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Coca-Cola Case Study 1 SWOT ANALYSIS Strengths Coca-Cola has been an intricate part of American culture for over a century The products image is laden with sentimentality and this is an image many people have taken deeply to heart The Coca-Cola image is displayed on T-shirts hats and collectible memorabilia This extremely recognizable branding is one of Coca-Colas greatest strengths Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple yet powerful symbol of quality and enjoyment Allen 1995 Additionally according to Bettman et al 1998 Coca-Colas bottling system is one of their greatest strengths It allows them to conduct business on a global scale while at the same time maintain a local approach The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company Because Coke does not have outright ownership of its bottling network its main source of revenue is the sale of concentrate to its bottlers Bettman et al 1998 Weaknesses Although domestic business as well as many international markets are thriving volumes in Latin America were up 12 Coca-Cola has recently reported some declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power According to an article in Fortune magazine In Japan unit case sales fell 3 in the second quarter of 1998scary because while Japan generates around 5 of worldwide volume it contributes three times as much to profits Latin America Southeast Asia and Japan account for about 35 of Cokes volume and none of these markets are performing to expectation Mclean 1998 Opportunities Brand recognition is the significant factor affecting Cokes competitive position Coca-Colas brand name is known well throughout 90 of the world today The primary concern over the past few years has been to get this name brand to be even better known Packaging changes have also affected sales and
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