COCA COLA EXTERNAL FACTOR EVALUATION MATRIX

(EFE MATRIX)
Weighted
External Strategic Factor

Weight Rating

Score

OPPORTUNITIES
Due to

diversifi

portfoli

not affe

new inv
Strong and diversified product

0.13

0.52

market

The arr
by the

to the c

most a

the com

enhanc
Packaging

0.08

0.32

world.

The acc

new pr

compa

in the i
The acceptance of the new projects in the
company

increas
0.03

0.12

the com

New te

introdu

compa

improv
New technology

0.14

0.56

and effi

Niche market could be focused.

0.05

0.15

The com

the nic

market

improv

produc

compa

There i

the coc

adverti

is not m

among

the peo

benefic

to stab
Advertisement of unpopular products

0.03

0.06

genera

There i

opportu

compa

gap be
Gap between competitors

0.04

0.08

their co

The coc

has lot

continu
Great number of successful brands

0.14

0.42

the gre

0.04

0.16

Althoug

THREATS
Health conscious people

compa

almost

over th

market

factor o

people

compa

badly a

of the c

The fac

also th

compa

decline

popula
The factor of lawsuits

0.06

0.24

the sal

The suc

the coc

were th
falters

unheal

produc
health
Falters showing the unhealthy side of the product 0.09

0.27

as the

The ma

compa

especia
selling

produc

cola an

sorts o
juices,
Competitors (Pepsi)

0.07

0.28

threat f

Econom

impact

advers

succes

and the
Economical changes

0.08

0.24

among

The inc

deman

of the n

produc

nectars
Increase in demand of substitutes.

0.02

0.06

growth

The lar

substit

compa

also av

market
Total Weighted Score

3.48

CONCLUSION
Based on the above calculations it has been concluded that the companys Total Weighted
Score is 3.48 which shows that the company is hugely successful in utilizing its opportunities
and minimizing the threats around it.

deman