A Review on the Social Performance of Coca-Cola Essay

3223 Words Aug 19th, 2013 13 Pages
Communication in Business 100
Semester 1, 2010 - Bentley

Assessment 1: Critical Essay
A Review on the Social Performance of Coca-Cola
(Word count: 1787 words)

Corporate Social Responsibility: An examination of the performance of Coca-Cola

Coca-Cola is a brand that needs no introduction; being in existence since 1886, it has since grown into one of the world’s most powerful brands. Over the years, as Coca-Cola grew larger, so did the number of stakeholders; thus increasing the importance of upholding the principles of corporate social responsibility (CSR). Because 96% of Coca-Cola’s market capitalization value is “intangible” (Interbrand 2000), there is an urgency to protect its brand value and reputation for their stakeholders.
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Coke instead has gone on the defensive, fighting back with numerous ads that grew to a staggering $2.4 billion within two years since 2004(Blanding 2006). More of your own voice and interpretations of the information would have been helpful.

The case for Coca-Cola
In contrast to their unlawful misdeeds, Coca-Cola has been involved in the sustainability of the community, health and environment in India. Their CSR initiatives involve setting up education projects to benefit the poverty-stricken, educating local communities about water, cleaning up the Dashaswamedh ghat(a cremation site) and providing employment opportunities for the deaf(Hills and Welford 2005). Even in the midst of the water controversy, Coca-Cola has been proactive in sustaining the environment and building the communities around them. Ray Rogers who heads the Campaign against Killer Coke is however of the opinion that Coke’s acts are due to political and economic pressure rather than rightful duty.

In other developing countries, thousands are benefiting from access to clean water supply and improved sanitation services through The Water and Development Alliance (WADA) - a $20.4 million effort by Coca-Cola in collaboration with U.S. Agency for International Development (USAID)(Coca-Cola and USAID: A Global Partnership on Water, 2008). Recent initiatives by Coca-Cola include a Haiti Hope Project to boost the incomes of 25,000 mango

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