Case Study

1. Coca Cola
SWOT ANALYSIS

2. Coca Cola Brand Analysis
• Parent CompanyCoca Cola Ltd
• CategoryBeverages and foods
• Sector Food & Beverages
• Tagline/ Slogan Taste the Feeling; Open
happiness
• USP Coca Cola is the number one beverage
brand in terms of sales with more than 500
products at offer

3. Coca Cola Product Portfolio
• 1. Coca Cola Coke
• 2. Diet Coke
• 3. Sprite
• 4. Fanta
• 5. Kinley
• 6. Minute Maid
• 7. Smartwater
• 8. Costa Coffee
• 9. Schweppes
• The above mentioned brands are the prominent
products under the Coca Cola product portfolio.

4. Strengths

5. • 1. Coca Cola is the number one beverage brand in terms of reach
and sales
• 2. Popular subsidiary brands like Coca Cola, Sprite, Fanta, Kinley,
Minute Maid, Schweppes etc. have strengthened the Coca Cola's
brand and have diversified the growth across these brands
• 3. Coca Cola which is headquartered in Atlanta, Georgia, USA has a
global reach and is present in over 200 countries
• 4. The company has more than 500 brands on offer across various
categories like sparkling, water, coffee, tea, dairy etc.
• 5. Coca Cola has employee strength of around 1,50,000 people
globally including the US, UK and most of the countries around the
globe.
• 6. Strong and efficient supply chain network, ensuring that all the
products are available even in the most remote places
• 7. The financial condition of the brand is always consistently strong

6. • 8. Strong brand recall of all Coca Cola products through advertising
and marketing by associating with celebrity brand ambassadors
• 9. CSR activities in the field of water conservation and recycling,
education, health etc.
• 10. Effective and efficient packaging technique giving emphasis on
recycling and reusing
• 11. Coca Cola has long association with international sports events,
sponsorships, theme parks etc.
• 12. Coca Cola has always adapted to changing market conditions
e.g. the brand is now moving towards sugar free options, juice,
water etc.
• 13. The company is constantly innovating to safeguard the
environment by from using 100% recycled material
• 14. The Coca Cola Foundation has been instrumental in developing
businesses in many countries as it part of the CPG industry world
wide.
• 15. Coca Cola also has diversified into coffee through its acquisition
of Costa coffee making it even stronger in its portfolio of beverages
• 16. It also has brands of teas and dairy in its portfolio.

7. WEAKNESS

8. • 1. Strong competition in the aerated drinks
segment from PepsiCo means constant fight over
market share for Coca Cola
• 2. Coca Cola and related soft drinks brands have
been linked now with high sugar content and
many health concerns are being raised, this
becomes a weakness worth looking at
• 3. Coca Cola does not have a food business unlike
its competitors like PepsiCo, it is only limited to
beverages as of now
• 4. Overdependence on 4-5 major brands like Coca
Cola, Sprite etc.

9. Opportunities

10. • 1. Increase its reach in untapped countries and
market can boost Coca Cola
• 2. Market and popularize the less known
products
• 3. Acquiring other companies can
strengthen Coca Cola's place in the industry
further
• 4. Diversify its product portfolio by entering into
snacks industry to compete with PepsiCo
• 5. Launching a full fledged health drinks line of
business

11. Threats

12. • 1. Health consciousness amongst people avoiding
aerated drinks can adversely affect Coca Cola
• 2. Difficulty in complying with different
government regulations and norms in different
countries
• 3. Inflation, economic slowdown and instability
• 4. Strong competition can lead to reduced market
share