Subject category:
Marketing
Published in:
2000
Length: 16 pages
Data source: Field research
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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.
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.