The Beer Cases (D): Thai Bev
(7 pages of text)
The beer industry comprises elements of sub-national, national and global competition. To expand, the industry players use various strategic approaches as illustrated by five major beer companies: Anheuser-Busch InBev (9B11M124
), Groupo Modelo (9B11M125
), Tsingtao Brewery (9B11M126
), San Miguel (9B09M074
) and Thai Bev. Observations about the beer industry — a fairly easy product and industry to understand — can be extrapolated to other industries. Lessons can be drawn regarding the influence of industry pressures on the four key components of an international expansion strategy: product choice for expansion, market choice for geographic expansion, timing of entry and mode of entry.
This case series can be used in a course on strategy, global strategy or international business. The cases are best taught near the end of a course as they represent a consolidation of learning. Presentation and discussion of the core issues require 2.5 to 3 hours. One continuous session is preferred over breaking up the presentations across two 80-minute sessions on different days. Although the cases are best taught together, each case may be taught separately, following the assignment questions for each individual case. The San Miguel Corporation case (# 9B09M074) has a separate teaching note (# 8B09M74), which facilitates its use as a standalone case.
Accommodation & Food Services
International/Global; Thailand , Large, 2012
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download