Chemical Corporation of America (Chemco) is a US based oil chemical diversified corporation based in Houston, Texas. In 1994, the companys presence in Asia Pacific was limited: 11% of sales and 4% of assets. The case relates the efforts made by a corporate team, led by Bill Ruthven, to convince the board and the various business unit heads, to develop an ambitious strategy for the Asia Pacific Region. This effort has had a limited response and Ruthven is wondering what to do.
The objectives of this case are: To give students an overview of the difficulties of integrating a geographical perspective in an organisation which is structured along global product lines. To consider ways of formulating a strategy for the Asia Pacific region. To analyse the risks and opportunities of Asia. This case can be used during MBA classes for students in international business, or in specialised courses on Asia. It can also be used with executives.