The assignment given was to choose a case with an organization or person that suffered a PR crisis, and didn’t manage it correctly from a PR perspective, such as miss-communications with stakeholders, media etc. I chose to write about the crisis that happened in Belgium in 1999. I will analyze the steps the company took towards to solve the issue, explain what they did wrong, and give my own opinion on how they could’ve handled it better. I will end my case with a final conclusion, and what the situation is today. But firstly I will start by talking a little bit about the Coca-Cola Company.
The Coca-Cola Company is the global leader in the soft-drink industry, with world headquarters located in Atlanta, Georgia. Coca-Cola and its subsidiaries employ nearly 30,000 people worldwide. Syrups, concentrates and beverage bases for Coca-Cola, the company's flagship brand, and more than 160 other soft-drink brands are manufactured and sold by Coca- Cola and its subsidiaries in nearly 200 countries around the world. Approximately 70 percent of volume sales and 80 percent of profit come from outside the United States. The European market provides 26% of the company’s US$18B in revenues. Coca-Cola owns a 49% share of the European soft drink market, compared to Pepsi-Co’s 5%.
Coca-Cola’s Corporate Mission Statement
We exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Company’s trademarks. This also is our ultimate commitment.
As the world’s largest beverage company, we refresh that world. We do this by developing superior soft drinks, both carbonated and non-carbonated, and profitable nonalcoholic beverage systems that create value for our Company, our bottling partners, our customers, our share owners and the communities...