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 2026-09-17.
The Coca-Cola Company · Consumer Defensive
$88.71
+15.5% upside to fair value
Med Conviction
Grade C
High Quality
VS
Marriott International, Inc. · Consumer Cyclical
$334.97
+20.6% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
MAR has more upside to fair value
(+20.6%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
KO |
MAR |
| Current Price |
$88.71 |
$334.97 |
| Fair Value Estimate |
$102.44 |
$403.81 |
| Upside to Fair Value |
+15.5%
|
+20.6%
|
| Market Cap |
$381.7B |
$87.3B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
20.8x
|
22.2x
|
| Price / Sales |
7.6x
|
3.2x
|
| Price / FCF |
26.7x
|
28.7x
|
| Revenue Growth YoY |
+6.7%
|
+4.8%
|
| Gross Margin |
61.9%
|
20.2%
|
| Operating Margin |
29.6%
|
15.8%
|
| Return on Equity |
43.0%
|
-66.7%
|
| Dividend Yield |
2.37% |
0.84% |
| FCF Yield |
3.75%
|
3.48%
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
The Coca-Cola Company is a global non-alcoholic beverage concentrate, brand-management and bottling-system business with products sold in more than 200 countries and territories, supported by powerful trademarks, 2.2 billion daily servings and an entrenched distribution network. Business quality is high: TTM gross, operating and net margins are 61.9%, 29.6% and 28.6%, respectively, ROE is 43.0%, …
Marriott International is a global asset-light hotel franchisor and manager whose 10,082-property, 1.814 million-room system, 629,000-room development pipeline, broad brands, and more than 295 million Bonvoy members support durable fee-led economics. Business quality is tempered by cyclicality, competitive owner incentives, and $16.915 billion of debt, while reported ROE is negative 66.7%. In the…
Accumulation Zones
| Metric |
KO |
MAR |
| Zone Low |
$76.83 |
$302.86 |
| Zone High |
$87.07 |
$343.24 |
| In Buy Zone? |
No
|
Yes
|