SWOT Analysis:
SWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a
technique much used in many general management as well as marketing scenarios. SWOT
consists of examining the current activities of the organisation- its Strengths and
Weakness- and then using this and external research data to set out the Opportunities and
Threats that exist.
Strengths:
Coca-Cola has been a complex part of world culture for a very long time. The products
image is loaded with over-romanticizing, 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, 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.
Weaknesses:
Weaknesses for any business need to be both minimised and monitored in order to
effectively achieve productivity and efficiency in their businesss activities, Coke is no
exception. 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
