Soft Drink and Coca-cola India

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Coca-Cola India

San Francisco State University MKTG 432-02 Fall 2010 Professor Veronica A. Papyrina

Group 3

TABLE OF CONTENTS
1. Problem Definition .................................................................................................................................. 3 1.1 Coca-Cola’s Concerns ........................................................................................................................ 3 1.2 Coca-Cola’s Problem .......................................................................................................................... 3 1.3 Coca-Cola’s Decisions........................................................................................................................ 3 1.4 Company’s Challenges ....................................................................................................................... 4 1.5 Company’s Opportunities ................................................................................................................... 5 
 2. Data Analysis ........................................................................................................................................... 5 2.1 Who found out what, when and how? ................................................................................................ 5 2.2 Timeline and events that produced the current the situation .............................................................. 5 2.3 Opinions anchored by evidence from the case ................................................................................... 7 
 3. Solving the problem ................................................................................................................................ 7 3.1 Alternative Generation........................................................................................................................ 7 3.1.1 Where the causes of the problem identified properly? .................................................................... 7 3.1.2 Were other alternatives analyzed? ................................................................................................... 8 3.1.3 Was the decision implemented carefully? ....................................................................................... 8 3.1.4 Suggested Alternatives..................................................................................................................... 8 3.2 The Preferred Alternative ................................................................................................................. 10 3.3 Implementation Plan ......................................................................................................................... 10 3.3.1 Who, what, where, when, and how? .............................................................................................. 11 3.3.2 Short term and long term actions ................................................................................................... 12



4. References .............................................................................................................................................. 12



2

1. Problem Definition
1.1 Coca-Cola’s Problem
Coca-Cola, deemed the “#1 Brand in the World,” has been a successor in the soft drink industry for over 100 years. Along with their success they have incurred crises along the way. One in particular is the Coca-Cola India Case Study. On August 5, 2003, Coca-Cola India was attacked by The Center for Science and Environment (CSE), an activist group of engineers, scientists, journalists and environmentalists in India, for unsafe products, said to contain pesticide residues which surpassed global standards. Coca-Cola India’s products were attacked in a press release stating: “Twelve major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues.” The tests done on three samples of 12 PepsiCo and...
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