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Subject:  Re: COCA-COLA ANALYSIS Date:  4/2/1999  11:14 PM
Author:  TMFVerve Number:  2214 of 8329

Great analysis, Mycroft.

That's exactly the sort of research Fools should focus on as the pundits slam away at Big Red. A few days ago, I saw that Jimmy Cramer is convinced that Coke's problems are due to overly high pricing. Gimme a break. Consumers absolutely do not scrutinize the price of a low-cost item like Coke. Jimmy is even worried that Coke is on the verge of being viewed as a consumer cyclical. Wrong! Quite often I agree with Cramer's views, but this time he is dead wrong. Coke's problems are due to a saturated U.S. market and weak foreign markets. That's it.

Like Mycroft said, if the share price continues to go down, the expected returns only increase.

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