Ch. 2 - Strategic Planning for Competitive Advantage

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                     SWOT ANALYSIS 

                                                              COCA COLA 


                    Strengths -      Strong brand Identity

                                           Extended global reach

                                           Loyalty of consumers' 


                   Weakness -      Heavy reliance on carbonates

                                          Public's perception that coke is unhealthy


                 Opportunities -   Ability to develop new products based on changes in                                                                                                     consumers tastes. 

                                           Diversification in new sectors 


                   Threats -        Competition from competitor, Pepsi

                                       Changing health-consciousness attitude of the market. 



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