02633nam a22004931i 4500 000710479 CaToSAGE 20240202172917.0 20170113114334.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172010enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781473989672 (ebook) : No price (OCoLC)1017732224 CaToSAGE eng CaToSAGE rda pn UtOrBLW a th HD9366.T5 H46 2017 339.4866310952 Hennessy, Julie, author. Tartans in Thailand : Pernod Ricard's Thai Whisky War of 2007 / Julie Hennessy, Rebecca Frazzano, Evan Meagher. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases 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. 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. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Whiskey industry Thailand Case studies. Alcoholic beverage industry Thailand Case studies. Branding (Marketing) Thailand Case studies. Frazzano, Rebecca, author. Meagher, Evan, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/tartans-in-thailand-pernod-ricards-thai-whisky-war-of-2007 Plný text SBC EB NEPOSILAT EB