Abuse of marketing strategies based on the example of The Coca-Cola Company in terms of business ethics

Coca-Cola je bezalkoholno piće od biljnih ekstrakata. Proizvedena je 8. svibnja 1886. godine, a njezin proizvođač je John Pemberton. Coca-Cola je danas nakon više od sto godina postojanja jedan od najpoznatijih svjetskih brandova, posluje u više od dvjesto zemalja diljem svijeta, a dnevno se popiju gotovo dvije milijarde doza. Kako bi postala jedan od najpoznatijih i prepoznatljivih brandova na svijetu, Coca-Cola je djelovala strateški. Zahvaljujući tome kompaniju prepoznaju u praktički svakom kutku svijeta. Kako bi ostvarila vrhunske rezultate na tržištu i pridobila kupce diljem svijeta potrebna joj je kvalitetna marketing strategija. Dakle, marketing, kao predmet istraživanja u poslovnoj etici može biti viđen kao društveni i upravljački proces kojim putem stvaranja, ponude i razmjene proizvoda od vrijednosti s drugima, pojedinci i grupe dobivaju ono što im je potrebno ili što žele. Sastoji se od niza aktivnosti pojedinaca i organizacija koje omogućuju i ubrzavaju razmjenu u dinamičnom okružju pomoću stvaranja, distribucije, promocije i određivanja cijena robe, usluga i ideja. Marketing je više od jednostavnog oglašavanja ili prodaje proizvoda. On uključuje razvoj i upravljanje proizvodom koji će zadovoljiti naše određene potrebe. Naime, usredotočuje se na to da proizvod bude dostupan na pravom mjestu, u pravo vrijeme i po cijeni prihvatljivoj za kupca. S druge strane, možemo reći da je etika od velikog značenja u marketingu. Etičnost ili neetičnost odluka posljedica je utjecaja koju ima kultura pojedinca i kultura gospodarskog i drugog subjekta, te razine prihvaćanja etičnosti u tim subjektima. Da bi subjekti unaprijedili odnos prema etičkim problemima donose etičke kodekse, pravila ponašanja koja pomažu subjektima, marketing stručnjacima i drugim menadžerima da donose etički pravilnije odluke.Coca-Cola is a soft drink made from herbal extracts.It was produced on May 8th, 1886. and her manufacturer is John Pemberton. Coca-Cola today, is after more than a hundred years one of the most famous world brands, it operates in more than two hundred countries around the world and almost two billion doses are consumed daily. In order to become one of the most famous and recognizible brand in the world, Coca-Cola acted strategically. Thanks to this, Coca-Cola is recognized in virtually every corner of the globe. In order to achieve superior market results and to acquire even more customers all over the world, Coca-Cola needs quality marketing strategy. So, marketing, as a subject of research in business ethics can be seen as a social and management process by which products are created, offered and exchanged of value with others, individuals and groups get what they need or what they want. It consists from a range of the activities by individuals or organizations that facilitate and accelerate the exchange of dynamic environment through the creation, distribution, promotion and priceing of goods, services and ideas. Marketing is more than just advertising or selling a product. He involves the development and management of a product that will meet our specific needs. Marketing focuses on making the prodcut available in the right place, at the right time and at the price that is acceptable to the customer. On the other hand, we can say that ethics is of great importance in marketing. Ethics or unethical decisions are a consequence of the influence that a culture of an individual and the culture of economics and other entities, and the level of acceptance of ethics in those entities. For the subjects to forward their relationship towards ethical problems, they make ethical codexes, rules of behavior which help the subjects, marketing experts and other managers to bring decisions that are ethically more correct