What's he on about now?

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   Friday, March 26, 2004

HAVE A COKE, BIG THIRD-QUARTER EARNINGS, AND A SMILE

A terrific account on Slate today about the money woes of Coca-Cola. Seems the shareholders are concerned about the lack of big growth in the company's fortunes. Basically, Coke is just too popular -- everyone drinks it, everyone knows about it. How can the company get any bigger?

This is the kind of story I love. Instead of being able to sit back and celebrate the fact that they're making a massive and steady fortune on hawking sugar water to every country on our planet Earth, the Coke execs are freaking out because it's not enough. It's never enough.

If sales are steady but not increasing, no one will buy their stock. If no one buys their stock, they can't get capital to create the badly-needed lemon-flavoured, caffeine-free Diet Coke (oh wait, that already exists...bad example!). If they don't keep growing, they'll -- what? -- go broke tomorrow and end up living in alleys, eating cat food and having to wash it down with Pepsi?