Pontificia Universidad Católica de Chile
This case offers an overview of Coca-Cola’s System in Chile. It focuses on Coca-Cola’s Foundation in Chile (FCCC), a nonprofit created in 1992 to concentrate on education, with donations from Coca-Cola de Chile S. A. (CCCH) and a number of bottlers, including Andina S. A., Coca-Cola Embonor S.A., and Coca-Cola Polar S. A. The Foundation faces a dilemma that involves the expansion of its leading program, Laboratorios TAVEC. With this program, FCCC donated interactive scientific labs to public schools in an effort to promote and facilitate physics, chemistry and biology teaching. In December 2004, Eduardo Romo, CCCH’s Corporate Affairs Head and FCCC’s General Manager, was reviewing a plan to simplify labs, reducing their cost in order to drive the incorporation of a larger number of labs across Chile. The case zeroes in on this decision, which calls for a pro-con analysis, and the global role played by this social initiative in Chile’s Coca-Cola System.
This case is suitable for any graduate program focusing with corporate social responsibility, especially to deal with social venture creation, development, growth and assessment. The topics that usually surface in case discussion may also prove relevant for courses on general management, marketing, branding, corporate reputation, and alternative marketing tools.