The Impact of Environmental Concerns on Coca-Cola's Marketing

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Environmental issues and practices in marketing
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Table of Contents
The theoretical concept of environmental issues in marketing activities........................................3
A description and analysis of your experience................................................................................5
A thoughtful and in-depth conclusion.............................................................................................6
References........................................................................................................................................7
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The theoretical concept of environmental issues in marketing activities
Source 1: (mnn, 2010)
The theoretical concept of environmental issues may be involved by Coca-Cola in order to
improvise its marketing activities. When the information comes to Coca-Cola, it displays the
impacts on communities and societies (Mnn, 2010). Coca-Cola is a widespread organization
explored in several countries however; they are required to take the environmental issues very
seriously in order to maintain its reputation. Some of the factors may include factors which
replenish the communities such as:
 Water usage in manufacturing: Being a most popular beverage on an international
landscape Coca-Cola has several water stewardship events and they also started water
conservations.
 Minimal packaging: Coca-Cola started recycling its bottles and cans which helps to
reduce their cost and also protect society. They use ultra glass bottles which are very light
in weight.
 Refrigeration and energy efficiency: Coca-Cola has faced out hydrofluorocarbons in
the launching of new products in the market in 2015. They are engaging sustainable and
long-term programs which improvise the energy systems.
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Basically Coca-Cola has engaged different programs in order to fix the problems and leakages.
The effective improvements were commenced in 2004 and since 2004, the growth is consistently
increasing.
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A description and analysis of your experience
The environmental issue of Coca-Cola is not slightly but a very serious issue (Graham, et. al,
2019). Some of the problems are common which may arise but some environmental problem
may take critical identification which could directly hamper the performance or reduce internal
or external both the customers. The internal customers are the employees and external customer
according to their segmentation. The environmental issues of Coca-Cola could lead to higher
employees’ turnover. The issues can be in terms as mentioned underneath:
 Caffeine
 Health effects
 Mislabeling
 Packaging
 Sales stopped
 Air pollution
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A thoughtful and in-depth conclusion
Based on the above discussion, it has been that the issues of environment of Coca-Cola are
drastically changing in the long run. The changes are required in their production department
which could resolve the issues related to the environment. Coca-Cola management has applied
the theories of marketing and production function which is more likely to sort the issues. Major
findings are outlining the consequences which could impact the business performance. The
impacts of business performance could be hampered in terms of turnover of employees and
reduction of interest of peoples. The problem can be sorted out with the help of these applied
theories. The first step was clarifying the problems and solution in order to work on the problems
and issues arises (Pan, et. al, 2019). The function which hampered due to these problems is only
marketing. If the marketing strategy is not good the productivity cannot touch the expected
targets. Hence, the involvement of environmental caring is way too necessary for bringing
consistency in the practices.
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References
Mnn, 2010. [Online] Coca-Cola and environmental responsibility. Available at:
https://www.mnn.com/money/sustainable-business-practices/stories/coca-cola-and-
environmental-responibility [Accessed on: September 5, 2019]
Graham, F., Russell, J., Holdsworth, M., Menon, M., & Barker, M. (2019). Exploring the
Relationship between Environmental Impact and Nutrient Content of Sandwiches and Beverages
Available in Cafés in a UK University. Sustainability, 11(11), 3190.
Pan, R., Wild, A. C. S. G., Drecksler, L. R., & Gonçalves Jr, A. C. (2019). Environmental
Impact: Contextualization and Current Reality. Journal of Experimental Agriculture
International, 1-8.
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