Coca-Cola’s $35 Million Dollar Pledge and RAIN’s Flawed Strategy

coca cola pledge

Africa is slowly rising on its feet through the continued effort of different organizations around the globe. The recent conclusion of the 7th World Water Forum conducted in South Korea has further strengthened the Millennium Development goal that was established back in 2000 following the Millennium Summit of the United Nation.

Coca-Cola’s Pledge

During the World Water Forum, Executive Vice President and President of Coca-Cola International, Ahmet Bozer, announced an additional $35 million dollar to their past contribution of $30 million dollar to the RAIN or Replenish Africa Initiative under the company’s The Cola-Cola Africa Foundation.

The $65 million dollar is going to support 6 million people by the end of 2020 elevating the quality of life of those in the continent through safe water, sanitation, and hygiene (WASH).

Dr. Susan Mboya of The Coca-Cola Africa Foundation said that their effort in helping the African communities remains unshakable, adding that they’re prepared to pledge even more to their cause.

RAIN and those involved in the movement announced that they’re to implement programs that will be focus on protecting watersheds, provide a consistent and sustainable access to potable water, and create new opportunities for women and youth entrepreneurs in the country.

These programs will be a great help to the country as it empowers African people to stand up on their own and pull themselves out of the pit that they’re struggling to climb out.

A Flawed Approach

But RAIN seemed to be having a flawed approach with what they’re currently implementing, specifically with the entrepreneur aspect. Although this is just observed in the technological facet of the country, it’s still worth looking into as small headaches like this tends to become a full blown migraine.

The problem is that talented individuals are aiming to make start-up companies rather than joining a team which has already established their business. According to a research report titled “Accelerating Entrepreneurship in Africa”, conducted in major African economies, 57 percent of respondents are leaning towards entrepreneurship as one of their top career choice.

The result is that tech start-up companies are struggling to form the right team to make their business running. The talented individuals that are left who are looking for employment are then absorbed by foreign-funded start-ups which offer a far better work environment and juicier salary.

There is also the matter of workers leaving their companies after their training is concluded as they become more marketable and move to companies that offers better options.

RAIN’s Strategy

But perhaps RAIN has already delved into this matter and already has a solution. If they haven’t then asking for advice and some assistance on the founders of successful start-up companies in the country which managed to form and retain a great team for their business is a good place start.

Inquire what strategies they have implemented and mistakes that new entrepreneurs usually make leading to talented workers walking out the door.

In any case, this problem can be considered good news as this is an indication that Africa is indeed growing and developing into a country that would someday become equal to those who are lending them a helping hand.

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