The Coca-Cola Company, founded in the late 1800s, is the largest beverage company in the world, with customers in more than 200 countries. The company’s brands are many of the most recognized; they include Coca-Cola, Diet Coke, Fanta, Sprite, Powerade, Minute Maid, and Dasani bottled water. Although Coca-Cola focused primarily on customers in the United States in its early years, it has since recognized and relentlessly pursued international opportunities. By the late 1990s, Coca-Cola dominated its market with more than 50 percent of international softdrink sales. The company has always maintained a strong focus on bringing in, satisfying, and keeping loyal customers. Strategic, recognizable designs on bottles and cans and well-liked global advertising have contributed to the strong reputation the company holds. Coca-Cola consistently is rated the most valuable brand in the world.

1. How could channel stuffing at Coca-Cola affect its relationships with channel members such as bottlers?
2. In what ways could channel stuffing impact Coke’s own customer-service standards?
3. Why would Coca-Cola risk its reputation by engaging in channel stuffing?