Coca Cola & Csr

In: Business and Management

Submitted By mich8411
Words 4703
Pages 19
Studieretningsopgave – Virksomhedsøkonomi/ Markedskommunikation
Studieretningsopgave – Virksomhedsøkonomi/ Markedskommunikation
Januar 2012
Michelle Birk Karlsson
EUC Nordvest
Højere Handels Eksamen
T-25
Vejleder: Dennis Jakobsen

Januar 2012
Michelle Birk Karlsson
EUC Nordvest
Højere Handels Eksamen
T-25
Vejleder: Dennis Jakobsen

Problemformulering

Lav et kort virksomhedsportræt af Coca Cola og redegør for deres CSR politik herunder: * Vision * Mission * Værdier

Lav en analyse af virksomhedens CSR og dens praktiske anvendelse af CSR.

Vurder på baggrund af analysen om der er sammenhold mellem deres CSR politik og deres praktiske anvendelse af CSR, samt Coca Colas fremtidige strategiske muligheder.

Abstract
This paper investigates how much and in which ways Coca Cola Enterprises uses CSR. The importance of CSR has grown over the last couple of years, and with the major brand Coca Cola has, it is of great importance to Coca Cola Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that. They do that in many ways for example with sustainable bottles and cans. The result shows that Coca Cola Enterprises uses CSR a lot. Through the analysis I have come forward to that Coca Cola Enterprises especially uses CSR in their marketing. This paper also shows that Coca Cola Enterprises has many strategic opportunities in the future, for example they can expand their customer service…...

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