Business Communication: Sustainable Approaches and CSR Report

This report provides a comprehensive analysis of business communication, sustainable business approaches, and corporate social responsibility (CSR) implementation. It examines the different approaches of micro, small-medium enterprise (SME), and corporate businesses, using Coca-Cola as a case study. The report details sustainable practices, ethical strategies, and CSR initiatives, including health and wellness promotion, environmental impact minimization, and community engagement. It also explores how businesses can operate ethically by providing quality goods and services, carefully selecting business partners, and valuing ethical conduct. The report emphasizes the importance of CSR in maintaining stakeholder relationships and outlines key steps for effective implementation, such as identifying focus areas and addressing stakeholder needs. Overall, the report offers valuable insights into the interconnectedness of communication, sustainability, and ethical business practices, providing practical guidance for businesses of all sizes.

Foundations of Business
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1. Analyse the different sustainable approaches of Micro, SME and Corporate Business.........1
2. Identify different types of strategies that businesses use to operate in an ethical and
sustainable way...........................................................................................................................4
3. Implementation of CSR...........................................................................................................5
4. Reflective Personal Development Plan Journal......................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business communication refers to sharing information between the people inside and
outside of an organisation which is performed for the purpose of achieving growth and success.
It is an essential part of business which assist an organisation to promote its products and
services as well as maintain healthy relation with the targeted people. For this, an organisation
irrespective of the size whether small, medium or large need to adopt various strategies in order
to make contact with their targeted customers, suppliers, investors in more effective and efficient
manner. The present assignment report is based on Coca-cola company manufacturing a
carbonated soft drink and supplies across worldwide. The project includes the different
approaches of Micro, SME and Corporate business used in their business operation. In addition
with this, various strategies which assist business to operate in an ethical and sustainable way are
also discussed under this report. Apart from this, Implementation of CSR are briefly explained
under this report (Aagaard, 2016).
TASK
1. Analyse the different sustainable approaches of Micro, SME and Corporate Business
There are large number of companies having different size, structure and scope which are
operating its business to achieve its pre-determined goals and objectives. Such types of
companies includes Micro, SME and corporate business organisation. They all are contributing
their maximum efforts in growth of GDP of country in which they are operating its business. To
existing in market for maximum period of time, such organisations adopted various sustainable
approaches in order to sustain in competitive market through getting maximum support from
their stakeholders. Different types of organisations are briefly discussed under the below along
with their sustainable approaches:
Micro-business:
A Micro Business refers to such business which has only one owner with a total of up to
10 employees including the owner. The annual turnover of Micro business should be under £2
million. There are more than 5.15 million UK micro businesses at the start of 2015. Employment
generation for such sector was more than 5.8 million which is approx. 33% of total UK private
sector employment. It has contributed more than 19% of all gross value added (GVA) in the UK
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non financial business economy of 2014. Matefile is perfect example of micro business operated
in UK which is engaged in providing designing consultancy services.
Sustainable approaches adopted by Micro business:
Gain experience: Micro-business has owner upto the maximum of 10 person therefore
the success and growth of business are very much depend upon their skills and knowledge.
Matefile has only 2 employees which are taking all decisions and plans for the betterment of its
business operations. Therefore, the such two employees or it can be say owner of business
should required to use their experience collected from their previous jobs and applied in its
business operations in order to get maximum outcome in return in near future (Asif and et. al.,
2011).
Seek information: Collected information from different sources in order to get proper
directions and guidance to operate business more smoothly. Matelife is designing consultant due
to which the owners required to search the ways of getting success through collecting
information of most successful companies engaged in similar business such as Smallfry,
Bluefrog etc.
Small-Medium Enterprise (SME):
SME refers to such business which is independently owned and operated and not
dominant in its field. It has more than 50 employees but can have maximum upto 500 employees
depends on the basis of industry and the product produced. In UK, SMEs are approx. 99% of all
UK business and generated more than 12 million employment opportunities. Due to this, SME
play an important role in increasing UK economy. Oak Cash & Carry is perfect example of SME
operated its business in UK which is engaged in providing grocery products to the people of UK
(What is an SME?. 2012).
Sustainable approaches adopted by Small-Medium business:
Educating and Engaging employees: The employees are the assets of company whose
contribution towards company decide the sustainability and profitability achieved in near future.
Therefore it is important for management of SME such as Oak Cash and Carry to educate their
employees that how to maximise the interest of its stakeholders. It also required to motivate their
employees to use their skills to help the cause in order to maximise the interest of its
stakeholders. For an example, paying more to the employees brings mote interest among them to
participate in social welfare programs (Carayannis, Sindakis and Walter, 2015).
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Collaboration with other companies: SMEs such as Oak Cash and Carry should required
to establish collaboration with other companies in order to expand its business and capture large
market share. For example, Collaboration with e-commerce companies help company in
reaching its products and services to maximum number of customers across worldwide. Apart
from this, collaboration with local environmental sustainability experts so as to gain local access
to credible knowledge also help SME to sustain in market and compete with rivals in more
effective and efficient manner.
Formalize commitment: An organisation can formalise their commitment by offering
environmental sustainability advice to help employees as well as people in acquiring knowledge
and awareness regarding the protection of environment. It can be done through spreading
information through newsletters, their documentations and website (Jamali, Lund-Thomsen and
Jeppesen, 2017).
Corporate business:
It refers to such business which is operated at large scale with an objective of earning
maximum profits as well as enhancing the standard of living of people through offering quality
products and services. Coca cola is perfect example of corporate business organisation which is
operated its business at global level. It is engaged in producing and selling carbonated soft drink
throughout the world. In 2017, It has employed more than 61.8 thousand employees across
wrolwide. The revenue generated by company in the year 2017 was approx. 35 billion US dollars
(Number of Coca-Cola employees worldwide, 2018).
Sustainable approaches adopted by Corporate business (Coca-Cola):
Promoting health and wellness: Corporate business such as Coca-Cola should required
to think for the betterment of people which can be done through offering healthy and quality
products and services. There are different ways by which company can promote health and
wellness of people such as offering choices, providing true and fair information about its
products through adopting marketing tools and techniques, encouraging people to consume
healthy. Therefore, it help Coca-cola to sustain in market and maintain its existing strong brand
image for longer period of time (Jonikas, 2013).
Minimising environmental impact: Coca-cola company is also responsible to protect
environment which indirectly protects the health of people. When blowing Romerquella bottles,
the air wizard helps to reduce CO2 emissions by 18,000 kilograms on a yearly basis. Therefore,
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the company need to focus on enhancing their packaging, increasing recovery and recycling and
decrease waste to landfill. Reducing green house gas emissions minimises the negative impact on
environment which also help them in achieving good image in market. It can attract maximum
number of customers which increases their sustainability in market for maximum period of time
(Key facts on UK microbusiness, 2018).
Giving back to the communities: Coca-cola is also responsible to towards its
communities through creating a positive socio-economic impact where they are operating its
business. Conducting environment steward programmes and campaigns and using minimum
community water directly makes positive impact on community. It can be also b done through
partnering with international associativities in order to provide emergency relief across their
footprint. Implementing internship programs and partnering with educational institutions to
address youth employment also help in supporting sustainability of Coca-Cola for longer period
of time (Mason and Simmons, 2014).
2. Identify different types of strategies that businesses use to operate in an ethical and sustainable
way
It is of paramount important for an organisation to manage the business in an ethical way,
in order to create a better reputation for the organisation over longer period of time. There are
various major benefits that can be derived by the organisation through following ethical policies,
these include Customer loyalty, Brand Reputation etc. For this purpose, Various organisations
around the world uses different types of strategies to effectively implement ethical standards
within the organisation. Efficient Ethical Principles, if followed by an organisation while
conducting its business operations, then it separates an organisation from other competitors, who
might be facing any sort of legal consequences over period of time. The various strategies that
can be used by Coca- Cola for effectively maintaining ethical standards within the organisation
can be laid down as follows: Providing Qualitative goods and services: It is quite important to make sure that
customers are at the centre of any ethical policies or standards that are being framed.
They shall be provided effective goods with best possible quality in order to gain
competitive advantage over longer period of time. If customers will be satisfied and they
will not be mistreated or looted by companies then they will publicise a positive image of
the organisation in the longer period through word of mouth, which will not occur a
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single penny of the company over longer period of time (Schaltegger and Wagner, 2017).
Thus, Ethics would start with a efficient value preposition for customers. Thus,
Customers shall remain at the centre of such ethical policies and procedures that are
being followed in an effective way. Selection of Business Partners Carefully: Though, it can be said that Business partners
are independent business but they assume a important part in the working of a business, a
responsibility for their action comes across when a business decides to work with a
partner, thus it is essential to choose those businesses that carries integrity within their
business operations and are having effective reputation for the same over longer period of
time. Ethics Strategy and good business strategy shall be a part of each other and thus it is
essential to make sure that management of Coca Cola is making sure that Business
partners are chosen based on their track records of ethically conducting business.
 Value for Ethics: The Ethical way of doing business shall be valued by the organisation
effectively and shall be presented among its customers, this is to ensure that right kind
valuation is given to the efforts made by the organisation towards maintenance of ethical
standards within the organisation in an effective manner. If the same will be done in an
appropriate manner, then this can increase the growth and development of organisation
over period of time. The recognition by customers is very important for an organisation
and this can be achieved as the time passes by and there is no need to make separate
efforts for the same over period of time.
3. Implementation of CSR
Corporate social responsibility is a self-regulating business model which assist company
to be more social responsible towards its stakeholders, and the public. For this, it is essential for
Coca-Cola company to implement CSR in order to maintain healthy relations with their
stakeholders so as to get maximum support from them in operating its business functions more
smoothly. Therefore, it is important for organisations such as Coca-Cola to implement CSR
within business operations which can be done through following ways:
Identify Focus: The first step of implementing CSR is to identify the focus on the program. The
sustainability of an organisation depend on the support received by its stakeholders due to which
their main focus is to enhance the interest and satisfaction level of its stakeholders (Suliman, Al-
Khatib and Thomas, 2016). For this, Coca-cola need to identify the needs and requirements of
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their stakeholders which includes customers, investors, suppliers and community as a whole. A
dressing all needs help management in taking corrective steps and plans in order to fulfil them as
quickly as possible for the purpose of retaining them with company for longer period of time.
Determine cost: CSR involves financial considerations on a number of levels. An organisation
must required to determine whether performing different business activities brings profitable
outcome to them or not. For this, the management of Coca-cola identified the cost required to be
incurred in performing activities for the betterment of its stakeholders. For example, providing
discounts to customers increases the cost of company thus need to be focused in advance.
Donations given to a cause increases the overall cost of company as well.
Engage employees: Involvement of employees in implementation process of Corporate social
responsibility is must due to getting maximum support from them in maximising the interest
level of their customers and society as a whole. The management of Coca-cola should required to
motivate its employees to use their skills to help a cause. For example, marketing staff of Coca-
cola should be encourages to help a non-profit with their promotional efforts. Maximising quality
through minimising wastage help in increasing the satisfaction level of customers as well as a
society as a whole therefore enhancing skills and knowledge of employees and their usage in
implementation process provides maximum outcome in return to company.
Communicate with stakeholders:
Coca-Cola should required to implements corporate social responsibility in order to
provide benefits to its stakeholders such as employees, customers, business partners and the
community. For this, an organisation must required to provide true and fair information about
company to their shareholders so as to ensure them in getting maximum return on their
investment in near future. Advertising products and services with their briefly description
through using new releases, social media sites, networking events and public relations can be
positively viewed by the community (Tavani, 2011).
CSR Challenges faced by Coca-cola:
Shrinking role of government: Government have relied more on legislation and
regulation in order to deliver social and environmental objectives in the business sector. Thus
shrinking government resources, coupled with a distrust of regulations brings more challenges
for organisations to adopt CSR.
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Demands for greater disclosure: Increasing in demand by stakeholders such as
customers, suppliers, employees, investors etc. regarding disclosing information about corporate
forces an organisation to adopt CSR.
Increased customer interest: Customers expect more from company related with their
products and services. According to the survey conducted by Environics International, there are
more than five consumers reports against the company for not performing in an ethical and social
way (van den Bergh and Hofkes, 2013).
4. Reflective Personal Development Plan Journal
Appendix A: REFLECTIVE JOURNAL ENTRY PRO-FORMA
Core skill- Communication
It is essential to develop skills which help me to maintain good relations with others and get
adequate support from them in execution of pre-determined project activities. It assist me in
gaining knowledge of different areas through communication with different people having
different skills and knowledge.
How such skill can be developed?
It can be developed through participating in coaching classes and seminars so as to
understand the multiple languages in order to deal with people coming from different
cultures and backgrounds.
How might this skill helpful in future?
It help in dealing with different clients coming from different nations and cultures which
further support company in achieving sustainability and growth in competitive market.
Appendix B: REFLECTIVE JOURNAL ENTRY PRO-FORMA
Core skill- Problem solving skills
Such skill help in maintaining healthy working environment at workplace which directly
makes positive impact on the overall performance of employees. Identifying the problems
faced by the employees at workplace and finding out an optimum solutions to resolve them
as quickly as possible help in gaining trust and loyalty from the employees working for the
betterment of an organisation.
How such skill can be developed?
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It can be developed through engaging in employees activities and identified their way of
working so that the difficulties faced by them ill be properly identified and analysed.
How might this skill helpful in future
It will help in maximising the overall performance and contribution of employees towards
sustainability of company. Creating healthy working atmosphere maximises the loyalty of
employees. Resolving queries of targeted customers also help in achieving their loyalty
towards company.
Appendix C: REFLECTIVE JOURNAL ENTRY PRO-FORMA
Core skill- Team working
It is an important skill which is beneficial result for me while working with others. Team
work guaranteed success due to which individuals having different skills and knowledge
should be combined together to perform allotted roles and responsibilities in more effective
and efficient manner.
How such skill can be developed?
It can be improved through contacting with others and resolving their problems which
restrict them to perform as per the requirements. Working with person having different
culture and background also help me to acquire new knowledge about the way of working.
How might this skill helpful in future
It will help me in implementation of pre-determined plans and policies in more effective
manner due to having proper support from the employees in combined form. Working with
employees help in identifying their expertise area which makes easy to allot roles and
responsibility to them accordingly. It will help in retaining experienced employees with
company for longer period of time.
CONCLUSION
It has been concluded from the above project report that an organisation irrespective of
the size whether small, medium or large are required to focus on achieving sustainability which
can be possible through implementing CSR more effectively. Sustainable approaches are also
required to be applied in order to strong their market position among their rivals for longer
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period of time. There are various strategies as well mentioned in the project report are required to
be adopted in order to operate its business in more ethical and sustainable way.
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