A mission is the general expression of the overall purpose of the organisation which is in line with the values and expectations of major stakeholders and concerned with the scope and boundaries of the organisation. It is sometimes referred to in terms of what business are we in? E. g. be healthy and fit. The Coca-Cola Company Mission Our Mission is: •To refresh the world – in mind, body and spirit •To inspire moments of optimism – through our brands and actions, and •To create value and make a difference – everywhere we engage Is the desired future state of an organisation. It is an aspiration around which a strategist might seek to focus the attention of members of an organisation. E. g. To run the Dubai marathon. The Coca-Cola Company Vision To achieve our Mission, we have developed a set of goals, which we will work with our bottlers to deliver: Profit: Maximising return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference. Values represent an individual’s core beliefs and tend to be deep-seated and relatively enduring. They tend to be learnt at an early age and passed on through generations. They form an underlying framework which guides an individuals contraction of the world, and their response to events in it. Typical underlying value systems may include the belief that it is wrong to get into debt; a belief that family is more important than work; and that it is important to be the winner of any competitive event. The term values should be distinguished from value. Economists describe value as the ratio of the benefit arising from product relative to its cost. The distinction between values and value is that an individuals value system influences the value they place on any particular object. A person with a alue system that rates security and reliability highly may place a high value on a car that is solidly built but not particularly attractive. Another person whose value system ranks recognition by others as being more important may place a higher value on a car which is not necessarily reliable, but has street credibility’. Although value systems tend to be deeply ingrained, they have a tendency to change through an individual’s life cycle. So it follows that the value system of a teenager is likely to be different to that of a young adult parent, and different again to an elderly retired person. The Coca-Cola Company Values Our shared values that we are guided by are: •Leadership •Passion •Integrity •Accountability •Collaboration •Innovation •Quality Goal The term goal means general aim in line with mission. It is quantitative in measure. E. g. losing weight and strengthen muscles. Summarized in the phrase “dream with a deadline,” a goal is an observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe. In comparison, a ‘purpose’ is an intention (internal motivational state) or mission. Such goals for Coca Cola are, To Reduce child mortality in developing countries (UN Millennium Development Goal ). Coca-Cola water conservation goal In October 2008 Coca-Cola Company pledged to a 20 percent improvement in water efficiency over 2004 levels in its worldwide operations by 2012, saving some 50 billion liters of fresh water over projected use that year, reports WWF, which negotiated the agreement. Coca-Cola also announced a goal to reduce greenhouse gas emissions by 5 percent over 2004 levels for its operations in developed countries. While the target would amount to savings of 2 million tons of CO2 in 2015, it ignores emissions in developing countries where emissions are growing the fastest. Coca-Cola also reiterated its commitment to WWF’s water conservation initiative that aims to protect important freshwater resources including the Yangtze, Mekong, Danube, Rio Grande/Rio Bravo, Lakes Niassa and Chiuta, the Mesoamerican Reef catchments, and rivers and streams in the southeastern United States. Coca-Cola has lately led a push to “green” operations, including reducing emissions, pollution, and water consumption. The company stepped up its efforts following a campaign by environmentalists in India who accused bottlers of depleting ground water supplies. Coca-Cola Recycling While PET has a high value as a recyclable in the marketplace, not enough material is recovered to meet the increasing demand for recycled content. To help bridge this gap and ensure ready access to recycled material, Coca-Cola Enterprises, Inc. , the largest Coca-Cola bottler in North America, and The Coca-Cola Company formed Coca-Cola Recycling LLC (CCR) in November 2006. CCR is dedicated to recovering and recycling Coca-Cola packaging materials used within the Coca-Cola system in the U. S. – including PET, aluminum, cardboard and plastic film. CCR will be developing cost-efficient solutions for reclaiming used beverage containers and will establish centralized recycling centers throughout the U. S. Expanded Partnership with Recycle Bank Coca-Cola also continues to expand its relationship with curbside collection organizations. Today, the Company announced an expanded partnership and investment in RecycleBank. RecycleBank currently operates in southern New Jersey, Delaware and Pennsylvania and will be launching service in upstate New York, Vermont and Massachusetts in the fall of 2007. RecycleBank plans to be in 100,000 homes by the end of 2007. The additional investment will support a national rollout of the RecycleBank program by 2009. RecycleBank leverages new technology and innovative consumer incentives to substantially increase household recycling participation and rates. Since its launch in 2003, RecycleBank has driven recycling rates in Philadelphia from 15 percent to more than 50 percent, and household participation from 30 percent to 90 percent. “RecycleBank makes recycling easier and more convenient for consumers,” said Scott Vitters, director of sustainable packaging, The Coca-Cola Company. While consumers reap the rewards of recycling through RecycleBank incentives, businesses also benefit through the increased collection of valuable, reusable materials like PET. ” Recycled PET Merchandise Program Coca-Cola also has introduced a line of merchandise made out of recycled PET bottles. The products feature playful, pithy slogans such as “I’m wearing post-consumer waste,” and “My white t-shirt is green”, and is designed to inspire action by making every bottle count. Coca-Cola apparel and consumer products made with recycled PET are available online at www. cokestore. com and at the New World of Coca-Cola in Atlanta. The line will be available in retail locations across the United States later this year. Sustainable Package Design Coca-Cola has a long history of designing packages with the environment in mind. It commissioned the first study to examine whole environmental impact of a package in 1969 and introduced the first food grade plastic bottle made with recycled material in 1991. Since then, Coca-Cola has continued to improve the resource efficiency of its packages. For example: •Aluminum cans, glass and plastic bottles have been reduced by 33 percent, 57 percent and 32 percent respectively since their introductions.
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