SWOT Analysis: The Coca-Cola Company

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Recommended: Background information on coca cola company

An important aspect of The Coca-Cola Company’s vision is to “Be the Brand,” inspiring creativity, passion, optimism, and fun (The Coca-Cola Company, 2014). Marketability is a key ability of businesses, and Coca-Cola markets itself very effectively. TCCC does this by not solely marketing its products, but its lifestyle as well. Despite changes in its products over time, the company maintains its timeless Coke bottle, motto to “Have a Coke and a smile,” unchanging logo, and other iconic images, and therefore benefits from its status as a known and trusted brand throughout the world. In conjunction with its strong marketing strategies, Coca-Cola delivers on another principle ability of business - the reliability and consistency of its products. One can go to the Coca-Cola time and time again for its product with little variance (B. Heuser, personal communication, January 14, 2014). Receiving accolades such as “Marketer of the Year,” Coca-Cola is extremely recognizable around the world, and while its products may change over time, the “theme of celebration” never does (Bloomberg TV, 2012). Marketability and reliability, two crucial abilities of an international business, serve as a foundation for Coca-Cola’s success in other areas.
TCCC also draws upon its strength as a sustainable brand in terms of both durability and “green-ness.” Founded in 1892, Coca-Cola, who claims that its mission is “enduring,” has followed through on sustaining its mission and profitability over time, asserting its durability as a company. The company continues to assert its relevance, staying true to its mission of “achieving sustainable, quality growth” (The Coca-Cola Company, 2014). In addition to its durability, Coca-Cola has taken on many environmenta...

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Laszlo, C. & Zhexembayeva, N. (2011). Embedded sustainability: The Next big competitive advantage. Great Britain: Greenleaf Publishing Limited.
Manyika, J., Remes, J., & Rassey, L. (2012, Dec. 7). You didn’t build that: Is the future of manufacturing really in America? Foreign Policy. Retrieved from http://www.foreignpolicy.com/articles/2012/12/07/who_really_did_build_that.
Marketline (2014, Feb. 1). Company Profile: The Coca-Cola Company. Retrieved from Business Source Premier.
McKnett, C. (2013, Nov.). Chris McKnett: The Investment logic for sustainability [Video file]. Retrieved from https://www.ted.com/talks/chris_mcknett_the_investment_logic_for_sustainability.
Polaris Institute (2007, June 14). Coke further undermines Colombian investigation. Polaris Institute. Retrieved from http://www.polarisinstitute.org/coke_further_undermines_colombian_investigation.

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