IFE

Score
Strong Average Weak

3.0 4.0 2.0 2.99 1.0 1.99

1 2 3
Strong

3.0 4.0

EFE 4 5 6
Score
Average
Coca Cola
2.0 2.99

7 8 9
Weak

1.0 1.99

Hold & Maintain:

Market development and Product Development

 SO ST WO WT
Improve Introduce low Market Diversify
environmenta sugary drinks bottled water product line
l awareness
Acquire Market
Introduce certain international
healthier companies beverages to
drinks American
consumers
 Star Question Mark
Relative Market
Share
Coca COla

Cash Cow Dog

Market Growth
Rate
 Rapid Market
Growth
Coca Cola

Product

Weak Competitive Strong Competitive

Position Position

Slow Market
Growth

Financial Environmental Industry Competitive

Strength Stability Strength Advantage
Leverage Competitive pressure Ease of entry Product quality
2 -3 3 -4
EPS Barriers to new markets Growth potential Customer Loyalty
3 -1 4 -1
Net Income Risk involved in business Resources Market share
2 -4 utilization 2 -2
ROI Demand variability Profit potential Control over
1 -1 3 others -3
Liquidity Rate of inflation Financial stability Product life cycle
1 -2 1 -1

Average Average Average Average

1.8 -2.2 2.6 -2.2

X-axis: Y-axis:

IP+CP = -0.4 FP+SP = 0.4

Conservativ Aggressive
e

C IP

Competitive
Defensive