Economic
The Coca Cola Company (2006-2011) stated that they are the largest beverages company, serving 1.6 billion people globally in 200 countries. The company has large scale of distribution channels and operation centres in all over the world. Industry analysis of S&P stated that economic improvement in international markets helps to enhance the stability of the multinational companies. The non-alcoholic beverage industry has high sales in countries outside the U.S. According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry. There is a low growth in the market for carbonated drinks, especially in Coca Cola’s main market, North America. The market growth recorded at only 1% in 2004 for North America.