Invest consultancy report

Résumé du document

In a few years, soft drinks became the symbol of our modern, globalized and standardized foodstuffs. These generally fizzy and very sweet drinks are made water-based, charged with carbonic acid, with fruit syrup or plant extracts. Regarding the soft drinks market, it is dominated by three huge corporations, Coca-Cola, Pepsi and Orangina-Schweppes which hold 77 % of sales in volume of sodas in the world. We can also note that sports and energy drinks, as Gatorade or Red Bull, present an increase of 47% in product sales launched. The consumption of soft drinks was a little more than 8 litres in the 1950s and increased to 40 litres in 2000s and young people consume twice more than the rest of the population. Huge increase in the soft drink consumption did not happen by chance, they are due to intense marketing efforts by Soft Drink Companies. However, what are the real impacts of their soft drinks and advertising on the consumers and our environment? From a business point of view, what companies in this industry have an ethical behaviour face to face with the society with a good financial return on investment?

Extraits

[...] “Coca-Cola has been accused of dehydrating communities in its pursuit of water resources to feed its own plants, drying up farmers' well and destroying local agriculture”. The firm also didn't respect workers' rights in developing countries by proposing lower salaries than legal minimum in Haiti. Besides, in 2003, dangerous levels of pesticides were found by the independent Centre for Science and Environment in all of the tested samples of Coca-Cola in India. However, nowadays, at instigation of activist's campaigns and ethical investors, the group makes a progressive commitment in more responsible practices. [...]

[...] Huge increase in soft drink consumption did not happen by chance, they are due to intense marketing efforts by Soft Drink Company. However, what are the real impacts of their soft drinks and advertising on our consumers and our environment? From a business point of view, what companies in this industry have an ethical behaviour face to face to the society with a good financial return on investment? Summary The following document is an Investment Consultancy Report which analyses the ethical and financial issues related to the soft drink industry. [...]

[...] From an ethical point of view and in order to fight against the obesity, Orangina makes a commitment to Ministry of Health in: - Reduce from 7 to on average the content of sugar in its drinks by 2012. - Well inform the consumers by detailing the nutritional contributions of all products. - Promote a healthy lifestyle, in particular with the children, by supporting sport activities and sports clubs. According to its website, the company also reduced its water, gas and energy consumption, while increasing the levels of recycling. The only one controversy around this brand was in 2008, an advertising campaign showing animals in swimsuits shocked the United Kingdom with its “sexually” suggestive contents. [...]

[...] Indeed, a young Australian man had a heart attack having consumed too much Red Bull. In France, Red Bull signed a commitment to put a warning on its cans with the aim of advice against Red Bull for children and pregnant women and recommends the moderation. III Recommendations In my opinion, investing in Orangina Company represents a good alternative from a financial and ethical point of view. Indeed, Orangina is number one in Europe and has just been acquired by the Suntory Group which is rapidly expanding. [...]

[...] Red Bull : Recalé by Marc Vandercammen and Rob Renaert Available www.oivo-crioc.org (Accessed 05 December) 6. 2009 Available www.mescoursespourlaplanete.com (Accessed 05 December) 7. Les boissons sucrées et les Americains” 3 June 2009 by Beatrice De Reynal Available http://miammiam.mabulle.com (Accessed 06 December 2009) 8. Orangina Schweppes s'engage sur la nutrition 22 July 2008 by Catherine Cordonnier Available www.topsante.com (Accessed 05 December 09) 9. “L'éthique de la marquee” by Benoit Hamon Available www.ipsos.fr (Accessed 07 December 09) 10. Sodas : pleins gaz sur les alternatives by Elwina November 2008 Available www.consoglobe.com (Accessed 07 December 09) 11. [...]