【正文】 y the market leader in Japan’s soft drink segment with a 56% market share. Coke owns the number 1 local brand Geia (coffee drink). However, the pany has been a slow mover in exploiting new opportunities (. water and sports drinks) ? In the future, Coke faces the challenge of expanding its low market share peration (20%) in the Japan’s most rapidly growing segment of specialized beverages CONTENTS ? Company overview ? Japan market entry strategy ? Products ? Capabilities ? Organization PRODUCT STRATEGY Coke understands the importance of offering products that appeal to the local market, in addition to its existing, classic products. Tai lors productst o loc a l t a s t e s? Cr 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 )– Cof fe e d r inks ( ., Ge o r g ia)– T e a d r inks (e .g ., S a r y u saisai)? Of fe r s p r o d u ct v a r iety wh ic h 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 Co k 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– P r o d 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 sDev e lops ne wc a t e gorie 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? How 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– Di d n o t m o v e fa st e n o u g h t o c a p itali z 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 inksAlt e rs product f la v orst o loc a l t a s t e s? Of fe r s e x is ting 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 nInc orporates loc a lbot t le rs ’ a dv ic e? Hee d s loc a l b o tt lers ’ ad v ic e o n ca te g o r ies t o co m p e te in– In iti a ll y , w a n te d t o s e ll o n ly Co ke 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 is e d int r o d u ci n g loca l, s p e ci a li z e d p r o d u ctsCOKE’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。 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。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。 Standard amp。 unfavorable customer reaction ? Divests entertainment business in 1987 ? Focuses on core, profitable business and doubles ine to $1 billion in 1988 ? Enters bottling business in mid 1980s 1990s ? Launches “Always CocaCola” theme in 1993 ? CEO articulates priorities in 1993 creation of stock holder v