Coca-Cola Case Study

Kylie Morel

A. Background

In 1886, Coca-Cola made its debut at the Jacobs’ Pharmacy soda fountain.  Coca-Cola’s mission is to refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.  This company values leadership, collaboration, integrity, quality, diversity, accountability and passion.

B. Problem

The Coca-Cola Company found a frustrated customer on Twitter.  He was having trouble redeeming a prize from a My Coke reward program.  This particular customer had more than 10,000 followers on Twitter, so he was an influential user of the social site.

C. Situation (SWOT) Analysis

a. Strength

The company shows strength by monitoring the Twitter website.  Many companies create a page on Twitter, but do not actively follow it.  The head of social media for the company issued an apology statement on Twitter and helped the customer with getting the prize.

b. Opportunity

This situation acts as an opportunity for Coca-Cola to be an example to other companies.  Customer service is not only something to be performed “in person,” but can also happen online.  The head of social media never met this customer face to face, but he was successful in providing great customer service.

D. Strategies (decisions or behaviors)

A. Head of the social media for Coca-Cola posted an apology on the Twitter page and assisted the customer in getting his prize.  He acted very quickly and respectably, and did everything in his power to assist the customer.

E. Consequences (results)

A. The customer was able to receive his prize.  In an effort to thank the company, the customer changed his Twitter avatar to a photo of himself holding a Coke.  Coca-Cola avoided embarrassment because of their swift actions.

F. Comments

Although this case study doesn’t mention a crisis communications plan, I feel as though Coca-Cola treated this situation as a mini-crisis.  They acted swiftly and efficiently and were able to help the customer achieve his goal of receiving the prize.  Since this particular customer had many followers, Coca-Cola avoided further embarrassment.  They handled the situation very gracefully and respectably.  

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4 Responses to Coca-Cola Case Study

  1. dijiang313 says:

    “Customer service is not only something to be performed “in person,” but can also happen online.” Customers and consumers want to see that a company or organization is constantly making efforts to better itself in every area, and what the new products and services are. Therefore, if the new customer service doesn’t satisfy them, the complaints online would be happen at present.

  2. kurtcomm642 says:

    Influential indeed, and he built that influence 140 characters at a time. Maybe it’s just a sign of age, but that still amazes me. Developing that kind of influence used to take years and shaking 10,000 hands.

  3. lilly1989 says:

    ” They acted swiftly and efficiently and were able to help the customer achieve his goal of receiving the prize.”—I feel that we can see one advantage of the social media, that is, the social media release news so quickly. As a result, it asks the companies and organizations to respond the media questions or complains as soon as possible. If a company could not grab its “golden hour” to solve the problem, it might be a serious crisis after the problem’s dissemination.

  4. rangmoen20 says:

    Coca-cola in my opinion acted professionally in handling the situation at hand, which portrays a good image of a company that has the customers best interest at heart!

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