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1、CONFIDENTIAL Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion Discussiondocument December2000 CokeCaseStudy WinninginJapan NJ 262408 756 00
2、1117NbgeoHR1 1 FINGERPRINT COKE NJ 262408 756 001117NbgeoHR1 2 COKEINJAPAN CapabilitiesLocalizesphysicalassets bottlinganddistributionmanagedthroughalliances bottlingalliancesaretypicallyinclusive17bottlersinJapanCreatesdirectdistributionsystemtostoresthroughbottlersOffersmarketing manufacturing and
3、investmentsupporttopartners whenneededHassupplyallianceswithMcDonaldsSpendshugeresourcesoninfluencerrelationshipsPartnerswithlocalagenciesformarketingcapabilities e g Dentsu CustomerpulldemandinproductpushJapanUsessegmentmarketingtounderstandcustomerbehaviorOrganizationStrongcommunityfeeltoCokeHolds
4、conventionsforbottlersDistributesbottlersmagazineCompensationiscompetitive attractsgraduatesfromtopschoolsAlmost10 ofJapanofficeisforeigners somedegreeoftensionwithlocalstaff stillhas uglyAmerican syndrome seniorJapaneseexperienceglassceilingJapanseenasstrongprogressionpath CEOusedtoheadJapanProduct
5、AdaptsproductstolocalmarketsAlmost10 ofrevenuecomesfromJapan specificproductsBrandsincludeGeorgiaCoffee Sokenbicha andAquariusBottlersguidedCokeintodevelopinglocalizedproducts Fastfollower strategy quicklyfollowedleadofsmallerlocalplayerstoenterteaandcoffeedrinksCokemaintainsfullcontroloverproductco
6、ntentLaunchesnewtypesofproductsinJapan e g cannedsoupdrink MiddleFarEast Europe NorthAmerica Sales Billions 1993 1995 1997 1999 Performance background Leversforsuccess Other MarketinformationMarketisverycompetitive morethan7 000softdrinksaresoldinJapanby500manufacturersVendingmachinesaccountfor 50 o
7、fsoftdrinksales CompanyinformationCokeisthemarketleaderinJapanJapanisaveryprofitablemarketforCoke potentiallythemostprofitable Maintains 900 000vendingmachines 2xthenumberofcompetitorsProductsCoffeedrinks greentea blacktea milk yogurtdrinkCokeoffers5brandswith60flavors 75 ofbrandsareJapaneseCompetit
8、ors Kirin ItoEn SuntoryCSTDCSEricFriberg ToddGuild MarkLoch HirokazuYamanachi 14 0 18 0 18 9 19 8 33 32 21 14 23 15 33 29 34 29 22 15 25 23 38 14 CAGR9 HasworkedonJapanstudies NJ 262408 756 001117NbgeoHR1 3 CONTENTS CompanyoverviewJapanmarketentrystrategyProductsCapabilitiesOrganization NJ 262408 75
9、6 001117NbgeoHR1 4 COKE COMPANYBACKGROUND Founded1886inAtlanta USANumberofglobalemployees 37 400CEO DouglasN Daft Australian MostseniormanagerforJapan MaryMinic President Japan Keyproducts carbonatedandsportsdrinks juices tea coffeeMarketcap 151billion asofNovember13 2000 Keyindustryfocus beveragesN
10、o 1softdrinkcompanyglobally50 globalmarketshareOwnstwooftopthreeglobalbrands No 1Coca Colaclassic No 3DietCoke MarketleaderinsoftdrinksinJapan56 marketshare competeswith500manufacturessellingover7 000drinksGlobalcompetitors PepsiCo CadburySchweppes NestleCompetitorsinJapan Kirin ItoEn SuntoryOwns40
11、stakeinCoca ColaEnterprises world slargestbottler NJ 262408 756 001117NbgeoHR1 5 COMPANYEVOLUTION Cokehasbeenaninternationalcompanysincethestartofthecentury butWWIImadeitatruemultinational Cokeenteredthebottlingbusinessinthemid eighties Recently thecompanyhasseenstrongprofitsfromfinancialreengineeri
12、nginitsbottlingsegment 1800sInventedin1886inAtlanta USA asaheadache indigestion andexhaustionremedyMajoradvertisingstartedin1892 by1895CokewassoldineveryU S state 1900s 1920sCokesellsinCuba Jamaica Bermuda thePhilippines PuertoRico andEuropeby1916Firstbottlingfranchiseestablishedin1901RepositionsCok
13、easnon medicinalproductCokebottleinventedin1916Devotespersonneltomaintaininggoodrelationswithbottlersin1922Establishespioneeringmarketresearchagency 1930s 1960sAdvertisingtargetsminoritiesstartingin1950sWorldWarIIcatapultsCokeintoworldmarket creatingfirstU S multinationalFantainnovatedbyCokeinGerman
14、y drivenbyingredientconstraintsduringWWIIOpens15 20plantsworldwideduring1950sMergeswithMinuteMaidin1960MergeswithDuncanFoodsin1964AcquiresBelmontSpringsWaterCo in1969ExpandsproductlineinresponsetoPepsiCocompetitionin1960sFantainU S in1960Sprite Tab FrescaintroducedDietversionsintroduced 1970s 1980sA
15、cquiresAqua Chem desaltingmachines in1970AcquiresTaylorWinesandotherwineriesin1977IntroducesCokeinRussiaandChinain1970sAcquiresColumbiaPicturesin1982for 750millionReformulatesCokein1985 unfavorablecustomerreactionDivestsentertainmentbusinessin1987Focusesoncore profitablebusinessanddoublesnetincometo
16、 1billionin1988Entersbottlingbusinessinmid1980s 1990sLaunches AlwaysCoca Cola themein1993CEOarticulatesprioritiesin1993creationofstockholdervalue brandbuildinglong termfocusTop16marketsaccountfor80 ofvolume themarketscomprise20 ofworldpopulationBottlingbusinessplaysimportantroleinprofitability Invention Repositioningandmarketing Expansion acquisitions anddiversification Diversificationandrationalization Marketing Source InternationalDirectoryforCompanyHistories NJ 262408 756 001117NbgeoHR1 6 Sou
