KO vs MAR: Which Is the Better Buy?
Side-by-side comparison of The Coca-Cola Company and Marriott International, Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-07-20.
The Coca-Cola Company · Consumer Defensive
$84.92
-10.2% upside to fair value
Grade C
High Quality
VS
Marriott International, Inc. · Consumer Cyclical
$366.24
-3.4% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
MAR has more upside to fair value
(-3.4%).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
MAR |
| Current Price |
$84.92 |
$366.24 |
| Fair Value Estimate |
$76.30 |
$353.64 |
| Upside to Fair Value |
-10.2%
|
-3.4%
|
| Market Cap |
$365.4B |
$96.6B |
| Forward P/E |
26.6x
|
—
|
| EV / EBITDA |
20.7x
|
23.8x
|
| Price / Sales |
7.4x
|
3.7x
|
| Price / FCF |
29.1x
|
31.6x
|
| Revenue Growth YoY |
+12.1%
|
+6.2%
|
| Gross Margin |
61.7%
|
21.4%
|
| Operating Margin |
29.3%
|
16.0%
|
| Return on Equity |
43.6%
|
-74.1%
|
| Dividend Yield |
0% |
0.75% |
| FCF Yield |
3.44%
|
3.17%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
The Coca-Cola Company is a leading global beverage company specializing in non-alcoholic drinks with a durable competitive moat driven by its strong brand and extensive distribution network. The business quality is high, evidenced by a 43.6% return on equity, robust gross margin of 61.7%, and solid revenue and earnings growth of 12.1% and 17.8% respectively in the most recent quarter. Despite the…
Marriott International is a global asset-light hotel franchisor, manager and licensor whose high-quality brands, nearly 283 million Bonvoy members, more than 9,900 properties across 146 countries and record 4,107-property development pipeline create meaningful network, distribution and brand advantages. Q1 2026 demonstrated resilient underlying fee economics: adjusted revenue excluding cost-reimb…
Accumulation Zones
| Metric |
KO |
MAR |
| Zone Low |
$57.22 |
$265.23 |
| Zone High |
$64.85 |
$300.59 |
| In Buy Zone? |
No
|
No
|