Do you agree with Cokes firing of the executive in Germany W

Do you agree with Coke’s firing of the executive in Germany? Why or why not? How should Coke avoid incidents like this in the future

Do you agree with Coke’s firing of the executive in Germany? Why or why not? How should Coke avoid incidents like this in the future?

This question and answer could be found in the textbook mentioned below on page 531

Gillespie, K. and Hennessey, H. (2016). Global Marketing (4th ed.). Taylor & Francis

Thank you for the help.

Solution

Q1) Coke\'s firing of the executive in Germany is justified as Coke\'s main source of revenue is through its main target market which is the youth through primary source of sales which is coke itself and secondary sources like Mc.Donald\'s as combos. Hence, advertisements aimed at radical youths was an aim at harming the business of Coke.

Q2) Coke can avoid these incidents in future by -

1. Incorporating clauses in the contract with the executives regarding the punitive actions that would be taken if any controversial decisions are made.

2. Educating the employees and executives regarding the global brand and how it should be protected.