Sustainable Approaches to Business Strategy and CSR

This assignment discusses sustainable approaches to business strategy and management, focusing on Coca Cola as an example. It also explores different approaches to corporate social responsibility (CSR) for micro, SME, and corporate businesses. The assignment provides insights into the importance of sustainability and societal objectives in business operations.

Foundation of Business
Communication

Table of Contents
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Sustainable approach to business strategy and management...........................................................3
Different approaches to CSR of Micro, SME and Corporate Business...........................................5
PART 2............................................................................................................................................8
CONCLUSION..............................................................................................................................12
........................................................................................................................................................13
REFERENCES..............................................................................................................................14

PART 1
INTRODUCTION
Business communication is termed as the procedure of transferring thoughts, information,
views etc. among business associated people like customers, stakeholder, suppliers and investors
within or outside the company premises. Usage of strong business communication skill and
pattern helps company in maintaining their relationships with the employees as well as other
related person (Barnett, Darnall and Husted, 2015). Along with this, it contributes in enhancing
sustainability of the respective company in rightful manner. Sustainable development is termed
as the effective system approach that is used to manage social capital, natural resources etc. so
that they can be preserved for current as well as future generations. Business associations often
practice for different sustainable approaches for growing their business with the support of
society as all activities are performed for their welfare manner only. Incorporation of
sustainability approaches includes strategic planning and CSR activities in order to operate
business in sustainable and ethical manner (Wijethilake, 2017). The current assignment is based
on Coca Cola, a large scale US based soft drink manufacturing company which has its operations
across the world. In order to maintain its brand image across the world, respective company
prefers to adopt several sustainable practices for contributing their proportion in societal
development. The present report includes description on various sustainable approaches to
business strategy and management along with the range of examples towards it. At next, further
description is provided on different approaches to CSR of Micro, SME and Corporate Business.
In addition to this, further detailed description is provided on several measures by which success
of CSR strategies could be checked effectively.
Sustainable approach to business strategy and management
Sustainable approach is considered as the effective initiative taken by the entity towards
their growth as well as development without affecting environment in any manner (Benn,
Edwards and Williams, 2014). It can be said that business association who practices sustainable
activities focuses on executing their work in such a manner that does not place any kind of harm
on environmental resources. With reference to the Coca Cola, currently the company is making
use of several sustainable development practices for ensuring wellness of its product users as
well as assuring that any of the performed practices of this company will not harm environmental

resources in any manner. For doing so, the company prefers to use renewable natural resources.
Some of the main sustainable approaches used by Coca Cola as well as other companies
belonging to micro and SME are described as below:
Sustainable packaging
Coca Cola make use of glass bottles, tetra packs and aluminium cans so that they does
not put any kind of harm on society and environmental resources. This is seen as the initiative of
the company taken is packaging section so that they can enhance sustainability in effective
manner (Bhamra and Lofthouse, 2016). Incorporation of this initiative helps company in gaining
competitive edge within the industry.
Water stewardship
Along with this, the respective company also ensures to use high quality of water because
they are dealing in beverage sector. In order to ensure that their manufacturing works continuous
for the longer period of time, its manager ensures that required amount of water is always
available for employees so that they could execute their work in rightful manner. With reference
to sustainable approach, it can be said that manager of this company focuses on reusing waster
water as well as storm water for the motive of preventive pollution (Wolf, 2014). Incorporation
of this practice allows company in performing their operations in such a manner that directly
helps them out in developing their positive image in front of customers. This directly results,
increase in sales performance as well as profitability of Coca Cola.
Less sugar
Sugar is placing negative impact over the health condition of its consumers. By
concerning this fact, Coca Cola has taken initiative of introducing new product that will contain
less proportion of sugar (Galpin, Whitttington and Bell, 2015). This drink was named as Coke
Zero. The respective drink was developed by making use of natural ingredient for eliminating
health issues related to sugar. As a result, this has allowed Coca Cola in maximising satisfaction
level of customers that results in the improvement of their sales performance as well at global
marketplace.
Alternative energy
The higher authorities of Coca Cola uses secondary sources like geothermal power,
biofuels, natural gas with an aim to enhance their operations in an appropriate as well as ethical

manner. In addition to this, it assist company to carry out activities without impacting the
environment.
Climate change
Change in the climate affects overall business efficiency as well as performance of an
organisation. Carbon dioxide & green gases leads to the development of water scarcity. Due to
decline in the quality of water, It affect negatively on the beverages which company offers to its
customers. In addition to this, agricultural sector is also affected which declines the overall
quality of Coca Cola (Goetsch and Davis, 2014). The management team decided to adopt
renewable electricity at workplace as it assist them to attain their environmental goals &
objectives.
Employee engagement
Employees are the biggest asset and it is very essential for an association to engage them
for longer time frame. For this, the HR department of a company should maintain healthy
relationship with each and every employee and provides them positive culture at workplace.
For example, ROLI that is a medium enterprises conducts training sessions with an aim
to improve employees skills and to generate interest towards the objective of company.
Environmental protection
In order to protect environmental resources and maintain it sustainable for longer time, it
is essential for company to produce those goods & services which cannot harm environment.
This will build good brand image of company in societies which automatically increases its
market reputation as well as market share.
For example, Nomtex which is a small scale organisation adopts renewable energy to
manufacture and produce its products.
From the above mentioned report, it can be said that Coca Cola is making use of several
sustainable approaches for executing their operations in ethical and sustainable manner (Gretzel
and et. al., 2015). As a result, it supports company in competitive edge with effective support of
customers at global scale.
Different approaches to CSR of Micro, SME and Corporate Business
Corporate social responsibilities refers to the kind of self regulation of businesses that is
considered by them for meeting up the societal goals and objectives in quicker manner. It is
basically the inclusion of charitable, ethically oriented, support volunteering practices for

contributing in the development of society in effective manner. Incorporation of CSR activities
directly helps company in executing their organisational work in ethical manner. Along with this,
it can be said that if any company makes use of CSR activities then it is easier for them to attain
societal as well as environmental objectives. This directly pertains company in attaining
competitive edge in lesser period of time (Henfridsson and Lind, 2014). Approaches of corporate
social responsibility is different for different kind of companies belonging to various sectors that
is Micro, SME and corporate businesses. Approaches of CSR towards all three of them are
described as below in effective manner:
Corporate social responsibility approach of MICRO organisation
Micro organisation is termed as the small enterprise that has fewer workforce that is of
nine or less than that. Firms belonging to this zone is very small and is mainly operated by
family member or few addition supporters. It has been analysed that maximum number of micro
firms are executing their operational activities with the usage of defensive approach in CSR. The
respective approach that is defensive approach states that main aim of the owner or business
founder is on attaining organisational goals so that they can earn maximum profits. In this, the
main focus of owner is to consider interest of stakeholders instead of societal growth or
objectives. This could be well understood with the help of example stated as below:
For instance: Nomtex is micro firm, the business owner of this firm make use of
defensive approach of CSR while executing its business operations at workplace. It has been
seen that the main emphasise of this company is on enhancing their profitability instead of the
growth of the societal and sustainability (Jillella, Matan and Newman, 2015). Along with this,
the main focus of the owner is to satisfy needs and requirements of stakeholder first so that they
could perform their work effectively with their best passible efforts. This depicts that owner
gives more preferences to employees instead of societal aim and objectives.
Corporate social responsibility of Small medium enterprise
SME is considered as the non subsidiary and independent firm which has equivalent to
250 or lesser employees who works collaboratively for attaining their organisational objectives
in effective manner. Businesses belonging to the range emphasises on following accommodative
approach of corporate social responsibility. Here, it can be said that influence of company
towards the societal objectives and commitment is moderate but still higher than micro firms.
Business activities of these enterprises are mainly executed with the motive of attaining their

own goals for maximising their profitability but at the same business owner also focuses on
performing activities in such a manner so that they can accomplish societal goals too in rightful
manner. One of the examples of SME is stated below:
For example: Accommodative approach of CSR is mainly adopted by ROLI, a small
medium enterprise. The respective entity is indulged into CSR activity which includes providing
opportunity to musicians by conducting some programs (Klewitz and Hansen, 2014). Along with
this, they also conducts some sessions in schools where these musicians executes music classes
for school children. This directly develops certain range of business opportunity for the
musicians and also helps them out in satisfying their corporate social responsibility. In addition
to this, business manager of the respective company focuses also uses available resources of the
company in order to provide appropriate satisfaction to its existing stakeholders needs and
expectations. Also, the company ensures to comply all legislations for securing themselves from
any sort legal complication in the near future.
Corporate social responsibility of corporate businesses
Corporate businesses mainly executes their business activities at international scale
effectively. In context to CSR, it can be said that businesses belonging to this zone often make
use of proactive approach of CSR for contributing their own share of proportionate towards
societal development and growth in effective manner. Proactive approach is mainly seen as the
effective approach that clearly states that organisation which follows this are highly devoted
towards social growth. In order to perform the same they focuses on performing several
corporate social responsibility at first and after its execution they focuses on achieving their
businesses goals by satisfying the needs and requirements of all stakeholders in effective manner.
For instance: Coca Cola, one among the largest soft drink company which has its
operations across the world makes use of proactive approach of CSR. It can be said that the
effectively takes several initiatives for sharing their own contribution towards environmental and
societal sustainability in effective manner (Schaltegger and Burritt, 2014). Some of the core
initiative taken by this company includes water stewardship, sustainable packaging, usage of
alternative sources of energy at the time of manufacturing existing offering of company without
even harming the environmental as well as its scarce resources. Also, the respective manager of
the company make use of aluminium and glass bottles for developing their positive brand image
in society that is devoted towards securing environmental resources so that they can be preserved

for longer period of time. In addition to this, recycling is also identified as the another initiative
taken by company for accomplishing environmental resources.
From the overall analysis made on approaches to CSR related to micro, SME and
corporate business, it can be said that business growth as well as profitability of the company
directly depends upon their performance as well as nature, size and scope. The respective
motives of these companies varies from one another. Here, it has been identified that main focus
of micro firms is on increasing their profitability. Due to this, they focus towards CSR is less.
Still the micro businesses tries to maintain CSR by adopting defensive approach (Union, 2014).
Whereas, business leaders of SME prioritises accommodative approach of corporate social
responsibility which simply states that they tries to satisfy social responsibilities and objectives
but at the same time they provides higher preferences to their own profitability too. On the other
hand, while emphasising on corporate business, it can be said that business manager of the
company always tries to incorporate only those activities in the organisational activities which is
not affecting society in any manner. Here, it has been determined that main motive of the
company is on developing strong brand image at marketplace in terms of societal initiatives. This
directly supports them out in influencing interest of employees towards the company as they are
working for societal growth. Therefore, it will also improve productivity of employees with their
support in effective manner.
Apart from the differences, it has been determined that all of these approaches have some
similarity too. One of the common similarity among all types of businesses that is micro, SME
and corporate is execution of business activities in such a manner that does harm environment as
well as scarce resources (Weber, Alfen and Staub-Bisang, 2016). In addition to this, it can also
be said that these types of firms also comply with the all associated legislations and regulations
for executing operational activities of their entity in ethical manner for attaining sustainability.
PART 2
With reference to my self reflection, it is essential for me to develop my communication
skill. The main reason behind developing my own communication skill is to improvise my
interaction with the team members while involving into the meeting. Along with this, it can also
be said that it highly important for me to develop my skills related to numeracy as well as team
building. I have personally analysed that its difficult for me to read and analyse statistical data so
during the presentation. Moreover, it is harder for me to work in the team with my team

members while developing presentation with them. In order to develop all of the lack areas or
skills, I have used smart action plan for improvising lack areas. The respective action plan is
stated as below:
SMART Action Plan
Smart action plan is mainly formulated with the motive for providing assistance to the
individual so that they can attain their specific goals and objectives. SMART action plan mainly
covers five criteria that is Specific, measurable, attainable, time based and relevant. Usage of this
plan helps individuals in improving their skills and attaining their respective aims and objectives
in quicker manner.
Goals Specific Measure Achieve Relevancy Target time
Communic
ation (both
verbal and
written)
I have to
improve
my
communic
ation skill
and make
it perfect.
In current
project, I will
improvise and
then measure
development of
communication
skill in terms of
both written
and verbal by
self assessment
test and taking
feedback from
team members.
After
development
of my
communicatio
n skill, it will
be easier for
me to indulge
into effective
communicatio
n with team
members
while
interacting
with tehm in
meeting
which is
completely
oriented to the
topic of
sustainable
approaches
Effective
communicatio
n skill will
improve my
level of
interaction
with team
members.
4 days

which is
beneficial for
the respective
firm.
Numeracy Here, I
have to
develop
my
numeracy
skill.
It is quiet
difficult for me
to gather
information
which have
numerical data
in it. If any
how I manage
to gather the
information on
the same I am
not able to
analyse it
effectively. In
order to
improvise it
effectively it is
important for
me to measure
it so that
preventive
measure can be
taken on same.
I will develop
my numeracy
skill by
enhancing my
engagement
of statistical
data and its
analysis. For
doing so, I
will attend
several
seminars
conducted for
the same
concept.
Attending
these seminar
at regular
basis, it will
be able to
enhance
command
over this skill
in rightful
manner.
3 days
Team
building
skill
In this, I
have to
improve
Measurement
of this skill can
be done
Improvement
of this skill
could be
Development
of this skill
will directly
2 days

my team
building
skills.
effectively by
checking out
my
coordination
and
relationship
with the team
members at the
time of
completing this
project
effectively.
easily attained
by taking
feedback from
respective
team
members
while working
together with
them for
preparing
project.
help me out in
improving my
relationship
with team
members
effectively.
Belbin team model of management
Belbin team development model is mainly used to analyse core strengths and weakness
of the whole team. Application of this framework in team helps individual in developing or
improving their weak area so that their performance could also be improved in rightful manner.
In order to develop understanding over my own role in the team I will make use of Belbin team
model for analysing my own strength and weak areas. Application of this model with my own
self is described as below:
Implementer: Implementer refers to the individual who effectively performs whole work
in the company. With reference to the present role of investigation, here, tutor provides us
guidance on how all activities will going to be executed with the specific period of time for
attaining project aim in quicker manner.
Shaper: It refers to the individual who basically motivates whole team to execute their
work in such a manner so that respective goals and objectives could be attained in quicker
manner. It also provides support in overcoming obstacles available in dynamic environment at
the time of accomplishing respective aims and objectives in effective manner. In addition to this,
it also provides support in accomplishing available goals accordingly.

Finisher: Finisher refers to the individuals who focuses on checking that whether project
is completed or not. This specific role focuses on determining errors which could place impact
over the accomplishment of project.
Coordinator: This person is highly important in every project as it allows people in
developing their relationship with one another so that whole work could be finished effectively
with the usage of one another skill in rightful manner. In present context, it has been analysed it
simply aware me about the importance of existing team member in group and how their
collaborative provides me support in gaining project outcome.
Team worker: Team workers are mainly termed as team members who works
effectively for the effective execution of the project in rightful manner. Incorporation of this role
provides me support in developing my relationship with team members. Along with this, it also
helps me out in creating positive and soothing environment at work place which directly boosts
up performance of whole team.
Resource investigator: This is the individual who identifies availability of options
available within the environment in order to improvise performance of employees. Here, I prefer
to utilise all available resources for completing present research in effective manner.
Plant: They are the most creative person at workplace who brings innovation within the
company. Here, I personally make use of creative ideas so that I can easily resolve problems at
workplace and attain particular project effectively without any sort of issue.
Monitor: It is the person who emphasises on monitoring performance of each and every
team member while they are executing project work. With reference to my experience, it can be
said that this provides support to me in analysing pros and cons of whole work so that it can get
managed within the provided time frame.
Specialist: Specialist is the person who have detailed knowledge on particular task. It
directly provides me support in developing my own knowledge on the skills and abilities for
accomplishing for goal in quicker manner.

CONCLUSION
On the basis of provided description of business communication and sustainability
development, it is concluded that business managers of company are required to take several
initiatives for enhancing their sustainability at marketplace effectively so that they can attain
success in quicker manner. Corporate social responsibility is identified as the best strategical
initiative that is adopted by business managers for performing their business activities in the
sustainable as well as ethical manner. Furthermore, it has been determined that CSR activities
adopted by MICRO, SME and Corporate businesses are quite different from one another but still
it can be said that there one in common motive is to improve their sustainability at marketplace
in rightful manner. In addition to this, it has been seen that Corporate social responsibility
practices adopted by micro organisation is defensive approach, corporate business make use of
proactive approach whereas SMEs uses accommodative approach of corporate social
responsibility. The overall finding of the project depicts that business associations are required to
take several initiative towards the welfare of the society too while working for their own growth.
This in return directly supports the company in improvising their own sustainability at
marketplace.

REFERENCES
Books and Journals
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Benn, S., Edwards, M. and Williams, T., 2014. Organizational change for corporate
sustainability. Routledge.
Bhamra, T. and Lofthouse, V., 2016. Design for sustainability: a practical approach. Routledge.
Galpin, T., Whitttington, J. L. and Bell, G., 2015. Is your sustainability strategy sustainable?
Creating a culture of sustainability. Corporate Governance. 15(1). pp.1-17.
Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Gretzel, U., and et. al., 2015. Smart tourism: foundations and developments. Electronic Markets.
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Henfridsson, O. and Lind, M., 2014. Information systems strategizing, organizational sub-
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Union, I., 2014. Communication from the Commission to the European Parliament, the Council,
the European Economic and Social Committee and the Committee of the Regions.
Brussels.
Weber, B., Alfen, H. W. and Staub-Bisang, M., 2016. Infrastructure as an asset class:
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Wolf, J., 2014. The relationship between sustainable supply chain management, stakeholder
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Online
What is Corporate Social Responsibility (CSR). 2018. [Online] Available through
<https://www.bigcommerce.com/ecommerce-answers/what-is-corporate-social-
responsibility-csr/>.
Sustainability approach. 2018. [Online] Available through
<https://coca-colahellenic.com/en/sustainability/sustainability-approach-and-
performance/sustainability-approach/>.

Environment overview. 2018. [Online] Available through
<https://coca-colahellenic.com/en/sustainability/environment/environment-overview/>.