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 2026-09-16.
The Coca-Cola Company · Consumer Defensive
$88.71
+15.5% upside to fair value
Med Conviction
Grade C
High Quality
VS
Morgan Stanley · Financial Services
$206.27
+15.9% upside to fair value
Med Conviction
Grade C
QuantHub Verdict
MS has more upside to fair value
(+15.9%).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
KO |
MS |
| Current Price |
$88.71 |
$206.27 |
| Fair Value Estimate |
$102.44 |
$239.00 |
| Upside to Fair Value |
+15.5%
|
+15.9%
|
| Market Cap |
$381.7B |
$325.4B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
20.8x
|
23.5x
|
| Price / Sales |
7.6x
|
2.6x
|
| Price / FCF |
26.7x
|
—
|
| Revenue Growth YoY |
+6.7%
|
+22.4%
|
| Gross Margin |
61.9%
|
59.7%
|
| Operating Margin |
29.6%
|
20.7%
|
| Return on Equity |
43.0%
|
18.1%
|
| Dividend Yield |
2.37% |
2.01% |
| FCF Yield |
3.75%
|
—
|
| 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%, …
Morgan Stanley is a diversified capital-markets and wealth-management franchise spanning institutional securities, advisor-led and self-directed wealth, workplace services, and investment management. Business quality is solid but inherently cyclical: it combines $8.084 trillion of wealth client assets and $2.004 trillion of investment-management AUM/AUS with a strengthening 15.5% institutional pe…
Accumulation Zones
| Metric |
KO |
MS |
| Zone Low |
$76.83 |
$179.25 |
| Zone High |
$87.07 |
$203.15 |
| In Buy Zone? |
No
|
No
|