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Bangkok beer & beverages: in pursuit of growth

Olimpia C. Racela (Mahasarakham University, Mahasarakham, Thailand.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 27 March 2015



Bangkok beer & beverages: in pursuit of growth.

Subject area

Entrepreneurship, Strategic management, Importer/Distributor, Marketing, Environmental forces, Wine, Thailand.

Study level/applicability

Senior undergraduate or graduate MBA students taking a course in entrepreneurship, strategic management, marketing or small business management.

Case overview

Bangkok Beer & Beverages (BB&B) Company is an importer, distributor and marketer of premium spirits and wines in Thailand. The case takes place in April 2007, after the public announcement of BB&B's distribution agreement with Fosters Group of Australia to distribute the Group's Penfolds brand throughout Thailand. Coinciding with this milestone of BB&B is the rising interest in wine and the announcement by the Thailand Government to impose stricter regulations for the distribution and promotion of alcoholic beverages to curb consumption in response to demands made by several public interest groups. Within this backdrop, Pongchalerm Chalermsaphayakorn, co-founder and CEO of BB&B, was working with a team to consider future opportunities to pursue for sustainable long-term growth.

Expected learning outcomes

This case problem can be used to increase students' understanding of: how an entrepreneurial firm attempts to build/develop organizational capability; how decision-makers should assess the impact of, and respond to, the threat of significant and uncontrollable changes to the business macroenvironment; a firm's market position and the identification of strategic groups in an industry; and evaluating different growth opportunities and the implications on a firm's mission.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The authors are grateful to BB&B and its management team for their full cooperation.


Racela, O.C. (2015), "Bangkok beer & beverages: in pursuit of growth", Emerald Emerging Markets Case Studies, Vol. 5 No. 2.



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