The case examines the challenge of repositioning SGC Paper (a Thai industrial brand), following the restructuration of the company main business. The case describes the transformation of the company (2011-2015) when Khun Roongrote was appointed President of SCG Paper. The corporate transformation had involved many different components such as the expansion of the paper packaging business, the entry into flexible packaging, the transformation of the Pulp, Printing and Writing (PPW) business, and lastly the idea of rebranding the company. The rebranding phase was the last stage of the SCG Paper transformation journey started four years earlier. Although the idea of rebranding the company seemed appealing to clients and a significant number of executives in the packaging business, other people in the PPW division were more suspicious and concerned about rebranding the company. The case is complemented with videos of Khun Roongrote, the current CEO as well as the consultant who helped implement the new brand strategy.
Comprehend some of the building blocks of industrial brands
Understand the link between business transformation and the need to reposition an industrial brand
Learn how to develop and communicate a brand value proposition to different stakeholders (in particular clients and employees)
1-3-1 Nishiki Naka Nagoya Aichi, Japan 460-0003 Tel +81 52 20 38 111 Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
IMD is a top-ranked business school. According to the Financial Times, IMD ranks first in executive education and in open programs worldwide.
We are the experts in developing global leaders through high-impact executive education.
IMD provides leadership training such as: Executive MBA (EMBA), Business Development, Executive Coaching, Finance Courses and many more. To find articles related to executive education, please visit one of the following top searches: