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SWOT ANALYSIS Strength (Strength): There are 7 potential strengths of Coca Cola Highest brand equity: Coca Cola has the highest brand equity, and during 2018 they were among the 7 most mentioned brands worldwide (Badenhausen, 2018).Additionally, they can take advantage of the humid climate to enjoy Coca Cola drinks as a means to calm themselves.THREAT Direct And Indirect Competition: Although Pepsi is a direct competitor to fizzy drinks, they have also many other brands which are indirect competitors of Coca-Cola such as Starbucks, Costa Coffee, Lipton Juice, Tropicana And Nescafe which can also threaten the market of Coca-Cola.Product diversification: Because Coca Cola has low product diversification, this becomes influential, where they lag behind Pepsi which launched several snack products such as Kurkure and Lay (Anik et al., 2020).Scarce sources of raw materials: Scarcity of water sources is now increasing, this is one thing that Coca Cola will face, because its raw material is water and it will be difficult to manage its raw materials at cheaper prices (Anik et al., 2020).OPPORTUNITY Introducing new products and diversifying its segments: Coca-Cola has a potential opportunity to diversify its new products through the food and health segments, similar to what Pepsi has done, this could add opportunities to revenue.Strong distribution channels: Cocacola's quality products reach all its markets including Asia, Europe, Africa etc., they have strong and proficient distribution channels (Anik et al., 2020).CONCLUSION In the author's opinion, the marketing mix concept and Coca-Cola's partnership strategy are the most representative examples of the implementation of certain strategies with the greatest achievements.Expanded global reach: Coca Cola is sold in over 200 countries worldwide allocating sales of 9 billion per day to their products.To date, it has introduced more than 230 types of product variants throughout the world, most of them variations of Coca Cola drinks, such as Cherry Coca-Cola and Coco Cola Vanilla.Economic Factors (Economical), Coca Cola products are distributed to hundreds of countries.Coca Cola has changed and updated the way it handles its products by creating new flavors to accommodate these customers.Absence in health drinks: Because Coca cola is not included in any healthy product, so this is a weakness for their product, it is always known as an unhealthy drink that can lead to obesity.Packaging controversy: Because Coca Cola uses plastic for its packaging, they were criticized by green peace organizations in their report published in 2017.Social factors (Social), Coca Cola distributes most of its products in cultural countries.Coca Cola needed to respond to this need by creating a product that the healthy American public could respond to. Technological factors (Technological), Machines have helped Coca Cola produce products in better and greater quantities.Legal Factors (Law) Coca Cola retains all rights related to its business, including past and future products developed using patented processes.Strong marketing and advertising strategies: Coca Cola has a very talented marketing team creating unique strategies to market their brand.Cocacola has sponsored global sports such as the Olympics, FIFA World Cup, etc.For example, during 2007 there were rumors spreading about the pesticide content in Coca Cola soft drinks.Bottled drinking water: Apart from carbonated soda, Coca Cola also has drinking water brands, for example Kinley.Political Factors (Politic), Coca Cola products are under the authority of the FDA.Accounting, taxes, internal marketing, and changes in employment laws may affect Coca Cola in this way.Coca Cola has a factory in the UK with the best machinery to ensure fast delivery times and quality product development.These photos trend on social media sites like Facebook, providing social proof and driving Coca Cola sales.Environmental Factors (Environmental), Coca Cola is influenced by water accessibility.This works well in developing countries where Coca Cola has little "premium" competition (Frue, 2016).Aggressive competition with Pepsi: Coca Cola's biggest rival is pepsi.

SWOT ANALYSIS
Strength (Strength): There are 7 potential
strengths of Coca Cola
Highest brand equity: Coca Cola has the
highest brand equity, and during 2018 they
were among the 7 most mentioned brands
worldwide (Badenhausen, 2018). Coca-Cola
is of course one of them, the Coca Cola brand
is the most well-known brand with the
highest brand equity. Coca-Cola is a much
admired brand with a strong brand identity,
its soft drinks are the most widely sold drinks
worldwide. The company is the largest non-
alcoholic company globally.
Expanded global reach: Coca Cola is sold in
over 200 countries worldwide allocating
sales of 9 billion per day to their products. To
date, it has introduced more than 230 types
of product variants throughout the world,
most of them variations of Coca Cola drinks,
such as Cherry Coca-Cola and Coco Cola
Vanilla.
Strong marketing and advertising strategies:
Coca Cola has a very talented marketing
team creating unique strategies to market
their brand. The way they most often do this
is to associate celebrities in their
advertisements.
Customer Loyalty: One of Coca Cola's
stronger advantages is Customer loyalty.
Cocacola makes about 80% of its profits
from their 20% loyal customers.
Major Sponsors: Coca Cola is one of the
largest sponsors in the world. Cocacola has
sponsored global sports such as the
Olympics, FIFA World Cup, etc. which gives
them the opportunity to be known and
increase marketing in the global market.
Brand Value: Coca-Cola is recognized as an
international Top 3 brand through the annual
Interbrand rankings. Achieved a brand value
of approximately $79.96 billion.
Strong distribution channels: Cocacola's
quality products reach all its markets
including Asia, Europe, Africa etc., they
have strong and proficient distribution
channels (Anik et al., 2020).
WEAKNESS
Negative publicity: Several rumors about bad
issues about soft drinks and several other
issues. For example, during 2007 there were
rumors spreading about the pesticide content
in Coca Cola soft drinks.
Absence in health drinks: Because Coca cola
is not included in any healthy product, so this
is a weakness for their product, it is always
known as an unhealthy drink that can lead to
obesity.
Aggressive competition with Pepsi: Coca
Cola's biggest rival is pepsi. If Pepsi didn't
exist somewhere then Cocacola would be the
market leader more easily there.
Product diversification: Because Coca Cola
has low product diversification, this becomes
influential, where they lag behind Pepsi
which launched several snack products such
as Kurkure and Lay (Anik et al., 2020).
OPPORTUNITY
Introducing new products and diversifying
its segments: Coca-Cola has a potential
opportunity to diversify its new products
through the food and health segments,
similar to what Pepsi has done, this could add
opportunities to revenue.
Increased sales possibilities in developing
countries: Tanzania, India, Bangladesh are
developing countries and in these countries
sales almost double in summer. So these
countries will be the biggest market
opportunities for .
Bottled drinking water: Apart from
carbonated soda, Coca Cola also has drinking
water brands, for example Kinley. This is an
opportunity for them to improve and expand
their healthy drink product line in the market.
Delivers a sophisticated supply chain system:
Coca Cola's business structure is completely
dependent on supply chain and logistics.
Coca Cola always presents several superior
and better methods (Anik et al., 2020).
THREAT
Direct And Indirect Competition: Although
Pepsi is a direct competitor to fizzy drinks,
they have also many other brands which are
indirect competitors of Coca-Cola such as
Starbucks, Costa Coffee, Lipton Juice,
Tropicana And Nescafe which can also
threaten the market of Coca-Cola.
Changes in customer tastes: Even though
Coca Cola has loyal customers, there is still
a threat if their customers' tastes change.
Packaging controversy: Because Coca Cola
uses plastic for its packaging, they were
criticized by green peace organizations in
their report published in 2017. They also
criticized Coca Cola for recycling.
Scarce sources of raw materials: Scarcity of
water sources is now increasing, this is one
thing that Coca Cola will face, because its
raw material is water and it will be difficult
to manage its raw materials at cheaper prices
(Anik et al., 2020).
PESTLE MATRIX
Coca Cola is a soft drink empire and serves
customers all over the world. To supply soda
to customers, they follow strict regulations,
comply with customer requests, and use the
best technology available.
Political Factors (Politic), Coca Cola
products are under the authority of the FDA.
They must meet government regulations to
put products on store shelves. Changes in
applicable laws could prevent Coca Cola
from distributing the drink. Accounting,
taxes, internal marketing, and changes in
employment laws may affect Coca Cola in
this way.
Economic Factors (Economical), Coca Cola
products are distributed to hundreds of
countries. These countries have different
customs, cultures, tastes and desires. Coca
Cola has changed and updated the way it
handles its products by creating new flavors
to accommodate these customers. They have
$80+ billion in equity. The majority come
from the beverage industry. And their
revenues (roughly 70%) come from countries
outside the United States. However, people
are looking for healthy alternative drinks.Coca Cola has made little effort to move in
that direction.
Social factors (Social), Coca Cola distributes
most of its products in cultural countries.
And they fulfill these customer requests. In
Japan, they created 30 alternative flavors to
appeal to Japanese consumers. In China, they
are making similar efforts. But in America,
people focus on their health. They swap
sugary drinks for water and tea. Because this
drink is better for health. Coca Cola needed
to respond to this need by creating a product
that the healthy American public could
respond to.
Technological factors (Technological),
Machines have helped Coca Cola produce
products in better and greater quantities.
Coca Cola has a factory in the UK with the
best machinery to ensure fast delivery times
and quality product development. Coca Cola
has used social media technology to connect
with its audience. When they launched a
name campaign – putting real names on the
bottles – customers lined up to take photos of
bottles bearing their names. These photos
trend on social media sites like Facebook,
providing social proof and driving Coca Cola
sales.
Legal Factors (Law) Coca Cola retains all
rights related to its business, including past
and future products developed using patented
processes.
Environmental Factors (Environmental),
Coca Cola is influenced by water
accessibility. Water is necessary for the
development of soft drinks. But if something
happens, like climate change, the company
may come under fire. This also has an impact
on their competitor, Pepsi. However, because
Coca Cola products are basically soft drinks,
if there are problems with water accessibility,
the company will suffer losses. Coca Cola
must comply with environmental laws when
they produce their products. If something
goes wrong, it could impact how they
distribute the product or stop production
completely. Additionally, they can take
advantage of the humid climate to enjoy
Coca Cola drinks as a means to calm
themselves. This works well in developing
countries where Coca Cola has little
“premium” competition (Frue, 2016).
CONCLUSION
In the author's opinion, the marketing mix
concept and Coca-Cola's partnership strategy
are the most representative examples of the
implementation of certain strategies with the
greatest achievements. For any business to be
successful, it must be able to keep its product
lines contemporary and competitive, adapt to
changing market needs, and create customer
value to gain consumer loyalty and beat
competitors. To achieve this, every
organization must listen carefully to the
voice of consumers and based on their needs
implement a marketing mix and then
carefully decide on a partnership strategy.
However, the concept of marketing mix and
partnership strategy will continue to exist for
a long time because it has become an
inseparable part of the business world. The
author is very confident that this topic will be
discussed and researched further to help
marketing and business strategies become
more productive and innovative.