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 Product Adapts products to local markets Almost 10% of revenue comes from Japan-specific products Brands include Georgia 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 (e.g., canned soup drink) 大量管理资料下