Coca Cola

IFE, EFE, Internal-External and

Competition profile matrix
IFE matrix
Strength Weight Score Weighted average
World’s most 0.10 4 ( Major strength) 0.40
valuable brand
Broad variety of 0.10 4 ( Major strength) 0.40
products (
Beverage)
Market leader 0.05 4 ( Major strength) 0.20
Strategic moves 0.10 3 ( Minor strength) 0.30
Market Share 0.06 4 ( Major strength) 0.24
Distribution 0.05 4 ( Major strength) 0.20
Financial 0.04 3 ( Minor strength) 0.12
performance
Brand 0.05 4 ( Major strength) 0.2
recall/advertising
Geographic 0.05 4 ( Major strength) 0.2
expansion
Marketing Research 0.08 3 ( Minor Strength) 0.24
and Development
Weakness Weight Score Weighted average
Product 0.10 1 ( Major weakness) 0.1
diversification
Market sales 0.08 2 ( Minor 0.16
weakness)
Water management 0.08 1 ( Major weakness) 0.08
Bottling issues 0.06 2 ( Minor 0.12
weakness)
1 2.96
500 non alcoholic beverage brands

sparkling soft drinks; water, enhanced water

and sports drinks; juice, dairy and plant-based
beverages; tea and coffee; and energy drinks.
It owns and market four of the world’s top five
nonalcoholic sparkling soft drink brands: Coca-
Cola, Diet Coke, Fanta and Sprite
EFE matrix
Opportunity Weight Score Weighted average
Beverage industry 0.07 4 ( Superior 0.28
to reach an response)
estimated $ 1.9
trillion.
Increasing leisure 0.05 3 ( Above average 0.15
lifestyle response)
Economic growth of 0.04 4 ( Superior 0.16
new emerging response)
markets
Potential to partner 0.07 4 ( Superior 0.28
with various food response)
chains
Projected demand 0.09 4 ( Superior 0.36
increase in bottled response)
water and energy
drink market by
5.8% and 14.3%
Growing awareness 0.12 2 (Average 0.24
of health and well response)
being
Threat Weight Score Weighted average
Growing health 0.10 3 ( Above average 0.3
concerns response)
Water quality and 0.05 2 (average 0.1
scarcity has the response)
potential to disrupt
production capacity
Competition from 0.07 3 ( Above average 0.21
Pepsi response)
Evolving consumer 0.07 3 ( Above average 0.21
preferences and response)
large number of
substitute products
Increasing govt 0.05 4 ( Superior 0.2
regulations response)
Indirect 0.07 3 ( Above average 0.21
competition response )
Threat to corporate 0.09 2 (Average 0.18
reputation by social response)
media and
environmental
agencies
Threat Weight Score Weighted average
1 2.88
Internal- External matrix
 2.96

2.88 Coca Cola

Competitive Profile Matrix
Key Success factors Weight Rating Weighted Rating Weighted
score score

Financial position 0.08 4 0.32 4 0.32

Advertising 0.12 4 0.48 3 0.36

Market share 0.12 4 0.48 3 0.36

Brand image 0.10 4 0.4 3 0.3

Customer loyalty 0.10 3 0.3 3 0.3

Product quality 0.08 4 0.32 4 0.32

Product range 0.12 3 0.36 4 0.48

Distribution 0.10 4 0.4 3 0.3

Geographical 0.10 4 0.4 3 0.3

expansion

Price 0.08 3 0.24 3 0.24

Total 3.7 3.28