Coke Ethical Issues
Coke – Ethical Issues: The Recall
Introduction
Coca-Cola or often referred as Coke is a carbonated beverage manufactured by the Coca-Cola Company. Coca-Cola is developed originally by a pharmacist, Dr. John Pemberton in 1886. Later the formula and brand was brought in 1889 by Asa Candler. The Coca-Cola Company headquartered in Atlanta since 1892, becoming the world largest beverage company. The red and white trademark of Coca-Cola is the best-known brand symbol in the world. Today, over 500 beverage brands are sold in more than 200 countries. The daily serving of Coca-Cola beverages are estimated at 1.9 billon globally. The major problem faced by Coke is being unethical to promote its beverage sales among schoolchildren through exclusive school contract.
The issues that underlying the problem are:
• Commercialization in school.
• Consequent harm of consumption soft drink to health.
• Declined participation of school meal program.
Main
Commercialization in schools
School is … the ideal time to influence attitudes, build long-terms loyalties, introduce new products, test markets, promote sampling and trial usage and –– above all –– to generate immediate sales.
–– Lifetime Learning System (Molnar, 1996a)
Commercialization is the process by which a new product or service is introduced into the general market. Many school districts, hurt by declining tax bases and rising costs, need supplemental funds to help pay for everything from basic equipment to extra-curricular
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