Coca Cola Amatil is one of the leading bottlers and distributors of alcoholic and non-alcoholic ready to drink beverages. It carries out its operations in majorly six countries, namely, Indonesia, New Zealand, Papua New Guinea, Samoa, Fiji and Australia (Annual report 2019). Its headquarters are located in New South Wales, Australia. The range of products offered by it includes kombucha, fruit juice, coffee, beer, tea, spirits, cider, energy and sports drink, flavoured milk, non alcoholic sparkling drinks and water. Balanced scorecard is considered as a tool used for evaluating strategic performance of the management in order to determine and enhance several internal business processes and their resulting outcomes (Malagueno et al. 2018). It involves 4 major aspects of the business – business processes, finance, customer and learning and growth. The major purpose of this essay is to evaluate the operations of Coca Cola Amatil with regard to the Aboriginal people and to provide recommendations on what actions it can take to improve its operations.
The term country has a specific meaning and importance to Aboriginal people that encompasses an inter dependent relationship among people and their traditional lands and seas. This linkage among the people and land is continued by cultural knowledge and the environment (Magni 2017). The connection of land comprises of culture, language, law, spirituality, kin relationship and identity. Every person is assigned with cultural knowledge and obligation to take care of the land. Instead of owning this land, people establish close connection for a place that is related to them. This robust knowledge of a place establishes a solid connection that is integral to the uniqueness of indigenous people. Land endures the lives of these people in every major aspect – socially, physically, culturally and spiritually. Country does not just mean rock outcrops, waterholes, hills and creeks for Aboriginal people (Sangha et al. 2019). They consider country as a place of both belonging and a way of believing that includes all living beings and incorporates plants, people and animals. Aboriginal people basically comprise of 25% of the population of Northern Territory and own about 50% of the land. Caring for country indicates their participation in interconnected actions on Aboriginal seas and lands with the aim of endorsing spiritual, environmental and human health.
Coca Cola Amatil operates in 6 countries across wide range of diverse and engaged communities and find itself privileged to carry out operations over a wide range of community activities (Coca Cola Amatil 2020). It remains always ready to provide food, water and other kind of help to the people whose life has been impacted by natural disasters. The combined value of volunteers hours, cash and in kind in 2019 amounted to $5.2 million that is equivalent to 0.81% of its earnings before interest and taxes. This particular community investment has almost covered 162 activities across 6 countries. The Coca- cola Australia Foundation has contributed more than $16 million to large number of charities and therefore, positively influencing the lives of large number of young Australians. It has introduced ‘Zone 1’ program in Indonesia that laid emphasis on infrastructure, education and health and supports communities that live closer to its bottling facilities. It supports various community focussed programs in New Zealand and the Pacific. It also arranges for larger events like Coca Cola Christmas in the Part in Auckland and Christchurch. It arranges Coca Cola games in Fiji for the athletes of secondary school. It also effectively sponsors various smaller grass roots community and sporting programs across Samoa and Fiji (Coca Cola Amatil 2020). It has leveraged substantial business investment in training, employment, assets, ingredient supply and services in order to provide various social development and community benefits. Coca Cola Amatil considered people as the major driver of success of the organization. in 2019, it has introduced newly established Amatil leadership development programs to support its commitment of developing inspiring leaders that will empower, energise and engage their teams.
Coca Cola Amatil laid emphasis on several areas and considers them as an opportunity to achieve competitive advantage and confidence of the people. These areas involve water stewardship, climate protection, resilience, energy management, sustainable packaging and caring for nature. Coca Amatil has set several public environment goals to address and adheres to the concept of Country. It ensures 60% of requirements of energy to be fulfilled from low carbon and renewable sources of energy. It has started making delivery of drink in hand after reducing 25% carbon content. It is proactively working the customers in specifically challenging areas including urban precincts and indigenous communities with overconsumption of sugar sweetened drink to provide shape to the choices of consumers and promote no or low sugar products. Indigenous communities in Australia face various well being and health related issues (Dawson et al. 2020). Coca Cola Amatil undertakes undertake various actions to address such issues in a manner that can be considered as sustainable for consumers and owner of the local stores. In such communities, it has taken action on product, price and promotions to help the customer in shaping their choices. It has offered price reductions for no or low sugar carbonated soft drinks and bottled water. It has offered a choice of no or low kilojoule products and thereby, helping them to shift habits of consumption. It has developed culturally adequate marketing materials that put emphasis on no or low kilojoule products for several promotional activities in communities. In 2017, it has renewed its partnership with Outback Stores for 3 years covering approximately 37 stores situated in South Australia, Northern Territory and Western Australia. This partnership laid on the shared vision to provide active support to the indigenous communities by effectively contributing to their well being and health. Joint initiatives have comprised of promotion of $1 bottled water made available at the store front and assigning of at least 50% of product space to no or low sugar products that are basically 25% cheaper than full sugary options. It has signed a 3 year partnership in 2018 with Amhem Land Progress Association that carries out operations in 29 stores in North Queensland and Northern Territory. The major objective of partnering with ALPA is to actively provide support to the indigenous communities by making contribution to their well being, health and to become commercially viable. The major focus is on the layout of products in fridges that mainly prioritise no sugar or low beverage options and on promoting water at ALPA stores. Various community driven community based retail trail comprises of only chilling no sugar Coca Cola and limiting the size of classic products of Coca Cola to a maximum capacity of 600 ml per pack. The company continues to work with servicing the customers remotely a part of indigenous communities to keep a track on success, determine and evaluate challenges and share positive learnings guided by the experts of customers, nutrition and health having live experience of the distinct and unique attributes of such remote communities. The Coca Cola Company in 2019 also made commitment worldwide that is in alignment with Science Based Targets Initiative to decline the carbon footprint by 25% by the year 2030 in comparison to 2015. The emissions by Coca Cola Amatil lie within the possibility of this major goal.
Coca Cola Amatil can take a number of actions to demonstrate respect to the Country. As the indigenous people cannot choose their own way of life, the company can try to get a control over their healthcare, education and so on. Indigenous communities are considered to have no identity, no livelihood, no means of survival without land. The company is required to respect the principle of prior, free and informed consent (Hughes 2018). The people of these communities must be consulted with regard to the use of their land and must be encouraged to actively participate in the process of development. Coca Cola Amatil must conduct proper due diligence before embarking on and during the investment projects. With regard to the implementation of several indigenous rights, it is considered critical to undertake informed public education and awareness building programs. It is considered as a major responsibility of all corporations. The company must treat people with kindness, politeness and courtesy. If the company is aiming at building a relationship from the resource development perspective, then it must keep its promises with regard to employment, sharing of revenue, environmental protection and community benefits. It must remain transparent in its communications from the very beginning in order to gain trust of the public. The company must show its participation in various Indigenous communities related activities by attending several events, festivals and activities (Wang et al. 2020). This will help in gaining and achieving better understanding of the Aboriginal community. It must duly encourage these people to express their ideas and opinions. Use their ideas and suggestions to bring enhancement in the work processes and business operations (Santos et al. 2018). It must recognise key role of indigenous people in conservation. Their dependence on the land for shelter, survival, food and identity has resulted in a huge respect for the land and therefore, it is considered essential to conserve it.
It can be concluded that the connection of land comprises of culture, language, law, spirituality, kin relationship and identity. It has effectively sponsor various smaller grass roots community and sporting programs across Samoa and Fiji and leveraged substantial business investment in training, employment, assets, ingredient supply and services in order to provide various social development and community benefits. It has offered price reductions for no or low sugar carbonated soft drinks and bottled water. It has offered a choice of no or low kilojoule products and thereby, helping them to shift habits of consumption. It has been analysed that in 2017, it has renewed its partnership with Outback Stores for 3 years covering approximately 37 stores situated in South Australia, Northern Territory and Western Australia. This partnership laid on the shared vision to provide active support to the indigenous communities by effectively contributing to their well being and health. With regard to the implementation of several indigenous rights, it must undertake informed public education and awareness building programs.
Annual report. 2019. Coca Cola Amatil. [Online]. Available at: https://www.ccamatil.com/getmedia/5be1f5e9-db5b-44cc-8ea6-fe9d174222ce/2019AnnualReport.pdf [Accessed on: 26th October 2020].
Coca Cola Amatil. 2020. Better environment. [Online]. Available at: https://www.ccamatil.com/au/Sustainability/Better-Environment [Accessed on: 26th October 2020].
Coca Cola Amatil. 2020. Engaged people. [Online]. Available at: https://www.ccamatil.com/au/Sustainability/People [Accessed on: 26th October 2020].
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