Abstract
This paper performs a strategic analysis of the
Coca Cola Company, a leader in the beverage industry.Coca Cola, the world’s
leading softdrink maker, operates in more than 200 countries and owns or
licenses 400 brands of nonalcoholic beverages. The company faces challenges in
today’s marketplace because of market driven changes, regulatory changes and
socio-economic changes. An external analysis of the company is performed to
understand the impact of the environment. An internal analysis is performed to
understand the internal capabilities.
The conclusion of this paper empahsizes that
the company needs to reduce its dependence on carbonated beverages and
diversify its portfolio into the noncarbonated sector to remain competitive. It
is argued that the best way to become a total beverage company is through
addressing the key issues identified in this research and eventually moving
towards a learning organization.
