The case is considered the competitive situation in the market of Scotch in Thailand. Two multinational corporations fight for market share with a complex portfolio of products under Chivas Regal, Johnnie Walker, Ballantine and trademarks. Students need to understand a wide range of branding, consumer behavior, pricing and regulation in order to achieve a recommendation for Chivas Regal, to protect against the latest achievements of Johnnie Walker. The case can be taught with emphasis on the Chivas Regal 12 Year Product and recommendations for growth, but can also be taught as a broader portfolio case with students align portfolio Chivas and Ballantine products at various levels of quality in order to maximize sales and profits. "Hide
by Julie Hennessy, Rebecca Frazzano, Evan Meagher Source: Kellogg School Management 17 pages. Publication Date: April 1, 2010. Prod. #: KEL502-PDF-ENG
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