1What does Coke 1view as its number 1 core capability? Core capability Coke views its consumer marketing efforts and inveshnents as its strongest core capability. Coke believes successful marketing produces longterm growth through increase in consumption and brand awareness. Realizing that sustained growth in existing markets is difficult7 Coke's current marketing strategies are focused not just on existing markets? but also in emerging and developing markets. Its top chlenges and risks? (Pg.343E} Challenges and risks Dbesity, Water Quality 8: Quantity, Evolving Consumer Preferences, Competition, Product Safety 8: Quality, Food Security