Coca-Cola. Company Information

Coca-Cola. Company Information

  • Coca-Cola has been a successful company
  • Available in more than 200 countries
  • In greater quantities thanks to machinery
  • Its products are affordable and accessible
  • Should embrace a low-cost operating policy
  • Entail both voluntary and involuntary layoffs

Organization Background

  • Been a force for positive development
  • In 1886 at a soda fountain
  • Over 400 non-alcoholic beverage brand products
  • Drinks, beverages, waters, juices, teas, and coffees,
  • Coca-Cola, Coke Zero, Sprite, and Fanta (The Coca-Cola Company, 2022)
  • Available in more than 200 countries worldwide

Internal Strengths

  • Market dominance in the beverage sector
  • Every day, it serves 2 billion
  • Drinks are among the most popular
  • The brand and strong consumer loyalty
  • Coca-Cola and Fanta have large fan base (Vučetić, 2018)
  • Most efficient and broad distribution system

Internal Weaknesses

  • Pepsi is the Coca-cola’s largest opponent
  • A fierce rivalry in the industry
  • Products are not diverse: Coca-Cola has lagged
  • Is linked to obesity and diabetes (Seradio et al., 2018)
  • Environmental concerns: The use of plastic
  • Greenhouse gas emissions and global warming

External Opportunities

  • New products to diversify its markets
  • New offerings in the health areas
  • Price of transportation and fuel rising
  • Resources to buy startups and small companies (The Coca-Cola Company, 2022)
  • Improve marketing for less popular products
  • Revenue will benefit from increased marketing

External Threats

  • Controversy about the corporation’s water use
  • In areas where it is scarce
  • Pollution cases: A California environmental group
  • Intensified competition: Despite Pepsi’s direct competition
  • Consumers are becoming more health-conscious
  • They avoid products containing unhealthy substances (Cramer, 2021)

Macro Environment Analysis: PESTEL

Political Factors: changes to the existing legal system

Economic Factors: operations in hundreds of countries, the market for healthy beverage alternatives, sociocultural Factors, civilized countries- 30 brands for Japanese market

Technological Factors: products can be produced more efficiently (Cramer, 2021), Coca-cola employs social media technology- Facebook

Environmental Factors: the arising norms and environmental requirements

Legal Factors: intellectual property rights protect patented products (The Coca-Cola Company, 2022)

Micro Industry Analysis: Porter’s Five Forces

Threat of New: the danger of competitors is low

Threat of Substitutes: are several alternatives to Coca-Cola products (Cramer, 2021)

Supplier Power: its suppliers have minimal negotiating influence

Buyer Power: not under pressure from individual customers

Industry Rivalry: Pepsi is currently the primary rival

Generic Strategy Recommendations

  • Generic strategies should be cost leadership
  • Comparable to those of its rivals
  • To save money on all products
  • Keeping the prices of Coca-cola products low (The Coca-Cola Company, 2022)
  • Lead to increased sales and popularity
  • Range of nutritious beverages and juices

Organization Design Recommendations

  • Coca-Cola should embrace a low-cost strategy
  • It should establish fresh operating divisions
  • Should be a greater emphasis on interconnectivity
  • Minimized replication of resources and products (Seradio et al., 2018)
  • May entail voluntary and involuntary layoffs
  • Employees eligible for a parting package
  • Ethical Considerations

Drought-stricken districts throughout India blamed Coca-cola

  • Factories for drastically decreasing water supplies
  • Had groundwater contamination and exhaustion issues
  • Large amount of water in scarce areas
  • Accused of causing obesity and diabetes (Cramer, 2021)


Cramer, M. (2021, August 11). Coca-cola is changing the flavor of a soda. Again. The New York Times. Web.

Seradio, P. M., McKee, M., & Stuckler, D. (2018). Coca-Cola–a model of transparency in research partnerships? A network analysis of Coca-Cola’s research funding (2008–2016). Public Health Nutrition, 21(9), 1594-1607. Web.

The Coca-Cola Company. (2022). Web.

Vučetić, R. (2018). Coca-cola socialism. Americanization of Yugoslav culture in the sixties. Central European University Press.

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