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Subject category: Marketing
Authors: Syed Aziz Anwar (University of Otago); Zafar U Ahmed (Nanyang Business School (NTU)); Lee Ky-Lynn Edwina (Nanyang Business School (NTU)); Subroto Roy (Ngee Ann Polytechnic)
Published in: 2000

Abstract

The Thakral group of Singapore has grown dramatically to become one of the largest Singapore companies operating in several countires, including China. It is also highly profitable and has come to enjoy great patronage in China and Japan. But competition is becoming intense in the lucrative market of China. Now is the time for Thakral to take steps in the direction of professionalisation of management and design strategies to survive and grow in the competitive environment of East Asia. The key topic underlying this case is international marketing strategy in a very competitive environment. Important learning points include the following: (1) carving out a niche in the lucrative market of China; (2) designing responses to onslaughts from competitors; (3) implementing a marketing mix strategy in a cultural context; and (4) improving the quality of human resource management to interact effectively with the changing environment.
Location:
Industry:
Size:
Large multi-national
Other setting(s):
1998-1999

About

Abstract

The Thakral group of Singapore has grown dramatically to become one of the largest Singapore companies operating in several countires, including China. It is also highly profitable and has come to enjoy great patronage in China and Japan. But competition is becoming intense in the lucrative market of China. Now is the time for Thakral to take steps in the direction of professionalisation of management and design strategies to survive and grow in the competitive environment of East Asia. The key topic underlying this case is international marketing strategy in a very competitive environment. Important learning points include the following: (1) carving out a niche in the lucrative market of China; (2) designing responses to onslaughts from competitors; (3) implementing a marketing mix strategy in a cultural context; and (4) improving the quality of human resource management to interact effectively with the changing environment.

Settings

Location:
Industry:
Size:
Large multi-national
Other setting(s):
1998-1999

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