Foda Coca-Cola

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Coca-Cola is the world largest soft-drink with manufactures and markets non-alcoholic beverages concentrates and syrups. Besides the well known Coca-Cola and Coke brands the company offers more than 500 brands in over 2000 countries or territoriesand serves 1.6 billion servings each day. It is headquartered in Atlanta, Georgia.

Strengths
1. Coca-Cola is the world's most valuable brand and has strong brand loyalty.
2. Wide variety of Coca-Cola products is sold in the restaurants, store and vending machines over 200 countries.
3. Coke is the dominant market leader of the global soft-drink industry right through the 20thcentury.
4. Coke primarily competes on advertising and differentiation and has the high market share.
5. Coca-Cola has enormous distribution and production facilities of non-alcoholic beverages and related products.
6. Joint Venture with Nestle has resulted in the formation of Beverage Partners Worldwide (BPW).
7. The company has strong financial position and profits throughout thehistory. Its average ROE (return on equity) for the past five years is 37,08% whereas its ROC (return on capital) is 33,6%.
8. Coca-Cola has the heavy advertising and promoting activities.
9. More than 70 percent of revenue comes from outside the United States.
10. Enormous numbers of loyal customer's and brand equity all over the world.

Weakness
1. New coke formula leading to abacklash which results in bad image of coke.
2. The company is facing high burden of external debts for the last few years. In 2002, long-term debt of the company was 2700 million dollars.
3. Product offering is restricted to beverages.
4. In November 2009, because of a dispute over wholesale price of Coca-Cola goods, Costco blocked the replenishment of their shelves with Diet Coke andCoke.
5. Coca-Cola has discontinued its many products after few years of launching such as New Coke, Coca-Cola with Lemon, Coca-Cola with Lime, Coca-Cola Blak, etc. which results in bad image of the brand.
6. Coke has taken less aggressive market standing in today's changing economic surroundings.

Opportunities
1. Bottled water drinking has increased 11 percent
2. Consumers preferto drink new smaller beverage products that are not sold on a mass scale.
3. One of the biggest opportunities is to diversify into the non-carbonated drinks such as coffee, water, juices, etc.
4. The company can offer the hygienic products due to increasing number of health conscious consumers.
5. European market and China show marvelous potential for growth.
6. The economicconditions are improving globally after economic meltdown 2007-2010
7. Diversify into complementary food products which will ultimately increase the drink consumption.
8. Coca-Cola should increase its partnership with fast food chains.

Threats
1. There is low growth rate in the carbonated drinks market in North America which is the main market of Coca-Cola
2. There is a problem withCoke to raise its prices by an edge that would permit it to keep pace with inflation.
Es dificil aumentar los precios, ya que éstos deben
3. Huge numbers of substitutes such as beers, water, juices, coffees etc are accessible to the end consumers.
4. Pepsi is the strong competitor which competes with advertising and differentiation.
5. Since the consumer lifestyle is changing rapidlyand they are becoming more health conscious therefore there demand is shifting towards non-carbonated products such as juices, tea and bottled drinks.
6. Many smaller players are furious competitors which are also creating the competition severe.
7. The prices of raw material such as sugar that metals used in manufacturing of cans are increasing rapidly.

8. Carbonated drink...