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International market expansion of “Jintan Nude” in Thailand

Olimpia C. Racela (Mahasarakham Business School, Mahasarakham University, Mahasarakham, Thailand)
Amonrat Thoumrungroje (Assumption University, Bangkok, Thailand)

Publication date: 19 October 2012


Subject area

International marketing, new product development, international business expansion, small business management.

Study level/applicability

This case is intended for senior undergraduate or graduate MBA students taking a course in international business, international marketing, or small business management.

Case overview

Thai Jintan Company Limited (Thai Jintan) is a medium-sized importer, distributor, and marketer of premium confectionery and health care products in Thailand with the exclusive distribution arrangements of Morishita Jintan Company Limited (Morishita), one of Japan's oldest companies and a leader in the Japanese probiotic and confectionery industry. The case takes place in August 2009, approximately 18 months after Thai Jintan implemented its market launch of Morishita's technologically advanced breath and belly mint under the brand name of Jintan Nude. With a limited promotional budget of 8 million baht (€161,128) coupled with Thailand's regulatory environment for the marketing of food and drugs, Thai Jintan, a newcomer to the breath mint market, was faced with having to devise a resourceful marketing and promotional campaign. Thai Jintan management was confronted with assessing its past marketing plan and deciding on what to do to achieve its ambitious goal of capturing a 20 percent market share of the growing mint/menthol candy confectionery segment in Thailand.

Expected learning outcomes

After reading and discussing the case, students should have a better understanding of the following: the challenges faced by small businesses and new entrants; learning to apply different frameworks such as PEST or PESTEL, SWOT, and/or Five Forces to scan and assess a competitive environment; familiarizing themselves with different channels members’ roles in a distribution system; learning to evaluate a company's current marketing strategies and to recommend strategies to improve its segmentation, targeting, and positioning strategies and to design a new marketing mix for a new product launch in an overseas market; and learning how to effectively allocate a marketing budget.

Supplementary materials

Teaching notes are available.



The authors are grateful to Thai Jintan Company Ltd and its management team for their full cooperation and support for the series of field studies undertaken for the international market expansion of innovative oral health care products in Thailand.


Racela, O.C. and Thoumrungroje, A. (2012), "International market expansion of “Jintan Nude” in Thailand", , Vol. 2 No. 4.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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