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Marketing Management Case Study

Case Title:

Coca-Cola – Contentious Overseas Business Practices

Publication Month and Year :  July 2009

Authors: Saradhi Kumar Gonela

Industry:  Beverages

Region: Global

Case Code:  MM0003

Teaching Note:  Not Available

Structured Assignment:  Not Available


In its history of more than a century, Coca-Cola expanded its operations worldwide more than any other global enterprise. Its overseas operations, which had traditionally accounted for 90% of its profit growth contributed to two-thirds of its earnings, that amounted to $19.6 billion, in 2002. However, since the 1990s, Coca-Cola had been facing several controversial business allegations against its overseas operations in Latin America, Europe, Uzbekistan, Middle-East and India, that posed a serious challenge to the fascinating brand.

Pedagogical Objectives:

  • To understand the overseas business practices of Coca-Cola
  • To discuss whether the controversial allegations against Coca-Cola’s overseas business practices posed a serious challenge to the brand.

Keywords : Global business environment; International trade; WTO; Overseas business practices; Multinational investment; Corporate Governance Case Study; Coca-Cola; Pepsi; Coke; Channel stuffing; Italian Antitrust Authority; Bottlers of Coke; Overseas operations of Coke; Coca-Cola Enterprises; Business practices ,Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • A Brief History
  • Pepsi's Suits in Europe and India
  • The Colombian Trouble
  • Episode of Uzbekistan
  • Allegations on Channel-Stuffing
  • Global to Local

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