S 3 Internal Analysis and SWOT Analysis

The Case in this course is an ongoing exercise, which means that we will be taking an intensive look at one company over the course of our 5 modules. This session, we will be conducting a strategic analysis of The Coca-Cola Company. In order to be best prepared and perform well for the Case assignment, it is highly recommended that you complete the background readings and the SLP before writing to the Case.

The objective of this Case is to complete an internal analysis for The Coca-Cola Company using the RBV Framework. The RBV Framework will provide evidence for your assessment of the organizations strengths and weaknesses, and will lead to the completion of a SWOT analysis.

Required Reading

SWOT analysis: Lesson. (2009). Retrieved on August 15, 2011 from: cs/bestpractices/a/swot.htm


Obviously, the completion of an internal profile can be a very extensive undertaking, requiring far more time and resources than we have for this course. So as in prior modules you will want to limit your analysis to the identification and evaluation of one or two key items in each element of the model, as described in the background readings and as enumerated in the SLP for this module.

Keys to the Assignment

Step One: Determine the economic value of The Coca-Cola Company. This may involve some assumptions as to the cost of capital; just be clear as to the assumptions you are making.
Step Two: Using the sources you identified in the SLP, collect some data on each of the tangible and intangible resources of the organization.
Step Three: Using the sources you identified in the SLP, collect some data on each of the 3 capabilities.
Step Four: In a 4 page paper, write up the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing The Coca-Cola Company as revealed by your analysis. Please note:
These strengths and weaknesses should be synthesized with the results of your Module 2 Case to complete an overall SWOT analysis.
The data you report must be properly cited through in-text citations and a reference list, or footnotes.
Step Five: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as The Coca-Cola Companys consultant. This is a professional document. Follow the format below:
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: (2007). The Internal Environment: A Resource Based View of Strategy. Understanding Strategic Management. Oxford University Press. Retrieved on August 15, 2011 from henry_ch05.pdf

The Value Chain. (2007). Retrieved on August 15, 2011 from: marketingteacher.com/Lessons/lesson_swot.htm

Zahorsky, D. (2009). A business owners secret weapon: SWOT analysis. Retrieved on August 15, 2011 from: swot.htm

Library Instructions

The best way to access most articles is through WebFeat as it will connect you with ProQuest, EBSCO, and many other DBs. However, sometimes you have to access these databases individually; others are accessible through the Touro College DBs.

Here are some brief instructions on how to access libraries. For more information, go to the TUI CyberLibrary page which you can access through CourseNet.


Access through the TUI CyberLibrary link in CourseNet. Use your standard TUI login.


Access through the link in CourseNet. If you use this link, you should not need to use any login information

EBSCOWeb this contains Business Source Direct

Username: s3642728 (1st digit is a lowercase S)
Password: welcome

Touro College Databases

To access this, scroll down to the Weblinks portion of the CyberLibrary, and click on the Click hereat the end of this section, and then click on the tab which says eJournals.

Username: tui
Password: touro

Science Direct

Username: touro-international
Password: welcome