HomeResearch & Knowledgeback to Homeback to Research & KnowledgeThai Union: The making of a world-leading seafood companyback to

Case Study

Thai Union: The making of a world-leading seafood company

By Balaji S. Chakravarthy and Pallivathukkal Cherian Abraham

21 pages

August 2017

Order this case study

Reference: IMD-7-1900

Thai Union had come a long way from its humble beginnings in 1977 as a Thai private label supplier of canned tuna to US importers. In four short decades it had become one of the leading seafood companies in the world with a turnover in 2016 of US$3.8 billion. Thiraphong Chansiri, the CEO, had led Thai Union brilliantly to make it a true multinational company operating in three continents, delivering value added branded products covering multiple fish species and distributing these under ambient, chilled and frozen temperature conditions. The company planned to more than double its turnover by 2020 to $8 billion while also raising its gross margin from 15.6% to 20%. It sought to do this by growing its existing business; launching innovative, high-margin products; expanding its presence in the food service sector; building a significant emerging market presence; and making more acquisitions. In October 2016, Thai Union announced that it had effectively acquired a 49% ownership stake in Red Lobster, the leading seafood restaurant chain in the United States. This diversification was viewed as an important growth opportunity for the company. The question for Thai Union’s leadership team was whether diversification and growth were still the right mantras for the company in 2017, when it had already become the industry leader? A related challenge was in building a global organization that could effectively manage the company’s growing and diverse international footprint.

Learning Objective

Integrating global acquisitions
Building a global organization
Transitioning from family to professional leadership

Keywords

Food, Ocean Resources, Emerging Market, Globalization, Mergers and Acquisitions, Family Business, Organization, Leadership, Sustainability, Stretch Target

Settings

Thai Union Group, Consumer Goods, Seafood
1997-2017

Available Languages

English

Related material

Teaching note

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

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.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Article

Optimizing omnichannel assortments and inventory provisions under the multichannel attraction model

Assortment optimization presents a complex challenge for retailers, as it depends on numerous decision factors. Changes in assortment can result in demand redistribution with multi-layered consequences. This complexity is even more pronounced for ...

General Management

By Andrey Vasilyev, Sebastian Maier and Ralf W. Seifert

in European Journal of Operational Research

August 2025, vol. 324, no. 3, pp. 799-813, https://doi.org/10.1016/j.ejor.2025.01.035

Article

The anatomy of family business conflict

Understanding conflict in family businesses is a complex but essential study area for practitioners and academics. To enhance theoretical precision and provide practical insights, this article presents a comprehensive framework of family business ...

Customer Centricity Family Business

By Marco Mismetti, Barbara Del Bosco, Cristina Bettinelli and Alfredo De Massis

in Journal of Family Business Strategy

June 2025, vol. 16, no. 2, 100660, https://doi.org/10.1016/j.jfbs.2025.100660

Article

Boundary conditions for organizations in the Anthropocene: A review of the planetary boundaries framework 10 years on

We systematically review business research concerning the planetary boundaries framework: A natural science framework that identifies nine Earth system boundaries that govern the safe operating space for humanity. Ten years after the introduction ...

Sustainability

By Amanda Williams, Paolo Perego and Gail Whiteman

in Journal of Management Studies

June 2025, vol. 62, no.4, pp. 1811-1846, https://doi.org/10.1111/joms.13150

Article

Navigating disruption: The CFO role in a volatile world

Stephan Jansma, CFO at Trafigura, shares how today’s finance leaders must navigate global disruptions, manage liquidity in high-volatility markets, and engage with policymakers to keep supply chains moving.

in I by IMD

Article

Breaking up to move forward: Why CFOs are at the heart of the de-conglomeration trend

In an age that prizes agility, breaking up is a strategy rather than a surrender, argues IMD’s Salvatore Cantale, as CFOs step forward as architects of value in the de-conglomeration era.

in I by IMD

Article

Out of your comfort zone: What it takes for traditional CFOs to become CEOs

IMD’s Ric Roi explores what it takes for traditional CFOs to step into the CEO role: expanding their leadership range, building emotional connection, and navigating complexity with confidence.

in I by IMD

Article

Training the retailers of tomorrow

Natalia Wallenberg of Ahold Delhaize describes how one of the largest retailers in Europe is tackling the upskilling dilemma.

in I by IMD

Article

Executive recovery: The backbone of thriving organizations

With executives experiencing unprecedented levels of leadership burnout, here are three ways for organizations to help employees prioritize their recovery

in I by IMD

Article

Riding the duck curve: A strategic guide for companies in the evolving energy landscape

With solar power flooding grids, the duck curve creates both challenges and opportunities for businesses. Learn how smart companies can harness this shift to cut costs and boost efficiency.

By Robert Earle and Karl Schmedders

in I by IMD

Article

Riding the duck curve: A strategic guide for companies in the evolving energy landscape

Solar power floods grids with cheap energy, creating both challenges and opportunities. Learn how smart companies can capitalize on the duck curve.

Business Transformation Innovation Sustainability Technology Management

By Robert Earle and Karl Schmedders

in I by IMD

Optimizing omnichannel assortments and inventory provisions under the multichannel attraction model

By Andrey Vasilyev Sebastian Maier and Ralf W. Seifert
in European Journal of Operational Research August 2025, vol. 324, no. 3, pp. 799-813, https://doi.org/10.1016/j.ejor.2025.01.035

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications