Apart from its economic strategies, Coca Cola Amatil has identified three main CSR objectives:

• Sustainable water management,
• Efficient energy use
• Reduction in packaging and post-consumer waste.

There is ongoing concern at the environmental costs arising from the packaging and distribution of bottled water. Critics argue that the unnecessary transport of water leads to increased carbon emissions. The water used in CCA's bottled water products is sourced locally - from within around two hours' drive of their production plants. The bulk of their water is purchased at market rates from small businesses or farmers. Sourcing water locally means minimal environmental negatives, such as carbon emissions that come from unnecessary transportation of water.

Measures such as increased efficiencies in water use, less waste in plant operations and harvesting rain water have helped CCA to maintain world's-best practice in the global Coca-Cola system, with just 1.55 litres of water used per litre of product in Australia. CCA has installed a range of energy saving devices, resulting in electricity consumption for lighting declining by 30 to 40 percent. CCA expects energy saving programs to reduce greenhouse gas emissions by more than 2,000 tonnes of carbon dioxide a year. CCA is also a significant user of Green Power.

Coca Cola Amatil are partnering with key customers as part of Australias Refresh, Recycle, Renew program to implement public place recycling at venues such as theme parks, shopping centres and public events. Through further research and development, Coca-Cola is also working to ensure that packaging requires less glass and plastic. In 2007, over 25 million kilograms of plastic will be eliminated through packaging redesigns.

As the Australian market leader in bottled water, Coca-Cola strives to be a responsible corporate citizen, balancing triple-bottom line objectives of market success, environmental sustainability and social enterprise.

Required:

Explain Corporate Social Responsibility by means of applying the CSR Pyramid to the case study.