Coca-Cola's Belgian Crisis - The Public Relations Fiasco
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To download Coca-Cola's Belgian Crisis - The Public Relations Fiasco case study
(Case Code: MKTG097) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG097 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling ChargesThemes
Corporate scams/ Controversies |
| Case Length |
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12 Pages |
| Period |
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1999 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Coca Cola |
| Industry |
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Beverages - Carbonated Soft Drinks |
| Countries |
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Belgium, Europe |
Abstract:
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The case discusses the crisis faced by Coca-Cola in Europe, particularly Belgium, in which people mostly school children fell ill after consuming its products in mid-1999. Coca-Cola had to recall about 30 million cans and bottles, the largest ever product recall in its 113-year history. For the first time, the entire inventory of Coca-Cola's products in Belgium was banned from sale. The case describes the crisis in detail and discusses how Coca-Cola managed it. The way Coca-Cola handled the Belgian crisis was a classic example of one of the worst public relations fiascos in the corporate history. The case also highlights the need and importance of a crisis management plan to prevent such fiascos in future.
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Issues:
• Understanding the public relation issues involved in Coca-Cola's Belgian crisis
• Appreciating the importance of developing a crisis management strategy
• Appreciating the need for advance planning and preparation for managing crisis
• Examining the role of a person with a high degree of accountability (such as the CEO) in managing public relations and crisis management
• Analyzing how Coca-Cola handled the Belgian crisis and draw lessons from it
Contents:
Keywords:
Case, Coca-Cola in Belgium, Public Relations, Crisis Management, Product Recall, Douglas Ivester, Coca-Cola European Crisis, Quality Problems, Safety of Packaged Foods, Ban on Coke Sales, The Coca-Cola Promise, Coca-Cola Quality Statement, Coca-Cola Safety Policy, Business Ethics
Coca-Cola's Belgian Crisis - The Public Relations Fiasco
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