Case Study Sector
Provides an overview of the Coca-Cola System in Chile and focuses on the Coca-Cola Chile Foundation (CCFCH), a nonprofit organization dedicated to education. Created in 1992 with donations from Coca-Cola de Chile S.A. (CCCH) and the bottling companies Embotelladora Andina S.A., Coca-Cola Embonor S.A., and Coca-Cola Polar S.A., the foundation now faces an expansion dilemma in its most important program, the TAVEC Laboratories. Under this program, CCFCH donated interactive scientific laboratories to public schools as a way to help them teach physics, chemistry, and biology. Each donation cost approximately $60,000. In December 2004, Eduardo Romo, corporate relations manager of CCCH and general manager of CCFCH, was reviewing a proposal to simplify the laboratories, reducing their cost and, thus, allowing more of them to be implemented in schools throughout Chile. Focuses on this decision and an analysis of the pros and cons of the proposal and the overall role of the social initiative for the Coca-Cola System in Chile.
Learning objective: To examine the motivations for companies to create social initiatives and explore effective ways to implement, develop, and manage them.
- Latin America