Coca-Cola’s Water Neutrality

Coca-Cola’s Water Neutrality

1. Stages of the Issue Management Life Cycle Process Model

            In particular, the issue management life cycle process model is an important platform, which provides organizations a framework for resolving various issues in their operations. To this end, various stages of the process are visible in Coca-Cola’s water neutrality initiative. The company embarked on this program following numerous complaints and accusations that its operations led to water shortages in the communities where it operated (Lawrence & Weber, 2016). The first stage of the issue management cycle, which is seen in the initiative, entails the identification of the causes of the problem. The giant beverage manufacturer conducted a comprehensive study, which surveyed its global operations to evaluate its water management practices and effects.

The other stage of the issue management life cycle, which is present in Coca-Cola’s program, involved the identification of ways to resolve the problem. The company sought the advice of other stakeholders such as the World Wildlife Fund, the humanitarian organization CARE, the Nature Conservancy, and a myriad of academic scholars (Lawrence & Weber, 2016). The organization also consulted its top bottlers and arrived at a consensus on the process required to address the problem. The company decided that it would work to minimize, recycle, and replenish the water used in its production activities.

Also, the implementation of various actions is another stage of the issue life cycle, which the beverage manufacturer adopted. The firm emphasized efficiency in its operations to minimize water usage, treated water before releasing in the environment, and participated in multiple water conservation projects across the globe. In addition, the company’s action in monitoring the progress of its initiative is also another phase of the issue management life cycle, which the company incorporated in its strategy of addressing the problem. In this line, the organization measured and shared with the public the progress made in addressing the issue. In 2011, Coca-Cola reported that it had decreased its water ratio by 13% (Lawrence & Weber, 2016). As such, it is evident that the giant beverage manufacturer had an effective strategy of dealing with the problem.

1. Strategic Radar Screens

The strategic radar screens are increasingly essential in that they help organizations to assess the environment of their operations to gain environmental intelligence. The insight obtained from this analysis allows corporations to maintain healthy relationships with concerned stakeholders. While all the factors in the strategic radar screen are crucial, the technological environment stands out as a useful tool to help Coca-Cola to avoid the problem of failing to meet the expectations of customers and other stakeholders. Regarding the current issue, the main hope of consumers and other stakeholders is to see that Coca-Cola reduces its operational impacts on water (Lawrence & Weber, 2016). To this end, technological can aid the beverage manufacturer in identifying new production methods, which would lower its use of water, as well as provide innovations on how to treat wastewater before releasing it to the environment.

Notably, analysis of the technological environment is the primary avenue of obtaining technology intelligence and the evaluation of its impact in a company. Moreover, technology intelligence informs the decision-making process of research and development, thus leading to sound decisions. In this line, evaluation of the technological environment is in tandem with the needs of Coca-Cola, especially the goal of increasing efficiency in operations to reduce the amount of water used in the company’s production processes (Lawrence & Weber, 2016). The method can also help the organization to identify technological threats in the environment, which can prevent it from meeting the expectation of stakeholders. For this reason, technological environment presents an avenue, which Coca-Cola can use to avoid disappointing stakeholders’ expectations.

Reference

Lawrence, A., & Weber, J. (2016). Business and Society: Stakeholders, ethics, public policy (15th ed.). New York, NY: McGraw-Hill Education.