OBJECTIVES OF THE STUDY

The main objective of the research is to analyze the ethical issue on racial discrimination
confronted by Coca-Cola Company, and to develop recommendations to address such issue.

The study has the following objectives:

1. To determine the corporate social responsibility standing of Coca-Cola Company.

2. To discuss the approaches of Coca-Cola in response to its social responsibility issues.

3. To develop alternative solutions to resolve the ethical dilemma.

SCOPE OF THE STUDY

This research aimed to determine, evaluate and develop recommendations on the ethical
issue of Coca-Cola Company during the year 1999 up to 2000. The study is centered on the
ethical issue concerning the endemic culture of racism which occurred in Atlanta, USA but is
limited to the specific issue only. The factors considered were the alleged misconduct and
questionable behavior of the organization in areas of pay, promotion, and performance
evaluation, which have affected its minority employees; the measures taken by Coca-Cola to
resolve the issue.