WILL COCA-COLA ALWAYS GO UP? Message Board

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Strategies & Market Trends : WILL COCA-COLA ALWAYS GO UP?

KO 71.16

+0.1%

Nov 14 3:59 PM EST

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To: John O'Neill who wrote (1076)	6/2/1998 2:47:00 PM
From: Brian Malloy	Read Replies (3) of 1462

John, I must say that you are different kind of short. The shorts that I know tend to be great researchers. From your post it would appear that you have not done yours. When money runs from techs and in a market like this it often looks for "stability" of earnings or nice dividends. Thus we are seeing money going into Utilities, Home Depot, Proctor&Gamble to name a few. While KO will not run to the moon (in the short term), it should remain somewhat stable with a slight upward bias barring some type of full market general sell-off/correction in which case it doesn't matter much what one owns. If you have waited three years to short this company then you have missed a tremendous run up over the past three years. Yes you can short now, pick up 20% if you are lucky but those that have owned coke over the last few years are up several hundred percent and 20% now doesn't mean much in the long term scheme of things. It also begs the question why did you not short when COKE went from the seventies down into the fifties six months ago or so? Many of the analysts that cover coke have been in the business for over twenty years. They have seen many corrections and probably rightly conclude that relative to many other stocks Coke is something of a safe haven. Sidenote: Did you know that during the Great Depression Coke increased in value eight (8) fold? How is that for a safe haven. As to the US market being mature and overseas markets I would highly encourage you to send off for a copy of COKE's recent Annual report or take the time to peruse their web site. I think you will find the answers there and they are not the same ones that you posit. Regards

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