Tartans in Thailand : Pernod Ricard's Thai Whisky War of 2007

Resource Information

The work Tartans in Thailand : Pernod Ricard's Thai Whisky War of 2007 represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

Tartans in Thailand : Pernod Ricard's Thai Whisky War of 2007

Title remainder

Pernod Ricard's Thai Whisky War of 2007

Statement of responsibility

Julie Hennessy, Rebecca Frazzano, Evan Meagher

Creator

• Hennessy, Julie

Contributor

• Frazzano, Rebecca
• Meagher, Evan

Author

• Hennessy, Julie
• Frazzano, Rebecca
• Meagher, Evan

Subject

• Alcoholic beverage industry -- Thailand -- Case studies
• Branding (Marketing) -- Thailand -- Case studies
• Whiskey industry -- Thailand -- Case studies

Genre

• Case studies

Language

eng

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

Member of

• Online access with purchase: SAGE business cases essentials 2016-2018
• SAGE Knowledge, Cases

Cataloging source

CaToSAGE

Dewey number

339.4866310952

Illustrations

illustrations

Index

no index present

LC call number

HD9366.T5

LC item number

H46 2017

Literary form

non fiction

Nature of contents

dictionaries

Series statement

SAGE Knowledge. Cases

Target audience

specialized