Case Title	Singapore: A Strategic Gateway To China: The Case Of The Thakral Group Of Singapore Operating Successfully In China
Case Author(s)	Z Ahmed K-L Edwina S Aziz Anwar S Roy
University	Nanyang Technological University
Abstract	The Thakral group of Singapore has grown dramatically to become one of the largest Singapore companies operating in several countires, including China. It is also highly profitable and has come to enjoy great patronage in China and Japan. But competition is becoming intense in the lucrative market of China. Now is the time for Thakral to take steps in the direction of professionalisation of management and design strategies to survive and grow in the competitive environment of East Asia. The key topic underlying this case is international marketing strategy in a very competitive environment. Important learning points include the following: (1) carving out a niche in the lucrative market of China; (2) designing responses to onslaughts from competitors; (3) implementing a marketing mix strategy in a cultural context; and (4) improving the quality of human resource management to interact effectively with changing environment. *Abstract reprinted with the permission of the European Case Clearing House*
Available In	The case collection at the European Case Clearing House
Publisher	European Case Clearing House
Publisher Case No.	500-002-1
Distributor(s)	European Case Clearing House
Pub/Rev Date	2000
ISBN
Case Length	16
Teaching Note	No
Pub TN Ref No.
Pages (TN)
Issues	Entrepreneurship; Business In China; Business In Singapore; Market Entry Strategies; Professionalisation; Globalisation Of Business; Japanese Styles; East Asian Business
Organisation(s)	Thakral Group
Countries	China, Singapore, Japan
Industry	Retail & Merchandising
Period Covered	1998-1999
Level	Undergraduate
Links of Interest	Thakral Group homepage
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