日本市场可乐产品分析报告.ppt

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 Unit of measure Annotation * Footnote Source: Sources NJ-262408.756/001117NbgeoHR1 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 Coke Case Study – Winning in Japan 第一页，共二十三页。 FINGERPRINT – COKE High Low * NJ-262408.756/001117NbgeoHR1 第二页，共二十三页。 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 (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 competitive – 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 Pr