Business Case Studies, Going Global Case Study, Coca-Cola in Japan,From Role Model to Role Reversal

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Going Global Case Study

Case Title:

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

Publication Year : 2006

Authors: Amzad Khan, Souvik Dhar

Industry: Beverages


Case Code: GGL0036

Teaching Note: Not Available

Structured Assignment: Not Available

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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.


  • 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

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