Coca-Cola (KO) is the world's largest producer of soft-drink concentrates, syrups, and juices. Its soft-drink brands include Coke, Diet Coke, Cherry Coke, Sprite, Tab, Nestea, and Barq's. The firm sells about 59% of its concentrates and syrups to company-owned and independent bottlers in the United States and abroad, who distribute them to end users. Coca-Cola also makes fruit juices sold under names like Minute Maid.

Follow the Two-Stage DDM method presented in class in order to answer the following question. You MUST show all of your calculation in the question below is order to receive credit for any numerical answers. All six questions are worth 16 points each (6 x 16 = 96 points + 3 free point for turning in A2).

Two-Stage Dividend Discount Model (DDM)

Q1. The first step in using the Two-Stage DDM is to estimate a first-stage growth rate in dividends, g1, and the period that you expect the g1 level of growth to persist. One way to estimate g1 is to base your estimate on the most recent historic growth in dividends over the past five (5) years. You can use most recent 5-year growth rate in dividends as your estimate for g1 OR you may revise it based on any other information you feel is relevant (new products, increased competition, etc.). LIST your estimate for g1, the period (number of years) you expect it to persist and EXPLAIN your reasoning. An important learning point here is that any estimate of future growth will generally NEVER equal the actual growth that results after time passes. All financial valuation estimates are subject to forecast error, which is also referred to as estimation risk.

Q2. The second step is to estimate a required return on equity, Re, for use in the Two-Stage DDM. While not absolutely necessary, for the purpose of this assignment you may assume that Re remains constant in stage 1 and stage 2. Four (4) often used methods for estimating Re that were discussed in class are:

1) the arithmetic average of realized historical returns over a long time period of 10 years or more;

You will need to calculate annual total returns from the most recent 10-year period. Calculate annual total returns based on the December-ending Adj Close* price found under Historical Prices on the www.finance.yahoo.com website.

Total Annual Return = [Adj Close* Price December (t) Adj Close* Price December (t-1)] / Adj Close* Price December (t-1)

The Adj Close* price is adjusted for dividends and splits, so this price is all that you need to calculate a total return.

2) a factor return generating model such as the CAPM or the Fama-French model; 3) the implied Re for a similar firm (same risk class) derived from the Constant Growth DDM; 4) by adding a 2-4% risk premium to the YTM on a longt-term bond for the firm that has at least 20 years to maturity. If KO does not have a 20 year bond outstanding, then add 2-4% to the YTM on a 20 year corporate bond with the same bond rating (i.e. A, AA, or AAA). You must find the YTM on a KO 20-year bond or the YTM on a comparable corporate 20-year bond. Realize that a risky 20-year corporate bond must have a YTM that is greater than the YTM on a risk-free 20-year Treasury bond.

LIST all of your estimates for Re then SELECT the one (1) single estimate that YOU believe is the most appropriatefor valuing KO using the Two-Stage DDM and EXPLAIN your reasoning.

Websites for bond information:

FINRA Bond Market Data www.finra.org/marketdata (Links to an external site.)

Yahoo Finance: http://finance.yahoo.com/bonds (Links to an external site.)

Q3. The third step is to estimate a second stage (also called the stable stage) growth rate in dividends, g2, for use in the Two-Stage DDM. Your estimate for g2 should not be greater than the expected future growth in the overall economy (expected growth in GDP). Why? LIST your estimate for g2 and EXPLAIN your reasoning.

Q4. LIST KOs current dividend (dividend just paid) and use this value as D(0) in the Two-Stage DDM.

Q5. SHOW your calculations and LIST your value (price per share) estimate for KO using the Two-Stage DDM.

Q6. Perform Sensitivity Analysis (SA) on your estimated price per share in by varying both your expected growth rates and discount rates by +/- 2.0 percent in .5 percent increments while holding one of the two parameters (growth or discount rate) constant. In addition to simply varying Re by +/- 2.0 percent, provide the price estimates that would result if you used EACH of the other three (3) Re estimates from your answer to Q2 in the Two-Stage DDM. DISCUSS your results. That is, describe in words how your value estimates change as you change your growth and discount rate estimates.

Always remember that estimates are nothing more than estimates and subject to forecast error. This is why 1000 analysts can easily arrive at 1000 different estimates of value.

* LIST: Write out the specific value. *SHOW: Provide a spreadsheet or hand-written copy of your calculations. *EXPLAIN: Provide a short verbal statement that supports your estimate(s). *DISCUSS: Describe your results in words. Do not simply just list your numerical results.