In 2020 Coca-Cola decided to terminate operations in Lebanon. Problems in the business environment along with strategy, management, and cultural problems in the Middle East and competition between Coca-Cola and Pepsi-Cola in Lebanon led to this decision. Exactly where had Coca-Cola gone wrong, and what lessons could be derived from Coca-Cola in Lebanon? A consultant has to work through a changing environment and the current economic crisis in Lebanon to set a new direction for TB Group, a potential franchisee for Coca-Cola
