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 2026-05-04.
The Coca-Cola Company · Consumer Defensive
$78.19
-7.8% upside to fair value
Grade D
High Quality
VS
Marriott International, Inc. · Consumer Cyclical
$377.93
-13.8% upside to fair value
Grade D
QuantHub Verdict
KO has more upside to fair value
(-7.8%).
KO trades at a lower forward P/E
(24.6x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
MAR |
| Current Price |
$78.19 |
$377.93 |
| Fair Value Estimate |
$72.12 |
$325.87 |
| Upside to Fair Value |
-7.8%
|
-13.8%
|
| Market Cap |
$336.5B |
$100.2B |
| Forward P/E |
24.6x
|
39.0x
|
| EV / EBITDA |
19.9x
|
25.3x
|
| Price / Sales |
6.8x
|
3.8x
|
| Price / FCF |
26.8x
|
34.6x
|
| Revenue Growth YoY |
+12.1%
|
+4.1%
|
| Gross Margin |
61.7%
|
21.3%
|
| Operating Margin |
29.3%
|
15.8%
|
| Return on Equity |
43.6%
|
-79.9%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
3.73%
|
2.89%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
The Coca-Cola Company is a leading global beverage company specializing in non-alcoholic drinks with a diversified portfolio including sparkling soft drinks, juices, water, coffee, and energy beverages. The business quality is high due to its durable brand moat, consistent earnings growth, and strong operational efficiency, reflected in a 43.6% return on equity and 12.1% revenue growth in the mos…
Marriott International, Inc. operates as the world's largest hospitality company with approximately 9,000 to 9,700 properties across 141 to 143 countries and territories, managing over 30 brands and the largest loyalty program with 203 to 248 million members. The company benefits from a durable competitive moat driven by scale, brand strength, and a growing asset-light credit card royalty busines…
Accumulation Zones
| Metric |
KO |
MAR |
| Zone Low |
$54.09 |
$244.40 |
| Zone High |
$61.30 |
$276.99 |
| In Buy Zone? |
No
|
No
|