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International Journal of Frontiers in Sociology, 2021, 3(17); doi: 10.25236/IJFS.2021.031711.

A Report on Strategic Analysis and Recommendations of Coca-Cola


Shuhan Liu

Corresponding Author:
Shuhan Liu

School of Economics, Shanghai University, Shanghai, China


This paper is aiming to critically assess the internationalization strategy of Coca-Cola Company, and to provide necessary recommendations next five years based on PEST and SWOT models. This paper is divided into five parts. The first part is a short description of the Coca-Cola Company, identifying the key milestones since the start of its internationalization. Second, critically analyze the company’s two value-creation strategies: Diversification Strategy and Strategic Alliance, identifying its underlying assumptions. The third part is to analyze positive and negative elements of two strategies. The last two parts is to use the PEST model to analyze the external environment and SWOT model to analyze the internal environment, and then put forward specific suggestions for the development of Coca-Cola in the next five years. The recommendations could be referenced by Coca-Cola Company to some extent.


Coca-Cola Company, Diversification Strategy, Strategic Alliance, PEST Model, SWOT Model; Recommendations

Cite This Paper

Shuhan Liu. A Report on Strategic Analysis and Recommendations of Coca-Cola. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 17: 69-75. https://doi.org/10.25236/IJFS.2021.031711.


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