Cokes communication strategy


What are the key problems that Gupta should focus on in the short term and in the long term?

Short term Gupta had to focus on how to prevent sales from dropping any farther than they already had. And being he had only been on for six weeks, he had to establish himself as a credible spokesperson for Coke. Long term, he has to focus on getting Coke's reputation back to what it was before the controversy with the Center for Science and Environment (CSE). He had to reestablish Coke's Corporate Social Responsibility (CSR).

•What is your recommendation for Coke's communication strategy?

Because Coke had launched an independent investigation, they should be transparent with the results and publish their solutions. People want corporations to take responsibility for their actions and then tell them, what they are going to do to fix it. I think Coke was well on their way to reestablishing themselves by taking out the advertisements and directing customers to their website to review the studies for themselves. Argenti (2016)

•Who are the key constituents? Could Coke India have avoided this crisis?

The key constituents are the Indian public which consume the beverages and the stockholders that watched stocks plummet. Coke could have been more involved with the Indian government protocols for bottling their product. Although they were well within the government's protocols, they should have set the bar higher for other beverages companies. They could have been the ones leading the way on the public safety matter, instead they were putting out fires and trying to stay ahead of the media frenzy.

The key problem that Gupta should focus on in the short term reassure the general public that quality standards are strictly adherent and release results of lab analysis to governing agencies enforcing mandated regulation. Possibly as a strategic plan reduced the prices of Coke products or provide no cost of their products to hospitals, colleges, and government agencies to see if restore trust. Considering long term focus, Gupta should work with nongovernmental organization and governmental agencies on topics that impact the community and are consider important issues/topics.

It is recommended that Coke's releases information dealing with quality standards vial social media, television, newspaper, radio service announcements, and mailers withing the community. Participate in community gatherings so they may restore "trust' in Coke; possibly take the lead in arranging surveys within the community so they may get a consensus oh how the public feel about Coke Inc..

Key constituents are Coke's employees, investors, consumers, non-governmental agencies, and governmental agencies. Coke India could have been proactive with the community and issues. Have a focus group concerning withis issue, and corporate transparency may influence the public support during the claims of pesticides in their products.

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Business Management: Cokes communication strategy
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