of social investment which gets its effect through five stages in value chain, some of which are recognition for important success in sustainability, improvement in the selling capacity of products for the duration for the CSR programmes and even beyond that. Sustainability efforts are major priorities for the company. Coca-cola Africa foundation has entered into a partnership with Amref health Africa for starting a benefit in promoting accessibility to safe water and sanitation arrangement in the continent. The company works for empowerment of women entrepreneurship (Carroll, 2015). In Turkey, the company has a project named Green Economy village related to new world programme launched by the local clean energy foundation. The CSR initiatives of the company are aligned with the CSR model that puts emphasis on PEOPLE, PARTNERS, PORTFOLIO, PROFIT, and PLANET. The company believes on people and collaboration with large product lines aimed at profit maximisation in long run with focus on sustainability development.
Coca cola must have thorough understanding of norms which constitute standardised international human rights guidelines. It would be beneficial for them to take initiative for implementing the standards. In each nation the company needs to have collaboration with governments, NGOs, unions, local industry for development of accepted norms (Carroll, 2015). In efforts of improving working conditions, quality of life and economic feasibility the human rights standards can be of great help. Global water supply needs more improvement from the organisational perspective. The company needs to break down the time duration of projects as per urgency with options of long term, short term and medium term project (Tai & Chuang, 2014). The sustainability aspects of CSR also need continual attention and efforts for persistent improvement and satisfaction of community and customers along with other associates. If CSR leadership can be achieved by the firm, then development of moral cycle becomes possible resulting into the improvement of brand image and brand equity in long run (Armstrong et al, 2015).
CSR initiatives of Coca cola can be more fulfilling from the societal basis if more alignment on social improvement and global human rights implementation can be ensured. The company has an elevated level of brand image which can offer a steady growth of sales. If marketing is a means for creating sales then, CSR ensures the long term consistency in brand promotion.
Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.
Carroll, A. B. (2015). Corporate social responsibility. Organizational dynamics, 44(2), 87-96.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
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