Talesha Martin, Jacquelyn Medina, Terrence Miller, Michael Muniz, and Juan Mata
| MG 495 | December 11, 2016
, 1
Live Case Analysis: Coca Cola
TABLE OF CONTENTS
Executive summary ……………………………………………………………………. 2
Historical overview…………………………………………………...……………..…. 3
Analysis of economy and industry…………………………...………………………… 4
SWOT analysis of the company……………………………..………………………… 8
Forecast of the economy, industry, and company for next year……………………… 11
Pro-forma Income Statement and Balance Sheet…………………………………...… 12
Recommendations and conclusions………………………………...……………..….. 16
References………………………………………………………...……………..…… 17
, 2
Live Case Analysis: Coca Cola
Executive Summary
Dr. John S. Pemberton was the creator of the original Coca-Cola. In 1886, “he created a
flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water
and deemed ‘excellent’ by those who sampled it (About Us: Coca Cola History, 2016)”. In early
times, the marketing was done through items such as coupons and newspaper advertising and
promotional items. Advertising has grown with technology; The Company has undergone
several changes and took many chances but has been successful throughout the years. When it
comes to sales, Coca-Cola Co. posted revenue of $43.49 billion; this made the company rank
#177 in sales and #57 in profits according to Forbes’ list of the world’s biggest public
companies. In 2014, the beverage industry posted its tenth consecutive decline in sales. The
surge of consumers desire to consume flavored water, juices or drinks that are known to be
healthier to the consumer has impacted the sales of carbonated soft drinks. The amount of
diversification undertaken by Coca-Cola is severely lacking. The company only seeks to operate
within the beverage industry, unlike Pepsi which has ventured into other areas such as snacks.
This serves as an operational weakness. The lack of healthy alternatives in their product range is
a substantial weakness in Coca Cola's manufacturing strategy (Wang, 2015). Coke also faces
unethical issues about excessive water usage during production in underdeveloped nations.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller StudyConnect. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $13.49. You're not tied to anything after your purchase.