Going Global Case Study

Coca-Cola in Japan: From Role Model to Role Reversal

OR

Abstract:
The Coca-Cola Company’s Japanese operation, Coca-Cola (Japan) Co. Ltd. (CCJC), was considered to be a role model for the company’s other global operations. CCJC also contributed to one-fifth of The Coca-Cola Company’s annual profits. However, the situation started changing from 2002, with a decline in the sales volume of CCJC. Since the beginning of 2006, a number of steps have been initiated by the management of CCJC to turn the fortunes of the company around.

Pedagogical Objectives:

• To discuss why CCJC was considered to be a role model for The Coca-Cola Company’s other global operations
• To analyse the factors responsible for the decline in the fortunes of CCJC
• To understand the strategies undertaken by the company management to turn the fortunes of CCJC around
• To debate whether CCJC would be able recover its position as a role model for The Coca-Cola Company’s other global operations.

Contents:

• Coca-Cola in Japan: A Role Model
• The Role Reversal
• The Turnaround Strategies

Keywords : Coca-Cola (Japan) Co. Ltd.; Role Model; Marketing Strategies for Japanese; Market; Japanese Beverage Market; Market Trends; Cultural Disparities; Role Reversal; Georgia Marketing Campaign; Managing in Troubled Times Case Study; Management Changes; Population of Baby Boomers; Japanese Culture; Innovative Health Products; Strengthening Georgia Coffee Brand; Expanding Tea Portfolio