It is analyzed that Australian food and beverage industry is biggest and growing manufacturing sector in Australia. Its annual turnover is approx $50 billion, which is more than 18% of total Australian manufacturing turnover. The industry is a biggest employer and leading manufacturing employer in regional Australia. The food and beverage sector is a biggest user of Australian agricultural products and services and constantly increases and enhances their value and efficiency. Coca cola Amatil is one of growing and leading distributors of alcoholic and non-alcoholic drink beverages in the Asia pacific which is formed in 1904 (CCAmatil, 2018). The company is one of the biggest and well known bottlers of the Coca Cola Corporation range. With approx 14,000 workers are performing job and roles in Australia, Samoa, Fiji, Indonesia, Papua New Guinea and New Zealand, the firm works as a one team to provide best products to the customers, communities, consumers and partners on daily basis who all benefits from company’s growth and progress. The company works together around a diverse group of business in more than six nations and it is thankful to excellent sales and manufacturing capabilities that help in growing business internationally. The product category of the company include spring water, fruit juices, tea, soft drink, energy drink, iced tea, spirits, beer, cider, vegetables snacks and ready to eat fruits (CCAmatil, 2018).
The company is proud of Australian heritage and track record and data of generating and realizing possibilities and efficiency. Mission and vision play a significant role in Coca Cola Amatil to attain competitive edge in the international market. The main mission of the firm is to refresh and energize the world in mind, spirit and body, to create unique and effective value and to encourage moments of happiness and optimism. The vision of Coca Cola Amatil is to serve as the structure or framework for the roadmap and directs every attributes of business by explaining and analyzing what need to achieve for attaining quality growth and sustainability. The core values of Coca Cola Amatil include leadership, accountability, passion, integrity, diversity, collaboration and quality. In today’s globalization world, the company is expanding and flourishing its business activities and functions by analyzing and measuring the choices, preferences and needs of the customers (CCAmatil, 2018).
It is analyzed that Coca Cola Amatil is facing ample of issues and challenges related stakeholders, CSR, and sustainability in today’s modern world while conducting business activities and operations internationally. The company uses innovative and sustainable SWOT analysis to gain competitive benefits and to identify the threats and challenges of the market. The sustainable SWOT analysis for Coca Cola Amatil has been discussed below.
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· The company is committed to making a positive and distinctive contribution to the world in which people live. It is one of the biggest strengths of Coca Cola Amatil Company. · CCA sustainability framework focuses on the four effective and unique pillars such as environment, community, people and wellbeing. · The team of CCA is reducing and preventing employee injuries by 73 percent since 2012 (CCAmatil, 2017). · CCA is further minimizing the carbon footprint of the non-alcoholic beverage. · The company is delivering attractive and effective sustainable returns. |
· The monitoring and analyzing social and reputational issues and challenges put direct impact on the financial performance and image of CCA. · The material issues in sustainability are being dealt and handled by the company while functioning at international level. |
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· The constant progress and growth of drinking beverages is a biggest opportunity for CCA. · The young customer and girls prefer energy drinks and beverage of CCA as it is one of the biggest opportunities for the firm to maximize profitability. · The initial cost of producing the drinks are minimizing thus it is an excellent opportunity for CCA. |
· There is high and immense competition in the market can affect the sustainability and goodwill of CCA. · The increased battle against the epidemic obesity in Australia is primary threat for CCA (CCAmatil, 2017). |
Opportunities and threats of Coca Cola Amatil have been discussed below.
Threats
It is identified and analyzed that ample of stakeholders are engaging in CSR activities and sustainability. The main stakeholders of Coca Cola Amatil include consumers, bottling partners, customers, employees, governments and regulatory authorities, non-governmental organizations, shareowners, suppliers, peers, trade groups and policy organizations. Today, the company is proud to engage and partner with tremendous companies across sustainability objectives of water stewardship, climate, human rights, women’s economic empowerment and sustainable agriculture.
Sustainability plays an empirical role in Coca Cola Amatil to grow and strive business in the international market. The company is making innovative strategies and policies to make a dynamic image in the minds of the customers globally. In today’s globalization world, the company is facing ample of material issues while initiating the business functions and operations in the international market. Materiality helps the company to recognize and prioritize the sustainability issues that affect the employee and stakeholder engagement. The three material issues include environmental, social and economic risks that may affect the reputation, image and efficiency to create value over long, short and medium term (CCA, 2015). In today’s competitive world, the company is dealing with economic issues such as energy, inequality, labor issues, technology and emerging markets issues that may hamper the financial position and brand image of the firm adversely (Pugh, 2010).
It is investigated that needs, preferences and demands of the customers are increasing towards the beverages or drinks products but the company has limited sources to satisfy these needs and requirements. Therefore, also affect the sustainability and value of stakeholders globally (Hák, Moldan & Dahl, 2012). Along With this, child labor is another issue that is being dealt by the firm while conducting the business internationally. The economic issues may put direct impact on the various stakeholders including customers, suppliers, owners, investors and employees. The economic factors play a vital role in achieving and attaining long term objectives and targets thus, the company needs to focus on the economic issues to build a strong and effective image in the global market (Zakowski, 2010).
It has been studied that social issues are being entertained by Coca Cola Amatil while selling the beverages products internationally (Lambert & Schwieterman, 2012). Due to lack of literacy, the firm is unable to maintain direct relationship with suppliers and stakeholders thus, it affect the rights and interests of the stakeholders adversely. Apart from this, gender issues and bullying issues are also a biggest challenge for Coca Cola Amatil that may impact on the management and activities. In addition, the literacy and women empowerment are further issues in the CCA that could impact on the performance and productivity (Epstein, 2018).
An overwhelming study shows that environmental issue is one of the biggest and ongoing challenges that is impact on the profitability and revenue of CCA in the global market. Loss of biodiversity and pollution are also affecting the interests and value of stakeholders. Pollution and water scarcity reduces the revenue and returns of CCA as a result it minimizes the shareholder value and worth in the competitive market. Environment is significant and vital in every business (Charles Jr, Schmidheiny & Watts, 2017). People need to feel comfortable and unique in the market. It always helps if they feel like they are doing something favorable and positive across the world. The strong and happy environment builds and develops happy people and encourages people for performing roles and responsibilities (Kopnina & Blewitt, 2018). The materiality helps in boosting efficiency and effectiveness of the organization and employees as well in CCA. Protecting the environment could be very expensive for CCA but even more expensive for mankind in near future if precautions are not taken. Material is a significant and vital for CCA to manufacture the drinks and food beverage in the marketplace. Material further is needed to maintain sufficient inventory level in the workplace (Remley, 2018).
At CCA, the people aim to address and understand the issues with the highest impact to communities and business. The company is always looking to improve and enhance the approach or strategy to identify the most significant risks and its impact. The materiality process renders insights to business strategy and makes sure that company’s sustainability and integrated reporting is relevant and unique (Cuganesan, Guthrie & Ward, 2010). To analyze and evaluate the key issues for business, the company monitors macro environment trends and how these impact ability and efficiency to grow the business globally. The company can use systematic materiality assessment process that helps the firm to reduce and prevent the material issues in the global market. Along with this, the firm can implement a standard way of identifying and analyzing the materiality and engaging stakeholders for all domestic operations and activities. Understanding and evaluating the interests, demands and needs of the stakeholders including suppliers, customers, partners and community employees and members help the company to address materiality issues in the global market (Baumgartner & Ebner, 2010).
This further helps the firm to develop and initiate the sustainable business strategies globally. It has been found that the company can use various strategies to reduce and minimize the material issues internationally (CCAmatil, 2018). It is recommended that the company should use the S-E-E model of sustainability to address the sustainability issues such as environmental, social and economic issues. It is one of the crucial strategies that can be implemented by the company at CCA to overcome the various material issues. To implement this strategy, the company needs to decide and set the appropriate time that can be more than 3 months. By deciding the time framework, CCA has been able to keep an eye on the social, economic and environmental issues globally. To evaluate this mode, the company needs to implement new strategies and approaches for analyzing and evaluating all these material issues (Moriarty, Mitchell, Wells, Crawford, Brennan & Spence-Stone, 2014).
(Source: https://www.algonquincollege.com/sustainability/overview-2/our-framework/)
It is further recommended that CCA should focus on the water conservation and recycling strategy to overcome and handle the various issues related to environment. It has been studied that recycling strategy is unique and significant to optimize the resources effectively. It is also effective to detect the overall cost and expenses of the firm. By initiating this strategy, CCA can save energy, resources and time and further this strategy also helps in creating ample of employment opportunities in the international market (CCAmatil, 2018). Moreover, the water conservation strategy will help CCA to save water resources and energy effectively. The company should also focus on the culture and wellbeing of employees so that social issues can be reduced at the workplace. CCA further should use a governance model to detect and manage various material issues (Benn, Edwards & Williams, 2014). Sustainability targets must be set by the firm to promote and enhance the workers for performing tasks and duties towards the achievement of sustainability objectives. It should make innovative strategies to reduce or minimize the carbon footprint of the drinks or beverages. It should ensure the safety and security of the women employees at the workplace to detect various social issues related to inequality and discrimination. It is further recommended that CCA should focus on climate resilience, carbon footprint, renewable energy and energy efficiency to be a leader in the beverage industry (Orsato, 2009).
(Source: CCAmatil, 2017).
The S-E-E model of sustainability can be implemented by making innovative strategies and policies in the workplace. To implement this model, the company needs to set the appropriate budget and further it should take help of government to take ample of advantages globally. Optimum utilization of resources shall be done to implement this strategy in the global market. An audit committee shall be appointed to supervise and analyze the benefits and demerits of this strategy (Ouppara & Sy, 2012). Proper evaluation must be done to implement and manage the material issues and challenges. To ensure the good governance, sustainability, material issues, CCA must consist subject matter experts and decision makers in the organization. It will help to review and monitor the priorities in light of changing issues and expectations. Stakeholder’s forums shall be organized and formed to implement sustainability strategy at the workplace. Engagement with external stakeholders must be identified and measured on regular basis (Brennan, Binney, McCrohan & Lancaster, 2011). Innovative standards and rules could be set to reduce material issues and initiate the sustainability strategy in the organization. In this way, the CCA can implement the sustainability strategy with minimizing the waste, water and pollution. The suppliers guidelines and screening shall be set to implement the sustainability strategy in the organization (Luthans & Doh, 2012).
On the above mentioned discussion, it is concluded that CCA is one of the leading brands in food and beverage industry that provides tasty and energetic products to the customers across the globe. The paper analyses that CCA is giving full contribution to reduce and eliminate the material issues such as social, environmental and economic. It is evaluated that the firm is using innovative packaging, biodiversity and water strategy to save the resources in a hassle free manner. It also focuses on the carbon footprint to reduce negative impact of green house gas emissions. The paper showcases that CCA is committed to protect the rights and interests of stakeholders in the workplace. CCA works with independent third party ecovadis to analyze and evaluate the supplier’s performance and productivity against the responsible sourcing guidelines. Along with this, the above analysis shows that CCA uses innovative sustainable governance model to maintain good relationship with stakeholders and to detect the CSR and sustainability issues internationally.
References
Baumgartner, R. J., & Ebner, D. (2010). Corporate sustainability strategies: sustainability profiles and maturity levels. Sustainable Development, 18(2), 76-89.
Benn, S., Edwards, M., & Williams, T. (2014). Organizational change for corporate sustainability. Routledge.
Brennan, L., Binney, W., McCrohan, J., & Lancaster, N. (2011). Implementation of environmental sustainability in business: suggestions for improvement. Australasian Marketing Journal (AMJ), 19(1), 52-57.
CCA.,(2015). Sustainability report 2015[Online], Retrieved from https://www.ccamatil.com/-/media/Cca/Corporate/Files/Reporting/Coca-Cola-Amatil-2015-Sustainability-Report.ashx
CCAmatil.,(2017). Sustainability report 2017 [Online], Retrieved from https://www.ccamatil.com/-/media/Cca/Corporate/Files/Annual-Reports/2018/Sustainability-Report-2017.ashx
CCAmatil.,(2018). Environment [Online], Retrieved from https://www.ccamatil.com/en/our-contribution/our-environment
CCAmatil.,(2018). Our Company [Online], Retrieved from https://www.ccamatil.com/our-company
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Cuganesan, S., Guthrie, J., & Ward, L. (2010, September). Examining CSR disclosure strategies within the Australian food and beverage industry. In Accounting Forum (Vol. 34, No. 3-4, pp. 169-183). Elsevier.
Epstein, M. J. (2018). Making sustainability work: Best practices in managing and measuring corporate social, environmental and economic impacts. Routledge.
Hák, T., Moldan, B., & Dahl, A. L. (Eds.). (2012). Sustainability indicators: a scientific assessment (Vol. 67). Island Press.
Kopnina, H., & Blewitt, J. (2018). Sustainable business: Key issues. Routledge.
Lambert, D. M., & Schwieterman, M. A. (2012). Supplier relationship management as a macro business process. Supply Chain Management: An International Journal, 17(3), 337-352.
Luthans, F., & Doh, J. P. (2012). International management: Culture, strategy, and behavior. New York: McGraw-Hill.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Orsato, R. J. (2009). What are Sustainability Strategies?. In Sustainability Strategies (pp. 23-42). Palgrave Macmillan, London.
Ouppara, N. S., & Sy, M. V. U. (2012). Quality of work life practices in a multinational company in Sydney, Australia. Procedia-Social and Behavioral Sciences, 40, 116-121.
Pugh, S. (2010). The digital typhoon: issues and trends in collection development. Retrieved on March, 23, 2012.
Remley.M.,(2018). How to make a material impact on your company’s sustainability [Online], Retrieved from https://www.sustainablebrands.com/news_and_views/new_metrics/micah_remley/how_make_material_impact_your_companys_sustainability
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