Coca-Cola has over a century of brand recognition and global presence as strengths. However, its classic soft drinks are high in sugar and calories, which is a weakness as health concerns rise. Coca-Cola has opportunities to introduce healthier drinks to stay relevant as consumer demand shifts. Its largest threat is failing to diversify as fitness trends grow - competitors offering nutritious drinks could overtake Coca-Cola if it does not adapt.

1. Coca-Cola SWOT
Mission Statement
"Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit.
To Inspire Moments of Optimism... through our brands and our actions.
To Create Value and Make a Difference... everywhere we engage."
Strengths
The Coca-Cola Company was founded in 1886 in the United States by Doctor John Pemberton a pharmacist from
Atlanta, Georgia. It has been developed for over a hundred years. Its long history can really benefit it business
since its brand name has been widely spread to the world. People over 200 countries can enjoy its products and
recognize the little red can anywhere. Interestingly enough, though, more than 70% of Coca-Cola’s income comes
from outside the United State of America.
The promotion strategy of the Coca-Cola Company is undoubtedly, brilliant. By usually employing poop singers,
movie stars and professional athletes to endorse the product, the general public feels at ease in purchasing it.
Well, if Tom Hanks drinks Coke, so could I. Using this strategy gives a wide range of people in different cultures,
walks of life and countries to relate with Coca-Cola and its products.
Coke has also developed Coke Gear, some are collectible items, such as Christmas ornaments, special edition
bottles etc. Others are items such as duffle bags, cups, sunglasses cases, stickers etc. These types of items are not
only giving the consumer a sense of pride by displaying a product they like but, they are also promoting it to other
potential consumers.
The taste of Coke is unique and widely accepted by consumers. The Coke Company has its secret formula, as many
others do, and though many try to re-create a similar taste, Coke is still the original cola. “Today, products of the
Coca Cola Company are consumed at the rate of more than one billion drinks per day.” Bellis, M. – The History of
Coca-Colahttp://inventors.about.com/od/cstartinventions/a/coca_cola.htm
The Coca-Cola Company has also developed the signing contracts with other market giants like McDonalds, this
way the soft drinks of the company can be linked with the food of the restaurants and both companies benefit
from that.
Weaknesses
Most of the Coca-Cola drinks are not so…let’s say, healthy, for lack of a better word, especially their soft drinks.
The amounts of sugars and increased calories have been known to cause cavities, and weight gain. I researched so
many studies about the correlation between soda and weight gain and all were inconclusive, so I did my own
experiment. I decided to stop drinking Coke for a time, in two weeks I had lost 10 lbs. I maintained the portion

2. amounts the same, even the types of foods I ate. The only thing I did was stop drinking Coke. So the tie is there,
Coke and other sodas do in fact, make you gain weight.
Opportunities
Coca-Cola has the opportunity and the financial capability to create and provide healthy drinks. More and more
people are becoming health conscious and want to intake healthier foods into their bodies. If Coca-Cola intends
on staying on top, this new “global health kick” is a great opportunity for the Coca-Cola Company to introduce new
products. By extending into the dessert and power drinks markets, Coca-Cola can maintain its reputation where
sweet things are not only accepted but, required.
Threats
Coca-Cola’s biggest threat is itself. It needs to diversify its market into other possible venues. This new “staying
fit” phenomenon sweeping the nation can be its downfall if the company does not act. Sure there are other
competing soft drink companies but, let’s face it, they have been trying for years to topple Coke and have been
unsuccessful. The “new” competitors are companies that are developing green tea, and nutritious water, these
are the companies Coke has to worry about.