【正文】 P r od uc t an d c at eg or y s e l ec t i on ? O ff ers m an y l oc al i z ed brand s , i nc l ud i n g bran ds i n ne w c at e go r i es (75% o f s al es )? P r od uc ts o pt i m i z e df or J ap an m ar k et? Cha n ge s f or m ul at i on s f or l oc a l te s ts (e. g. , Fa nt a G o l d en P i ne a pp l e)Capabilitie s? Res ou r c es ? S i g ni f i c an t res ou r c es a n d at te nt i o n d ed i c a te d to m os t p r of i ta bl e m ar k et? Res ea r c h a nd d ev el op m en t ? E f f ec ti v el y d ev el op s c op i es o f m os t p op ul ar l oc a l b r a nd s ( ., c of f ee s a nd t ea s ) 。 w e l l res pe c te d? Cul t ure, v a l ue s a nd s t y l e ? Ref lec ts m an y c h arac te r is ti c s o f l oc a l c u ltu r e bu t r et a ins k e y “w in ni ng ” f ac to r s f r o m .c ul tu r e ( e .g ., m ore a gg r es s i v e th a n tra di t i on al J a pa ne s e c u l tu r es )? Coo r d i na t i o n m ec ha ni s m s ? A pp l i es b es t prac ti c es i n J ap an t o bu s i ne s s es a nd p eo p l e m an ag em en tFINGERPRINT – COKE High Low 1 COKE IN JAPAN Capabilities ? Localizes physical assets。 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 Organization ? Strong munity feel to Coke – Holds conventions for bottlers – Distributes bottlers magazine ? Compensation is petitive – attracts graduates from top schools ? Almost 10% of Japan office is foreigners – some degree of tension with local staff。 senior Japanese experience glass ceiling ? Japan seen as strong progression path – CEO used to head Japan Product ? Adapts products to local markets – Almost 10% of revenue es from Japanspecific products – Brands include Geia Coffee, Sokenbicha, and Aquarius – Bottlers guided Coke into developing localized products ? “Fast follower” strategy – quickly followed lead of smaller local players to enter tea and coffee drinks ? Coke maintains full control over product content ? Launches new types of products in Japan (., canned soup drink) Middle Far East Europe North America Sales $ Billions 1993 1995 1997 1999 Performance/background Levers for success Other Market information ? Market is very petitive – more than 7,000 soft drinks are sold in Japan by 500 manufacturers ? Vending machines account for 50% of soft drink sales Company information ? Coke is the market leader in Japan ? Japan is a very profitable market for Coke (potentially the most profitable) ? Maintains 900,000 vending machines, 2x the number of petitors Products ? Coffee drinks, green tea, black tea, milk/yogurt drink ? Coke offers 5 brands with 60 flavors。56% market share。 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 winer