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Discussion document
December 2003
Coke Case Study – Winning in Japan
FINGERPRINT – COKE
High
Low
1
NJ-
COKE IN JAPAN
Capabilities
Localizes physical assets; bottling and distribution managed through alliances; 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 anization
munity feel to Coke
Holds conventions for bottlers
Distributes bottlers pensation petitive – attracts graduates from top schools
Almost 10% of Japan office is foreigners – some degree of tension with local staff; still has “ugly American” syndrome; 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 es from Japan-specific products
Brands include ia 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 ess
Other
Market information
Market is petitive – more than 7,000