KO vs MS: Which Is the Better Buy?
Side-by-side comparison of The Coca-Cola Company and Morgan Stanley — 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
Morgan Stanley · Financial Services
$189.30
-30.5% upside to fair value
Grade C
High Quality
QuantHub Verdict
KO has more upside to fair value
(-7.8%).
MS trades at a lower forward P/E
(16.4x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
MS |
| Current Price |
$78.19 |
$189.30 |
| Fair Value Estimate |
$72.12 |
$131.49 |
| Upside to Fair Value |
-7.8%
|
-30.5%
|
| Market Cap |
$336.5B |
$300.6B |
| Forward P/E |
24.6x
|
16.4x
|
| EV / EBITDA |
19.9x
|
24.4x
|
| Price / Sales |
6.8x
|
2.5x
|
| Price / FCF |
26.8x
|
-16.8x
|
| Revenue Growth YoY |
+12.1%
|
+18.8%
|
| Gross Margin |
61.7%
|
58.0%
|
| Operating Margin |
29.3%
|
19.5%
|
| Return on Equity |
43.6%
|
16.7%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
3.73%
|
—
|
| 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…
Morgan Stanley is a leading global financial services firm operating in Institutional Securities, Wealth Management, and Investment Management. The company benefits from a durable competitive moat supported by its systemically important status, diversified revenue streams, and strong management with a 36-year veteran CEO. Despite solid fundamentals including 14.2% revenue growth in 2025 and 16.7%…
Accumulation Zones
| Metric |
KO |
MS |
| Zone Low |
$54.09 |
$98.62 |
| Zone High |
$61.30 |
$111.77 |
| In Buy Zone? |
No
|
No
|