This document provides a proposal for a Coca-Cola project that aims to improve the company's CSR efforts while maintaining profitability. The key aspects are: 1) The project will collect waste plastic bottles from shopping centers, convert them to fiber, and use the fiber to make clothes and blankets. These items will be donated to those in need. 2) An analysis of the feasibility found the project aligns with industry trends, improves on competitors' recycling rates, and meets customer interests in CSR. Financial projections estimate a total investment of $250,252 which could increase goodwill value. 3) Objectives are outlined related to operations, marketing, finances, and CSR goals. The operations objective is to

1. Business Concept
Proposal
ProfessionalDevelopment2 Assignment
Present by:
Shengchen Xu 3885083
Silin Wu 3884995
Jinxuan Yun 3884993
Junbo Wang 3888717
Zoushu Wei 3899705
Deqing Chen 3899727
Present to:
John Clements
1st May, 2013

2. II
TABLE OF CONTENT
Executive Summary ................................................................................................................................ 1
1 Introduction and background to the proposal.......................................................................................... 2
2 Aim of the project................................................................................................................................. 2
3 Key Objectives..................................................................................................................................... 3
3.1Operational objective: ..................................................................................................................... 3
3.2 Marketing objective:....................................................................................................................... 3
3.3 Financial objective: ........................................................................................................................ 3
3.4 CSR objective: .............................................................................................................................. 4
4 Feasibility Analysis............................................................................................................................... 4
4.1 Market Analysis............................................................................................................................. 4
4.1.1 Industry Analysis..................................................................................................................... 4
4.1.2 Comparing to competitors ........................................................................................................ 5
4.1.3 customers Attitude .................................................................................................................. 5
4.1.4 Target Market ......................................................................................................................... 6
4.1.5 Existing activities in Australia ................................................................................................... 6
4.2 SWOT Analysis (Details referrers to Appendix1).............................................................................. 6
4.3 Summary Financial Projections ...................................................................................................... 7
4.3.1Overview of financial expenditure .............................................................................................. 7
4.3.2 Seed Funding ......................................................................................................................... 8
4.3.3 Running costs......................................................................................................................... 8
4.3.4 Corresponding returns ............................................................................................................. 8
4.4 Feasibility Justification ................................................................................................................... 9
4.5 Viability of project .......................................................................................................................... 9
References............................................................................................................................................11
Appendix 1: The Project Team (alphabatically) ........................................................................................13
Appendix 2: Annotated bibliography ........................................................................................................14
Appendix 3: SWOT Analysis...................................................................................................................15
Appendix 4: Financial Summary..............................................................................................................16
Appendix 5 Primary Research ................................................................................................................17

3. 1
EXECUTIVE SUMMARY
Our team are going to develop a project which could help Coca-Cola perform well in CSR
while at the same time bring a long-lived benefit to company. We are going to collect a
large amount of waste plastic bottles and convert them into fiber. Then reuse the materials
in manufacturing clothes and blankets and send them to poor victims of disasters,
orphanages, elderly homes and public hospitals. As our slogan advocates, Coca-Cola
dose not only provide you cool drinks but also warmness to your life.
In order to analyze the feasibility of the project, both theoretical and statistic information
have been found as evidence to support our project. The methodology conducted in this
report includes on-line research, primary research, referring to E-journals and reading
relevant books. Though all of the information is secondary resource, it is objective and
authentic.
The finding shows that the initial investment of our project including seed funding,
employee’s salaries, logistics fees, and advertising fees are required. In order to protect
shareholder’s benefits and minimize risks, the total amount of investment is limited in
approximately $250,252. As to return, there is no directly income will be generated from
this project, but the corporate image can be enhanced greatly. Comparing to the ordinary
commercials, this public service ads will be much more affordable and more effective. Due
to best concern of shareholders, it is reasonable that management of Coca-Cola will pay
more attentions to the practical return of this project than the intangible benefit. Although
there is nearly no income will be earned from our project, a practical value will be added
on goodwill still. As annual report demonstrates, the goodwill of Coca-Cola is $12255
million which account for 14% of the total asset. The running of the project will initially be
confined in the area of Melbourne city, so it can be estimated that only 0.01% of the
goodwill would be increased. However, when applying the percentage on the figure on
annual report for the whole world, the project will increase a value of $1225500 which is
much more than the investment and even bring a further profit to the company.
Overall, the project is a feasible and favorable choice for Coca-Cola. It helps Coca-Cola
become a respected company without sacrificing significant profit. Nevertheless, in order
to keep a balance between the CSR activity and ordinary business activity as well as avoid
some potential problems we need to:
•Evaluate the benefit of this investment in terms of future sales instead of directly cash
flow generated as there are none
•Hold a meeting to shareholders and explain the relevant cost and benefit analysis.
•Pay constant attention to the latest comments and news related to this project.
•Collecting information of similar activities to gain experiences.
•Arrange most preparations before Christmas to decrease total human resources cost.
Even though some great findings have been generated from this report, there are certain
limitations existing on this report. Specifically, it includes uncertainty accuracy of data,
insufficient primary resources and lacking of considerations if it is defective.

4. 2
1 INTRODUCTION AND BACKGROUND TO THE PROPOSAL
In the production process of a company, it is important that the sustainability is observed
because of the several benefits it has. Coca-Cola as a pioneer in beverage industry has
never been left behind in solving sustainability issues while making substantial profits. It
observed measures of environment, social and governance which include energy and
water usage, product quality, recycling, occupational health and safety (Coca Cola Amatil
2011). Among these issues, the rate of recycling bottles in Australia has increased from 39%
in 2003 to 62.5% in 2010 which means that developing recovery programs of beverage
containers becomes increasingly important (Coca Cola Amatil 2010).
Coca-Cola always insists on the concept of 100% recycling of the plastic containers
(Coca-Cola 2013). Yet, the statistics in Coca-Cola’s sustainable report shows that within
the limited markets we have recovery from, there are only about 40% of equivalent plastic
bottles and cans which were sent to market have been recycled (Coca-Cola 2012).
Therefore, this proposal is presented to make Coca-Cola meet their company concept
better.
The project plans to combine environmentally friendly activities and charitable activities
together while at the same time links them closely. We are going to collect a large amount
of waste plastic bottles in 14 shopping centers during the big holidays, such as Christmas
day, Esther and Spring Festivals, for at least one month. The bottles collected will be
converted into fiber by our cooperative company New Balance (NB). NB will then reuse the
materials in making clothes and blankets which will be sent to poor victims of disasters,
orphanages, elderly homes and public hospitals soon after.
The contributions in waste recycling will play a great role in the community’s sustainable
development (International 2013). In doing this project, Coca-Cola is following the laid
down rules and procedures prescribed by both local and international statutes to act CSR
in a favorable manner. Customers tend to support the company that put great effort in
protecting the sustainability of the society. Therefore, this social benefit activity does not
only foster a good relationship between the company and the community but also benefit
Coca-Cola itself as well.
The project is going to be implemented as a pure environmentally friendly and charitable
public welfare, so there is no income earned directly from the project. However, the image
of Coca-Cola will be enhanced greatly and a physical value of goodwill will be created and
received on long-term basis. Furthermore, the rising goodwill will consolidate the customer
loyalty as well. As for the most valuable brand in the world, customers’ approval and
company’s image are much more important than short-lived revenue.
2 AIM OF THE PROJECT
The overall aim of this project is maintaining sustainability of Coca-Cola Company by
holding environmentally friendly and charitable activities without sacrificing business profit.
Smith (2012) mentioned that ‘Tipple Bottom Lines’ (TBL) including economic prosperity,
environmental stewardship and social responsibility are foundations of corporate
sustainability. As one of the most valuable brand in the world, Coca-Cola has to find
feasible ways to act its CSR better while making substantial economic benefit (Ted 1992).

5. 3
3 KEY OBJECTIVES
This part intends to set up key objectives for the project and keep the progress on track.
One thing worth to mention is that ever through the proposal are planning to run again in
the near future, the following objectives are base on the first activity which will be held in
Christmas.
3.1OPERATIONAL OBJECTIVE:
By 25th Dec. 2013, place 200 bins in 14 major Shopping Centers to collect 126000 bottles.
As to operational objective, the project will be implemented at 14 Melbourne shopping
centers (Boutique Place, Australia On Collins, Collins Place, Galleria Shopping Plaza,
Georges On Collins, Harbour Town, Melbourne Central, Melbourne's GPO, QV Retail,
Southgate, Spencer Outlet Centre, The Foundry, The Paramount Corporate Centre and
WTC Wharf) in big holidays and last for one month which is periodically but not
continuously (For instance, as to Christmas day, it will be lasted from 25th.12.2013 to
25th.1.2014). The issues about land use rights and recycling bins location should be
negotiated with the shopping centre by one month before the holiday starts (For Christmas
day 2013, these matters should be solved by 25th Nov 2013). After that, 280 recycling bins
should be placed in 14 main shopping centers (20 per site) by one week before holiday
starts (For example, by 18th Dec 2013 that one week before Christmas Day). At last but
not least, if the capacity of the recycling bins is 200 bottles, 126000 waste plastic bottles
will collected by the end date the project (For Christmas day it is 25th Jan. 2013).
3.2 MARKETING OBJECTIVE:
By 18th Dec. 2013, post advertisements on Coca-Cola Website, Mx Newspaper and
billboard in Central Melbourne.
Advertising plays a significant role in modern societies (Wharton 2013). It not only has an
increasingly influence on economic activities but also on public welfare activities.
Therefore, in order to make more people involve in the project, various advertisement on
this project will be posted up on three medias which are billboards, newspaper, and Coca-
Cola official web page by a week before the project implements (For instance, by 18th Dec
2013 that one week before Christmas day).
3.3 FINANCIAL OBJECTIVE:
By 25th Jan. 2013, raise fund of $250252 and spend no more than $260000.
To run this project successfully, various investment are required such as seed findings,
employee’s salaries, logistics fees, and advertising fees. According to Appendix , we are
going to spend $18600 on seed funding, $47040 on employee’s salary, $4800 on logistics
fees and $12412 on advertising ($250252 in total) by the end date of the project (For
Christmas day it is 25th Jan. 2013). Among these cost, all of them except for seed funding
need to be invested again before the project will organize on next festival(If the project
runs on Esther for the first time, the seed funding $18600 is not required on Christmas
day).

6. 4
Apart from this, we will not expect to get any directly return on initial investment. The
benefits may not be generated immediately during the process but will be paid back in the
future. The environmentally friendly and charitable activity will draw customers’ attention
and cause impulse purchase. We believe that customers’ approval and loyalty is more
valuable than short-lived profit. Although these benefits are indirectly, they are actually
tangible and can be measured practically on financial report. The goodwill is treated as an
asset and does have an amount of value (Coca-Cola 2012). Therefore, as to financial
objective, the profit margin will be recovered by three months after the project over (For
instance, by 25th April 2013 that three months after the Christmas day) and even maintain
earning benefit on this project on long-term basis which will increase goodwill by 0.05% at
the end of financial year 2013.
3.4 CSR OBJECTIVE:
By 25th Jan. 2013, help at least 1000 people in Melbourne by giving out 500 blankets and
1050 clothes.
In order to make Coca-Cola become a respected company while at the same time
maintain its advantages on brand value over other competitors, following targets should be
achieved. According to the ratio of converting plastic into fiber, 1kg waste plastic bottles
will change into 0.3kg (In the hopper 2013). Therefore, 126000 bottles will be converted
into 820.26kg1 fiber. Among this material, 500kg2 of fiber will be spent in making blanket,
and 320.26kg will be spent in making clothe. We estimate that each T-shirt will cost 0.3kg
fiber and each blanket will cost 1kg, then 500 blankets and 1050 clothes will be produced.
As to a final objective of CSR, these 500 blankets and 10503 clothes will be produced and
sent to poor people who need it by one month after the recycling activity over (For
Christmas day it is 25th Jan. 2013).
4 FEASIBILITY ANALYSIS
The objective of this part is to prove that the project is feasible and the investment in this
proposal will be pay off. There are five parts involved in this section: Market analysis,
SWOT Analysis, Financial Projections, Feasibility Justification and Viability of project.
4.1 MARKET ANALYSIS
This part is intending to explain why the project is realistic and realizable in relation to
industry, competitors, customers, targeting market and existing activities.
4.1.1 INDUSTRY ANALYSIS
Coca-Cola Company belongs to soft drink, or carbonated beverage industry which is
showing an upward trend (Fuhrman 2011). Main products in this industry involve bottled
water, carbonates, concentrates, functional drinks, juices, RTD tea and coffee, and
smoothes (MarketLine 2010). The beverage industry in Australia is similar to an oligopoly
1 126000*0.0217kg*3/10=820.26kg
2 500kg/1kg=500
3 320.26kg/0.3kg=1067.533(Rounded to 1050kg)

7. 5
industry which means that a few brands dominate the whole industry. Among these brands,
the main competitors of Coca-Cola are Pepsi and Nestles. As there are only three main
factors consist of a soft drink: water, flavor ingredients and the containers (Cathy 2013), so
the materials used in manufacturing soft drink containers and the recycling rate of it
became one of the crucial indicators when evaluating beverage companies’ performance.
4.1.2 COMPARING TO COMPETITORS
Comparing to our largest competitor Pepsi Co, our recycling performance is almost 4 times
than they did. More precisely, the recycling rate of plastic bottles in Pepsi Company was
approximately 10% (Pepsi 2013). On top of that, Our Company has set a specific goal of
recovering 50 % of the equivalent bottles and cans used annually by 2015 (Coca-Cola
2012).
In addition, as the industry is going upward, there may be new competitors rising and
reducing our market share. Consequently, we need to keep our leading roles in not only
the ingredients and water reusing but also the plastic bottles recycle.
Global Soft Drinks Market Volume: Liters million, 2000-2004
Year Liters million % Growth
2000 284,971
2001 296,389 4.00%
2002 305,486 3.10%
2003 316,032 3.50%
2004 325,367 3.00%
Average 3.4%
(Reference: Datamonitor (2005, May) Global Soft Drinks: Industry Profile)
For this new proposal, one of its aims is to increase the recycling rate of plastic bottles
which will provide a solution for our company to improve the recycling rate and perform
better in the near future.
4.1.3 CUSTOMERS ATTITUDE
Besides, today’s customs tend to be social responsible, and they may avoid to buy
products from companies that may harm the society and seeking products from companies
that benefit and help the society. In another way, customer will base their purchasing of
products on a desire to minimize any negative effects and maximize the long-term positive
impact on society (Lois, A, M 2001). Also, it encourages people to make a positive impact
on society through purchasing goods. (Webster 1975) Therefore, when we hold the
recycling project, it will encourage buying drinks from Coca-Cola, as they know that we
have a better performance in recycling of PET bottles. Plus, when people in Melbourne
want to help a homeless people during big holidays, comparing to buy blankets or clothes
and give it to them personally, putting a used bottle in our characteristics recycling bottles
appears to be much easier and potential troubles.

8. 6
4.1.4 TARGET MARKET
Cristina Bondolowski, the senior global brand director for Coca-Cola, says that core
customers of their company are range from 13 to 30 which is generally known as
generation Y. As researched by City of Melbourne (2013), the amount of customers
ordinarily increases greatly during the big holidays and the chosen shopping malls all
encompass services for catering, shopping and entertainment so the target group involved
in the project will be diverse and optional. Therefore, it is reasonable to assume that the
people involving in our project will cover our products target customers.
4.1.5 EXISTING ACTIVITIES IN AUSTRALIA
Protecting environment is a fundamental issue to consider when investing in Australia.
Residents in Australia pay considerable attention in company’s social responsibility
performance and making purchasing decision base on it. We have investing in the project
called “Keeps Australia Beautiful” which increasing the amount of recycling boxes in the
food court and general public areas of the Lismore Shopping Square, seven sporting
facilities across Buangor, Tatyoon, Mininera, Lake Bolac, Willaura, Moyston, Pomonal and
Alexandra Oval in Ararat as well as South Australia's patrolled beaches(Coca-Cola 2013).
For this project, it follows the general objective of the existing activities but the main
location of Melbourne which is city centre was not covered before. Therefore, this project
accesses a new and meaningful area as well as extent the general sprit of our company.
4.2 SWOT ANALYSIS (DETAILS REFERRERS TO APPENDIX1)
By applying the SWOT Analysis, there are several key issues have been found in relation to this
project. The key strength of this proposal is that it builds up company’s reputation and Improve
the brand-image. However, there is a key weakness related to this plan: the future benefit is
Strengths
Showsa responsiblecorporation
AdvertisingforCoca-Cola
Buildup company’sreputation and Improve
the brand-image
Protectingthe environmentof Australia
Participate customersinoursocial activities
Charityfor local homelesspeople
Weaknesses
Future benefitsare indirectand difficultto measure
No cashinflow be generated
Riskfor notsuccessful
Limitedexperiencesinsimilarevents
Higherhumanresourcescostin publicholiday
No control overthe processingof plasticbottles
Threats
May jeopardise the benefitsofshareholders
Waste of capital if fail
Uncertaininfluencesonfinancial performance
Manipulationof reports/activitiesby Certaininterest
group
Opportunities
Draw attentionof mediaandcommonpeople
Gainan edge incompetition
Developandenhance relationshipswithcustomers,
suppliersandnetworks
Generate positivepublicityandmediaopportunities
Increasedsalesand customerloyalty
Attractingnewworkforce andretainthe existing
employees

9. 7
indirect and difficult to measure as this project is mainly for CSR and it influence potential
customers’ purchasing decision instead of wining financial benefits. Base on strength and
weakness, this project could bring certain opportunities and key things are increasing the
potential future sales as well as gaining an edge in competition. Still, there are some key threats
necessary to be considered. Because the capitals are not spending on the company and do not
generate any direct cash inflow which decrease the net assets of our company; thus, it may
jeopardize the benefits of shareholders. Besides, some CSR projects not ending well because of
the manipulation by certain interest groups which consist of another threat for our project.
According to the abovementioned factors, there are some corresponding recommendations:
 Evaluate the benefit of this investment in terms of future sales instead of directly cash flow
generated as there are none
 Hold a meeting to shareholders and explain the relevant cost and benefit analysis.
 Pay constant attention to the latest comments and news related to this project
 Collecting information of similar activities to gain experiences
 Arrange most preparations before Christmas to decrease total human resources cost
For detailed list for SWOT analysis, please refer to Appendix 3.
4.3 SUMMARY FINANCIAL PROJECTIONS
In this part, reverent data and calculation process will be demonstrated to explain the
different part of expenditures required by this proposal.
4.3.1OVERVIEW OF FINANCIAL EXPENDITURE
To prepare and implement our project, various expenditures are required such as seed
funding, employee’s salaries, logistics fees, and advertising fees. Due to this project is a
completely pure social benefit, no income will be earned directly from the activity.
However, our project indeed provides long-term return on investment in the form of making
public service advertisement to enhance our company’s goodwill while at the same time
bringing a practical value to Coca-Cola’s asset.
No. Items Amounts
1 Salaries for team members $600004
2 Characteristic bin manufacturing $1260005
3 Other human resources $470406
4 Logistics $48007
5 Advertising $124128
Total $250252
4 6 team members@$10000=$60000
5 20bins*14 shoppingcentres@$450=$126000
6 14 staffs*8hrs*7days*4weeks@$15=$47040
7 2 truck drivers*30days@$80=$4800
8 MX: 4weeks@$2478=$9912 Billboard:$2500 Total: $9912+$2500=$12412

10. 8
4.3.2 SEED FUNDING
As to seed funding which is known as one-off investment, only the characteristic bins
manufacturing fee $126000 and the salary for our team $60000 will be included in this part.
To avoid interference between the ordinary business operation, we decide to cooperate
with Dosmith bins manufacturer instead of our own manufacture industry. We have found
that cooperate with Dosmith will cost approximately $450 per characteristic bin. The
ordinary bins fee is $400, as we would like to manufacture the characteristic one, we
would invest $50 more on each (Dosmith, 2013). For our team members’ salary, it is once-
off paid for doing this project and everyone in our team will get $10000.
4.3.3 RUNNING COSTS
In terms of employee’s salaries, 14 general staffs will be hired at the cost of $47040 to
supervise and maintenance the project to make sure the activity will go on smoothly.
Furthermore, logistics fees are needed for transporting collected plastic bottles to our
company’s storage site. Thanks to we will use the trucks of Coca-Cola’s own, the only
money need to be spent on logistic is hiring 2 truck drivers at a total amount of $4800. In
order to make the activity become popular and widespread, advertising activity should be
prepared. Our team plan to use different forms of advertisement to notice as many as
possible target customers. Primarily, we will do the advertisement on Coca-Cola’s official
website for free. Besides, we choose to cooperate with MX, one of the best-known free
newspaper publishers, to inform more people about our project at the cost of $9912 (MX,
2013). Due to the large passenger flow on train station during big holidays, the publicity
will be greater than usual. Moreover, we plan to pose advertisements on billboard around
the Melbourne city centre which is more audio-visual. This vivid media will cost
approximately $2500 per month (Directorym, 2013). Overall, the total cost on the project
will be $250252.
4.3.4 CORRESPONDING RETURNS
As to the return on investment, our project is a pure public welfare, hence, we do not have
any direct practice income should be received immediately. Nevertheless, we have some
long-term and indirect return on investment. Firstly, we hold activities in Melbourne Central
in major festivals, so that it is clear that many people will go to Melbourne Central and
know our project. This is a lively advertisement for our company. We have found that the
advertising expense for our company is $3342, $3256 and $2917 millions in 2012, 2011
and 2010 respectively. (Coca-cola, 2012) Comparing with these commercial advertising,
our cost is much fewer, but our affect will be obvious. Furthermore, our project focus on
company’s social responsibility and this will enhance our company’s goodwill. The goodwill
which is 12255 million accounts for 14% of the whole assets in Coca-cola in 2012. (Coca-
cola, 2012) The running of the project will initially be confined in the area of Melbourne city,
so it can be estimated that only 0.01% of the goodwill would be increased. However, when
applying the percentage on the figure on annual report for the whole world, the project will
increase a value of $1225500 which is much more than the investment and even bring a
further profit to the company.

11. 9
4.4 FEASIBILITY JUSTIFICATION
From a practical point of view, the issues which may have negative impact on the success
of the projected need to be considered. These issues could be divided into two aspects
which are logistical issue and operational issue.
As to the project, the logistical issue includes the time cost, route efficiency. In our project,
we will hold the recycling activities in 14 shopping centers of Melbourne central in big
festivals such as Christmas, New Year and Spring Festival. Firstly, it is clear that many
people would go to the central of Melbourne to shopping, thus, there will be heavy traffic
jam under such situation. Considering with this circumstance, choose a reasonable time to
transport bottles from shopping centers to storage location become an essential issue. Our
activities will be held in 14 different shopping centers, so the choice of route for carriage is
another issue that should be taken into consideration. However, we realize these issues
before the implementation of our project and concern about it as well. As one of world’s
top 100 companies, Coca-Cola must have developed Logistics system. Our team will
consult with specialist in logistics department of Coca-Cola and choose a favorable time to
transport these bottles. Although we hold activities in 14 different shopping centers, these
shopping centers are centralized in the central of Melbourne. Therefore, it is feasible to
draw up a most efficient route to shift plastic bottles from different shopping malls to
storage sites.
In terms of operation, there are several issues should be taken into account as well.
Primarily, it is essential that negotiating with New Balance to reach an agreement to send
clothes which are made from plastic bottles to poor people without cost. We all know that
social responsibility is one of the triple bottom lines of a company and a sustainable
business stands an excellent chance of being more successful tomorrow than it is today,
and remaining successful, not just for months or even years, but for decades or
generations. (Andrew W. Savitz, 2006) Thus, we believe that New Balance as a wise and
great sport suit Company will also approve of this project which could benefit the company
in long-term but not only focus on the short-lived profit. Besides, the permit for using area
of shopping centre to do this project should be applied before the project starts. Our team
will make contract with shopping centers to order the area for setting up bins in at the
preparation stage. In the big holidays, all shopping centers are willing to absorb as much
as possible activities to increase the customer inflows. Our project precisely helps the
shopping malls attract customers, so there is no reason that these shopping centers will
not support our activity.
4.5 VIABILITY OF PROJECT
Our project is viable under the consideration of keeping balance between investment and
benefit. For the aspect of cost, our total amount of cost is $250252 which is figured out at
the summary financial projections part. In order to protect the shareholder's profit, we
make the investment to a minimum. We just organize the activity in festival in several large
shopping centers in central of Melbourne instead of in the whole area of Melbourne,
hence, we reduce much costs of holding activities and manufacturing bins. Especially, the
effect of the project will not be discounted as many people will go shopping in central of
Melbourne in some festival such as Christmas Day. Besides, we use trucks from our
company and just needs to pay for drivers instead of cooperate with other logistics
company. Therefore, we save some cost in the logistics part so that it is feasible.
Furthermore, in terms of advertisement, we plan to advertise through website, MX and

12. 10
billboard other than commercial on TV which may be cost a lot. And we will do these
advertising just in a stage of about one month so that the advertising fees are viable. In
conclusion, our project is feasible in terms of its costs.
As to the benefit to company from our project, the project is also viable. Our project will be
held in major festival in central of Melbourne, as many customers will know and participate
in our activity; this is a kind of advertisement for our company. Moreover, a socially
responsible company must have concerns beyond short-term profitability (Mohr 1996).
Although our project does not have any short-term cash inflow, we could improve our
company’s reputation, our brand image and get a long-term return. A study on how often
which benefits of CSR are cited by business and academia ranked “brand value and
reputation” as number one in frequency (Exter, Cunha & Turner 2011) and CSR project
gives a company a reputation of not only being a profit-oriented enterprise, but also a
socially responsible organization caring for the welfare of the society as a whole (2012).
Through this project, customers would know that Coca-Cola try to act its social
responsibility and concentrate on the sustainability. As mentioned before that customers
would tend to buy items from company which has a good reputation and do some public
benefit activities. Therefore, the project could benefit our company a lot that it is feasible.

13. 11
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three sectors: Mining industry, chemical industry and light industry, 2012, the Sino-German
Corporate Social Responsibility (CSR) Project.
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<http://articles.directorym.com.au/Billboard_Advertising_Melbourne_VIC-r925864-
Melbourne_VIC.html>.
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<http://dosmith.com.au/p/5916739/r745-recycle-bin-painted.html>
Exter, N., Cunha, S., & Turner, C. (2011), The Business Case for being a Responsible
Business, Cranfield: Doughty Centre Corporate Social Responsibility Cranfield University.

14. 12
Fuhrman, E 2011, '2011 SOFT DRINK REPORT', Beverage Industry, vol. 102, no. 4, pp.
22, viewed 28th April 2013, retrieved from EBSCOhost database.
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<http://www.international.gc.ca/trade-agreements-accords-commerciaux/ds/csr.aspx>.
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Advantage? In Proceedings of’thc 1996 Marketing and Public Policy Conference, Ronald
Paul Hill and Charles Ray Taylor, America.
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Volume 35, Issue 1, pp. 45–72.
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<http://one4allcsr.com/corporate-social-responsibility-consultants/benefits-of-csr/>.
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<http://www.pepsico.com/Purpose/Sustainability-Reporting/Sustainability-Reporting.html>.
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<http://www.simplycsr.co.uk/the-benefits-of-csr.html>.
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sustainability, Emerald Group Publishing limited, Australia.
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vol. 19, no. 5, pp. 642-662.
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Consumer, Journal of Consumer Research, vol. 2, pp. 188–196.
Wharton, Chris 2013, Advertising as Culture, Intellect, Bristol.

15. 13
APPENDIX 1: THE PROJECT TEAM (ALPHABATICALLY)
Deqiang Chen who currently enrolled in hospitality management, he is good at organizing
and communicating. He thinks quite earnestly and he is interested in studying and
discussing, especially on teamwork. He can get along with team members honest and
sincerity. And he always considers problems more punctilious. He is a good thinker and
share ideas with his members when they needed. As a part of the proposal, Deqiang Chen
was pleased to take on and always be there for improvement suggestions. Most often, he
provides information for the management of the project teams and the time arrangement.
Jinbo Wang is a student major in accounting in Victoria University who has specialized in
accounting and finance. He is proficient in accounting skills and very experience in
financial management and investment, which are essential for our project. His skills
contribute to the financial budget of this project, which include fees of bins, billboard and
delivery costs. He’s expertise could assist the team to calculate total costs and reduce
unnecessary expenditure through financial analysis. More importantly, control the risk of
the investment and analysis how to get greatest return of it.
Jinxuan Yun, who has general background in Business and Economic, has certain
experiences at business project initiative. As a Bachelor of Business student from Victoria
University, she not only commands the latest knowledge in business environment but also
familiar with the needs and interests of the new generation. In this proposal, her
knowledge could improve the content and detail planning as well as testing the feasibility
and judging whether the objectives are realizable. Besides, her social networks give the
advantage for team members to access the new generation much easier and therefore
follow there thinking.
Shengchen Xu currently is a student in Victoria University who major in accounting. As
second year student, his knowledge of calculating expenditure and analysis of cost versus
benefit is generally reliable. To top of that, he has strong abilities in logical thinking and
organizing things to help the team maximize outcomes. He also has a strong leadership
which connecting group members together and managing as well as control conflict
between group members. He plays an active role in the project team by analyzing data
and evaluating the possible result to give group a clear concept related to financial
information.
Shuwei Zou in our project, as a student studying hotel management, her advantage is
participating in activities planning, and implementing activities perfectly as much as
possible. In the hotel management study, she has learned about how to choose the
suitable location to hold the activities, which is pretty helpful for the project's planning. In
addition, as major in hotel management, she has strong ability in diplomatic skills. These
skills contributed to the project in communicating with media representatives effectively.
Apart from that, Zhou taking a pivotal role in timing the progress of the project and let
members know about that.
Silin Wu is an energetic team member through the process of drawing up the proposal.
She is good at thinking and presenting her ideas to other team members and listening to
other’s opinion as well. She always gets some helpful ideas such as hold these activities in
major festivals. Besides, as Dora major in Accounting, she is familiar with information
related to financial part. She could and did read other companies’ financial report or other
statement for which we will cooperate with to find much useful data for the team to
examine the expenditure of the project.

16. 14
APPENDIX 2: ANNOTATED BIBLIOGRAPHY
Andrew W. Savitz, 2006, the Triple Bottom Line, 1st edition, Jossey-Bass, US
Andrew W. Savitz illustrates that how a company achieves sustainability through the triple
bottom line in this book. The authors researched lots of academic books and articles,
quoted opinions from these resources to explain that the sustainability is essential and
how it can work for us. The content focus on three parts: economic, social and
environmental. The opinion in this book is useful to our concept proposal as Andrew
demonstrated that a sustainable business has a chance to be better in the future but not
just a short time. However, the book just show the general idea without any specific
analyze for soft drink. Hence, some more information about Soft Drink Company need be
researched. The author’s opinion told us a company should concentrate on sustainability
and corporate social responsibility. These justified the necessity for our proposal.
Fuhrman, E 2011, '2011 SOFT DRINK REPORT', Beverage Industry, vol. 102, no. 4,
pp. 22, viewed 28th April 2013, retrieved from EBSCOhost database.
In this report, Fuhrman E concluded the situation of soft drink industry in 2011. The author
did lots of market research to get plenty of precise f the soft drink industry to analyze the
circumstance and trend of the industry and ingredients and some health positioning in
drinks. The report focus on the whole industry included different companies such as Coca-
cola, PepsiCo. The author stated that Coca-Cola Company belongs to soft drink, or
carbonated beverage industry and the industry shows an upward trend. The limitation of
this report is that the data is not the latest one so that more recent information should be
researched in the industry. The report is useful for the market analysis for our proposal.
Mohr, Lois A, Webb, Deborah J & Harris, Katherine E 2001, Journal of Consumer
Affairs, Volume 35, Issue 1, pp. 45–72.
In this article, the author stated his idea on if customers expect company to act on its
social responsibility. This article got information by in-depth interviewed customers to ask
their views of to determine their views of companies’ social responsibilities. The aim of the
article is to analyze the relationship between buying behavior and corporate social
responsibility. The author explained that customer would like to minimize any negative
effects and maximize the long-term positive impact when they buy products. The limitation
of the report is that it did not think about the other aspect such as product quality. The
finding from the report supported our project that customers prefer companies which focus
on social responsibility.
Ted Friedman 1992, ‘The world of the world of Coca-Cola’, Communication
Research, vol. 19, no. 5, pp. 642-662
The journal introduced the content of world of Coca-cola which the company unveiled in
1990. The author got information from many academic articles and books. It focused on
the activity of company which was stated as a $15 million public relations investment. And
the article showed that as one of the most valuable brand in the world, Coca-Cola has to
find feasible ways to act its social responsibility better while making substantial economic
benefit. The main limitation of it is that it was published on 1992 which is far out of concern
so that some latest information should be research. From the report, we found that to do
some public benefit activities to be responsible for society is useful and necessary for
Coca-Cola so that our project is valuable.

17. 15
APPENDIX 3: SWOT ANALYSIS
This appendix includes detailed list of SWOT analysis:
 Strengths
1. Shows a responsible corporation
2. Advertising for Coca-Cola
3. Build up company’s reputation and Improve the brand-image
4. Protecting the environment of Australia
5. Participate customers in our social activities
6. Charity for local homeless people
 Weaknesses
1. Future benefits are indirect and difficult to measure
2. No cash inflow be generated
3. Risk for not successful
4. Limited experiences in similar events
5. Higher human resources cost in public holiday
6. Have no control over the processing of plastic bottles
 Opportunities
1. Draw attention of media and common people
2. Gain an edge in competition
3. Develop and enhance relationships with customers, suppliers and networks
4. Generate positive publicity and media opportunities
5. Increased sales and customer loyalty
6. Attracting new workforce and retain the existing employees
 Threats
1. May jeopardize the benefits of shareholders
2. Waste of capital if fail
3. Uncertain influences on financial performance
4. Manipulation of reports/activities by Certain interest group

18. 16
APPENDIX 4: FINANCIAL SUMMARY
This appendix providing detailed information of the expenditure:
Items Price(Per Unit) Equations Total
Salaries for
team
members
$10,000 /Member 6 team members@$10000=$60000 $60000
Bin
Manufacturing
$450 / bin 20bins*14 shopping centers@$450=$126000 $126000
Other human
resources
$15 (per hour per
person)
14 staffs*8hrs*7days*4weeks@$15=$47040 $47040
Logistics
$80 (per day per
person)
2 truck drivers*30days@$80=$4800 $4800
Advertising
MX:$2478/week
Billboard:
$2500/month
MX: 4weeks@$2478=$9912
Billboard: $2500/month
Total: $9912+$2500=$12412
$12412
Total $126000+60000+47040+4800+9912+2500=$250252 $250252

19. 17
APPENDIX 5 PRIMARY RESEARCH
This questionnaire developed in order to investigate customer’s attitudes toward CSR
Projects. Please refer to next page.