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.
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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. Coca-Cola is an environmentally friendly organization. It has an objective where it says it will work with the government, private and public organization to help find the solution to economic difficulties.
Coca-Cola tries to improve in three different aspects
1. The quality and the efficiency of water
2. To minimize or eliminate solid waste
3. The efficient use of energy.
All the above will help Coca-Cola to be more sustainable. Coca-Cola has supported the tidy Britain for over 30 years. It also supports various environmental programmers. Coca-Cola in Great Britain is one of the founders of the environment club 21 for going green. Coca-Cola supports schools and recycling. All it cans are recyclable. It also has interest in issues relating to recycling. Coca-Cola is also an equal opportunity employer, it practice CSR in it work place by supporting all its employees with their pension scheme, counseling that covers, bereavement, divorce, and alcohol abuse. There are various supporters and critics of CSR.
CocaCola Enterprises, Inc. is the world's thirdlargest independent CocaCola bottler. CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden. In Great Britain (GB) CocaCola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, regional offices and depots. CCE is committed to minimizing the environmental impact of its products and operations, with a particular focus on sustainable packaging and recycling, water stewardship, and energy and climate protection. CCE's manufacturing sites meet ISO14001 certification, the highest international standard for environmental management. CCE has reduced its energy usage ratio across manufacturing operations in GB by 21% since 2001 and more than 99% of waste at its sites is now recovered or recycled. All of CCE's...