1.
Company Background
Name The Coca Cola Company
Current CEO Muhtar Kent
Revenue $ 48.01 billion (2012)
Profit $ 9.01 billion (2012)
Employees 146,200
Competitors
PepsiCo, Dr Pepper Snapple Group,
Groupe Danone, Kraft Foods, Nestlé
S.A.
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2.
1.
•No.1 in beverage market share in the world
2.
•Successful marketing and advertising campaigns
3.
•The most extensive beverage distribution
channels
•The most valuable brand in the world, valued at
$77,839 billion
4.
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3.
Customer loyalty
Bargaining power over suppliers
Effective corporate social
responsibility (CSR) campaigns
5.
6.
7.
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4.
Weaknesses
1. Significant focus on
carbonated drinks
2. High debt levels
3. Negative publicity
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4. Undiversified product portfolio
5. Many brands with insignificant
amount of revenues

5.
1. Bottled
water
consumption
growth
2. Increasing
demand for
healthy food
and
beverage
3. Growing
beverages
consumption
in emerging
markets
(especially
BRIC)
4. Growth
through
acquisitions
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6.
1. Water scarcity
2. Appreciating dollar
3. Legal requirements to disclose negative
information on product labels
4. Changes in consumer preferences
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7.
Threats (cont.)
5. Decreasing gross profit and
net profit margins
6. Competition from PepsiCo
7. Saturated carbonated drinks
market
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8.
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