Abstract
This article focuses on the current development status, challenges and risks of Coca-cola company, and provide relevant suggestions for the future development and shortcomings of Coca-cola. This articles results have a certain reference significance for other enterprises to formulate marketing strategies. This article takes the business strategical of Coca-cola as the research theme. Using SWOT analysis method to analysis Coca-cola's market competition strategy and its market position strategy. And use DuPont analysis method to research the Coca-cola current financial situation and make relevant suggestions for future development of Coca-cola. The data of Coca-cola financial statements collected from Baidu Stock Connect. From the results of this research, the Coca-cola are facing different challenges: Insufficient adaptability between product innovation and consumer demand, reduced consumer preference, insufficient brand awareness in segmented markets and unstable profitability. This article extracts and summarize strategies, methods and provide certain reference and inspiration for beverages enterprises.
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