What Happened to Coca Cola Companys challenges of Coca Cola - Case Study Example

Many challenges and company’s fiasco are caused by intolerant policy of the company directed on racial, gender or religious discrimination against its employees. On the example of Coca Cola failures on the basis of racial discrimination issues, it is clearly seen that careful and equitable attitude to all employees is a guarantee of the company’s success and a protection against company’s failures. What about diversity, Coke? A famous lawsuit in 1999, which accused the company of racial discrimination against black employees, even after a challenging resolution, resulted in further racial persecutions in the company (What Happened to Coca Cola? p. 264).

It would be better for Coca Cola to prevent incidents of racial discrimination at work, because the major part of potential clients is ethnic minorities. Accoring to Joe Solmonese, President, Human Rights Campaign, “The Coca-Cola Company is a model employer for diversity and inclusion within its own work force and as a member of the larger business community. Its leadership on lesbian, gay, bisexual and transgender equality in the workplace is not only reflected in its long-standing achievement of 100 percent on the Corporate Equality Index, but in its principled support of anti-discrimination legislation that would protect every worker in the United States from being judged on the basis of their sexual orientation or gender identity” (Creating an inclusive workplace). . In reality, it was evident that Coca Cola appreciated ethnic minorities as their customers and not employees.

The Task Force underlined that it was relevant to evaluate career opportunities for white employees with career opportunities for black employees. In spite of the fact that the company hired a third of employees from ethnic minorities, top positions of the company were taken by white employees. It would be relevant to promote to the higher rank positions black employees and in such a way, other employees would realize that they have a real chance to occupy a better position in the company. That is why the majority of plaintiffs did not miss their chance and joined other plaintiffs in the famous lawsuit of 1999.

People felt like having a real opportunity to renovate just and tolerant policy at workplace. Unfortunately, their hard struggle did not lead to a complete success. The issues of diversity are still believed to be invented by managers in the company. There is no proof or evidence that there are many examples of career promotion among black employees in the Coca Cola Company. Consequently, the fact that black employees felt indignant and cooperated in the name of equitable attitude at work may be justified.

In accordance with Parker, steps made by black employees (plaintiffs) could be explained with regards to Parker’s triangle “The Emotional Connection of Distinguishing Differences and conflict”. He explains that emotions of black employees were hurt and they had no other way out, but to join to other claimants and to fight against racial discrimination in the company. Conclusion Thus, we can claim that Coca Cola made fake attempts to reach diversity in the company. In the majority of cases managers were just saying some words describing