【正文】 – Ven di ng m ac hi nes ac c ou nt f or ov er 50% of al l J apa nes e s of t dr i nk s al es 。D ? C ur r entl y l ac k s the R amp。P 500 Comp – Ltd. Coke dramatically outperformed the market as well as its petition, especially when it started divesting noncore businesses to focus on its profitable segment. CocaCola Co. Beverages index (nonalcoholic) Samp。 75% of brands are Japanese Competitors: ? Kirin, Ito En, Suntory CST DCS ? Eric Friberg*, Todd Guild*, Mark Loch, Hirokazu Yamanachi* 33 32 21 14 23 15 33 29 34 29 22 15 25 23 38 14 CAGR 9% * Has worked on Japan studies CONTENTS ? Company overview ? Japan market entry strategy ? Products ? Capabilities ? Organization COKE – COMPANY BACKGROUND ? Founded 1886 in Atlanta, USA ? Number of global employees: 37, 400 ? CEO: Douglas N. Daft (Australian) ? Most senior manager for Japan: Mary Minic (President, Japan) ? Key products: carbonated and sports drinks, juices, tea, coffee ? Market cap: $151 billion (as of November 13, 20xx) ? Key industry focus: beverages – No. 1 soft drink pany globally – 50% global market share – Owns two of top three global brands (No. 1 CocaCola classic, No. 3 Diet Coke) – Market leader in soft drinks in Japan Company during an oral presentation。 w e l l r es pec te d? C ul t ur e, v a l ues a nd s t y l e ? R ef lec ts m an y c h ar ac ter is ti c s of l oc a l c u ltur e but r eta ins k e y “ w in ni ng” f ac tor s f r o m .c ul tur e ( e .g., m or e a ggr es s i v e tha n tra di t i on al J a pa nes e c u l tur es )? C oord i nat i o n m ec han i s m s ? Ap p l i es be s t pr ac ti c es i n J ap an t o b us i nes s es a nd p eop l e m ana g em entFINGERPRINT – COKE High Low COKE IN JAPAN Capabilities ? Localizes physical assets。 by 1895 Coke was sold in every . state 1900s1920s ? Coke sells in Cuba, Jamaica, Bermuda, the Philippines, Puerto Rico, and Europe by 1916 ? First bottling franchise established in 1901 ? Repositions Coke as nonmedicinal product ? Coke bottle invented in 1916 ? Devotes personnel to maintaining good relations with bottlers in 1922 ? Establishes pioneering market research agency 1930s1960s ? Advertising targets minorities starting in 1950s ? World War II catapults Coke into world market, creating first . multinational ? Fanta innovated by Coke in Germany, driven by ingredient constraints during WWII ? Opens 1520 plants worldwide during 1950s ? Merges with Minute Maid in 1960 ? Merges with Duncan Foods in 1964 ? Acquires Belmont Springs Water Co. in 1969 ? Expands product line in response to PepsiCo petition in 1960s – Fanta in . in 1960 – Sprite, Tab, Fresca introduced – Diet versions introduced 1970s1980s ? Acquires AquaChem (desalting machines) in 1970 ? Acquires Taylor Wines and other wineries in 1977 ? Introduces Coke in Russia and China in 1970s ? Acquires Columbia Pictures in 1982 for $750 million ? Reformulates Coke ? in 1985。 Coke benefited from growth, improved cash flows and increased owner value。 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