SWOT

analysis of
coco cola
company

 Strengths
Variety of products – one of the biggest strengths that The Coca Cola Company has
is their incredible variety of products across different categories. In fact, there are
over 500 brands across 200 companies owned by Coca Cola. This not only gives
them a higher control on the market, but also more diversified expertise, and less
overall competition.
Market share – with a market share of 43% in the soft drink industry, they have a very
solid positioning compared to many other competitors. Which also means that it
would be extremely difficult to compete with Coca Cola and its almost unlimited
resources.
Brand recognition – Coca Cola is one of the most recognized brands in the world,
which gives them a huge advantage in front of their competitors. It also means that
any new product or brand they invest in will gain visibility almost immediately.
Secret recipes – and last but not least, the company prides itself in having a secret
recipe for its flagship product – the Coca Cola. This means that this product will be
difficult to replicate by competitors.
 Weaknesses
Health trends – one of the biggest weaknesses that the company has is its unability to
adapt to current health trends. As people are becoming more and more conscious
about the unhealthy food and the amount of sugar they are consuming, soft and
sugary drinks are slowly getting substituted by healthier options.
Sugar substitute – another health-related weakness for the company involves the
difficulty of improving their quality of their product without affecting its famous taste.
Coca Cola has been actively looking for healthy sugar substitutes for years with no
success.
Current positioning – the current positioning of Coca Cola and its soft drinks is both a
blessing and a curse. A blessing, because everyone knows the brand and the product it
offers. This kind of brand recognition is something that every company dreams of.
However, this weakness comes with the fact that Coca Cola already has a certain
reputation established for itself that is difficult to change. And, considering its sugary
drinks with mysterious and secret ingredients, it is certainly not the most positive one.
 Opportunities
Health trends – if The Coca Cola Company closely monitors and
responds adequately to current health trends, they have a huge
opportunitiy to increase their market share. And get an even bigger
chunk of the soft drink industry. Especially if they manage to find a
healthy substitute for sugar.
Few major competitors – considering the dominance of the brand and
only a few major competitors for these particular types of products,
Coca Cola can quickly introduce new products with the right Marketing
strategy.
 Threats
Healthier alternatives – although the company is quite dominant when it
comes to soft drinks, a lot of other healthier alternatives are arising on the
market. Flavoured waters, smoothies, organic drinks, green juices, and so
on, are just some of the alternatives that people are starting to prefer as
they get more conscious with their health.
Negative press and media coverage – although The Coca Cola Company
is known for its brilliant Marketing strategies and its incredible brand
recognition, it also gets a lot of negative coverage for being unhealthy. In-
depth research, Youtube videos, and even articles from reputable sources
such as The Telegraph might cause serious harm in the long run.