🍊 Week 4 Case Study: Simply Orange Decisions
Case 7-A from your textbook (pages 204–205)
When you think of orange juice, you might imagine something simple and natural — oranges picked from a grove, squeezed, and poured into a bottle. But behind every bottle of Simply Orange is a complex web of data, logistics, and high-tech decision-making.
This week’s case pulls back the curtain on The Coca-Cola Company’s intricate process for producing its premium orange juice brand. You’ll discover that making a “simple” product involves decisions about climate forecasts, crop yields, transportation routes, and even mathematical algorithms — all documented in what Coke calls the Black Book.
As you read, consider how the Black Book helps Coca-Cola managers make decisions that balance quality, consistency, and efficiency. Then, reflect on your own reaction to the behind-the-scenes process.
📘 Case Discussion Prompt
Are you surprised by the complexity of The Coca-Cola Company’s process for making orange juice? How does the Black Book help Coke’s managers and other employees in decision-making?
Be sure to explain your reasoning. Avoid simply summarizing the case — we want your insights!
💬 Tips for Your Response
- Go beyond stating that the process is “complex” — identify why it’s surprising or not.
- Think critically about the role of data and predictive models in managing a global brand.
- Connect the case to broader ideas about decision-making in business.
📺 Optional Resources to Explore
Here are a few helpful videos and articles to deepen your understanding:
- Article: Coke Engineers Its Orange Juice—With an Algorithm
- Article: How Coca-Cola Controls Nature’s Oranges
Podcast
Professor Gandarilla's Classroom 