This document provides an overview and analysis of Coca-Cola Company through a SWOT analysis. Some of Coca-Cola's strengths include being the world's leading brand in the beverage industry with strong brand recognition globally. It also has a large scale of operations with products sold in over 200 countries. However, weaknesses include negative publicity from lawsuits and controversies over health issues. The document also provides financial projections for revenue and earnings per share through 2014 and evaluates Coca-Cola's stock valuation using P/E multiples and a discounted cash flow model.

1. Brad Schwer

2. An Overview of Swot Analysis on
Coca-Cola Company
• Prepared By:
• Kazi Mashfiq Uddin Ahmed
• ID: 100306003
• Department of Business Administration
• Green University Of Bangladesh

3. Objective Of The Assignment
• This Assignment has been prepared with a specific purpose in mind. It outlines the
history and current scenario of the Coca-Cola Company globally and locally. The
first part of the study takes us through the present state of affairs of the beverage
industry and Coca-Cola Company globally.
• The report contains a brief introduction of Coca Cola Company and Coca-Cola India
and a detailed view of the tasks, which have been undertaken to analyze the
market of Coca-Cola i.e. we have performed Competitive, PESTLE and SWOT
analysis of Coca-Cola Company and PESTLE and SWOT analysis of Coca-Cola India in
order to identify areas of potential growth for Coca-Cola. We have also given a brief
description of Trends and Forces that are affecting Coca-Cola Company globally.
• The main objective of this project report is to analyze and study in efficient way the
current position of Coca- Cola Company. The study also aims to perform Market
Analysis of Coca-Cola Company & find out different factors effecting the growth of
Coca-Cola. Another objective of the study was to perform Competitive analysis
between Coca-Cola and its competitors. Apart from these objectives this study is
also conducted to understand the Customer preferences towards various Coca-Cola
products.

4. INTRODUCTION TO COCA-COLA
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8,
1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain
wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and
markets sports drinks, tea and coffee. The Coca- Cola Company began building its global network in the
1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system
has successfully applied a simple formula on a global scale: “Provide a moment of refreshment for a small
amount of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive
production and distribution system in the world. More than anything, that system is dedicated to people
working long and hard to sell the products manufactured by the Company. This unique worldwide system
has made The Coca-Cola Company the world’s premier soft-drink enterprise. From Boston to Beijing, from
Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty
consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure
for hundreds of millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by working with its
business partners to deliver satisfaction and value to consumers through a worldwide system of superior
brands and services, thus increasing brand equity on a global basis. They aim at managing their business well
with people who are strongly committed to the Company values and culture and providing an appropriately
controlled environment, to meet business goals and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of policies and protect the Company’s assets and
resources whilst limiting business risks.

5. Company’s Short Profile
• Sector: Consumer Staples
Industry: Soft Drinks
• Fiscal year ends 12/31
• Non-alcoholic
• Carbonated and non-carbonated beverages
• Headquarters in Atlanta, GA
• Focus is on the syrup for beverages
– Sold to bottlers, distributors, and fountain retailers

6. Established: 1886
Ranking: We own 4 of the world's top 5 nonalcoholic
sparkling beverage brands
Associates: 90,500 worldwide
Operational Reach: 200+ countries
Consumer Servings (per day): 1.5 billion
Beverage Variety: more than 2,800 products

7. Coca-Cola
Source: Edward Jones

8. Sales and EPS Growth
DEC DEC DEC DEC DEC DEC
2011 2010 2009 2008 2007 2006
Revenue 31.0 31.9 28.9 24.0 23.1 22.0
(in billions)
% Change -3.0% 10.7% 19.8% 4.3% 5.2%
Baseline 3.05 3.15 2.70 2.37 2.18 2.07
EPS
% Change -3.2% 16.7% 13.9% 8.7% 5.3%
•5-year compound growth rate in sales: 7.0%
•5-year compound growth rate in EPS: 8.0%

10. MISSION:
• Our Roadmap starts with our mission, which is enduring. It declares
our purpose as a company and serves as the standard against which
we weigh our actions and decisions.
• To refresh the world: In body, mind, and spirit.
• To inspire moments of optimism and happiness:
Through our brands and our actions.
• To create value and make a difference: Everywhere we
engage.

11. VISION:
• Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth.
• People: Be a great place to work where people are inspired to be the
best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping
build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving organization.

12. Bringing Vision to Life
• Our vision to become truly sustainable and achieve long-term growth is changing the
way we think and operate.
• You‟ll see evidence of our progress every day as we work closely with our bottling
partners in achieving our goals:
• We will be in the top three for total return to shareowners among a set of comparable
global companies, while ensuring the long-term health of our system.
• We will be the employer of choice, where people create extraordinary results every day,
in every country where we operate.
• We will double the value of our most recognized brand, Coca-Cola®, and grow the rest
of our portfolio so it is comparable in size.
We will be the world's most respected, preferred and trusted global partner, as
measured by superior satisfaction scores and innovations that ignite the categories in
which we choose to compete.
We will be the recognized global leader in corporate social responsibility.
It‟s in our very nature to innovate, create and excel. The more we grow, the greater the
opportunity for you to grow with us.

13. VALUES
• Guided by shared Values that we will live by as a
company and as individuals:
• Leadership: “The courage to shape a better
future”
• Passion: “Committed in heart and mind”
• Integrity: “Be real”
• Accountability: “If it is to be, it's up to me”
• Collaboration: “Leverage collective genius”
• Innovation: “Seek, imagine, create, delight”
• Quality: “What we do, we do well”

14. THE GOALS ARE SIMPLE::
• We Will Reinvigorate Growth Of Our Company ,
And We Will Inspire Our People
• BE THE BRAND: Inspire creativity, passion,
optimism and fun.

15. SWOT Analysis
Fig 2.1 SWOT ANALYSIS OF COCA-COLA

16. STRENGTHES:
• WORLD’S LEADING BRAND
• Coca-Cola has strong brand recognition across the globe. The company has a
leading brand value and a strong brand portfolio. Business-Week and Inter-
brand, a branding consultancy, recognize. Coca-Cola as one of the leading
brands in their top 100 global brands ranking in 2006.
• The Business Week-Inter-brand valued Coca-Cola at $67,000 million in 2006.
Coca-Cola ranks well ahead of its close competitor Pepsi which has a ranking
of 22 having a brand value of $12,690 million Furthermore; Coca-Cola owns a
large portfolio of product brands. The company owns four of the top five soft
drink brands in the world: Coca-Cola, Diet Coke, Sprite and Fanta.
• Strong brands allow the company to introduce brand extensions such as Vanilla
Coke, Cherry Coke and Coke with Lemon. Over the years, the company has
made large investments in brand promotions. Consequently, Coca-cola is one of
the best recognized global brands. The company‟s strong brand value facilitates
customer recall and allows Coca-Cola to penetrate new markets and
consolidate existing ones.

17. LARGE SCALE OF OPERATIONS:
ROBUST REVENUE GROWTH IN 3
With revenues in excess of $24 billion Coca-Cola
SEGMENTS:
has a large scale of operation. Coca-Cola is the
largest manufacturer, distributor and marketer of
non-alcoholic beverage concentrates and syrups in
the world. Coco-Cola is selling trademarked Coca-Cola‟s revenues recorded a double
beverage products since the year 1886 in the US. digit growth, in three operating segments.
The company currently sells its products in more These three segments are Latin America,
than 200 countries. Of the approximately 52 billion „East, South Asia, and Pacific Rim‟ and
beverage servings of all types consumed worldwide Bottling investments. Revenues from Latin
every day, beverages bearing trademarks owned by
America grew by 20.4% during fiscal 2006,
or licensed to Coca-Cola account for more than 1.4
billion. over 2005. During the same period,
The company‟s operations are supported by a revenues from „East, South Asia, and
strong infrastructure across the world. Coca-Cola Pacific Rim‟ grew by 10.6% while revenues
owns and operates 32 principal beverage from the bottling investments segment by
concentrates and/or syrup manufacturing plants 19.9%.
located throughout the world.
In addition, it owns or has interest in 37 operations Together, the three segments of “Latin
with 95 principal beverage bottling and canning America”, “East, South Asia” and “Pacific
plants located outside the US. The company also Rim” bottling investments, accounted for
owns bottled water production and still beverage 34.8% of total revenues during fiscal 2006.
facilities as well as a facility that manufactures Robust revenues growth rates in these
juice concentrates. The company‟s large scale of
segments contributed to top-line growth for
operation allows it to feed upcoming markets with
relative ease and enhances its revenue generation
Coca-Cola during 2006.
capacity.

18. WEAKNESS:
• NEGATIVE PUBLICITY:
• The Coca-Cola Company has been involved in a number of controversies and lawsuits related to its
relationship with human rights violations and other perceived unethical practices. There have been
continuing criticisms regarding the Coca-Cola Company's relation to the Middle East and U.S.
foreign policy. The company received negative publicity in India during September 2006.The
company was accused by the Centre for Science and Environment (CSE) of selling products
containing pesticide residues. Coca-Cola products sold in and around the Indian national capital
region contained a hazardous pesticide residue.
• On 10 December 2008, the US Food and Drug Administration (FDA) wrote to Mr. Muhtar Kent,
President and Chief Executive Officer, to warn him that the FDA had concluded that Coca-Cola's
product Diet Coke Plus 20 FL OZ was is in violation of the Federal Food, Drug, and Cosmetic Act.
• In January 2009, the US consumer group the Centre for Science in the Public Interest filed a class-
action lawsuit against Coca-Cola. The lawsuit was in regards to claims made, along with the
company's flavours, of Vitamin Water. Claims say that the 33 grams of sugar are more harmful
than the vitamins and other additives are helpful.

19. Value Line Projections
Fiscal Year Mar 31 Jun 30 Sep 30 Dec 31 Full Year
EPS 2010 0.68 0.99 0.93 0.80 3.40
11.5% Yr to Yr Gain
Baseline Projections
Fiscal Year Mar 31 Jun 30 Sep 30 Dec 31 Full Year
EPS 2010 0.74 1.05 0.91 0.73 3.43
12% Yr to Yr Gain

20. Value Line Projections
Fiscal Year Mar 31 Jun 30 Sep 30 Dec 31 Full Year
Revenue 7.6 8.9 8.9 7.4 32.8
(in billions)
7% Yr to Yr Gain
Baseline Projections
Fiscal Year Mar 31 Jun 30 Sep 30 Dec 31 Full Year
Revenue 7.9 9.0 8.6 7.7 33.0
(in billions)
7% Yr to Yr Gain

21. P/E Valuation
Company Ticker EPS Rev Beta Forward Dividend ROE
Growth Growth P/E
(5 yr) (5 yr)
Coca-Cola KO 8% 9% .71 16.0 3.2% 30%
PepsiCo PEP 11% 9% .68 15.9 2.7% 41%
Dr. Pepper DPS 10% 4% .89 14.5 1.8% 17%
Snapple
National FIZZ 6% 4% .80 14.6 None 21%
Beverage
Corp.
Average Forward P/E for S&P 500: 14.5

22. P/E Valuation
• 5-year average P/E: 18
• Forward P/E: 16
• Averaged P/E multiple: 17x
• Estimated projection: 17*$3.43
 $58.31 per share

23. DCF Input Data
Projection Period
2009 2010 2011 2012 2013 2014
Revenue $30,990.0 $33,469.2 $36,146.7 $39,038.5 $41,771.2 $44,695.1
Growth -3.0% 8.0% 8.0% 8.0% 7.0% 7.0%
EBITDA $9,467.0 $10,208.1 $10,482.5 $11,711.5 $12,531.3 $13,408.5
% Margin 30.5% 30.5% 29.0% 30.0% 30.0% 30.0%
Growth -2.1% 7.8% 2.7% 11.7% 7.0% 7.0%
Dep & Am $1,005.0 $1,085.4 $1,172.2 $1,266.0 $1,354.6 $1,449.5
EBIT $8,462.0 $9,122.7 $9,310.3 $10,445.5 $11,176.7 $11,959.1
% Margin 27.3% 27.3% 25.8% 26.8% 26.8% 26.8%
Taxes $1,534.0 $1,656.7 $1,789.3 $1,932.4 $2,067.7 $2,212.4
EBIAT $6,928.0 $7,466.0 $7,521.1 $8,513.1 $9,109.1 $9,746.7
Equity risk premium 8%
P/EBITDA multiple 13.0x

24. Valuation
• DCF intrinsic value: $59.31
• P/E valuation: $58.31
• Valuation range
 $58.31-$59.31
• Current stock price
 $54.95 (Undervalued)

25. Recommendation: Buy
Estimated Value: $58.31-$59.31
Current Price: $54.95
Pros Cons
•Solid payout ratio •Bottling acquisition’s North
•Increasing dividends American focus
•Cash position •Lower margin acquisition
•Acquisitions •Regulations
•Stock buybacks •Halting stock buybacks until
CCE deal closes (4Q 2010)