Coca Cola's Water Conservation Project

1240 Words Jan 27th, 2013 5 Pages
Running head: COCA-COAL’S WATER CONSERVATION PROJECT

Coca-Cola’s Water Conservation Project and the
Influence of Stakeholder Engagement

Abstract This paper discusses the case, Coca-Cola 's Water Neutrality Initiative, found in Lawrence and Weber (2011), describing the growing public issue that the Coca-Cola Company (TCCC) faced in the 2000s. TCCC was criticized for its excessive use of water and the ever-growing problem of water shortage throughout the world. With water being an essential part of TCCC’s business, this paper will review the steps taken by the company to reassess its usage of water. It will review the strategic radar screens model discussed by Lawrence and Weber (2011) as well as Albrecht (n.d.).
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The Geophysical Environment should be the company’s primary focus. The lack of awareness or concern for the people and environments that Coca-Cola facilities are located among caused a great deal of chaos for the company. Since an essential piece of the company’s sole production is water, it is vital that TCCC stays aware of its impact and dependence on this natural resource (Lawrence and Weber, 2011). Although the Geophysical Environment is critical for TCCC to continue to monitor closely, it is important that the company does not neglect the other seven environments. In Albrecht 2012, he described “connecting the dots” between the groups; they are divided in order to ease the process for companies to allow for a more strategic overview. He goes further to say that although it is important to have the categories clearly divided, “the real value is ultimately in putting them back together” (Albrecht, n.d.).
The Issue Management Life Cycle Process Model demonstrates the act of continuously taking care of issues as they surface rather than waiting for a larger problem to develop. It is a rather simplistic model where an issue is identified then analyzed, options are created and actions made, ending with an evaluation of the results. In the case of TCCC, this model can be used to see the progression of the company’s actions. The issue was identified as overuse of water in areas where

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