This case is an example of a Singaporean company attempting to establish an international presence in an emerging economy, Russia. It discusses the decision points faced by Sudeep Nair, executive director of Food Empire Holdings Ltd, in the aftermath of the Asian economic crisis in 1998 and also the Russian crisis where the country’s economy is facing a treasury loan default, a marked devaluation of the ruble, lower GDP, and a loss in foreign direct investment. In addition, the new democracy is struggling. Nair needs to consider if the economy will recover, if a new middle-class segment will emerge and, most urgently, if the initial success of the product, MacCoffee, can continue. The questions facing Nair and his team are not only how to operate under these conditions, but also if Food Empire should continue to operate in Russia.
The case can be used to depict a Singapore company trying to expand internationally, and to help the student understand the commitment, operations, and decisions required in such a situation in general, and in emerging and volatile economic environments in particular.
Inspection copies and teaching notes are available for university faculty. To receive an inspection copy and teaching note, please email cmpshop [at] smu.edu.sg with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.
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SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-11-0010TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· Teaching Note (SMU-11-0010TN)
Download Information
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-11-0010TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-11-0010TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
(Please note you are purchasing the case only.)
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