It is trending down because the moving averages 10/20/50 are aligning to the bearish side. This is further confirmed by the EMAs, and you also have a Three Black Crow candlestick (cs)formation on the 3 mo d cs chart. This is a bearish cs formation. You are being warned that more downside is likely to happen .However, no stock goes straight down or straight up thanks to Elliott Wave Theory. They zig zag so there is a possibility it will move up some before it heads down.
At this time there is good support at 38.43, 36.54, and 35.58. There is also an open gap at 36.25. Gaps are filled 95% of the time, and it doesn't matter how long it takes. It usually happens. This is a $1.17 gap, and Mr Market will not forget about it.
Well, KO finally reached my first target. EOD candlestick yesterday was a Doji which has the potential to cause a reversal to the upside. Not saying it will happen only that there is a strong possibility it may. However, if KO moves up, there is resistance at 39.07.
Please bear in mind that there is an open gap at 36.54. Gaps are usually filled 95% of the time. This one will get filled especially since it is a large gap.
It is safe to buy now if you are planning to hold for over 2 years. Short term look to dividend paying gold stocks. Techs say it has a little more down side yet, with the market in general looking like a biger pull back. I am waiting but I own already. When I buy I will buy in blocks over 100 and sell cover calls. If it drops lower I will sell puts and pick it up even cheaper.