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 2026-06-20.
The Coca-Cola Company · Consumer Defensive
$79.39
-9.9% upside to fair value
Grade D
High Quality
VS
Marriott International, Inc. · Consumer Cyclical
$396.20
-13.1% upside to fair value
Grade D
QuantHub Verdict
KO has more upside to fair value
(-9.9%).
KO trades at a lower forward P/E
(24.9x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
MAR |
| Current Price |
$79.39 |
$396.20 |
| Fair Value Estimate |
$71.54 |
$344.12 |
| Upside to Fair Value |
-9.9%
|
-13.1%
|
| Market Cap |
$341.6B |
$104.5B |
| Forward P/E |
24.9x
|
41.6x
|
| EV / EBITDA |
19.5x
|
25.5x
|
| Price / Sales |
6.9x
|
3.9x
|
| Price / FCF |
27.2x
|
33.5x
|
| 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% |
| FCF Yield |
3.68%
|
2.98%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
The Coca-Cola Company is a leading global branded beverages company with a very wide moat in sparkling soft drinks and non-alcoholic ready-to-drink beverages. It benefits from strong pricing power, stable margins, and high recurring cash flow, supported by a seasoned management team with deep company tenure. Despite solid recent growth with revenue up 12.1% and earnings up 17.8% in the most recen…
Marriott International operates as a leading global fee-based, asset-light hotel franchisor and manager with a strong brand portfolio and a durable competitive moat driven by its global scale and loyalty program. The company benefits from high-margin recurring fee revenue, which supports stable cash flow and robust capital returns exceeding $4 billion annually. Despite solid revenue growth of 6.2…
Accumulation Zones
| Metric |
KO |
MAR |
| Zone Low |
$53.66 |
$258.09 |
| Zone High |
$60.81 |
$292.50 |
| In Buy Zone? |
No
|
No
|