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Case Study: Foremost Dairy In Thailand

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Case study : Foremost Dairy in Thailand

Foremost-McKesson, Inc, which first started in Manhattan, became during the 1960s the most predominant suppliers of chemicals, drugs, alcohol and dairy products in the United States with a goal of
“expanding horizons”. In 1956 it had launched its marketing plan in Thailand to have a larger share in the international market since, and according to the text, its objective is to “to be an aggressive multinational company”. The company clearly states that it praises diversity since it helps it satisfy different markets and improve its efficiency and “broaden its thinking”. (The company’s culture)

Thailand, at that time ( in the 1950s) was a flourishing market; in his report “Thailand’s Development
Strategy and Growth Performance” (2011), Peter Warr says that Thailand , which was pro-Western
(Thailand:History, n.d.), was “open to trade and investment” in the global market . In addition, poverty rates were decreasing (Warr) and thus it was a very attractive market for the “hungry for new customers ”
Foremost-McKesson. Plus, the fact that Thailand was receiving military grants from the United
States (1954-1977) also shows that Thailand was “receptive” to the U.S., that the two countries were on good terms and that business was propitious. (The foreign country’s culture and environment) Therefore, Foremost Dairy established a well elaborated marketing program ( with the Four Ps: Product,
Price, Place, Promotion) that has

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