Coca Cola swot analysis 2018 reveals company's internal strengths and weaknesses as well as external opportunities and threats.

1. THE COCA COLA COMPANY
SWOT ANALYSIS 2018

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ABOUT COCA COLA
Name The Coca Cola Company
Logo
Industries served Beverage (more than 500 brands)
Geographic areas served Worldwide (more than 200 countries)
Headquarters Atlanta, Georgia, United States
Current CEO James Quincey
Revenue (US$) 35.410 billion (2017) 15.4% 41.863 billion (2016)
Profit (US$) 1.182 billion (2017) 81.9% 6.527 billion (2016)
Employees 61,800 (2018)
Main Competitors
PepsiCo Inc., Dr Pepper Snapple Group, Inc., Unilever Group, Mondēlez
International, Inc., Groupe Danone, Nestlé S.A. and many other beverage
companies.

3. The Coca Cola Company business overview from the company’s financial
report:
The Coca-Cola Company is the world’s largest beverage company. We own or
license and market more than 500 nonalcoholic beverage brands:
• sparkling beverages
• waters and enhanced waters
• juices and juice drinks
• ready-to-drink teas and coffees
• energy and sports drinks
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BUSINESS DESCRIPTION (1/2)
“ ”

4. • We own and market four of the world’s top five nonalcoholic sparkling beverage
brands: Coca-Cola, Diet Coke, Fanta and Sprite.
• Beverages bearing trademarks owned by or licensed to us account for 1.9 billion of
the approximately 60 billion beverage servings of all types consumed worldwide
every day.”
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BUSINESS DESCRIPTION (2/2)
“ ”

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STRENGTHS
1. Dominant market share in the beverage industry
S W
O T
The Coca-Cola
Company is the
largest non-alcoholic
beverage company in
the world.
Largest beverage companies in the world in 2016
Rank Name
2016 revenue (in US$
billions)
Beverage segment
1. Anheuser-Busch InBev 45.517 Alcoholic
2. The Coca-Cola Company 41.900 Non-alcoholic
3. PepsiCo Inc. 30.144 Non-alcoholic
4. Nestlé S.A. 24.534 Non-alcoholic
5. Suntory Holdings Limited 23.660 Alcoholic
6. Heineken N.V. 22.674 Alcoholic
7. Starbucks Corporation 21.316 Non-alcoholic
8. Diageo plc 13.530 Alcoholic
9. Unilever Group 10.905 Non-alcoholic
10. Pernod Ricard S.A. 9.467 Alcoholic

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STRENGTHS
Being large and having dominant market share has a few
advantages over competitors:
• Economies of scale;
• Market power over suppliers and competitors;
• Power over the buyers;
• Wide audience reach.
S W
O T
The company owns,
distributes and sells
over 500 various non-
alcoholic beverage
brands in over 200
countries.

7. 1. Strong reliance on carbonated soft drinks to generate the majority of the
company’s revenue
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WEAKNESSES
S W
O T
69%
31%
Sparkling beverages Still beverages
Carbonated soft drinks (CSD) represent
69 percent of the company’s worldwide
volume sales.
That’s a significant weakness, because
the market for CSD has been declining
over the past 10 years.
In 2016, people drank 23.6% less
sparkling beverages than 10 years ago.

8. 6.2%
10.7%
16.5%
11.0%
12.3%
-0.1%
2.2%
2.8%
3.4%
2.1%
2013 2014 2015 2016 2017
Ready-to-drink Coffee Whole Beverage Market
1. Expansion of ready-to-drink (RTD) coffee products in the U.S. market
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OPPORTUNITIES
S W
O T
In the U.S., on average the
fastest growing liquid beverage
segment between 2013 and
2017 was RTD coffees.
RTD coffee growth compared to the growth of the whole liquid beverage market in the U.S.
Coca Cola could further
promote its Georgia RTD
coffee brand or acquire some
smaller brands to establish
itself as the RTD coffee leader
in the U.S. market.

9. 1. Obesity concerns may reduce demand for some of the company’s products
Obesity concerns are the no.1 threat that is affecting the company:
“There is growing concern among consumers, public health professionals and
government agencies about the health problems associated with obesity… additional
governmental regulations concerning the marketing, labeling, packaging or sale of our
sugar-sweetened beverages; and negative publicity resulting from actual or threatened
legal actions against us or other companies in our industry… could adversely affect our
profitability.”
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THREATS
S W
O T
“ ”

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GET THE FULL
PRESENTATION
BUY THE COCA COLA
COMPANY SWOT 2018

11. 1. The Coca-Cola Company (2018). Form 10-K for the Fiscal Year Ended December 31, 2017. Available at: http://www.coca-
colacompany.com/investors/investors-info-sec-filings/ Accessed March 15, 2018
2. Beverage Industry (2017). Top 100 Beverage Companies of 2016. Available at: http://www.bevindustry.com/top-100-beverage-companies-
2016-chart Accessed March 15, 2018
3. The Coca-Cola Company (2018). All Brands. Available at: http://www.coca-colacompany.com/brands/the-coca-cola-company Accessed
March 15, 2018
4. PepsiCo (2018). Form 10-K for the Fiscal Year Ended December 30, 2017. Available at: http://www.pepsico.com/Investors/SEC-Filings
Accessed March 15, 2018
5. Dr Pepper Snapple Group (2018). Form 10-K for the Fiscal Year Ended December 31, 2017. Available at:
http://investor.drpeppersnapplegroup.com/sec-filings?cat=1 Accessed March 15, 2018
6. Nestle (2018). Brands A-Z. Available at: http://www.nestle.com/brands/brandssearchlist Accessed March 15, 2018
7. The Coca-Cola Company (2018). Coca-Cola at A Glance: Infographic. Available at: http://www.coca-colacompany.com/our-
company/infographic-coca-cola-at-a-glance Accessed March 15, 2018
8. Interbrand (2018). Best Global Brands 2017. Available at: http://interbrand.com/best-brands/best-global-brands/2017/ranking/ Accessed
March 15, 2018
9. Forbes (2018). World’s Most Powerful Brands. Available at: https://www.forbes.com/powerful-brands/list Accessed March 15, 2018
10. Interbrand (2001). Best Global Brands 2000. Available at: http://interbrand.com/best-brands/best-global-brands/2000/ranking/ Accessed
March 15, 2018
11. Interbrand (2006). Best Global Brands 2005. Available at: http://interbrand.com/best-brands/best-global-brands/2005/ranking/ Accessed
March 15, 2018
12. Interbrand (2011). Best Global Brands 2010. Available at: http://interbrand.com/best-brands/best-global-brands/2010/ranking/ Accessed
March 15, 2018
13. Interbrand (2016). Best Global Brands 2015. Available at: http://interbrand.com/best-brands/best-global-brands/2015/ranking/ Accessed
March 15, 2018
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SOURCES (1/3)

12. 14. Harvard T.H. Chan (2016). Soft Drinks and Disease. Available at: https://www.hsph.harvard.edu/nutritionsource/healthy-drinks/soft-drinks-and-disease/
Accessed March 15, 2018
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Marketing Corporation. Available at: http://www.beveragemarketing.com/news-detail.asp?id=335 Accessed March 15, 2018
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at: http://www.beveragemarketing.com/news-detail.asp?id=255 Accessed March 15, 2018
23. Beverage Industry (2017). 2017 State of the Industry: Steady growth in wine, spirits. Available at: http://www.bevindustry.com/articles/90355-state-of-the-
industry-steady-growth-in-wine-spirits Accessed March 15, 2018
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SOURCES (2/3)

13. 26. Statista (2018). Leading brands of tequila in the United States in 2016, based on volume sales (in 1,000 9 liter cases). Available at:
https://www.statista.com/statistics/463995/us-leading-brands-of-tequila-volume-sales/ Accessed March 15, 2018
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growth-predicted-for-coconut-water-other-plant-waters Accessed March 15, 2018
28. FoodBev (2017). Global coconut water market forecast for growth of over 25%. Available at: http://www.foodbev.com/news/global-coconut-water-market-
forecast-for-growth-of-over-25/ Accessed March 15, 2018
29. The Coca-Cola Company (2016). ZICO Coconut Water Debuts Larger Clear Bottle Design. Available at: http://www.coca-colacompany.com/coca-cola-
unbottled/zico-coconut-water-debuts-larger-clear-bottle-design-- Accessed March 15, 2018
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