Ethics And Product Consumption Of Coca Cola

Coca Cola Company is an American beverage manufacturing corporation in which it is taking care of the manufacturing, marketing and retailing of their non alcoholic beverage and syrup products throughout the world. Coca-cola company was started by a pharmacist whose name is John Stith Pemberton in 1889 in Columbus, Georgia it is now a multi-billion corporation operating in nearly 200 countries with its main headquarters in Atlanta, Georgia (www.coca-cola.co.uk/about-us/our-business). Although the company is best known for its most popular product “Coca Cola”, an aerated non-alcoholic cold beverage, but it offers around 500 brands all over the globe. (Pendergrast, 2000).

Mace, T., & Stretcher, R. (2003, January). THE COCA-COLA COMPANY. Allied Academies International Conference. International Academy for Case Studies. Proceedings (Vol. 10, No. 1, p. 71). Jordan Whitney Enterprises, Inc.

From the late 1800s until today, the Coca-Cola’s brand has evolved into a top contender in the beverage industry, which ignited the “cola wars” with the company’s top competition PepsiCo. with Coca-Cola controlling 45 percent of the global soft drink market; Coca-Cola’s most famous brands include: Coke, Diet Coke, Sprite, Powerade, Dasani water and Fanta with Coke, Diet Coke, Sprite and Fanta being four of the top five leading soft drinks. At the peak of Coca-Cola’s reign, an estimated $1 billion of their products were consumed daily. In 2006, Coca-Cola lost it’s top position to PepsiCo. due to their competitors diverse strategy to include snack foods in their product line. As a result, Coca-Cola’s reputation was in jeopardy. Although Coca-Cola takes pride in its social responsibility by offering educational opportunities and learning tools to the youth and graduates, environmental conservation efforts and charitable donations for HIV/AIDS research, the company has encountered a stream of ethical dilemmas. Coca-Cola’s ethical dilemmas include: contaminated products, antitrust violations, racial discrimination suits, fraud accusations, manipulating marketing and financial statements, anti-union tactic allegations, ‘strong-arming’ distributors and channel surfing. This misconduct has severely affected Coca-Cola’s reputation with its shareholders. Although Coca-Cola has set a strong standard of accountability and is reinforcing the integrity that once fueled the company, their

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Coca-Cola is one of the fastest growing products in the world. The Coca-Cola company has expanded to many different countries, helping those along the way. It was rough for the company in the beginning, but now they are around the top in selling their product globally. Globally, the company has been a success and is still finding new ways to build around that success. Now I talk about how the company got originated, why they went global and expanded around the world, and their success while expanding.

Businesses use corporate social responsibility to address their relation to society about justice, rights, as well as how their dealings affect human welfare. As a result, corporate actions and policies associated with corporate social responsibility represent crucial information sources that influence one’s judgments of corporate morality. Additionally, if a company fails to comply with the law or ethical standards of conduct attract negative publicity rather than positive discretionary activities, for example, community-outreach efforts and philanthropy. This paper seeks to analyze the Coca-Cola Company’s corporate responsibility concerning people, planet, and profit.

The Coca Cola Corporation is an American Icon of business that has established a new direction for American Industry operations in the 20th century. According to Moxley (2002), “Beginning with its invention in 1886 by druggist John “Doc” Pemberton in Atlanta, the development of the product is shown, along with the changes in American life that accompanied-and affected-the prices. We learn that by giving out free samples and pervasive advertising, Coca-Cola became known throughout the country.” (Moxley, 2002)

Coca-Cola is the world’s largest beverage company specializing in the production in soft drinks. It had also grown over the past 120 years into one of the most reputable companies in the world with an instantly recognizable brand name (Thorne, Ferrell, and Jackson 408-409). However starting in the 1990s, Coke began to experience series of bad decision, mismanagement, and alleged misconduct (Thorne, Ferrell, and Jackson 409). Debbie Thorne, O.C. Ferrell, and Jennifer Jackson’s case study The Coca-Cola Company Struggles with Ethical Crises examines Coca-Cola and those troubles it has experienced in recent years.

2.1 What roles does corporate reputation play within organizational performance and social responsibility? Develop a list of factors or characteristics that different stakeholders may use in assessing corporate reputation. Are these factors consistent across stakeholders? Why and why not?

1. Do you think Coca-Cola will surpass the scandals around the world like it did in the past?

Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns to guarantee their dominant position in the marketplace. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide. The introduction of a new marketing approach coalesces the various product offerings within the Coca-Cola product line under a single campaign.

The Coca Cola Company (TCCC) operating in an oligopoly is a trend in the carbonated beverage industry not expected to change. This statement, made on the fact that the Coca Cola Company operates not only in the carbonated beverage market, but is a diversified corporation operating in the non-alcoholic drink market. The diversification of TCCC was necessary to continue its competitiveness with market trends in the industry. In recent years, the trends have shown the carbonated drink industry declining in lieu of the health conscious position. Simply stated, the company competes in a variety markets including teas, coffees, energy drinks, and many others facets of the industry. As a result, TCCC competes with only a few corporations in the drink market such as, Nestle and PepsiCo. (The Coca Cola Company, 2009) . TCCC, along with the competitors, operate in collusion with one another in an effort to maintain consistency and sustainability in the non-alcoholic drink market. An important point to note, oligopolistic organizations operate interdependently and are viewed as collusive (cooperating) or noncollusive

The Coca-Cola Company is a manufacturing business in the beverage industry (“Coca-Cola Journey”). They produce a myriad of drinks, including Coca-Cola, Sprite, Fanta, Dasani, Minute Maid, Powerade, Simply Orange, Vitamin Water, and many more (“Brands”). Their products are offered all around the world. They have employed more than 700,000 workers today (“Employee”). For those who work there, they are able to extend their training with programs such as Coca-Cola University, which is an online university worldwide, and sending employees on short-term assignments. Once employees receive higher education about the company, they are

Coca-Cola is a brand with a universal meaning. No matter where you live, when consumers think of Coca-Cola, they think of connection, happiness, refreshing and thirst quenching. Although Coca-Cola’s advertisements are not the same everywhere, they use common themes in their messages to portray a standardized and consistent message. Since everyone views Coca-Cola the same way, they are able to connect and form a bond with this mutual concept. In addition, the company’s focus on emotions and unity has aided in this universal message. Likewise, sponsoring universal events, such as the Olympics and FIFA has encouraged embodies their global message of happiness and togetherness. Moreover, because the company allows local managers develop specialized advertisements, they are able to bond with the community on a smaller scale as well. In general, Coca-Cola’s extensive marketing strategy has aided in making Coca-Cola a “product beloved by all” (Kotler, Keller 610).