Introduction
The Coca-Cola Company was established in eighteen eighty six by a pharmacist named John Pemberton of Atlanta, Georgia. His initial ingredients (kola nut and coca plant) were meant to make a tonic for managing migraines and headache but not soft drink.
He then liaised with Atlanta’s drugstore manager, Frank Robinson in which the syrup was sold and was given a brand name Coca Cola and was marketed throughout Atlanta. In the drugstore, carbonated water was incorporated in the drink which it better and people liked it more although the returns were less in the first year.
When Pemberton became ill, he sold the business shares before his death in eighteen eighty eight. One of the shareholder was Asa Candler who became the sole owner of the business by buying all the shares from other members and he established the Coca Cola Company in eighteen ninety two (Bell, 2004). His marketing enthusiasm accelerated the sale of the product and its expansion started with branches in Dallas, Texas and then to all states in America.
The product began being bottled in eighteen ninety nine where its sales increased dramatically. Currently, the carbonated beverage market itself and networks in close to two hundred countries globally and emerge the leading beverage manufacturer. Their diversified products have a large market although competition from other brands of soft drinks have increased with the company selling four hundred and fifty brands globally with the leading brand being Coca-Cola® (Bodden, 2009).
General Environment
With Chief Executive Officer Muhtar Kent, and with it’s headquarter in Atlanta, Georgia, the company has become an acknowledged multinational with more acquisitions such as the current acquisition of Fuze Beverage in two thousand and seven.
Its beverages are sold worldwide have a high consumption rate of about 1.6 billion beverages sold daily. The brand name has sponsored many games and TV programs. From the company’ official website, (2010), the company aims to “foster Sustainable communities through economic development, philanthropy and the creation of economic and social opportunities.”
It is aware of the dynamic nature of the world’s demographic trends today hence, it aims to cultivate more success by not only targeting the future but also making the necessary adjustment. The future trends of the business are promising considering the fact that world’s population is rising thus, more and more products are targeted to be sold in the future.
This is part of the vision 2020 and is the roadmap where the industry hopes and is working to achieve more success together with their partners such as the bottling plants. This guides the company in everyday policy making in the endeavor to fulfill its mission; “to refresh the world, inspire moments of optimism and happiness create value and make a difference” (‘The Coca-Cola company’, 2010).
Task Environment
The Coca-Cola Company has a strong framework which serves to accomplish their sustainable business success. By collaborating with the employees and observing the labor laws so as to meet the needs of their consumers, the company has been able to manufacture quality beverages. Moreover, their suppliers and franchise partners help nurture a winning culture through provision of raw materials and marketing. Raw materials such as sugarcane are purchased by the company which collaborates in setting the right standards.
In addition, the company buys their raw materials from those regarded as a minority group like women which helps promote community development. The bottling plants such as Hellenic has continued to aid the company in proper packaging of the contents and in facilitating energy efficiency which would prove futile without their contribution. The suppliers are significant in ensuring access to necessities such as ingredients, in bottling and technological applications.
The company values them and legally abides to the requirements agreed upon. The suppliers also have to comply with the legal and ethical standards stated in the company’s Supplier Guiding Principles (SGP) and in the ethical codes which address issues such as financial obligations, corruption, and trademark protection among others. They have to practice responsible marketing and are trained on their operations (‘The Coca-Cola Company, 2010).
Environmental Impact on the Organization within the Industry
With many manufacturing and bottling plants, the company is geared at observing environmental laws in managing their industrial emission and effluents to contribute in managing global warming in an effort to protect the environment. It has partnered with World Wildlife Fund (WWF) in an effort to contain carbon emission and preserve water during its manufacturing processes.
Moreover, it has engaged in improving agriculture and in preserving freshwater resources like Rio Grande and others globally. This has therefore called for reorganization of its operations to suit its aim of managing resources while preserving the environment and solve the climate and energy issues affecting the planet. It has funded the WWF continually in an effort to express its commitment towards environmental conservation.
The Coca- Cola Company has put efforts for increasing water efficiency since 2004 with an improvement of twenty percent by this year. Together with WWF, the industry has designed Water Efficiency Toolkit for its employees to decrease amount of water used in bottling firms and in its processes. Since 2004, the company began with elementary steps towards energy efficiency such as leakage sealing, insulation, pressure reduction and temperature optimization.
This was followed by creating an energy efficient lighting system, energy recovery system, use of renewable energy resources among others which has resulted into ten percent rise inefficiency even with more products being manufactured.
This is also notable in the fuel efficient means used in distribution of their products and in packaging with recyclable material. the company’s effort in declining the carbon dioxide emission are evident such as the new refrigeration system free of greenhouse gases targeting to curb two million tons of the greenhouse gas emission by the year twenty fifteen and at the same time expand its business operations(‘The Coca-Cola Company’, 2010).
References
Bell L. (2004). The Story of Coca-Cola. Mankato, Minneapolis: Black Rabbit Books.
Bodden V. (2009). Built For Success: The Story of Coca-Cola. Minnesota: Creative Education. The Coca-Cola Company. (2010). The Official Website. Web.