STRENGTHS-WEAKNESSES-OPPORTUNITIES-THREATS (SWOT) MATRIX

STRENGTHS
1.Largest beverage company worldwide
2.Largest market share
3.Brand popularity around the world
4.Strong financial condition
5.Produces about 400 brands consisting of over
3,000 beverages products
6.Owns 4 of top 5 soft drinks brands in the
world
7.Coca-Cola has a leading brand value
8.Strong brand portfolio
9.Great marketing and advertising strategies
10.Strong online presence
11.High demand for products
12.Strong customer loyalty
OPPORTUNITIES
1. Appearance in emerging markets
2. Have 22M fans on Facebook
3. The number one most followed
food/beverage brand on twitter
4. Development of low and zero calorie
nutritional beverage
5. In-line competitor acquisition
6. Dropping of Pepsi Raw of PepsiCo
7. Collaboration with Apple in Europe
8. Continues to lead in market share with
42%
9. Presence in packed drinking water
10. Large private sector employer in Africa

(O1,2,3-S10) Announcement/publication of its

market development to its website and SNS.
(O2,3-S1,3,7,10,12) Continuous building of
relationship to its stakeholders through active
online presence.
(O5,8-S1,2,3,5,6) In line competitor acquisition
to sustain market share and product portfolio.
(O4,6-S12) Develop healthy (low and zero
calorie nutritional) beverage thatll mostly
contain of naturally sourced ingredients to
sustain customer loyalty and to even cater
competitors customers.
(O9-S10) Promote safe packed drinking water.

THREATS
1. Competitors are more focused on
nutritional drinks
2. Health issues revolving around: soft
drinks have recently created challenges for
beverages manufacturers
3. Intense rivalry with PepsiCo
4. Difficulty in complying with different
government regulations and norms in
different countries
5. Inflation, economic slowdown and
instability
6. Selling of snacks and soda in vending
machines being banned in public education
institution
7. Leading of Gatorade (PepsiCo) for
decades
8. Accreditation of FDA and NAS of
PepsiCo
9. Shorter cash conversion cycle of Hansen

(T2,10-S9) Harness marketing and advertising

strategies toward health consciousness without
impairing the products.
(T3-S1,2,3,5,6,7,9,11) Brag about the
companys achievement against its competitors
to gain peoples trust and dependency to its
products.
(T4-S11) Announce its desire to comply with
government regulations and norms in different
countries despite the difficulty in achieving so to
retain the level of customers demand for
products.
(T5,4-S10) Publish financial stability to its
website to attract investors.
(T6,5-S9) Creative and attractive promotions
(like water, juice, juice drinks and soy milk) to
catch childrens attention to offset loss in sodas.
Increasing the target profit (within the segment
of public education institution) of noncarbonated products to offset loss in sodas.
(T7-S3,9,12) Use its brand value and customer
loyalty to level its product equal to PepsiCos
Gatorade success.
(T9-S5) Offer incentives to retailers and
distributors to pay sooner than later to shorten
cash conversion cycle.

10. Obama Administration promoting

healthier society

(T10-S9) Support Obamas Administration to such

promotion.

WEAKNESSES
1.Hyperactivity of children due to artificial
colorings of product
2.Bottle packaging contains HCF (hydro
fluorocarbon)
3.Low product diversification
4.Products viewed as an unhealthy
beverage due to carbon composition
5.Discontinuing of many products (New
Coke, Coca-Cola with Lemon, Coca-Cola
with Lime, Coca-Cola Black, etc.) after
few years of launching which result in bad
image of the brand
6.No presence in food or snack industry
7.Lack of popularity of some Coca-Cola
product worldwide
8.A debt of $9.3M
(O5-W3,6) Engage into different product
line to enhance product portfolio.
(O4-W4,5) Develop healthy (low and
zero calorie nutritional) beverage (that
are more likely to have a long lasting
market appearance) to eliminate
generalization about its products
(viewed as unhealthy beverages).
(O2,3,4,9-W4,5,7) Launching of its
infamous products (products that are not
considered healthy) worldwide that could
sustain its market share.

(T1,2,3,4,6,8,10-W1,4) Develop health

conscious products that is hard to
imitate.
(T7-W2) Develop energy drinks that are
packed in HCF free packaging.
(T6-W1,6) Introduce/redevelop products
(like beverage or snack) fit for children
that does not contain artificial colorings.
(T1,2,10-W3) Introduce a new nutritious
or flavored beverage that helps drive the
promotion of healthy society of Obama
administration.
(T1,2,6,10-W1,2,3,4,7) Improve
advertisement or extend communication to
customers about the new health conscious
products or existing products that could
increase the popularity of coca cola and
may reach the consciousness of customers.