麦肯锡可乐报告英文版(编辑修改稿)

麦肯锡可乐报告英文版(编辑修改稿)内容摘要：

wineries in 1977 • Introduces Coke in Russia and China in 1970s • Acquires Columbia Pictures in 1982 for $750 million • Reformulates Coke • in 1985。 unfavorable customer reaction • Divests entertainment business in 1987 • Focuses on core, profitable business and doubles ine to $1 billion in 1988 • Enters bottling business in mid 1980s 1990s • Launches “Always CocaCola” theme in 1993 • CEO articulates priorities in 1993 creation of stock holder value, brand building longterm focus • Top 16 markets account for 80% of volume。 the markets prise 20% of world population • Bottling business plays important role in profitability Source: International Directory for Company Histories Source: Annual report。 Standard amp。 Poor’s Registar Name Role Japan experience Douglas N. Daft • CEO and Chairman SENIOR MANAGEMENT • President and COO James E. Chestnut • EVP, Operations Support Charles E. Frete Gary P. Fayard • SVP and CFO Joseph R. Gladden • EVP and General Counsel Carl Ware • EVP, Head of Global Public Affairs and Administration • SVP, Chief Marketing Officer Stephen C. Jones Coke has a diversified team of senior managers. Used to head Japan Jack L. Stahl • EVP, President of Greater Europe Used to run marketing in Japan COKE STOCK PRICE COMPARISON – . 01 , 0 0 02 , 0 0 03 , 0 0 04 , 0 0 05 , 0 0 01980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999Oct00CocaCola Co. Beverages (nonalcoholic) Samp。 P 500 Comp – Ltd. Coke dramatically outperformed the market as well as its petition, especially when it started divesting noncore businesses to focus on its profitable segment. CocaCola Co. Beverages index (nonalcoholic) Samp。 P 500 index COKE SALES BY REGION $ Billions Coke has an estimated 56 percent market share in Japan and has been growing its Japanese contribution to total sales. 1993 1995 1997 1999 Other Middle and Far East Europe North America CAGR = 9% 14 21 32 33 29 33 23 15 14 22 29 35 38 23 26 13 Source: Company website COKE’S SALES BY BRAND In 1999, 63 percent of Coke’s total gallon sales came from products bearing “Coke” trademark. 63%37%Coke Other Coke has historically made equity investments in selected bottlers with the intention of financial reengineering, but is now moving away from this strategy. The pany has realized that “big is not always better” and is trying to get out of anchor bottlers in Brazil and the Philippines. Source: Annual reports。 McKinsey analysis HIGHLIGHTS OF COKE’S BOTTLING BUSINESS 581527Breakdown of worldwide unit case volume produced/distributed Bottlers owned and controlled by Coke Independently owned bottlers Bottlers in who Coke has noncontrolling ownership Percent Historically, Coke invested in undervalued bottlers worldwide, provided financial and managerial support, and improved operating efficiencies which generated increased sales。 Coke benefited from growth, improved cash flows and increased owner value。 at times, Coke sold these bottlers after turning them around, for sound profits SELECTED LOCATIONS Coke is headquartered in Atlanta, Geia in the ., but has subsidiaries located over a wide geography. NOT EXHAUSTIVE CONTENTS • Company overview • Japan market entry strategy • Products • Capabilities • Organization STORYLINE • In order to enter and succeed in Japan, Coke realized that it needed to adopt a partnering strategy. Coke allied with 17 locally owned and managed bottlers and leveraged these relationships to set up a direct distribution channel as well as gain manufacturing and marketing capabilities • It followed its bottlers’ advice and expanded its product offeri。