日本市场可乐产品分析报告英文(ppt 21页).ppt

1、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 it is not a complete record of the discussion.,Discussion document,December 2000,Co

2、ke Case Study Winning in Japan,NJ-262408.756/001117NbgeoHR1,1,FINGERPRINT COKE,NJ-262408.756/001117NbgeoHR1,2,COKE IN JAPAN,Capabilities Localizes physical assets; bottling and distribution managed through alliances; bottling alliances are typically inclusive 17 bottlers in Japan Creates direct dist

3、ribution 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 deman

4、d 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

5、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 revenue comes from Japan-specific products Brands include Georgia Coffee, Soke

6、nbicha, 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 (e.g., canned soup drink),Middl

7、e Far East,Europe,North America,Sales$ Billions,1993,1995,1997,1999,Performance/background,Levers for success,Other,Market information Market is very competitive more than 7,000 soft drinks are sold in Japan by 500 manufacturers Vending machines account for 50% of soft drink sales,Company informatio

8、n 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 competitors Products Coffee drinks, green tea, black tea, milk/yogurt drink Coke offers 5 brands with 60 flavors; 75% of brands are J

9、apanese Competitors: Kirin, Ito En, Suntory CST DCS Eric Friberg*, Todd Guild*, Mark Loch, Hirokazu Yamanachi*,14.0,18.0,18.9,19.8,33,32,21,14,23,15,33,29,34,29,22,15,25,23,38,14,CAGR 9%,*Has worked on Japan studies,NJ-262408.756/001117NbgeoHR1,3,CONTENTS,Company overview Japan market entry strategy

10、 Products Capabilities Organization,NJ-262408.756/001117NbgeoHR1,4,COKE COMPANY BACKGROUND,Founded 1886 in Atlanta, USA Number of global employees: 37, 400 CEO: Douglas N. Daft (Australian) Most senior manager for Japan: Mary Minic (President, Japan) Key products: carbonated and sports drinks, juice

11、s, tea, coffee Market cap: $151 billion (as of November 13, 2000) Key industry focus: beverages No. 1 soft drink company globally 50% global market share Owns two of top three global brands (No. 1 Coca-Cola classic, No. 3 Diet Coke) Market leader in soft drinks in Japan 56% market share; competes wi

12、th 500 manufactures selling over 7,000 drinks Global competitors: PepsiCo, Cadbury Schweppes, Nestle Competitors in Japan: Kirin, Ito En, Suntory Owns 40% stake in Coca-Cola Enterprises (worlds largest bottler),NJ-262408.756/001117NbgeoHR1,5,COMPANY EVOLUTION,Coke has been an international company s

13、ince the start of the century, but WWII made it a true multinational. Coke entered the bottling business in the mid-eighties. Recently, the company has seen strong profits from financial reengineering in its bottling segment.,1800s Invented in 1886 in Atlanta, USA, as a headache, indigestion, and ex

14、haustion remedy Major advertising started in 1892; by 1895 Coke was sold in every U.S. state,1900s-1920s Coke sells in Cuba, Jamaica, Bermuda, the Philippines, Puerto Rico, and Europe by 1916 First bottling franchise established in 1901 Repositions Coke as non-medicinal product Coke bottle invented

15、in 1916 Devotes personnel to maintaining good relations with bottlers in 1922 Establishes pioneering market research agency,1930s-1960s Advertising targets minorities starting in 1950s World War II catapults Coke into world market, creating first U.S. multinational Fanta innovated by Coke in Germany

16、, driven by ingredient constraints during WWII Opens 15-20 plants worldwide during 1950s Merges with Minute Maid in 1960 Merges with Duncan Foods in 1964 Acquires Belmont Springs Water Co. in 1969 Expands product line in response to PepsiCo competition in 1960s Fanta in U.S. in 1960 Sprite, Tab, Fre

17、sca introduced Diet versions introduced,1970s-1980s Acquires Aqua-Chem (desalting machines) in 1970 Acquires Taylor Wines and other wineries in 1977 Introduces Coke in Russia and China in 1970s Acquires Columbia Pictures in 1982 for $750 million Reformulates Coke in 1985; unfavorable customer reacti

18、on Divests entertainment business in 1987 Focuses on core, profitable business and doubles net income to $1 billion in 1988 Enters bottling business in mid 1980s,1990s Launches “Always Coca-Cola” theme in 1993 CEO articulates priorities in 1993 creation of stock holder value, brand building long-ter

19、m focus Top 16 markets account for 80% of volume; the markets comprise 20% of world population Bottling business plays important role in profitability,Invention,Repositioning and marketing,Expansion, acquisitions, and diversification,Diversification and rationalization,Marketing,Source:International

20、 Directory for Company Histories,NJ-262408.756/001117NbgeoHR1,6,Source:Annual report; Standard McKinsey analysis,HIGHLIGHTS OF COKES BOTTLING BUSINESS,Breakdown of worldwide unit case volume produced/distributed,Bottlers owned and controlled by Coke,Independently owned bottlers,Bottlers in who Coke

21、has non-controlling ownership,Percent,Historically, Coke invested in undervalued bottlers worldwide, provided financial and managerial support, and improved operating efficiencies which generated increased sales; Coke benefited from growth, improved cash flows and increased owner value; at times, Co

22、ke sold these bottlers after turning them around, for sound profits,NJ-262408.756/001117NbgeoHR1,11,SELECTED LOCATIONS,Coke is headquartered in Atlanta, Georgia in the U.S., but has subsidiaries located over a wide geography.,NJ-262408.756/001117NbgeoHR1,12,CONTENTS,Company overview Japan market ent

23、ry strategy Products Capabilities Organization,NJ-262408.756/001117NbgeoHR1,13,STORYLINE,In order to enter and succeed in Japan, Coke realized that it needed to adopt a partnering strategy. Coke allied with 17 locally owned and managed bottlers and leveraged these relationships to set up a direct di

24、stribution channel as well as gain manufacturing and marketing capabilities It followed its bottlers advice and expanded its product offerings to include specialized beverages (e.g., milk-based drinks, coffee drinks, teas). In addition, Coke introduced new product categories (e.g., canned soups, Coo

25、, a flavored juice product) and new flavors in existing brands (e.g., Fanta Golden Pineapple) to increase its market share in trend-oriented Japan The company was also innovative in its alliance strategy (e.g., supply alliance with McDonalds), its marketing techniques (e.g., introduced reclosable PE

26、T bottles), and its acquisitions (e.g., acquisition of Kanebos vending machine operations). Cokes sales channel (930,000 vending machines, over twice as many as its nearest competitor) is a distinct competitive advantage in Japan where vending machines are the most popular sales channel Coke realize

27、d that it needed top talent to compete effectively in Japan and sent strong managers like Doug Daft (current CEO) and Stephen Jones (current Chief of Marketing), to Japan in leadership roles. Thus, Japan was seen as a progression path to top positions in the company Coke is currently the market lead

28、er in Japans soft drink segment with a 56% market share. Coke owns the number 1 local brand Georgia (coffee drink). However, the company has been a slow mover in exploiting new opportunities (e.g. water and sports drinks) In the future, Coke faces the challenge of expanding its low market share pene

29、tration (20%) in the Japans most rapidly growing segment of specialized beverages,NJ-262408.756/001117NbgeoHR1,14,CONTENTS,Company overview Japan market entry strategy Products Capabilities Organization,NJ-262408.756/001117NbgeoHR1,15,PRODUCT STRATEGY,Coke understands the importance of offering prod

30、ucts that appeal to the local market, in addition to its existing, classic products.,NJ-262408.756/001117NbgeoHR1,16,COKES JAPANESE PRODUCTS,Coke has consistently rolled-out new products tailored for the Japanese market.,Source:Company website,Georgia (coffee drink),Ambasa (non-carbonated lactic sof

31、t drink) Real Gold (carbonated herb mix flavored drink),Vegitabeta (fruity drink with multiple nutrients),Ko Cha Ka Den (blended tea Royal Milk, Fine Aroma Straight, Garden Lemon),Saryusaisai (non-sugar Oolong tea),Saryusaisai Sokenbicha (special branded tea) Seiryusabo (Green and Barley teas),Shipl

32、a (“functional”, stress flavored drink with mulivitamins) Lactia (lactic, non-carbonated drink; promotes healthy digestion),Calo (“functional” soft drink; helps build healthy bones) Perfect Water (mineral water),NJ-262408.756/001117NbgeoHR1,17,CONTENTS,Company overview Japan market entry strategy Pr

33、oducts Capabilities Organization,NJ-262408.756/001117NbgeoHR1,18,COKE CAPABILITIES IN JAPAN,Coke leverages local alliances to gain capabilities. The company also offers marketing, manufacturing, and investment support to partners when needed.,NJ-262408.756/001117NbgeoHR1,19,Japan is Cokes most profitable market after the U.S. Coke derives about 17-20% of its overall profit from Japan.,Source:Wall Street Journal, January 14, 1999,Japan,ROW,Percent,JAPAN CONTRIBUTION TO COKES PROFITS IN 1999,NJ-262408.756/001117NbgeoHR1,20,CONTENTS,Company