Thien Long Group Corporation: Stationery success in Vietnam, dynamic ambition beyond

• Main Authors: ZERRILLO, Philip Charles, JOSHI, Havovi, BHARDWAJ, Sheetal
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: International strategy; Marketing mix; Brand positioning; Brand names; Growth strategy; East & Southeast Asia; Asian Studies; International Business; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/220; https://cmp.smu.edu.sg/case/3666
• Institution: Singapore Management University

This case is set in 2017, when Co Gia Tho, Chairman of the Board at Thien Long Group Corporation (“TLG”), a Vietnam-based manufacturer and supplier of writing instruments and stationery products, is considering further international expansion. While Vietnam already had over 65,000 points of sale acr...