Sustainable Approaches to Business Strategy and CSR

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