Charoen Pokphand: Thailand's Largest Agribusiness Conglomerate|Business Strategy|Case Study|Case Studies

Charoen Pokphand: Thailand's Largest Agribusiness Conglomerate

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR109 Electronic Format: Rs. 500;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Business Environment
Case Length : 18 Pages
Period : 1921 - 2004
Organization : Charoen Pokphand Group
Pub Date : 2004
Teaching Note : Not Available
Countries : Thailand
Industry : Agriculture


The case examines the various challenges that the Charoen Pokphand Group (CP), Thailand's leading agri-business conglomerate, had to face during the period 1997-2004. It details the growth of CP from a small seed shop in 1929 into one of the largest companies in Thailand by the turn of 20th century. The case discusses the problems CP faced due to the 1997 Asian financial crisis and growing competition to its businesses in the domestic and international markets. Thereafter, it examines the restructuring efforts of the group - in terms of asset sales, focus on core businesses (food and agribusiness, telecommunications and retailing), debt management reforms, focus on corporate transparency and cost reduction - to tide over the crisis.

It then details CP's globalization efforts, with special reference to China, and also examines the role of Dhanin Chearavanont, the Chairman and CEO of CP in steering the company out of the Asian financial crisis. Finally, it examines the future prospects of CP in the light of the bird flu epidemic of 2003, and various other problems on the operational and strategic fronts.


How a diversified family-owned business in Asia manages its vast portfolio of businesses

The concept and benefits of vertical integration and explore the rationale for diversification of businesses


  Page No.
Chicken Flu - A new Ailment for the Corporate World 1
Background Note 2
Restructuring to Survive 4
CP's Global Excursions - China & Beyond 7
Inching its Way Out of the Crisis 8
Dhanin's Leadership Support 9
CP in 2004 - Facing a Host of Challenges 10
Exhibits 12


Challenges, Charoen Pokphand Group, CP, Thailand, agri-business conglomerate, period, 1997-2004, small seed shop, 1929, 20th century, problems, CP, 1997, Asian, financial crisis, competition, domestic, international markets, restructuring efforts, asset sales, focus, core businesses, food, agribusiness, telecommunications, retailing, debtmanagement, reforms, focus, corporate transparency, cost reduction's, globalization efforts, China, Dhanin Chearavanont, CEO, future prospects

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