First of all, Gupta should focus on specific problems such as:
After the NGO's attack, sales dropped by 30-40% in only two weeks.
The company is a valuable brand, while that value is created by the image of the company and its product. The CEO should keen on the ways that Coca Cola, which has value from its image, can manage reputational risk.
The company should become stronger on issues of such crises, and avoid facing them ineffectively in the future.
Clubs, restaurants, etc have stopped selling Coke products. The company should solve this problem because image gets damaged.
According to the reactions of the customers, we could easily evaluate the crisis in India as a major crisis. After the announcement that CSE made, Coca Cola attacked the credibility of the CSE and their lab results, by citing regular testing at independent laboratories proving the safety of their products. The reactions of the consumers that are making this crisis as a major are the following:
Sales had dropped by 30-40 percent in only two weeks on the heels of a 75% five year growth trajectory and 25-30 percent year-to-year growth.
Many clubs, retailers, restaurants, and college campuses across the India had stopped selling... [continues]
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