The Coca -Cola company, American corporation founded in 1892, is one of the world's famous and largest brands in beverage industry ,which is a global symbol of American tastes. The founder of the company - John Pemberton. With more than 2800 products, available in more than 200 countries, Coca- Cola is the largest beverage manufacturer and distributor in the world and one of the largest corporations in the united states. Headquarters of the company are in Atlanta, Georgia. The world is changing all around Coca- Cola. The companies mission is to refresh the world and make a difference. And their vision is to craft the brands and choice of drinks that people love, it creates a long-term destination for business and their competitive brands like Pepsi, Red bull, Nescafe. There has been a great competition between refreshment drinks in Indian market.
Culture plays an important role in customer behavior, Coca-Cola is mainly associated to the issues related to the brand, reputation and CSR. India is a country where people are keeping towards the culture. Having respect and understanding of another culture and as well as ability to set one's own cultural values. Perhaps the biggest problem faced by multinational organizations is learning how best to market products and treat customers in emerging global markets. It is important to keep good relationship with the government. Ethical issues like water resource exploitation are believed to be hyped by the media and not the general public. The center for science and environment (CSE) , an activist group of engineers, scientists, journalists in India, for unsafe products said to contain pesticide residues found were known to cause diseases such as cancer, birth defects, and severe disruption of the immune system and other health conditions. Because of this CSE and NGO's on Coca- Cola, the brand faced many challenges. Firstly they were the most valuable brand and now their primary problem was trying to rebuilding their image to the public and regaining Indian customers trust. These allegations are not only threatening to Coca- Cola customers, but to the company's reputation as well.
The Plachimada struggle was launched by the Anti Coca- Cola peoples struggle committee on April 2002 with a blockade by over 1300 people, mostly Adivasis, demanding that the coke plant be shut down as it was devastating their source of survival. The company raised political, environmental, ethical, cultural issues in India. The company need to concentrate in many aspects so that they can grab more market share and earn respect from the community members. Company has to adopt alternate branding and promotion strategies to develop it's fan base in India. It is necessary to the company should have a correct view about the management style of particular country. It is not easy for a company to run business smoothly without considering the issues, especially if the company is of foreign origin. The main drawback which is the company is using fresh water in such a large quantity where there is a crisis for fresh drinking water; due to it's waste discharge they have been spoiling the water and soil. Farmers are facing numerous problems with their crops. These problems are indirectly affecting the life of the people staying nearby to the manufacturing plant. The cultural and economic conditions in India is stable and favorable for the company, but the environmental problems are making issues among the public and government. Therefore as suggested, the company should employ an efficient corporate social responsibility team to monitor their operations in the Indian sub- continent and make policies to overcome any such instances and then coca- cola can make a brilliant come back to the market.
AISWARYA K
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