【正文】 14 PRODUCT STRATEGY Coke understands the importance of offering products that appeal to the local market, in addition to its existing, classic products. Tail ors produ c t st o loca l t a s t e s? C r e a te s n e w p r o d u cts t h a t a p p e a l to loca l cust o m e r s fo ll o w ing lea d o f s m a ll e r loc a l pla y e r s– M il k b a sed d r inks ( ., A m b a s a )– C o ff e e d r inks ( ., Ge o r g ia)– T e a d r inks (e .g ., Sa r y u saisai)? Off e r s p r o d u ct v a r iety which is i m p o r ta n t t o w in in Ja p a n– On ly 2 5 % o f s a les in Ja p a n c o m e f r o m Cok e b r a n d , rest f r o m J a p a n sp e ci f ic p r o d u cts– Prod u ct ran g e in J a p a n inclu d e s o v e r 2 5 b r a n d s a n d 6 0 f lav o r sD e v e lops newc a t e go rie s? L a u n che s n e w p r o d u c t cat e g o r ies f o r J a p a n– In trod u ced ca n n e d so u p s? H o w e v e r , d o e s n o t c o m p e t e in m a n y n e w ca te g o r ies in tre n d o r ien te d Ja p a n– D id n o t m o v e fa st e n o u g h t o c a p italiz e o n h u g e o p p o r tu n ity in w a te r a n d s p o r ts d r inksA lters prod uct f la v orst o loca l t a s t e s? Off e r s e x isti n g b r a n d s in f lav o r s w ith loca l ap p e a l– “ Fan ta ” b r a n d is o ff e re d a s “ Fan ta G o lde n P ine a p p le” i n Ja p a nIncorpo ra t e s loca lbo t t le rs ’ a dv ic e? H e e d s loc a l b o tt lers ’ ad v ice o n ca te g o r ies t o co m p e te in– In itiall y , w a n te d t o s e ll o n ly Coke b r a n d s (hig h p r o f it m a r g in) bu t J a p a n e s e b o t tlersa d v ised int r o d u cing loca l, s p e ciali z e d p r o d u cts15 COKE’S JAPANESE PRODUCTS Coke has consistently rolledout new products tailored for the Japanese market. Source: Company website ? Geia (coffee drink) ? Ambasa (noncarbonated lactic soft drink) ? Real Gold (carbonated herb mix flavored drink) ? Vegitabeta (fruity drink with multiple nutrients) ? Ko Cha Ka Den (blended tea – Royal Milk, Fine Aroma Straight, Garden Lemon) ? Saryusaisai (nonsugar Oolong tea) ? Saryusaisai Sokenbicha (special branded tea) ? Seiryusabo (Green and Barley teas) ? Shipla (“functional”, stress flavored drink with mulivitamins) ? Lactia (lactic, noncarbonated drink。 16:25:5116:25:5116:25Thursday, March 2, 2023 1乍見翻疑夢，相悲各問年。 16:25:5116:25:5116:253/2/2023 4:25:51 PM 1成功就是日復(fù)一日那一點點小小努力的積累。 下午 4時 25分 51秒 下午 4時 25分 16:25: 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 下午 4時 25分 :25March 2, 2023 1業(yè)余生活要有意義，不要越軌。 16:25:5116:25:5116:25Thursday, March 2, 2023 1知人者智，自知者明。 2023年 3月 2日星期四 下午 4時 25分 51秒 16:25: 1楚塞三湘接，荊門九派通。 2023年 3月 下午 4時 25分 :25March 2, 2023 1行動出成果，工作出財富。 aggressive approach to finance and marketing ? Compensation is petitive ? Japan is seen as strong progression path and top talent is sent there – CEO used to head Japan – Chief of Marketing used to run marketing in Japan ? Lack rotation of top Japanese people – Still has “ugly American” syndrome – Senior Japanese feel out of place, experience glass ceiling and do not get high positions in Atlanta ? Strong munity feel to Coke – Holds conventions for bottlers – Distributed bottlers magazine ? Some degree of tension with local staff – Almost 10% of Japan office is foreigners ? Culture not “appropriate” but effectively translated – Winners allowed to be aggressive 21 靜夜四無鄰，荒居舊業(yè)貧。 the markets prise 20% of world population ? Bottling business plays important role in profitability Source: International Directory for Company Histories 5 Source: Annual report。 bottling alliances are typically inclusive – 17 bottlers in Japan – Creates direct distribution system to stores through bottlers ? Offers marketing, manufacturing, and investment support to partners, when needed ? Has supply alliances with McDonalds ? Spends huge resources on influencer relationships ? Partners with local agencies for marketing capabilities (., Dentsu) ? Customer pull demand in product push Japan – Uses segment marketing to understand customer behavior Organiza