How manufacturing company catching up in emerging markets by using diversification strategy? -a case study of Thailand Malee group

Abstract

This paper uses the theory about the diversification strategy as a foundation, by conducting a case study research methodology to explore the diversification strategy of manufacturing company in emerging markets, to present empirical examples in regards of the diversification (product and international diversification) process of Malee Group company of Thailand. The paper attempts to determine whether Malee Group has successful catching up in emerging markets through Product and international diversification, and what approach used by Malee group in pursuit of its diversification strategy and the factors considered by Malee Group in selecting market segment or countries to diversify into. The paper concluded that firms should always understand the market trend, prepare to the change of competitors and business growth; to explore foreign markets and keep innovation to compete in potential domestic subsegment markets as well; and to bring the company towards a sustainable long- term growth.