| Description |
1 online resource (17 pages) : illustrations |
| Series |
International business online (text) |
| Summary |
The case examines a competitive situation in the market for Scotch whisky in Thailand. Two multinationals fight for market share with a complex portfolio of products under the Chivas Regal, Johnnie Walker, and Ballantine brand names. Students must understand a broad array of branding, consumer behavior, pricing, and regulatory issues in order to arrive at recommendations for Chivas Regal to defend against recent gains of Johnnie Walker. The case can be taught with a focus on the Chivas Regal 12 Year product and recommendations for its growth, but also can be taught as a broader portfolio case, with students aligning a portfolio of Chivas and Ballantine products at different quality levels to maximize sales and profit |
| Notes |
Title from resource description page (viewed July 24, 2014) |
|
HBS number: KEL502 |
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Case number: 5-210-251 |
| Bibliography |
Includes bibliographical references |
| Notes |
This edition in English |
| Subject |
Pernod Ricard (Firm)
|
| SUBJECT |
Pernod Ricard (Firm) fast (OCoLC)fst01633409 |
| Subject |
Whiskey industry -- Thailand -- Case studies
|
|
Market share -- Thailand -- Case studies
|
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Market share.
|
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Whiskey industry.
|
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Thailand.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Kellogg School of Management.
|
|
