Opportunities

In SWOT Analysis, the alphabet O represents the shortcut for the term of opportunities.
It is defines as external factors or elements that the project could exploit to its advantage. There
are several opportunities that approach to the Coca-Cola Company.

The first opportunity that Coca-Cola Company can grab is the growth of the bottled
water consumption. For instance, a survey was conducted by International Bottled Water
Association (IBWA) in United States in 2012, had proved that the overall consumption of bottled
water increased by 6.2 percent (9.67 billion gallons) and bottled water sales were up 6.7 percent
($ 11.8 billion).

Second opportunity comes when the world started to focus for healthy food and
beverages. Due to many programs to fight obesity, demand for healthy food and beverages has
increased drastically. For example, the program named healthy beverage expo which launched in
2013.

Healthy Beverage Expo
The Coca Cola Company has an opportunity to further expand its product range with drinks that
have low amount of sugar and calories. For example, Coca-Cola brand, zero calories Glaceau
Fruitwater was successfully to gain a market share of 2.4% within three months of its launch in
May 2013, which has made an impact in the sparkling water market.

Glaceau Fruitwater
Third opportunity may become the main opportunity for the Coca-Cola Company. This is
because beverages consumption in emerging markets is never drop until now although
people started to concern for healthier drinks. Consumption of soft drinks is still significantly
growing in emerging markets, especially Brazil, Russia, India and China (BRIC) countries,
therefore carbonates, juice drinks and bottled water should be the focus for the Coca Cola
Company.

The last opportunity is the Coca-Cola Company may growth through acquisitions. Coca
Cola will find it hard to keep current growth levels and will find it hard to penetrate new markets
with its existing product portfolio. For example, according to Star-News, the Coca-Cola
Company buy Columbia Pictures for $795 million in 1982. This is because Coca-Cola Company
expects the movies will provide an excellent area for profitable growth for the company.

Acquisition of Columbia Pictures
Besides that, the Coca-Cola Company acquired Hellenic Bottling Company, which then renamed
Coca-Cola Hellenic Bottling Company S.A. in 2000. The Hellenic Bottling Company becomes
the second largest bottler of The Coca-Cola Companys products in the world at that time, based
on sales volume.