Porter’s Five Forces: Coca-Cola Amatil

This report focuses on the competitive position of Coca-Cola Amatil in the Australian soft drink market. By using Porter's (1980) Five Forces as a model to evaluate the success of Coca-Cola Amatil, this report will analyse the success and shortcomings of its business. In terms of the power of suppliers, the power of buyers, and the threat of substitutes, Coca-Cola Amatil has managed to seize some opportunities and overcome some challenges, but there still exist problems such as the negative impact of packaging. It is recommended that Coca-Cola should satisfy buyers’ pluralism demand, build a strong relationship with suppliers and establish R&D and production base.