Minh Long I Porcelain Co. Ltd.

• Main Authors: ZERRILLO, Philip C., CATASTI, Paolo, OHLSSON-CORBOZ, Anne-Valerie
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Distribution Networks; Channel Strategies; Developing Markets; Vietnam; Porcelain; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/20; https://cmp.smu.edu.sg/case/2551
• Institution: Singapore Management University

The case looks at the porcelain industry in Vietnam, and more specifically at the family business Minh Long I. The case is set in early 2009, at a time when Vietnam is rocked by the global recession. It opens with the discovery by Ly Ngoc Minh, CEO of Minh Long I that Metro, a chain of seven departm...