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SWOT ANALYSIS OF COCA COLA

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Coca Cola is a household name in the beverage product category. The company is primarily associated with its flagship product, Coke. Homes, offices, shops, hotels, you name it, and you will find Coca Cola everywhere. The brand has an array of products in its pocket. Here is the SWOT analysis of Coca Cola. (SWOT stands for "strengths, weaknesses, opportunities & threats".)

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SWOT ANALYSIS OF COCA COLA - STRENGTHS

• Brand Equity – Coca Cola is among the costliest brands with highest brand equity. It received the highest brand equity award in 2011. Unique brand identity and vast global presence are two main reasons behind the company’s strong brand equity factor.


• Company valuation – Coca Cola is valued around 79.2 billion dollars approximately, making it one of the most valuable companies across the globe. This valuation comprises numerous factories, brand value and assets spread globally apart from the profit of Coca Cola and its operational cost.


• Largest market share – The brand faces tough competition from only one brand in the beverage segment and that is PepsiCo. Out of the two, Coca Cola has clearly emerged as winner with the largest market share. Limca, Thumbs-up, Diet Coke, Sprite, Maaza and Fanta are main growth drivers for the brand.


• Distribution network – It has the largest distribution network backed by a strong demand for its products in the market. It is only because of such successful distribution network that the brand has been able to make its humungous presence felt in the market.

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SWOT ANALYSIS OF COCA COLA - WEAKNESSES

• Product Diversification – Product Diversification is not one of the strongest points of Coca Cola. While Pepsi, in a smart move, has diversified into the snacks segment (Lays and Kurkure), Coca Cola has failed to follow the suit. It has missed out on the additional revenue it could have generated from products in the food segment.


• Competition – Though it does not have many competitors, but the single, biggest Coca Cola competitor, Pepsi, is a thorn in its flesh. The competition among the two is fierce. Had it not been for Pepsi, Coca Cola would have clearly emerged as the leader in the beverages category.


• Health beverages – The company has the biggest weakness in the health domain. With so much buzz on health and fitness, it finds itself thrown on the sides with consumers preferring a health drink over carbonated one like Coke. Obesity, a major lifestyle disease, is attributed directly to drinks like Limca and Coke, posing a big challenge to brand growth.

SWOT ANALYSIS IN COCA COLA - OPPORTUNITIES

• Diversification – Diversification is one of the biggest opportunities that can help Coca Cola leverage its business presence further. Extending the product range in the food and health business will assist the brand in improving its offerings to customers. It will also imply higher revenue from present customers by cross selling the product line. The supply chain distributing Coca Cola beverages can distribute extended product line, sharing the supply chain costs.


• Developing nations – Unlike developed nations, developing countries present more growth opportunities to the brand. With fitness becoming a bigger industry, developed nations are shying away from Coca Cola, in spite of its high presence there. They are gradually shifting preferences towards health beverages. Nations like India, which have hot summers, provide ample revenue opportunities to brands like Coca Cola.


• Packaged drinking water – The segment of packaged drinking water is another area brimming with opportunities for the brand. With hygiene as a crucial factor in water consumption, packaged drinking water has managed to carve a niche for itself into people’s mind. Coca Cola’s packed drinking water product, Kinley, offers huge expansion area to the brand.

SWOT ANALYSIS IN COCA COLA - THREATS

• Raw material sourcing – Climatic changes like water scarcity is one of the biggest threats to the brand. The allegations of vast water consumption and suspected use of pesticides has done enough damage to the company already. It has witnessed a major downfall in the revenue because of this negative publicity. Countries facing water scarcity sooner or later might question companies like Coca Cola.


• Indirect competitors – Coffee chains like Café Coffee Day, Starbucks and Costa Coffee are on the rise. These chains are seen as a healthy alternative to carbonated sweetened drinks like Limca and Coke. Though directly they may not be as big a competition, but they definitely manage to dent the market share of the brand in the beverage segment. Same kind of competition from health drinks like Tropicana and Real juices and energy drinks like Gatorade and Red Bull may prove to be a dampener for the brand.

SWOT ANALYSIS OF COCA COLA - CONCLUSION

The company faces daunting challenges ahead but it holds lot of promise for the future. In spite of its weaknesses and threats, its cult following in the form of a loyal customerbase will keep Coca Cola in good lead. Its huge distribution network and brand equity will leverage the revenue sources despite the obstacles.

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