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ÍNDICE

ECONOMIC AND INDUSTRIAL SITUATION 3
STRATEGY 3
PRODUCTS 4
DIVERSIFICATION & INTERNATIONALIZATION 4
MARKETING 5
BALANCE SHEET 7
INCOME STATEMENT 8
RATIOS 9
ANALYSIS OF THE COMPANY 10
PREVISION 12
FORECAST 13
STOCK EXCHANGE ANALYSIS 14
CONCLUSION 15

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ECONOMIC AND INDUSTRIAL SITUATION

The Coca-Cola Company represents the biggestmanufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups[1] of the world. Their presence in the market is consolidated in more than two hundred countries, and as long with Coca-cola, they produce four of the five most nonalcoholic brands we drink: Coca Cola, Fanta, Sprite and Coca-diet. The market in which this company operates can be denominated as oligopoly, due to the factthat both Coca Cola and Pepsi dominates ¾ parts of the market share; it is, therefore, a concentrated industry.
Coca-Cola sells finished beverage, sold primary to distributors, but mainly syrups and concentrates, sold primarily to bottling operations, fountain wholesalers and some retailers. The Company own or licenses more than 450 brands, including juice, tea, water, coffees and energydrinks, and have ownership interests in joint-ventures, bottling and canning operations, although most of them are independently owned. (There are bottlers in which the company has no ownership interests, others in which the Company has invested and do not have controlling ownership interests, and others in which it has invested and has ownership interest control).
However, despite the hugeand dominant presence that Coca-cola enjoys in the market, they have numerous competitors, and of 53 billion beverages of all type consumed every day worldwide, beverages owned or licensed by the company account for 1.5 billion, as well as it represents a 10% of nonalcoholic beverages sales. Competitors include both, those like Coca-Cola, with presence in the global market (Pepsi, Nestlé, Schweppes,Groupe Danone) but also those which operates in regional and local markets). Competitive factors impacting Coca-cola business include pricing, advertising, product innovation, increased efficiency, new packaging and trading protection. In 2007, concentrate sales outside the United States represented 76% of the company’s total concentrate sales.
Talking about the industry in general(drinking beverage industry) we can say it is a consolidated one. As the major percentage of the industries, it is going to suffer from some aspects of the crisis like, for example, the increase in costs and a possible decrease in sales (although not from the direct consumer, but from some retailers and supermarkets for example); however, the negative effect it is not going to be too negative inproportion, and new methods, technology and new ways of achieving efficiency will be as present as nowadays.

STRATEGY

There are two basic strategies in Coca-cola which are to create long-term sustainable growth for the Company and the Coca-Cola system and to increase the value for shareholders. In order to achieve them, it creates five strategic priorities:

1. Strengthen itssparkling portfolio with new brands and brands extensions. Its ¨three-cola strategy¨ focuses on driving unit case volume growth for Coca-Cola, Coca-Cola Zero and Diet Coca-Cola. Also Sprite and Fanta increase unit case volume, due to strong marketing execution and focus on immediate-consumption growth.
2. Rapidly grow of still beverages.
3. Expand its still portfolio with strategicacquisitions, alliances and innovations in order to maintain its market position. Bringing its offerings to new consumers and satisfying evolving needs and nutrition occasions. To enhance their still portfolio, they make selective, strategic acquisitions, including their purchase of Glacéau (the maker of vitaminwater) and their partnership with Caribou Coffee.
4. Improve its capabilities in...