The Coca-Cola Company SWOT & PESTLE Analysis
COMPANY PROFILE -Coca-Cola
Business Sector :FCMG, Non-alcoholic beverages
Operating Geography :United States, North America, Global
About Coca-Cola :
The Coca-Cola Company incorporated in 1892 is the world's largest beverage company. It manufactures, and markets nonalcoholic beverage concentrates and syrups and also finished sparkling soft drinks and other nonalcoholic beverages. The company is well known for its flagship product Coca-Cola or Coke. The concentrates and syrups are sold to authorized bottling partners who process them to sell as finish products. Along with their bottling partners, the company employs more than 700,000 people as of 2019, encouraging the local communities and providing economic opportunities globally.The Coca-Cola Company is a total beverage company, endeavoring over 500 brands in more than 200 countries and territories as of 2019. Coca-Cola is constantly transforming its product portfolio to suit its health-conscious patrons by reducing sugar in their drinks and bringing innovative products to market. Its portfolio comprises of some of the world’s most valuable beverage brands, such as AdeS plant-based beverages, Ayataka green tea, Peak teas and coffees, Georgia coffee, Gold Honest Tea, Costa coffee, Del Valle juices and nectars, Minute Maid juices, Powerade sports drinks, Simply juices, Fanta, Sprite, innocent smoothies and juices, Dasani waters, smartwater, Vitaminwater and ZICO coconut water.
Coca-Cola’s mission statement as per their website is “To refresh the world in mind, body and spirit, to inspire moments of optimism and happiness through our brands and actions and to create value and make a difference”.
The company’s objective as per their annual report is “To use our formidable assets — our brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of our management and associates — to achieve long-term sustainable growth.”
The USP or Unique Selling Proposition of the Coca-Cola company sprawls in being the world's largest beverage company and owning the world’s most popular and largest selling soft drink brand Coca Cola or habitually known as Coke.
Coca-Cola Revenue :
$35,410 million (FY ended December 31, 2017) (y-o-y growth - Almost 15% loss)
$41,863 million (FY ended December 31, 2016)
Ownership / Major shareholders :
As of March 2018, the major shareholders of the company are as follows –1) Berkshire Hathaway 9.39%
2) Vanguard Group 6.68%
3) State Street Corp 3.38%
4) BlackRock 3.29%
5) Capital World Investors 3.29%
Competitive Analysis of Coca-Cola
Coca-Cola and its arch-rival PepsiCo possess the largest market share and are the most prominent players in the beverage industry. Unlike PepsiCo, Coca Cola targets people of all age group and its fantastic marketing strategies present the company with a competitive advantage. The flagship brand of the company, Coca-Cola is the highest-selling beverage across the world and is the greatest strength of the company. Apart from this, Coca Cola's brand equity, brand value, market share, international presence, strong fiscal muscle, customer loyalty, strong distribution network, and supply chain are also some of the greatest strengths of the beverage king. In spite of these magnificent strengths, the Company faces issues due to inherent weaknesses like limited business diversification, inadequacy of healthy beverages, suspected use of pesticides in beverages, lawsuit raised due to wasteful use of water in water-scarce regions, etc. Unlike its arch-rival, Coca Cola has not entered the snack and ready to eat food segments. Since Coca Cola already possesses worldwide recognition and huge customer base, penetrating into new segments and devising sturdy impact can be simpler for the company. Therefore, business diversification is an exceptional opportunity for growth and proliferation. Coca Cola's brand Kinley has a huge potential for expansion due to an increased demand for packaged drinking water. Today water scarcity is on the rise and this is a major threat to the beverage industry as it is the essential raw material used in the beverages. Apart from water scarcity, increase in direct and indirect competition, health awareness, environmental concerns, alternative healthy drinks, etc. are also some of the pertinent threats to The Coca-Cola Company.
The SWOT matrix of The Coca Cola Company is presented below in a nutshell followed by the detailed analysis.
| 1. Market leader in the non-alcoholic beverages sector 2. Innovative marketing campaigns 3. Vast brand portfolio 4. Strong distribution network 5. Loyal customer base | 1. Absence in other food and beverage segments 2. Insensitivity towards water management 3. Health concerns associated with carbonated drinks |
| 1. Product diversification 2. Acquisition of niche competitors 3. Penetration in markets of developing nations 4. Major opportunity in bottled water e-commerce and delivery segment | 1. Competition with PepsiCo 2. Indirect competition 3. Increasing taxes on sodas and sugary soft drinks |
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Detailed SWOT Analysis of Coca-Cola
Strength
1. Market leader in the non-alcoholic beverages sector: The Coca-Cola Company (TCCC) is the largest non-alcoholic beverage company in the world. According to the Annual Report of The Coca-Cola Company, it is a global brand that is identified and appreciated in virtually every country of the world. Around 94% of the world’s population is its consumer. TCCC boasts of more than 500 brands which position it as the world’s largest total Beverage Company. It enjoys the number one value position in non-alcoholic ready-to-drink beverages, as well as in sparkling soft drinks; juice, dairy and plant-based beverages; water, enhanced water and sports drinks; and ready- to-drink tea and coffee. It owns world’s top five non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Fanta and Sprite.
2. Innovative marketing campaigns: The Coca-Cola Company has never failed in winning hearts across boundaries with its innovative and unconventional marketing campaigns. In 2017, TCCC was the largest advertiser in the beverage industry in the world. It spent around US$6.2 billion (or 17.5% of total revenue in 2017) in marketing and generated a revenue of US$35.410 billion. Since 2014, the “Share a Coke” campaign has brought in new innovations and surprise-and-delight experiences to keep fans coming back. From the addition of more brands and names on more packages (including tie-ins with passion points like NCAA March Madness and the FIFA World Cup), to the launch of an e-Commerce site (ShareaCoke.com) where fans can order custom glass bottles, to the introduction of a first-ever sticker label, to work towards integrating music into the campaign. 2018 brings with it a new version of Share a Coke which emphasizes on the role Coca-Cola plays in the special summer moments. A new creative campaign called “That’s the MIX” will mark the celebration of The MIX by Sprite Tropic Berry, a new sparking soft drink, available only at McDonald’s. The Coca-Cola Happiness Machine, Super Bowl 2012, Coke Zone, Tweet Your Christmas Wish, The Friendship Experiment, King of the Recycle and The Ahh Effect are some of the notable marketing campaigns that Coca-Cola successfully launched. Coke Studio Pakistan has grown into The Coca-Cola Company’s largest digital asset with more than 1 billion views, 3 billion minutes of viewing time and a 14 percent engagement rate.
3. Vast brand portfolio: The Coca-Cola Company, being the world’s leading non-alcoholic company, has a very extensive and valued brand portfolio. It owns and distributes over 500 different brands and offers beverages for every taste in seven beverage categories including Carbonated Soft Drinks, Bottled Water, Juice & Juice Drinks, Sports Drinks, Tea & Coffee, Energy Drinks & Shots and Alternative Drinks. TCCC’s portfolio our company’s portfolio consists of 21billion-dollar brands, 18 of which are available in reduced, low or no-calorie options. The billion-dollar brands of TCCC include Coca-Cola, Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, Vitamin water, Powerade, Kinley, Minute Maid, Simply, Del Valle, Georgia Coffee, Smart Water, Ice Dew, Ayataka, Schweppes and Gold Peak. Most of these world-famous brands make TCCC a leader in value share positions across multiple categories. The most popular beverage from TCCC is the Coca-Cola.
4. Strong distribution network: The Coca-Cola Company is not only appreciated for its extensive brand portfolio but also for its excellent distribution network. Its robust supply chain network ensures the availability of each of its products in the remotest of areas. TCCC has around 250 bottling partners all over the world which support its exceptional distribution capabilities. Its global distribution network feeds around 27 million customer outlets across more than 20 different channels in more than 200 countries.
The remaining section under "Strength" is available only in the 'Complete Report' on purchase.
Weakness
This section is available only in the 'Complete Report' on purchase.
Opportunity
This section is available only in the 'Complete Report' on purchase.
Threat
This section is available only in the 'Complete Report' on purchase.
Major Competitors :
- Mondelez International
- Danone
- Dr Pepper Snapple Group
- Suntory
- Nestlé Waters
- RedBull
- PepsiCo
- Kraft Heinz
- Unilever
Major Brands :
- Coca-Cola
- Diet Coke
- Fanta
- Sprite
- Dasani
- Georgia
- Ice Dew
- Powerade
- Simply
- I LOHAS
- Del Valle
- Glacéau
- Ayataka
- Fanta Schweppes
- Aquarius FUZE TEA
- Gold Peak
- Minute Maid
Key Business Segments / Diversification :
Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :
Open Table Preview| Hansen | Non-energy drink brands | 2015 | Acquisition | Ownership of Monster’s non-energy business will strengthen Coca-Cola’s presence in craft beverages segment. |
| ZICO | Coconut water | 2013 | Acquisition | Establishes presence in premium bottled coconut water segment |
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
• The SWOT and PESTLE analysis report of The Coca-Cola Company is a comprehensive analysis tool for all the appropriate internal and external factors that influence the brand and its operations.
• The Coca-Cola SWOT analysis report highlights the internal strengths and external opportunities that can be incorporated to overcome its weaknesses and address threats from the external environment.
• Identifying Coca-Cola’s uniqueness and innovative strategies that catapulted its position to a market leader in the industry and presented the company with unique competitive advantages.
• The PESTLE / STEEPL / PEST report highlights the current trends in the FMCG and non-alcoholic beverage industry with a definite depiction of macro factors and its reverberations on the industry and mainly on the Coca-Cola Company.
• The PESTLE analysis assists in recognizing the impact of influencers like political, economic, social, technological, legal and environmental factors on Coca-Cola's business model
• Penetrations into Coca-Cola's business model and business diversification, with further categorization and analysis of key business segments and business case study.
• Understanding of Coca-Cola's USP or unique selling proposition, mission statement and vision statement that has set a benchmark in the FMCG and beverage industry
• Review of the acquisitions, mergers, capital raising, equity transactions, alliances or partnership ventures that Coca-Cola consented with deal valuations to achieve its milestones, business objectives, and synergies.
• Absolute company analysis to compile information about company profile, value proposition, revenue jumps, business model, business plans and marketing strategy
• Classifying the core values, key performance indicators and success factors that contributed to sustainable growth and proliferation.
References used in Coca-Cola Analysis Report
1. https://www.coca-colacompany.com/annual-review/2017/index.html
2. https://www.coca-colacompany.com/sustainability
3. https://www.bbc.com/news/health-43659124
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The Coca Cola Company SWOT and PESTLE analysis has been conducted by Astha Gaur and reviewed by senior analysts from Barakaat Consulting.
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