1.

4 STRATEGIC
VISION
Strategic Public Policy Vision for Corporate Social
Responsibility
PRESENTED BY:
Rhea Mae D. Estavillo
BSBA HRM 1-4N
WHAT IS A VISION?

It is what project
for society CSR
conforms to.

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WHY WE NEED STRATEGIC
VISION

 Promoting (from the

perspective of political
institutions and public
administration)

Contribution public (from the

perspective of business
sector)
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WHY WE NEED STRATEGIC
VISION

Commitment to CSR has to

be linked in economic and
social development; to the
generation of trust and
social capital and to a
certain vision of national
identity.
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Success for companies and
governments lies in the
progressive capacity to face
the development of CSR
together.

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 WHY WE NEED
STRATEGIC VISION

Neither co-responsibility
nor the building of a public
agenda is possible without
a vision for the nation.

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 To talk of CSR is to talk of
what vision we have for the
company and for the country.

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THE COCA-COLA
COMPANY
CSR Case Studies:Coca-Cola

PRESENTED BY:
Rhea Mae D. Estavillo
BSBA HRM 1-4N
POINT OF
VIEW

John DaSilva
Project Development Manager,
Kenan Institute Asia
(Lead Author)
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TIME
CONTEXT

October 2010

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 SHORT HISTORICAL BACKGROUND

Coca-Cola was invented in 1886 by John Pemberton, an

Atlanta, Georgia,pharmacist. Pemberton was actually trying
to concoct a headache remedy, but once he mixed his special
syrup with carbonated water, and a few customers tasted the
result, he realized that he had the makings of a popular soda
,
fountain beverage. The name Coca-Cola was coined by
Pemberton's bookkeeper, Frank Robinson, who also wrote
out the new name in the expressive script that has become
Coca Cola’s signature logo.
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The Coca-Cola Company is the world’s leading beverage
company and perhaps the most recognized brand name
in the world. Operating in 200 counties with a diverse
product range consisting of an astounding 500 brands
and 3,300+ beverages, the company considers the “Coca-
Cola” name itself worth billions of dollars. Protecting its
brand image and reputation, therefore, is a key priority
for Coca-Cola management.
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 STATEMENT OF THE PROBLEM

Coca-Cola’s main challenge in Vietnam

is finding the best way to localize its global
, corporate social responsibility programming,
while ensuring it protects its brand image.
.

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AREAS OF CONSIDERATION

STRENGTH: Coca-Cola currently

has 250 water projects in more than
70 countries.
 Extending its community based
programming to Vietnam and helping
to build sustainable communities
where it operates.
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AREAS OF CONSIDERATION

WEAKNESS: Coca-Cola is a major

consumer of water resources, which has
left it open to criticism and calls for
consumer boycotts in the past in other
markets, the Coca-Cola management in
Vietnam decided that water
programming was critical to
the sustainability of its Vietnam
operations. 15
AREAS OF CONSIDERATION

OPPURTUNITIES: Coca-Cola
has formed partnerships with
local health officials to teach
them how to maintain and
measure the safety of water
systems.
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AREAS OF CONSIDERATION

THREAT: Although Coca-Cola has

a preference for working in communities
surrounding its manufacturing facilities, it
was far from certain that these
communities would welcome such a
project from Coca-Cola Company, it was
also unclear exactly what their needs
were.
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 1) Reduce: working to reduce the amount of
water to produce a beverage you must clean
ALTERNATIVE the container before adding the beverage.
COURSES OF Coca-Cola is working with bottlers to
ACTION produce product smore efficiently, with a
goal of 2.17 liters of water to produce 1 liter
of product by 2012 downfrom the current
2.43 liters.
2) Recycle: Coca-Cola is working toward
ensuring 100% of its waste water is treated
before returning it back to the environment.
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3) Replenish: working with
local stakeholders (communities,
governments and NGOs) to replenish
water to nature
and communities. Projects include
watershed protection;
expanding community drinking water
and sanitation access; agricultural
water use efficiency; and education
and awareness programs.
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 CONCLUSION
For Coca-Cola, the results have been a more positive brand image, with
positive press coverage as a result of their programming. In September
2010 alone, one press event on the launch of the clean water project in
Lien Chieu District generated 13 positive press articles in local papers.

What this means to local communities is that, “Now with the clean
water project of Coca-Cola, we benefit from clean qualified water. It’s
very clean, purified, and smells good. We are so happy; we can use it
directly for cooking and drinking. There are two fountains, one for
cooking and drinking and another one
for cleaning.
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 RECOMMENDATION

In order for a community project

to be successful, companies must
engage with their communities.

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THANK
YOU!