Corporate Social Responsibility and Marketing: Coca-Cola Analysis

This report explores the intersection of Corporate Social Responsibility (CSR) and marketing, emphasizing the importance of ethical business practices. The report begins by defining the concepts of marketing and CSR, highlighting their significance in business management. It then delves into a case study of the Coca-Cola Company, examining its CSR initiatives, including employee empowerment, labor rights, health-conscious product development, and environmental sustainability efforts. The analysis covers Coca-Cola's strategies to balance water usage, reduce energy consumption, and develop plant-based packaging. Recommendations for Coca-Cola include a shift towards healthier drink options and environmentally friendly packaging alternatives to address the evolving consumer preferences and minimize negative environmental impacts. The report emphasizes the need for companies to align their marketing strategies with CSR principles to enhance their brand image and meet the demands of the socially conscious consumers.

Running head: CORPORATE SOCIAL RESPONSIBILITY AND MARKETING
Corporate Social Responsibility and Marketing
Name of the Student:
Name of the University:
Author Note:

1CORPORATE SOCIAL RESPONSIBILITY AND MARKETING
Marketing and Corporate Social Responsibility- A brief idea
Marketing is the management and action of strategies and business actions used by
organizations to promote and sell their products and services in the market. It studies the
exchange relationships that the businesses share with their customers and includes tools like
market research and advertising to reach to the people (Elliot, Thiele & Waller, 2014). In
Business management, Marketing is considered the most important component and it plays the
primary role for the sustenance, progress and success of any business organization.
Corporate Social Responsibilities, often abbreviated as CSR refer to the initiatives taken
by companies to examine and take proper care of the company’s effects on both social and
environmental aspects. It is the companies’ commitment to be ethical in achieving their aims.
The companies ensure that the practices and profits are not met at the cost of causing ill effects
on the well-being of people and the environment. The responsibilities that the companies take do
not incur profits to them at the preliminary stage and instead promote positive changes in both
the society and the environment.
Analysis of the CSR initiatives of Coca Cola
Coca Cola Company is one of the leading beverage industries functioning all around the
globe. Being one of the most recognised industry; the company performs certain responsibilities
towards the society and the environment. The company is known to educate and empower its
employees. It has been recognized as one of the leading companies fetching huge economic
empowerment to women. By the year 2020, the company strives to achieve an economic
empowerment of about 5 million women (Coca-cola.com, 2018). The company renders labour
rights to the workers and provides the best possible working conditions to them. Being socially

2CORPORATE SOCIAL RESPONSIBILITY AND MARKETING
responsible and considering health safety, Coca Cola has been introducing products that contain
low or zero calorie.
Due to high consumption of water, which is an environmental concern, the company has
promised to balance its usage of the natural resources (Coca-cola.com, 2018). It has adopted
measures to reduce its energy consumption in North America and targets to increase energy
efficiency in the developed countries. Service vans run by hybrid-electricity and carbon footprint
reduction are some of the initiatives taken by the company. Coca Cola has also been targeting to
develop plastic bottles that would be partially made from plants.
Recommendations for Coca Cola to improve their activities
Coca Cola is famous for the marketing strategies it uses and works on basis of well-
ascribed business ethics. All the CSR activities and programs of the company are highly
successful. However, the soft drinks are gradually losing demand in the market because of the
carbonated soda and caffeine used in production of the drinks that is unhealthy for the body.
Considering the health conscious attitude of people, the company must focus on the production
of health drinks. Packaging of products is done in plastic bottles and cans that are harmful to the
environment. The company must adopt alternatives to prevent such negative impacts on the
nature.

3CORPORATE SOCIAL RESPONSIBILITY AND MARKETING
References:
Coca-cola.com. (2018). Coca-Cola Global. [online] Available at:
http://www.coca-cola.com/global/ [Accessed 7 Mar. 2018].
Elliot, G., Rundle-Thiele, S., & Waller, D. (2014). Marketing. Milton, Australia: John Wiley &
Sons.