Wall's Ice Cream in Thailand

Published 01 Jan 1998
Reference 4774
Topic Strategy
Region Asia
Summary

This case updates the earlier case series from Harvard Business School (Lever Brothers Thailand (A, B1, B2 & C). It discusses the entry of new multinational competitors, their strategies for winning market share against Unilever’s Walls brand and Unilever’s response to defend its position.

Teaching objectives

Understand the competitive dynamics of an Asian market and the interaction between established multinationals, new entrants and local players. Explore how strategy and underlying capabilities need to change in responses to a changing market environment.

Keywords
  • RD0998