Week 11 - Coca Cola Amatil Q3. Identify the key stakeholder groups and their specific expectations of the organisation with reference to corporate social responsibility (CSR) and describe how CCA strives to improve their social impact. heast-2-prod-fleet01-xythos.ap-southeast-2.amazonaws.com/5bdd027961410/7302207response cache-control private2%20max-age X3021. Coca Cola Amatil (CCA) Bottled Water When we hear the name Coca-Cola we might not instantly think of water. However Coca-Cola Amatil's brand, Mount Franklin, is the number one brand of bottled water in Australia. In a market crowded with hundreds of competitors, Mount Franklin and the Pump range of products account for more than one-quarter of all bottled water sales in Australia. Coca-Cola Amatil (CCA) is the local Coca-Cola licensee, manufacturer and bottler operating in Australia, New Zealand, Fiji, Indonesia and Papua New Guinea. Coca-Cola is continually striving for growth in this Pacific region. A core objective of the company is to become the supplier of choice for carbonated and non-carbonated beverages. The company has also set a goal to expand in the health and wellbeing segment, or market category. The non-alcoholic drink market consists of different product categories, the main ones being carbonated beverages (both sugared and sugar- free), water, sports drinks, energy drinks, juices and fruit drinks. Over the past two decades the growth in the market share in Australia of diet drinks, bottled waters, sports drinks, energy and lifestyle drinks and other sugar-free, non-alcoholic drinks has been steadily increasing. One art China.docx dnnks, bottled waters, sports drinks, energy and lifestyle drinks and other sugar-free, non-alcoholic drinks has been steadily increasing. One of the most consistent growth segments in the non-alcoholic beverage market is bottled water. This growth is particularly evident among women under 40 years of age, and with younger, 'urban' consumers. In particular sales of bottled water have increased markedly over the last ten years while the proportional share of carbonated sugared drinks has been falling. In Australia in 2006, CCA enjoyed a 58 percent market share of carbonated beverages through its key brands, Coke, Fanta and Sprite, a 27 percent market share in the water category via Mount Franklin and Pump and a 57 percent market share in the Sports category, primarily through Powerade. As little as 20 years ago the market share of bottled water in Australia was almost zero. Save for a few imported high-end European brands and some sales of sparkling mineral water, Australian consumers purchased very little bottled water. This was in stark contrast to the high- consuming Europeans and even US water consumers. However a 1 Hax-age D. fundamental lifestyle shift has occurred over this time which has seen this product category grow tremendously. Despite this, Australia still lags behind most of the developed world in the consumption of bottled waters, but organisations such as Coca-Cola have extended their product lines to create opportunities for increased sales. The main reasons for this change can be summarised as: 1. A shift towards a healthier lifestyle including a move away from carbonated, sugared-drinks 2. A growing demand for kilojoule-free beverage options, especially when accompanying lighter meals such as bought lunches 3. The willingness of consumers to pay for the convenience of cleaner, more natural and ready-to-drink chilled water 4. The convenience offered by innovative packaging options such as squirt and pump-tops and bottle designs. Australians now consume more than 20 litres of bottled water per person each year and the market is growing more than 10 percent a year. However local market consumption is still well below many European countries, with many consuming more than 100 litres annually per capita, such as Italy which consumed 184 litres per capita. The US consumed over 90 litres per capita