COCA-COLA COMPANY

Coca-Cola is a soft drink that is bought and consumed in households, hotels, offices and shops.
The product is also a wide brand and the product is sold alongside other soft drinks and snacks.

MISSION STATEMENT: “To refresh the world in mind, body and spirit, to inspire moments of
optimism and happiness through our brands and actions and to create value and make
difference.”

GOALS

 to satisfy customer needs

 to be the leader in production of soft drinks
 to improve profitability
 to increase the market share
 to expand geographically

COMPETITIVE ADVANTAGE

The has been continuous innovation and this has seen new products being introduced into the
market. The use of advertising helps in promotion of the brand and informing consumers about
the features of the product. This leads to increased sales because of increase in number of
customers.

SWOT ANALYSIS

STRENGTHS

Coca-Cola is a product that is sold in more than 200 countries across the world. The presence of
coca cola has therefore built the drink a brand name, therefore brand equity is Coca-Cola’s
strength. “Interbrand in 2011 awarded Coca cola with the highest brand equity award.” with the
highest brand equity.” (Marketing91.com, 2014) . The product therefore has a large distribution
network because of geographical dispersion. This has increased the market share of the product
against that of its competitor, Pepsi. The product is also sold alongside other soft drinks.
Customers are loyal to the product. “Because of the good taste of Coca cola, finding substitutes
becomes difficult for the customer.” (Marketing91.com, 2014)

WEAKNESSSES

The product has been in the news for not being a healthy product for consumption. Coca-Cola,
being a carbonated drink has been attributed to causing obesity. This means that the consumption
of the drink may decline as people strive to take healthy drinks that are noncarbonated.

There have been increased lawsuits that have been filed against Coca-Cola show that the
company consumes large amounts of water even in water scarce regions. There has been blame
that they mix water with pesticides to clear contaminants.
OPPORTUNITIES

The supply chain throughout the Coca-Cola product is improved. This means that the company
will be able to reach a wide number of customers and at reduced costs. Developing countries will
also continue to buy Coca-Cola products because the countries are moving slowly towards
healthy beverages. This higher consumption in developing countries can help capitalize Coca-
Cola.

THREATS

There are indirect competitors in the industry such as Starbucks, Café coffee day, Costa coffee
who sell coffee which is healthier than carbonated Coca-Cola. Coca-Cola also faces the threat of
shortage of water. This is because the main raw material in its manufacture is water, and there
have been law suits against the company to the way in which they use water.

References

Rothaermel, F. T. (2015). Strategic management. McGraw-Hill.

Marketing91.com,. (2014). SWOT of Coca Cola - SWOT analysis of Coca cola. Retrieved 25
February 2016, from http://www.marketing91.com/swot-coca-cola/

(2016). Retrieved 25 February 2016, from http://Coca-cola's mission