日本市場(chǎng)可樂產(chǎn)品分析報(bào)告英文(編輯修改稿)
2025-03-01 19:16 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ility Source: International Directory for Company Histories 5 Source: Annual report。 Standard Poor’s Registar Name Role Japan experience Douglas N. Daft ? CEO and Chairman SENIOR MANAGEMENT ? President and COO James E. Chestnut ? EVP, Operations Support Charles E. Frete Gary P. Fayard ? SVP and CFO Joseph R. Gladden ? EVP and General Counsel Carl Ware ? EVP, Head of Global Public Affairs and Administration ? SVP, Chief Marketing Officer Stephen C. Jones Coke has a diversified team of senior managers. Used to head Japan Jack L. Stahl ? EVP, President of Greater Europe Used to run marketing in Japan 6 COKE STOCK PRICE COMPARISON – . 01 , 0 0 02 , 0 0 03 , 0 0 04 , 0 0 05 , 0 0 01980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999Oct00CocaCola Co. Beverages (nonalcoholic) SP 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) SP 500 index 7 COKE SALES BY REGION $ Billions Coke has an estimated 56 percent market share in Japan and has been growing its Japanese contribution to total sales. 1993 1995 1997 1999 Other Middle and Far East Europe North America CAGR = 9% 14 21 32 33 29 33 23 15 14 22 29 35 38 23 26 13 8 Source: Company website COKE’S SALES BY BRAND In 1999, 63 percent of Coke’s total gallon sales came from products bearing “Coke” trademark. 63%37%Coke Other 9 Coke has historically made equity investments in selected bottlers with the intention of financial reengineering, but is now moving away from this strategy. The pany has realized that “big is not always better” and is trying to get out of anchor bottlers in Brazil and the Philippines. Source: Annual reports。 McKinsey analysis HIGHLIGHTS OF COKE’S BOTTLING BUSINESS 581527Breakdown of worldwide unit case volume produced/distributed Bottlers owned and controlled by Coke Independently owned bottlers Bottlers in who Coke has noncontrolling ownership Percent Historically, Coke invested in undervalued bottlers worldwide, provided financial and managerial support, and improved operating efficiencies which generated increased sales。 Coke benefited from growth, improved cash flows and increased owner value。 at times, Coke sold these bottlers after turning them around, for sound profits 10 SELECTED LOCATIONS Coke is headquartered in Atlanta, Geia in the ., but has subsidiaries located over a wide geography. NOT EXHAUSTIVE 11 CONTENTS ? Company overview ? Japan market entry strategy ? Products ? Capabilities ? Organization 12 STORYLINE ? In order to enter and succeed in Japan, Coke realized that it needed to adopt a partnering strategy. Coke allied with 17 locally owned and managed bottlers and leveraged these relationships to set up a direct distribution channel as well as gain manufacturing and marketing capabilities ? It followed its bottlers’ advice and expanded its product offerings to include specialized beverages (., milkbased drinks, coffee drinks, teas). In addition, Coke introduced new product categories (., canned soups, Coo, a flavored juice product) and new flavors in existing brands (., Fanta Golden Pineapple) to increase its market share in trendoriented Japan ? The pany was also innovative in its alliance strategy (., supply alliance with McDonalds), its marketing techniques (., introduced reclosable PET bottles), and its acquisitions (., acquisition of Kanebo’s vending machine operations). Coke’s sales channel (930,000 vending machines, over twice as many as its nearest petitor) is a distinct petitive advantage in Japan where vending machines are the most popular sales channel ? Coke realized that it needed top talent to pete effectively in Japan and sent strong managers like Doug Daft (current CEO) and Stephen Jones (current Chief of Marketing), to Japan in leadership roles. Thus, Japan was seen as a progression path to top positions in the pany ? Coke is currently the ma
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