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Managing in Troubled Times Case Study

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Case Title:

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

Publication Year : 2006

Authors: Amzad Khan, Souvik Dhar

Industry: Beverages

Region: Japan

Case Code: TRT0084

Teaching Note: Not Available

Structured Assignment: Not Available


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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.

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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Case Study :
   INR 200 = USD ($)

Structured Assignment:
   INR 150 = USD ($)

Teaching Note :
   INR 400 = USD ($)
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