Gilman Office Automation Bangkok, Thailand

Published 01 Jan 1991
Reference 173
Topic Strategy
Region Asia
Summary

This case study discusses how Gilman, a subsidiary of Inchcape Plc, had to rebuild the distribution of photocopiers for Ricoh in Thailand. They succeed to some extent but find it difficult to gain market leadership against strong competition from firms such as Fuji-Xerox. The case concludes by showing that various options for further growth are still open.

Teaching objectives

To elaborate on the relationship between Ricoh of Japan and the distributor, Inchcape Plc, UK.