Can things go better with Coke?

Coca Cola Amatil (ASX: CCL) reported its half year results during the week. The company has been under pressure for some time. The consensus view is that a combination of the growing market power of the major supermarkets, combined with a consumer shift away from soft drinks, has resulted in a downward spiral in volumes and earnings over the last 3 to 4 years. While both of these issues have been a factor for the company, it’s not as though these issues are new. The soft market has been underperforming the broader beverages category for over a decade, and the market dominance of the two major supermarkets was arguably greater 5 years ago than it is today due to the emergence of Aldi and to a lesser extent Costco. So why did Amatil go from market darling, and a core part of most fund manager’s portfolios in 2012 to an unloved structural decline story by 2014? READ MORE HERE: (VIEW LINK)