Coca Cola Company in Japan

The purpose of this research is to examine the process of marketing an American made product in Japan. In this research, the firm which is the focus of study is the Coca Cola Company.

The company's operations are considered within the context of the marketing of its soft drink beverages in Japan. Any firm desiring to be successful in the marketing of its products in another country must become aware of the characteristics which define that country. It is not enough just to know what these characteristics are. It is also necessary to know how those characteristics differ from those of its home country, and how these differences will affect the marketing of its products. This type of comparison between Japan and the United States is presented in the following section, which is followed by an examination of the marketing environment in Japan, within which Coca Cola must be prepared to compete.

JAPAN & THE UNITED STATES: COMPARISON OF CHARACTERISTICS

Comparisons between Japan and the United States are made in the

. . .
conomic Advisers, "Total" 2). Such comparisons become compelling, when it is considered that America's largest bilateral international trade deficit is with Japan, and that Japan's largest bilateral trade surplus is with the United States (Council of Economic Advisers, "U.S." 339). This bilateral disparity in Japanese/American trade has developed without (1) Japan becoming America's largest trading partner (that honor goes to Canada), and (2) in the absence of any significant petroleum trade between the two countries. The two major macroeconomic problems facing the United States in mid 1989 are (1) the magnitude of the federal budget deficit, and (2) the magnitude of the country's international trade deficit. In the 1960s, the Kennedy and Johnson administrations cut taxes (revenues), financed a war, and expanded domestic spending. In the process, they created a relatively short lived economic nirvana for the United States. The American economy paid the price in the late 1970s and the early 1980s. In the 1980s, the Reagan and Bush Administration cut taxes, financed a massive national defense build up, and continued to spend massive amounts on domestic programs (regardless of the rhetoric to the contrary). As did their pr
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Approximate Word count = 2447
Approximate Pages = 10 (250 words per page)

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