Coca-Cola Ethics

In: Business and Management

Submitted By Tacomaguy00
Words 2304
Pages 10
Summary: Provide a summary of the company, and the facts and issues of the case.

According to Ferrell, the Coca-Cola Company is the world’s largest beverage company, and markets four of the world’s top five leading soft drinks. The company operates the largest distribution system in the world, which enables it to serve customers and businesses in more than two hundred countries. The Coca-Cola Company estimates that about 85 percent of its sales come from outside the United States (Ferrell). Former CEO Roberto Goizueta once said “Coca-Cola used to be an American company with a large international business. Now we are a large international company with a sizable American business” (Ferrell). According to Ferrell, Coca-Cola is the most-recognized trademark and brand name in the world today with a trademark value estimated to be about $25 billion. Coca-Cola’s vision for sustainable growth is fostered by being a great place to work where people are inspired to be the best they can be, by bringing the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs, by being a responsible global citizen that makes a difference, and maximizing return to share owners while being mindful of their overall responsibilities (Ferrell). While Coca-Cola’s vision statement may sound ethical, they have had several unethical issues come about in the past decade. According to Ferrell, in the early 2000’s Coca-Cola was involved in racial discrimination, misrepresenting market tests and manipulating earnings, and disrupting long-term contractual arrangements with distributors (Ferrell). Ferrell goes on to state that in June 1999 the Coca-Cola Company encountered a contamination scare when about 30 Belgian children became ill after consuming Coca-Cola products; the contamination was due to a poorly processed batch of carbon dioxide. Soon after the case…...

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