Case Coca-Cola, the world's largest carbonated beverages company, ventured into the fast growing bottled water industry. The company launched its bottled water brand - Dasani in the US in 1999. Once it became a success in the domestic market, Coca-Cola launched Dasani in the UK in February 2004. However, Dasani soon ran into controversies as the British media wrote that tap water was the source of Dasani. The media criticized Coca-Cola for misleading public by describing tap water as 'pure' and cheating them by selling it at highly inflated price. The explanations given by the company that it adopted the most sophisticated purification process before bottling the water did not convince the critics. To further add to Coca-Cola's problems, regular inspections conducted by the company revealed that something went wTong at the Dasani's purification factory and a bad batch of minerals contaminated the bottled water containing potentially carcinogenic (capable of causing cancer) bromate. Coca-Cola had to recall the entire range of Dasani from the UK and postpone indefinitely the launch of Dasani in France and Germany. Questions Who are the main stakeholders in this case? And what are the business responsibilities toward each of them? In your opinion which of the four models of Business Responsibility Coca -Cola is adopting? How did Coca-Cola handle the Dasani crisis? And why?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

See similar textbooks

Related questions

Question

Transcribed Image Text:Case Coca-Cola, the world's largest carbonated beverages company, ventured into the fast growing bottled water industry. The company launched its bottled water brand - Dasani in the US in 1999. Once it became a success in the domestic market, Coca-Cola launched Dasani in the UK in February 2004. However, Dasani soon ran into controversies as the British media wrote that tap water was the source of Dasani. The media criticized Coca-Cola for misleading public by describing tap water as 'pure' and cheating them by selling it at highly inflated price. The explanations given by the company that it adopted the most sophisticated purification process before bottling the water did not convince the critics. To further add to Coca-Cola's problems, regular inspections conducted by the company revealed that something went wTong at the Dasani's purification factory and a bad batch of minerals contaminated the bottled water containing potentially carcinogenic (capable of causing cancer) bromate. Coca-Cola had to recall the entire range of Dasani from the UK and postpone indefinitely the launch of Dasani in France and Germany. Questions Who are the main stakeholders in this case? And what are the business responsibilities toward each of them? In your opinion which of the four models of Business Responsibility Coca -Cola is adopting? How did Coca-Cola handle the Dasani crisis? And why?

Expert Solution

Step 1

Since you have asked multiple question, we will solve only the first question for you. If you want any specific question to be solved please specify the question no. or post only that question.

Stakeholders are the ones who have invested in the company and effect the business or are affected by it. Stakeholders may be internal or external to the business. Internals are the ones who have direct relationship in the company while external are the ones that do not work in the company but affect the business. Some of the stakeholders of a company are investors, employees, customers ,suppliers , communities, government and trade associates.