Coca-Cola shares have reach a 52-week low in the stock market. Coke has claimed, unseasonable cool and wet weather in northern Europe and volume pressure in North America has caused the stock to fall. Comparing summers between 2003 and 2004, in 2003 northern Europe had extreme high temperatures where as in 2004 was cooler and wetter than normal.
Weather can take an affect on a company but how much? Can weather be such a hindrance that it could destroy small or a large company or is weather a temporary excuse to explain why share prices are low? Coca-Cola is saying weather has kept their share prices declining instead of increasing.
In the short-run weather can have effect a companies shares. In the long-run can a company continue to blame the weather of its short fall? In my opinion weather can change a company for a short time but not in the long-run. The business needs to make the changes necessary to adapt for the change in weather.