Tartans in Thailand : Pernod Ricard's Thai Whisky War of 2007 / Julie Hennessy, Rebecca Frazzano, Evan Meagher.

Format:

Book

Author/Creator:

Hennessy, Julie, author.

Frazzano, Rebecca, author.

Meagher, Evan, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Whiskey industry--Thailand--Case studies.

Whiskey industry.

Alcoholic beverage industry--Thailand--Case studies.

Alcoholic beverage industry.

Branding (Marketing)--Thailand--Case studies.

Branding (Marketing).

Thailand.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

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:

Originally published: Hennessy, J., Frazzano, R., & Meagher, E. (2010). Tartans in Thailand: Pernod Ricard&s Thai whisky war of 2007. 5-210-251. Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781473989672

OCLC:

1017732224

Access Restriction:

Restricted for use by site license.