可口可乐培训概要1.ppt

Coke Case Study – Winning in Japan FINGERPRINT – COKE COKE IN JAPAN CONTENTS COKE – COMPANY BACKGROUND COMPANY EVOLUTION SENIOR MANAGEMENT COKE STOCK PRICE COMPARISON – U.S. COKE SALES BY REGION COKE’S SALES BY BRAND HIGHLIGHTS OF COKE’S BOTTLING BUSINESS SELECTED LOCATIONS CONTENTS STORYLINE CONTENTS PRODUCT STRATEGY COKE’S JAPANESE PRODUCTS CONTENTS COKE CAPABILITIES IN JAPAN JAPAN CONTRIBUTION TO COKE’S PROFITS IN 1999 CONTENTS ORGANIZATIONAL LEVERS NJ-262408.756/001117NbgeoHR1 Unit of measure Annotation * Footnote Source: Sources CONFIDENTIAL This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. Document Date CONFIDENTIAL This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. Discussion document December 2000 High Low 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 (e.g., Dentsu) Customer pull demand in product push Japan Uses segment marketing to understand customer behavior Organization Strong community feel to Coke Holds conventions for bottlers Distributes bottlers magazine Compensation is competitiv