Competitive Advantage of Coca-Cola through CSR in Nepal.
This research would carry out a detailed study on the current issues and activities Coca-Cola has been carrying out and facing problems in Nepal. The research aims to justify how Coca-Cola can not only cope up issues through CSR activities but can also gain competitive advantage and positive brand perception through systematic CSR model.
Corporate Social Responsibility (CSR) is playing an important role in value maximization and is trending all over the world with firms using it as a strategy to counter uncertain environment. Businesses have realized that they gain competitive advantage through a strong societal support. CSR ensures business to operate and behave ethically taking care of its stakeholders (www.sbcsd.com, 2000).
Today CSR is seen as a key to long term success, reputation and brand image. Corporate bodies have understood that without happy and prosperous society a business cannot flourish. This signifies that companies must identify social trends, behave constructively and work with local communities to promote growth and development.
Significance of Research:
Coca-Cola Nepal is one of the biggest multinational company in Nepal. However, it has been facing some major issues over water usage, accusations over pesticide content and sweeteners, as well as the general concern over the unhealthiness of fizzy drinks in Nepal.
Today, there is an increased focus on what role a corporation should have in the society. With issues surmounting, Coca-Cola can use its Corporate Social Responsibility activities to gain an edge over its competitors and secure its position as the leading soft drink giant. CSR activities will not only benefit the Nepali society but will also improve the face value of Coca-Cola and help to counter the negative brand perception all over Nepal. As of now Coca-Cola has been carrying out following CSR activities:
Coca-Cola Nepal for ensuring environmental sustainability
Empowering women
Distribution of relief boxes
Promotion of Education
This research intends to carry out a detailed study of how Coca-Cola has inculcated CSR in its activities and how it can overcome its social issues through CSR, gain positive public image and finally, gain competitive advantage over PepsiCo and other local drink companies as well.
Research Questions and Learnings:
Following insights and outcomes are to be obtained through this research:
Can Coca-Cola survive without practicing CSR?
Is Coca-Cola’s financial benefits linked with its CSR?
Whether Coca-Cola’s CSR has built its favorable public image?
Whether CSR protects Coca-Cola’s profit interests by giving competitive advantage to the firm?
Aims and objectives:
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