Integrated
Strategic Marketing Plan: Section Four
Part
1- Consumers and Stakeholders
F. Secondary Stakeholders
While primary stakeholders have a direct interest in a
company, secondary stakeholders have an indirect interest (Gomez, 2017). However,
secondary stakeholders could also be primary stakeholders because local workers
might live in the communities (Gomez, 2017). The Coca-Cola Company’s secondary
stakeholders are the residents who live in the areas surrounding the Coca-Cola factories
or bottling plants.
The secondary stakeholder residents have an indirect
interest in the company because of how it could affect the surrounding
environment and workforce. There are 900 manufacturing and bottling facilities
worldwide, and some of them are still in developing countries (Journey Staff,
2012). For example, Coca-Cola bottling subsidiaries in India have had a dismal
track record with pollution and excessive water usage, and as a result one plant
was shut down and one potential plant was denied land to build (Ethical
Consumer Research Association, 2017). In many of the other communities with a
plant or factory, Coca-Cola is a force for good by providing jobs, but it is still
important that the company realize these problems and attempt to correct them
in order to win back these secondary stakeholders.
References
Ethical Consumer Research Association. (2017). The
Coca-Cola Company- Pollution & Toxics. Retrieved from http://www.ethicalconsumer.org/companystories.aspx?CompanyId=13247&CategoryId=288190
Gomez, C. (2017). Why Are Secondary Stakeholders
Important to a Company? Retrieved from http://smallbusiness.chron.com/secondary-stakeholders-important-company-23877.html
Journey Staff. (2012). Offices & Bottling Plants.
Retrieved from http://www.coca-colacompany.com/stories/offices-bottling-plants
No comments:
Post a Comment