【正文】 y s e l ec t i on ? O ff er s m an y l oc al i z ed br and s , i nc l ud i n g b r an ds i n n e w c ate gori es ( 75% of s al es )? Produc ts o pti m i z e df or J apa n m ar k et? C han ges f or m ul ati ons f or l oc a l tes ts ( e. g., F a nta G o l d en Pi nea pp l e)C ap ab ilit ie s? R es ourc es ? Si g ni f i c an t r es ourc es an d a t ten t i o n d edi c a ted to m os t prof i tab l e m ar k et? R es earc h a nd d ev el opm ent ? Ef f ec ti v el y d ev el ops c op i es of m os t po pul ar l oc a l br a nds ( ., c of f ees an d t eas ) 。 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。 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