Coca-Cola India Case Study

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1. What are the key problems that Gupta should focus on in the short term and in the long term? The key short term problem that Gupta should focus in on is making sure this most recent incident of contamination is contained to just the region of India. The last thing that Gupta and Coca-Cola need is for the media and consumers in other global regions hearing about this case and assuming that their Coca-Cola products are contaminated as well. The key long term problems are regaining the market share and stock price that plummeted after the Center for Science and Environment released their findings. In order to do so, they would need to implement aggressive strategies to regain the trust and confidence of the Indian people. 2. How would you evaluate the crisis? I think this crisis is a major blow to the reputation of Coca-Cola, specifically in India. The fact that Coca-Cola products tested in the United States and in Europe showed zero levels of contamination gives the impression that Coca-Cola purposely lowered their standards of procedures in developing nations like India. Whether this is factual or not makes no difference, because the Indians were already skeptical of America’s negative influence on their society and Coca-Cola taking advantage of the less stringent regulations. 3. How well prepared was Coca-Cola India to deal with the CSE’s allegations? I thought the Coca-Cola response was well prepared and showed their experience in crisis management. That may not be a positive thing to have the Ingram Et Al. V. The Coca-Cola Company (1999), Belgium (1999), and the Kinley Bottle Water (2003) crises on your resume,but it enabled them to be well prepared to deal with an allegation of this magnitude. They were quick to respond to the allegations, the day afterwards, by refuting them and promising to provide data proving the safety of their products. They

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