China’s Kweichow Moutai: Hangover on the horizon at the world’s most valuable liquor company? (A) (Chinese version)

• Main Authors: REDDY, Srinivas K., APPASAMY, Lakshmi, JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: International marketing; Integrated marketing; Global brands; Market opportunities; Marketing strategy; Brands; Asian Studies; Marketing; Operations and Supply Chain Management
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/355; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-20-BATCH%20%5BPDF-Pic%5D/SMU-20-0030CN%20%5BKWEICHOW%20MOUTAI%20CN%5D/SMU-20-0030A%20CN%20%5BKWEICHOW%20MOUTAI%20A%20CN%5D.pdf?CT=1621840933362&OR=ItemsView
• Institution: Singapore Management University

This is a two-part case. Case A is set in October 2018, when Zenn Lee, Senior Analyst at a Shanghai-based securities brokerage, was working on the investment advisory to his clients on Kweichow Moutai (KM), the maker of the super-premium Moutai brand of baijiu, a Chinese spirit. The day before, KM’s...