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商品編號： KEL502 出版日期： 2010/04/01 作者姓名： Hennessy, Julie;Frazzano, Rebecca;Meagher, Evan 商品類別： Marketing 商品規格： 17p 再版日期： 地域： Asia;Thailand 產業： Alcoholic beverages 個案年度： -
商品敘述：
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.
涵蓋領域：
Marketing;Pricing;Branding
相關資料：
Case Teaching Note, (KEL503), 10p, by Julie Hennessy, Rebecca Frazzano, Evan Meagher
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