use the SFAS table to do the analysis about the weakness of Nike company

Exhibit 3 - Strategic Factor Analysis Summary (SFAS) Table Exhibit 3 Duration Strategic Factors Weight | Rating Weighted Score SHORT | INTERMEDIATE LONG Comments Strengh S1 Store Network (S) 0.15 4.5 0.68 X Strong Brand Awareness and Brand Value Strength $3 Superior Marketing Capabilities (S) 0.05 4.7 0.24 X Celebrity Endorsements and Memorable Commercials W1 Foreign Workers (W) 0.05 2.0 0.10 Poor Labor Conditions Weakness X X W2 Liabilities (W) 0.10 3.0 0.30 High Debt Load W4 Lawsuits (W) 0.10 2.0 0.20 X X Employee DiscriminationsPage 0MB 0 ZOOM + Weaknesses Growing global health concerns and increasing awareness of the negative effects on health through the consumption of high calories and sugar food and beverages are signaling negative messages on Coca-Cola's products. Despite Coca-Cola's large and considerably diverse beverage portfolio, the majority of its brands are still in the high calories, high sugar categories. For instance, only about 36% of Coca-Cola beverage brands are low or no-sugar (The Coca-Cola Company, \"2020 Business & ESG Report\"). In addition, its agship brand, Coca-Cola, or Coke which represents 26% of the company's value (T res, 201 1), but at the same time contains a high sugar content of 37 grams per can is becoming a prime target for health critics (Felman, 2019). In order to cope with the changing consumers' tastes and imminent reduction in sales of Coca-Cola agship products and sugary beverages, Coca-Cola needs to acquire and build more healthier brands to suit consumers' needs. Changing consumers' awareness and taste aside, when compared to its primary competitor, PepsiCo, Coca- Cola is also losing out in terms of product diversication. Unlike PepsiCo whose businesses range from beverages, to snack and food products such as FritoLay and Quaker, Coca-Cola remains only in the beverage industry. The lack of product diversication subject Coca-Cola to external risks such as uctuation in consumers' taste and trend, as well as loss of opportunities which technically put a cap on the company's growth and revenues. For instance, despite being the best valued brand, PepsiCo earns twice as much revenue compared to Coca-Cola. And between 2016 and 2018, while PepsiCo's revenue achieved a growth of 3% from $62.8 billion to $64.7 billion, Coca-Cola's revenue saw a decline of 24%, decreased from $41.9 billion to $31.9 billion (T res, 2019). Nevertheless, it is expected that in the long term, Coca- Cola will perform better through designing more consumercentric products, increasing its marketing