COCA-COLA
COMPANY
1960
1888
1894
1971
1930
2009
1886
1899
COCA COLA
1993
TIMELINE 1916
1886
Coca Cola
BORN
In a drug store
3
1888
Before Pemberton’s passing,
he divests parts of his
business, with
Asa G. Cander gaining the
largest holdings.
4
1894
Bottling machines are
added to a soda source in
Mississippi by Joseph
Biedenharn.
5
1899
The first bottling
AGREEMENT
was done
6
1916
Unique Contoured Bottle
came into the picture.
7
1930
The company
started moving
GLOBALLY.
8
1960
New BRANDS
were introduced.
9
1971
Coca-Cola airs one of the
most iconic ads in the
history of advertising,
their “I’d like to buy the
world a Coke”
commercial.
10
1993
Coca cola experimented with
computer animation and the popular
“Always Coca cola”.
11
2009
Open happiness
campaign was
unveiled globally.
12
SOME INTERESTING FACTS
ABOUT COCA COLA
Coca-cola was made for
01 the cure of HEADACHE
03 Coca cola’s name comes
from the coca plant and
and other illnesses. kola nut.
Sale for the first year 04 Coca-Cola was once
02 given out for free
were only $50.
13
Coca-Cola
SWOT Analysis
Strengths
15
Coca-Cola Strengths
Internal Strategic Factors
01
Strong brand
identity
Coca-Cola is a highly popular brand
with a unique brand identity.
16
Coca-Cola Strengths
Internal Strategic Factors
02
High brand
valuation
one of the most renowned brands
with a high brand value.
17
Coca-Cola Strengths
Internal Strategic Factors
03
EXTENDED
GLOBAL REACH
It is sold in more than 200
countries with 1.9 billion
servings per day of Company
products. It has introduced
more than 500 new products
globally.
18
Coca-Cola Strengths
Internal Strategic Factors
Greatest brand association and
04 customer loyalty
Coca-Cola is considered one of
US’s most emotionally-connected
brands. This valuable brand is
associated with ‘happiness’ and has
strong customer loyalty.
19
Coca-Cola Strengths
Internal Strategic Factors
05 Dominant market share
Out of Coca-Cola and Pepsi, the only
two largest manufacturers of soft
drinks in the beverage segment,
Coca-Cola has the largest market
share.
20
Coca-Cola Strengths
Internal Strategic Factors
Data source: https://globalizationandhealth.biomedcentral.com/articles/10.1186/s12992-021-00781-6/tables/2 21
Coca-Cola Strengths
Internal Strategic Factors
Unparalleled distribution
06 system
Coca-Cola has the most efficient and
most extensive distribution network
in the world. The company has
nearly 225 bottling partners and
about 900 bottling plants globally.
22
Coca-Cola Strengths
Internal Strategic Factors
07 Acquisitions
Coca-Cola has a long list of strategic and
profitable acquisitions including Costa
coffee chain, Fairlife (Milk Products),
Fuze Tea, AdeS, and many
more. Through these acquisitions,
Coca-Cola expanded its ready-to-drink
beverage portfolio
23
Coca-Cola Strengths
Internal Strategic Factors
24
Coca-Cola Strengths
Internal Strategic Factors
08 Repositioning portfolio
Coca-Cola Company has repositioned and
reduced the numbers of its global brands from
400 to 200 brands in 5 major categories such
as :
• Coca Cola
• Sparkling Flavors
• Nutrition, Juice, Dairy & Plant
• Hydration, Sports, Tea & Coffee
• Emerging 25
Weaknesses
26
Coca-Cola Weaknesses
Internal Strategic Factors
01 Stiff Competition
The Coca-Cola Company faces direct
competition in the carbonated soft
drink category, as well as indirect
competition in the form of hot drinks,
bottled water and nutritional drinks.
✔ Pepsi is the biggest rival of
Coca-Cola.
27
Coca-Cola Weaknesses
Internal Strategic Factors
02
Product diversification
The Coca-Cola Company has had few
attempts at entering into industries other
than that of beverages. Competitors
have gone into various industries, such
as Pepsi-Co’s entrance into the snack
market, a move which has helped it
diversify its offerings away from the
carbonated beverages industry.
28
Coca-Cola Weaknesses
Internal Strategic Factors
03 Fails to demonstrate
sustainable practices.
The Coca-Cola Company’s reliance on
single-use plastics has led to it being
considered one of the world’s worst
polluters.
Carbonated drinks are one of the major
sources of sugar intake. It results in two
grave health issues
– obesity and diabetes. Coca-Cola is the
biggest manufacturer of carbonated 29
beverages.
Coca-Cola Weaknesses
Internal Strategic Factors
04 Overdependence on
Third-Party Technology
Providers
Coca Cola’s operations rely
heavily on the technological
expertise of third-parties. The
company signed
another five-year deal with
Microsoft to supply business
software.
30
Coca-Cola Weaknesses
Internal Strategic Factors
05 Environmentally Destructive
Packaging
In the 2020 TearFund report, Coca Cola
was named as one of the four world’s
largest consumer brands that are
contributing immensely to global
warming and carbon emissions by
using throwaway plastic bottles.
31
Coca-Cola Weaknesses
Internal Strategic Factors
06
High distribution
costs.
In order to ensure that its
products are available in the
200 countries that sell
Coca-Cola products, the
company maintains an
exceptionally intricate supply
chain system.
32
Opportunities
33
Coca-Cola Opportunities
External Strategic Factors
Introduce new products and diversify
01 it’s segment
It can contribute to their revenue, and
they can branch out from carbonated
drinks.
34
PepsiCo vs. Coca-Cola
TOTAL REVENUE
35
PepsiCo vs. Coca-Cola
BEVERAGES & CONCENTRATES REVENUE
36
PepsiCo vs. Coca-Cola
FOOD & SNACKS REVENUE
37
Leverage its own brand
MINUTEMAID
38
Target Acquisition:
MONDELEZ
39
Coca-Cola Opportunities
External Strategic Factors
Increase presence in developing
02 nations
Many regions with hot climate have
the highest consumption for cold drinks.
Thus, increasing presence in such
locations can be excellent.
40
Coca-Cola Opportunities
External Strategic Factors
03 Bring advanced supply chain system
Coca-Cola’s business is entirely
dependent upon logistics and supply
chain. Thus, coming up with some
advanced and improved systems for
distribution can be an opportunity.
41
Coca-Cola Opportunities
External Strategic Factors
04 Packaged drinking water
There is a great potential for
expansion in the drinking water segments
of Coca-Cola. There is an opportunity to
expand and bring more healthy drinks in
the market to avoid people’s criticism.
42
Coca-Cola Opportunities
External Strategic Factors
05 Expand through acquisition
Coca-Cola has the financial
resources to acquire startups or SMBs in
emerging markets and exploit the
numerous opportunities the present.
43
Coca-Cola Opportunities
External Strategic Factors
06 Partners with Constellation Brand
One of the world’s biggest
non-alcoholic beverages brand teams up
with Corona manufacturers Constellation
Brands to make alcoholic Fresca
cocktails.
44
Threats
45
COCA-COLA THREATS
EXTERNAL STRATEGIC FACTORS
01 WATER USAGE CONTROVERSY
Coca-Cola has faced many criticisms over it’s
water management issue. Many social and
environmental groups have claimed that the
company has a vast consumption of water in
water-scarce regions. Besides, people have alleged
that Coca-Cola is polluting water and mixing
pesticides in water to clear contaminants.
46
COCA-COLA THREATS
EXTERNAL STRATEGIC FACTORS
02 POLLUTION LAWSUIT
Coke and three other companies are being sued
by a California environmental group for contributing
to plastic pollution. In the lawsuit, Coca-Cola is sigled
out for misleading the public about the recyclability of
it’s single-use plastic bottles.
47
COCA-COLA THREATS
EXTERNAL STRATEGIC FACTORS
DIRECT AND INDIRECT
03 COMPETITION
Although direct competition from Pepsi
is clear in the market, however, there are
many other companies which are indirectly
competing with Coca-Cola. Starbucks, Costa
Coffee, Tropicana, Lipton juices, and Nescafe
are the indirect competitors of Coca-Cola
which can threaten it’s market position.
48
Coca-Cola THREATS
External Strategic Factors
04 ECONOMIC UNCERTAINTY
The recent events have negatively affected business
operations, supply and distribution chains, and devastated
revenues of many global companies. In Q2 of 2020,
Coca-Cola’s revenues Declined drastically as restaurants,
theaters, and other venues that contribute about half of it’s
revenue remained closed due to the global crisis.
49
Coca-Cola THREATS
External Strategic Factors
INCREASING
05 HEALTH-CONSCIOUSNESS
Coca-Cola has the financial
resources to acquire startups or SMBs in
emerging markets and exploit the
numerous opportunities the present.
50
