Thai Beverage Public Company Limited: Thailand leader, global challenger

• Published in: Emerald Emerging Markets Case Studies 2013-05, Vol.3 (2), p.1-20
• Main Authors: Thoumrungroje, Amonrat, Racela, Olimpia C.
• Format: Article
• Language: English
• ISSN: 2045-0621
• DOI: 10.1108/EEMCS-03-2013-0020

Subject area Corporate diversification, product portfolio analysis, industry structure, international business expansion, beverage industry. Study level/applicability The case is suitable for senior undergraduate and graduate MBA strategic management, international business strategy, and marketing strategy courses. Case overview Thai Beverage Public Company Limited (ThaiBev) was Thailand's largest beverage company and was among Asia's major alcoholic beverage companies. The case situation takes place during the latter part of August 2010, two years after the public announcement of ThaiBev's ambitious intentions to become a comprehensive and integrated beverage company and after having recently re-launched its acquired Wrangyer energy brand, a move signaling ThaiBev's strong commitment to its non-alcoholic beverages. The case describes the beverage industries at the global, regional, and country level and discusses ThaiBev's range of businesses. Marut Buranasetkul, Senior Vice President of Corporate Service and Deputy Managing Director of Thai Beverage Marketing, the sales and marketing arm of ThaiBev, must decide on the direction for ThaiBev to pursue to bring ThaiBev's non-alcoholic beverages to account for at least 10 percent of the company's total revenue. This case presents a number of important strategic topics, particularly in discussing industry structure and competition, as well as diversification issues encountered by a firm that was attempting to create a greater balance between the revenue contributions from its market leading dominant businesses and that of its younger and newer business lines. Expected learning outcomes Students will: understand the challenges faced by large conglomerates wanting to change their market position; learn to apply different frameworks such as Porter's Five Force Model, portfolio analysis, SWOT and to assess the competitive environment; learn to evaluate a company's current product portfolio and to recommend strategies to improve its allocation of resources; and learn to identify key success factors necessary to compete in a highly competitive industry. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [e-mail] to request teaching notes.