Coca Cola Case Study

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Corporate Citizenship and the Community
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Coca-Cola and citizenship
For more than a century, The Coca-Cola Company has used its resources to benefit the global community and to demonstrate its leadership to such an extent that the Coca-Cola name has become synonymous with good corporate citizenship. According to a survey carried out by Fortune Magazine, Coca-Cola is the most admired company in the USA. The Company believes that it is important to give something back to the communities in which it does business. This philosophy, grounded in the Company’s value system, is a key part of the corporate culture. An organisation’s culture is the way in which it does things - its culture defines what Coca-Cola considers to be important and what the company stands for. The culture will be reflected in everything the organisation does. You should be able to get a feel for the way that Coca-Cola has a strong commitment to the wider community through every aspect of the way the Company operates e.g. the way in which it sponsors sporting activities or its commitment to recycling and minimum use of scarce resources etc. Philanthropy is a central part of the Coca-Cola culture and contributes to one of the Company’s strongest assets public goodwill.

Today, more than ever, we have come to appreciate and value the relationships that can be forged between individuals, organisations and the wider community. John F. Kennedy, the celebrated American President, set out the nature of what this relationship could be in his inaugural Presidential address when he said:

The intelligent organisation today will take these issues seriously and will seek to design careful, flexible, comprehensive strategies to guide their decisions. Organisations such as The Coca-Cola Company therefore have established strategies for corporate citizenship. Coca-Cola’s strategy recognises that the well-being of communities is inextricably linked to the well-being of the business environment. A healthy business climate cannot co-exist for long with an ailing social environment. Strengthening both is therefore a goal of Coca-Cola’s corporate philanthropy.

offices in Great Britain are situated in Hammersmith, in West London. In this area, Coca-Cola supports the Centre West Training Trust, as well as endeavouring to offer modest assistance to schools and training establishments for specific projects.

Personal contributions
Employees are encouraged to offer their personal support in the community such as acting on schools’ Governing Boards or on committees of local bodies (e.g. in Hammersmith and Fulham with the Safer Cities Campaign and Groundwork West London).

Charities supported
Since 1985 Coca-Cola has been one of the principal sponsors of Special Olympics UK. This organisation is based on the premise that individuals with learning difficulties are helped best by reintegrating them into society - and that nothing should prevent them from practising competitive sports. It has grown in strength from year to year. For many years, Coca-Cola has sponsored an annual event to raise funds for both Variety Club - ‘The Greatest Children’s Charity in the World’ - and the Outward Bound Trust, which has encouraged many thousands of people, often the young and underprivileged, to discover themselves and realise their true potential. The Coca-Cola Youth Foundation was established at the end of 1995, with the aim of helping young people to reach their full potential through physical, artistic, cultural or educational pursuits. Those who have benefited to date include The Duke of Edinburgh’s Awards, the National Playing Fields Association, the Juvenile Diabetes Foundation and YouthNet UK.

Coca-Cola is well known for its high-profile s p o n s o r s h i p programme, covering major events such as the Olympic Games, football’s World Cup and, as a partner / supplier with diet Coke, the AllEngland Championships at...
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