Coca Cola Belgium

In: Business and Management

Submitted By cpastorpadrol
Words 447
Pages 2
Preguntas para el Caso Coca Cola:
1. En tu opinión, ¿cuál ha sido el ámbito geográfico del problema: Bélgica, Europa o el Mundo?
En la era de las comunicaciones, el acceso a las comunicaciones ha aumentado exponencialmente haciendo de cualquier problema local un problema global. Así que, aunque el problema ha afectado directamente a Bélgica y de “rebote” rápidamente a países colindantes incluso a Europa, el alcance resulta mundial. Afecta directamente a los países donde se distribuyen productos fabricados en Bélgica, como Francia. Además Coca-Cola es una marca global, incrementando de mayor manera su repercusión; tal y como dice el caso es la segunda palabra más conocida a nivel mundial después de OK.
2. ¿Cuál es el problema y cómo lo gestionarías? Haz una propuesta de plan de acción.

PROBLEMA
• El problema de la intoxicación se concatena a otro previo, el de la gripe aviar que no fue mucho más tarde del de las vacas locas, llevando a la sociedad a una histeria colectiva y agravando aún más el problema.
• Intentan evadir el problema en vez de afrontarlo buscando culpables, buscando excusas.
• Cadena de errores, se encuentran productos retirados de la venta en otros países.
• Falta de liderazgo, de humildad y de responsabilidad.
• Falta de identificación previa de procesos críticos o posibles de ser los causantes de un caso de esta incumbencia.
• Tiempo de respuesta inaceptable para una marca como Coca-Cola, esto daña la imagen de marca, reputación y su credibilidad ante la opinión pública en la era de las comunicaciones. Una decisión a corto plazo puede afectar a una empresa a largo plazo.
• No cumplir con las expectativas del consumidor es mucho más costoso que mantener su satisfacción cumpliendo sus expectativas y manteniendo su percepción. (operations I)

PLAN DE ACCIÓN
• Si disponen de plan de emergencia o de crisis que pudiera minimizar riesgos…...

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