Lao-Hakosol, Wilaiporn and John Walsh, “Sustainable Growth Strategies for 999 in the Era of the ASEAN Economic Community: Medical Equipment and Supplies Trading in Thailand during Changing Environmental Conditions,” South Asian Journal of Business and Management Cases, Vol.5, No.2 (December, 2016), pp.136-44, available at: http://journals.sagepub.com/doi/full/10.1177/2277977916665918.
999 is a Thai company that sells, distributes and supports medical equipment and supplies. It has achieved steady growth in its 30 years of existence but now faces unprecedented problems due to environmental change through the implementation of the most recent stage of the Association of Southeast Asian Nations (ASEAN) Economic Community (AEC) and other challenges. As an emerging, ageing, affluenza-suffering country, Thailand offers a number of interesting opportunities for a company in this sector but those opportunities also appeal to current and potential competitors. Should 999 be thinking of defending its current position or seeking to expand to new markets within the region?