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Managing in Troubled Times Case Study
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
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.
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
