Introduction: Business ethics are the fundamental foundations of a company and are extremely important for the smooth and successful functioning of organizations. It can have a positive impact by operating ethically or a negative impact if you become involved in unethical situations or dilemmas. Ethics has been defined as “the study and philosophy of human conduct with an emphasis on determining what is right and what is wrong” (Ferrell et.al, 2010). This case study will analyze Coca Cola for the ethical dilemmas involved in Belgium and how the company responded to the problems. Ethical dilemma: The main ethical problem faced by Coca Cola in recent years concerned the sale of dangerous products that affected the health of a few consumers, including school children. This incident occurred in Belgium, where Coca Cola drinks found themselves in the midst of an allegation of selling batches of poorly processed carbonated drinks that initially sickened 10 people and later the number rose to 100, including children as well of school age. This was a contamination incident that occurred in June 1999. This harmed Coca Cola's customer base by damaging their trust in the product as it was related to the production and sale of dangerous products. The two main problems identified by the company in relation to their production and distribution were "poor quality" carbon dioxide, which affected the taste and odor of some bottled drinks, and an unusual and offensive odor on the outside of some canned drinks that were later identified as smelling of sulfur. This odor has an increasing intensity when the cans are placed in vending machines for sale. This incident has really taken a toll on the company's brand image, customer trust in the brand, and the company... middle of paper... ...Stakeholders • Director of Public Health for Coca Cola • Health Information and Intelligence Manager • Public Health Strategists • Public Health Management Analyst • Director of Programs and Services • Researcher • Communications • Council Committee Members • Local Authority/Council • Patients • Service Users • Customers • Suppliers • Funders • Quality Assessors • Special Interest Groups • Wider Public Health Staff • Media This Coca Cola malfunction incident demonstrates that if attention is not paid to the ethical operation or company, it could challenge and threaten the short and short life of the company. long-term performance. This could have lasting effects on the company's operations and requires strategic decisions to restore the company's image in the eyes of customers. Earning customers' trust takes a long time but it ends with a small incident.