Discuss about the Corporate Social Responsible of the Competitiveness.
CSR is one of the unique and effective practices that is used by the company. Coca Cola Amatil has been taken in the task. Coca Cola Amatil is the biggest and unique bottlers company of non-alcoholic and beverages in the Asia Pacific region and it is one of the five major Bottlers in the marketplace. The paper outlines and discusses the ethics, CSR activities and corporate governance of Coca Cola Amatil. It also explains that how the firm is engaged with its stakeholders in the global market. More detail of the task has been detailed below.
Coca Cola Amatil is incorporated in 1904 having headquartered is located in North Sydney, Australia. Coca Cola Amatil is worked as a team to render best products and services for the customers, communities and partners. The organization has employed approx 14,000 workers who manage and handle the activities and operations in New Zealand, Indonesia, Australia, Samoa, Fiji and Papua new Guinea (CCAmatil, 2018). The corporation offers ample of products such as spring water, energy drinks, iced tea, coffee, tea, cider, spirits, soft drinks and vegetables (Shenkar, Luo and Chi, 2014).
CSR Activities: Corporate social responsibility is interconnected with the specific operations and activities of the organization that ensures company’s responsibility to stakeholders. The CSR of Coca Cola Amatil in accordance with the ethical, economic and discretionary are stated as follows (Klettner, Clarke and Boersma, 2014).
The company provides high quality of products and services to its customers including food and beverages. The core and effective policy of the firm is to attain the regulatory guidelines in terms of foods and beverages effectively and efficiently as possible. In terms of manufacturing, the company depends on the supper efficient and excellent management system and technologies along with this trained personnel. This makes ensure that the products such as food and beverage produced by the firm overshoots all the firm standards and attain all the legal needs also. A stringent monitor on the process control by producing the online process control method and “Coke Best Fresh” programme were the unique strategy of the firm to render its customers with the best and unique quality products. In addition, the company is engaging with its stakeholders group in various ways through ample of formal and informal settings. Along with this, the firm protects the rights and interests of the stakeholders by providing them appropriate profits. The engagement of Coca Cola Amatil with its stakeholders increases results and outputs that are favorable for the firm and environment as well. Apart from this, the firm is protecting the water and local resources in the international market (Cuganesan, Guthrie and Ward, 2010).
In terms of sustainable agriculture, the firm aimed at engaging and maintaining all the suppliers of the key factors in 2014 with the help of new supplier engagement programme. This programme renders a structure of seven stage of improvement to attain the sustainable agriculture principles. The organization also focuses on the health and environmental issues, sustainable business, social progress and environmental stewardship (Boulouta and Pitelis, 2014).
Corporate governance: Coca Cola Amatil is listed on the Australian securities exchange. The board of the company is committed to attain the highest standards in the areas of corporate governance and business conduct. The firm reviews the corporate governance business practices properly to ensure the best practices and activities. The board represents and serves the interests of shareholders and has the ample of responsibility for managing and handling Amatil’s business activities and operations and affairs to the excellent standards of corporate governance. The board strives to protect and utilize the company’s performance and productivity and develop sustainable value for the shareholders. The board charter establishes the board’s responsibilities and purpose and the delegation of its duties and powers to committees and management through the group managing director (Chatterji, Levine and Toffel, 2009). Along with this, Coca Cola Amatil is committed to good and unique corporate governance that promotes and encourages the long term interests of the shareowners, strengthens board and management accountability and it also helps in building and developing public trust in the organization. The board is selected by the shareowners to oversee their interest in the long term health and progress of the business and its financial strength. Beside this, the board serves as the ultimate decision making body of the firm. In this way, unique and effective corporate governance is used by the company while conducting business activities and operations globally(Crane and Matten, 2016).
Carroll’s Pyramid is a simple and effective tool or method that helps to argue whether how and why the company should attain their social responsibilities. The model was propounded by the Carroll in 1991. This model is easy to understand and it emphasizes on the profitability and outcomes. There are four responsibilities displayed on the Carroll model that has been explained below. The four responsibilities include economical, legal, philanthropic and ethical.
Economical is one of the significant responsibilities of Carroll Pyramid model. This model emphasizes responsibilities on the business activities and operations to be profitability and outputs because it is only an effective and significant path to render long term advantages to the community. Coca Cola Amatil is committed to make a positive and distinct contribution to the world where people live. The company’s outputs reflect the strong and unique earnings performance in Alcohol, Fiji, New Zealand and Papua New Guinea. The net revenue of the company is A$5.12 billion (2014) and operating income of Coca Cola Amatil is A$502.8 million (2014).
Legal responsibility of Carroll Pyramid stated that the firm should follow the rules, legislations, norms and policies while carrying out the business operations and activities worldwide. The corporate governance strategies and policies of Coca Cola Amatil are formulated in such a manner that it ensures all the rules and compliance with all effective and unique legal needs and requirements (Henriques, 2013).
Ethical responsibility also plays a significant and effective role in the company to attain the desired goals and objectives. This aspect imposed responsibility on Coca Cola Amatil to conduct business functions and activities ethically and morally. The main and primary objective of this aspect is to fulfill the needs and requirements of the law. Apart from this, Coca Cola Amatil also ensures morals, norms and ethics in its strategy and policy. Effective and dynamic code of conducts is used by the firm while implementing the business globally.
Philanthropic responsibility argued that Coca Cola Amatil should give back to the society in the global market. The responsibility is discretionary but it is significant and effective. It has been found that Coca Cola Amatil conducts and initiates the ample of activities, sessions and programs through which the company provide support to the society. Along with this, the organization conducts programs for the welfare of human and animals. This layer also focuses on the ample of luxurious things including the local communities, quality of life of workers and ultimate community in large extent. In this way, Carroll model plays a vital role to fulfill the needs, desires and requirements of the employees, customers and shareholders (Kraak and Story, 2015).
(Source: https://research-methodology.net/carrolls-csr-pyramid-and-its-applications-to-small-and-medium-sized-businesses/)
It is also one of the effective and unique models for corporate social responsibilities. According to Watrick and Cochran model, the CSR responsibilities are categorized into three segments that are detailed below.
Principle: It may be defined as the corporate social responsibilities that are categorized into four segments including ethical, legal, economical and philanthropy. This segment focuses on the business activities and moral agent as well. In this regard, Coca Cola Amatil attains all the responsibilities and rules to meet the long term objectives and goals. All these responsibilities are explained in the Carroll Pyramid model (Chen, 2013).
Process: A process may be explained as the corporate social responsiveness that divides its responsibilities into four parts such as defensive, accommodative, reactive and proactive. This layer also explains the capability of the business to revert the changes that are occurred in the community. Along with this, it also focuses on the effective strategy of the managers and leaders. Let’s talk about Coca Cola Amatil, there responsive approach is positive and effective in nature because there is a biggest gap in their approaches and strategies to accomplish the desired mission and vision (Bhaduri and Selarka, 2016).
Apart from this, policies may be defined the social issues management and this layer is divided its responsibilities into the three groups such as issues identification, issues analysis and responsive development and expansion. This layer minimizes the issues and challenges while implementing the business operations and activities effectively and efficiently. This layer also helps in determining and analyzing the policies and strategies related to CSR in a hassle free manner. It has been found that Coca Cola Amatil focuses on the identification of the issues, issues analysis and then effective measures are taken successfully and effectively (Alejandra Gonzalez-Perez, 2013).
Engaging with stakeholders in long term dialogue renders significant inputs that inform decision making and helps the people to improve and enhance progress towards 2020 sustainability goals and objectives. The company is committed effectively and significantly to ongoing stakeholder engagement as a core element of the company’s sustainability and business strategies, company’s annual reporting process and other activities across the world. In addition, the organization engages with ample of stakeholder groups in a variety of informal and formal setting and strategies around Coca Cola Amatil system. The company’s engagements range from meetings with regional, national and local groups to ongoing dialogue with company’s suppliers, consumers and bottlers (Richards et al, 2015). In the international market, the company is directly involved in multi stakeholders actions such as the world economic forum and United Nations global compact. The organization is also working with external stakeholder partners and along with this, the company is able to identify and analyze the issues and challenges by bringing together the expertise, passion and knowledge of many individuals and companies as well. This strategy also helps the firm to attain greater and unique favorable impact on the social, environmental and other issues and challenges than by working alone. The company engages with variety of stakeholders in the international market. The stakeholders and ways in which Coca Cola Amatil engage with them are discussed below.
Bottling partners: The Company is engaged with bottling partners in the global market. The day to day interaction as business partners, functional group on strategic issues, joint projects, joint business planning, top to top senior management forum and global environment council.
Customers: The customers include dedicated account teams, proper visits, joint business planning, customer care centers, joint value creation and social media engagement. The customer relationship management plays a significant and vital role to collaborate and communicate with marketing, sales, new product development, technical services and planning and supply chain management (Lambert and Schwieterman, 2012).
Consumers: The consumers include local websites, plant tours, surveys, social channels, local websites and focus groups.
Communities: The communities include plant visits, lectures at universities, society meetings, sponsorships and partnerships on common issues (Cooke, 2010).
Employee: It includes employee communication, senior executive business updates, health and safety communication programs and ethics hotline.
Government and regulatory authorities: It includes foreign investment advisory councils, chambers of commerce, and recycling and recovery initiatives.
It has been analyzed that the company applies golden triangle partnership strategy or approach to stakeholder engagement, private and civil society sectors and spanning the public. The Golden triangle partnership strategy is a core and primary part of the business strategy and it can foster sustainable and effective business growth, and social progress (Chioatto, 2015). Aside this, the company’s efforts to protect water sources can be effective and unique if they include collaboration and cooperation with local stakeholders, such as community members, governments and water agencies. It is noted that there is no gap in Coca Cola Amatil’s efficiency and stakeholders requirements. The organization also uses ample of programs and sessions to gain competitive advantages in the competitive market (Coca Cola Amatil, 2017).
Conclusion
After analyzing the above facts, it is concluded that corporate social responsibility is one of the significant and foremost part of the each and every company. The CSR and sustainability help the firm protect the rights of the stakeholders and to serve the community effectively. The above analysis shows that how the company is using ample of models to determine and analyze the significance of CSR and sustainability. The organization should give back to the community through this structure or framework.
References
Alejanda Gonzalez-Perez, M., 2013. Corporate social responsibility and international business: A conceptual overview. In International business, sustainability and corporate social responsibility (pp. 1-35). Emerald Group Publishing Limited.
Bhaduri, S.N. and Selarka, E., 2016. Corporate Social Responsibility Around the World—An Overview of Theoretical Framework, and Evolution. In Corporate Governance and Corporate Social Responsibility of Indian Companies (pp. 11-32). Springer, Singapore.
Boulouta, I. and Pitelis, C.N., 2014. Who needs CSR? The impact of corporate social responsibility on national competitiveness. Journal of business ethics, 119(3), pp.349-364.
CCAmatil.2018. Our history [Online], Available from https://www.ccamatil.com/en/our-company/our-history, [Accessed as on 25th June 2018].
Chatterji, A.K., Levine, D.I. and Toffel, M.W., 2009. How well do social ratings actually measure corporate social responsibility?. Journal of Economics & Management Strategy, 18(1), pp.125-169.
Chen, S., 2013. On the development and implementation of a sustainable CSR strategy: a literature survey (Doctoral dissertation).
Chioatto, U., 2015. A studied approach to board assessments and skills matrices. Governance Directions, 67(7), p.415.
Coca Cola Amatil. 2017. Annual report [Online], Available from https://www.ccamatil.com/-/media/Cca/Corporate/Files/Annual-Reports/2018/Annual-Report-2017.ashx, [Accessed as on 25th June 2018].
Cooke, D., 2010. Building social capital through corporate social investment. Asia-Pacific Journal of Business Administration, 2(1), pp.71-87.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.
Cuganesan, S., Guthrie, J. and 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.
Henriques, A., 2013. Corporate truth: The limits to transparency. Routledge.
Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy. Journal of Business Ethics, 122(1), pp.145-165.
Kraak, V.I. and Story, M., 2015. Influence of food companies’ brand mascots and entertainment companies’ cartoon media characters on children’s diet and health: a systematic review and research needs. obesity reviews, 16(2), pp.107-126.
Lambert, D.M. and Schwieterman, M.A., 2012. Supplier relationship management as a macro business process. Supply Chain Management: An International Journal, 17(3), pp.337-352.
Richards, Z., Thomas, S.L., Randle, M. and Pettigrew, S., 2015. Corporate Social Responsibility programs of Big Food in Australia: a content analysis of industry documents. Australian and New Zealand journal of public health, 39(6), pp.550-556.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
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