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Murrah Dairy: Thailand's first and only buffalo milk producer

Rasi Kunapatarawong (Mahidol University International College, Salaya, Phutthamonthon District, Nakhon Pathom, Thailand.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 17 November 2015

Abstract

Subject area

Murrah Dairy Company Limited (Murrah Dairy) is a strategy and management case related to entrepreneurship, with a focus on marketing, expansion, strategy and management of a family-run small and medium enterprise (SME).

Study level/applicability

The case is suitable for senior undergraduate and/or graduate MBA strategic management, entrepreneurship and marketing courses.

Case overview

The case is about Murrah Dairy, Thailand's first and only buffalo dairy producer. The company combines the concepts of regular SMEs together with community enterprises to build a business that can be used to achieve community benefits as well as private gains. With 11 years of experience, Murrah Dairy remains the first and only extensive dairy buffalo farm in Thailand. The market is growing, the brand is catching on and the company keeps expanding. Beginning with Murrah Farm in 2003, now Murrah Dairy now operates Murrah Farm, Murrah House and Mini Murrah Farm. The question now is where to go from here and what will it take to grow?

Expected learning outcomes

The expected learning outcomes are the increases in understanding on environment assessment (such as SWOT analysis, Porter's Five Forces, success factors), marketing strategy (product portfolio analysis, market-product analysis) and SME management, as well as abilities to propose growth strategies and marketing strategies for the firm.

Supplementary materials

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

Keywords

Citation

Kunapatarawong, R. (2015), "Murrah Dairy: Thailand's first and only buffalo milk producer", Emerald Emerging Markets Case Studies, Vol. 5 No. 7. https://doi.org/10.1108/EEMCS-12-2014-0303

Publisher

:

Emerald Group Publishing Limited

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