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Coca Cola & Csr Essay

4758 words - 20 pages

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 ...view middle of the document...

Indholdsfortegnelse
Problemformulering 1
Abstract 2
1. Indledning 5
2. Redegørelse 6
2.1 Virksomhedsportræt 6
2.2 CSR politik 6
2.3 Vision, mission og værdier 8
3. Analyse 8
3.1 Porters five forces 8
3.1.1Leverandører: 9
3.1.2 Kunder: 9
3.1.3 Potentielle indtrængere: 10
3.1.4 Substituerende produkter: 10
3.1.5 Konkurrencesituationen i branchen: 10
3.2 Porters generiske strategier 11
4. Vurdering 12
5. Konklusion 13
Kildeoversigt 15
Bøger 15
Internetsider 15
Illustrationer 15
Bilag 16
Bilag 1 16
Bilag 2 16
Bilag 3 17
Bilag 4 18
Bilag 5 19
Bilag 6 20
Bilag 7 20
Bilag 8 21
Bilag 9 21

1. Indledning

Folk er blevet mere bevidste på verden omkring dem, og derfor har CSR i de seneste år fået en voksende betydning, det er for mange blevet vigtigt at producenten af de produkter de køber, gør noget for samfundet, også selvom det ikke giver profit for virksomheden. Det er derfor vigtigt at især store virksomheder anderkender dette, og derefter formår at udnytte den fordel det kan give dem at benytte sig af CSR.
Derfor har jeg valgt at redegøre for Coca Colas CSR politik, og derefter analysere deres praktiske anvendelse af CSR. For at afgrænse opgave vil jeg tage udgangspunkt i Coca Cola Enterprises som er Coca Cola tapperiet i Storbritannien, i stedet for The Coca Cola Company. Da Coca Cola Enterprises er et af de tapperier der især har fokus på CSR er det meget oplagt at vælge at analysere dette tapperi, fremfor det danske tapperi. Da Coca Cola er en af verdens største virksomheder, og har verdens mest kendte brand, kan de få en stor fordel ud af at benytte sig af CSR, da dette ofte kaster et positivt lys på virksomheden.
I forhold til analyse vil jeg benytte mig af Porters Five Forces da denne model giver mig et overblik over konkurrencen på markedet, og ud fra dette vil det være muligt at vurdere om det overhovedet kan betale sig for Coca Cola Enterprises at bruge mange penge på CSR. I analysen vil jeg også kigge på Porters generiske strategier, for at kunne bestemme hvilken Coca Cola Enterprises benytter sig af, og hvilke fordele og ulemper der er ved denne, og om CSR er en del af deres konkurrencestrategi.
Til slut i opgaven vil jeg vurdere om der er sammenhæng mellem Coca Cola Enterprises’ CSR politik og deres praktiske anvendelse af CSR. Jeg vil også vurdere hvilke strategiske muligheder Coca Cola Enterprises har fremover.
2. Redegørelse
2.1 Virksomhedsportræt

Coca Cola bliver grundlagt i 1887 af Asa G. Candler. De har det mest kendte brand i verden. Coca Cola har afdelinger og samarbejdspartenere i stort set alle lande, og tilsammen arbejder der 600.000 for denne store virksomhed. Coca...

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