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Summary MG 495 Live Case Analysis: Coca Cola. Complete
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Running Head: Live Case Analysis: Coca ColaSource: http://www.worldofcoca-cola.com/wp-content/themes/1070032_worldofcocacola/img/logo_round.png
Live Case Analysis
COCA COLA COMPANY
Talesha Martin, Jacquelyn Medina, Terrence Miller, Michael Muniz, and Juan Mata
| MG 495 | December 11, 2016
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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
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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.
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