Jaipuria Institute of Management, Jaipur

Course: Professional Ethics

Term: III (2019-20)
Case Submission
On

Submitted to: Submitted by:

Ms. Tina Jain Abhinav Kumar
Piyush Thakar
Rachit Sanduja
Sneh Bhatia
Yash Sehgal
Yathanshu Kothari
 Acknowledgement
We would like to express our sincere gratitude to Ms. Tina Jain for her guidance during our
case study. Her classroom sessions were really good and understandable. She has shared
valuable course of Professional Ethics which would be beneficial for us all during our job and
also it is valuable for future perspective.
I want to express my sincere gratitude to Dr. Anurag Singh, Dean Academics for adding this
course in the curriculum.
 INTRODUCTION
Coca Cola, is the world’s best known product by its well known taste born in Atlanta, Georgia
on May 8, 1886. It is one of the leading manufacturer, distributor & marketer of the non
alcoholic beverage essences and syrups . It is used to produce 400 beverage brands. It is selling
its beverage concentrates and syrups to many of its distributors, retailers, wholesalers, traders.

During the late 1990’s this is the most respected companies in the world and it built a very
successful team. Since from 1998 company has been struggling with external threats and internal
weakness.

With the growing time it is aiming its shareowner value. This is accomplished by working all the
time with its business partners and deliver the satisfied value to the consumers through a
worldwide system of superior brands and thus increases the brand equity value globally. They
are aiming that their business is well and strongly connected with the people who are committed
to their work, company culture, company values and provide controlled environment to meet
with the required goals and objectives. It is the responsibility of the company associates that they
should adhere the company policies and ensure the framework compliance to protect the
company’s assets and resources while limiting the business risks.
 COMPANY PROFILE

“Tagline of the company - Open happiness”

Mission and vision statement of the company

Mission:

 To Refresh the World... The body, mind, and spirit

 To Inspire Moments of Optimism…Through our brands and our actions

 To Create Value and Make a Difference... Everywhere we engage

Vision:

• PROFIT: Maximizing return to shareowners while being mindful of our overall

responsibilities.

• PEOPLE: Being a great place to work where people are inspired to be the best they can
be.

• PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples’ Desires and needs.

• PARTNERS: Nurturing a winning network of partners and building mutual loyalty.

• PLANET: Being a responsible global citizen that makes a difference

Products offered:

 Coca Cola
 Diet Coke
 Sprite
 Thumps up
 Maaza
 Lima
 Kinley Soda
 Juices Minute Maid
 Iced Tea Nestea
 Water Kinley Water
 Energy Drink Monster
 Canned Coffee Georgia
 KALA DERA CASE
What is the case: Kala Dera , a large village which is located outside the Jaipur city of
Rajasthan state. Here the primary source for the livelihood is agriculture. Coca Cola, in the year
2000 started its operations of bottling which causes decline in the ground water level and it had a
great impact on the community people when they noticed it.

Overexploitation of the ground water area were found in Kala Dera and it was difficult to access
the water. Rajasthan state is the hottest state wherein village areas are highly intense by
summers. It was a month of summer season and Coca -Cola company were reaching at its peak
point of production. Even there is a shortage of water, Coca- Cola company made it worst by
extraction the water to continue its bottling operations in the village.

This causes loss of income for farmers, children left their schools because women needed much
help in household as they had also in additional burdens.

Community response: Community organized campaigns for shutting down the plant because of
the worst situation raised in their area. Rameshwar Kudi ,who led the campaign took the
responsibility and concerned for the loss of earnings of the farmers as the farmers were unable to
farm due to this they had a loss of income as the groundwater level dropped sharply. The
community also demanded some accountable from the company and insisted a water shed in the
area.

Amit Srivastava, India Resource Centre who led international campaigns brought out pressure on
Coca-Cola for water mismanagement in India. He said that it is a bad practice and its not ethical.

Company Response: The company denied any wrongdoing and it blames to the outsiders and
said that those were the people who were continuously increasing the opposition. They also
claimed that the plant is operated in a safe environment and it is not harming anyone.

What is our opinion regarding this case: As we discussed the case among the group, we had
an opinion that the company should shut down the plant at the earliest as it takes too much long
time to close that plant. Moreover, these big MNCs should do CSR activities as much as possible
in the rural areas as in India agriculture consists of higher percentage of resources.
These unethical practices led to the loss of the poor farmers. The company should relocate their
plant and operate it in the water surplus area and they can also initiate a technology so that more
and more rain harvesting should be done.