Case Study: Troublesome Joint Venture in Thailand

Case Study: Troublesome Joint Venture in Thailand

As a consultant and “cultural ambassador”, Sanet helps a German machine builder with its Joint Venture in Thailand.

The German machine manufacturer held 75% of a sales and service Joint Venture in Thailand. A Thai partner owned 25% of the shares and managed the business single-handedly and largely without any direct intervention by the German majority partner. Little attention was paid to the Thai subsidiary.

The earnings were okay, but the sales figures were not impressive enough to make the Thai company the focus of the group management. After the company was established in Thailand, the German Controller came once a year for the annual accounts and soon returned home without any major problems. Market shares, market policy and the local company management were largely unaware of the situation at headquarters.

The surprise came as soon as the Thai partner wanted to introduce a successor.

Expanding to Thailand – How the Pros do it

Expanding to Thailand – How the Pros do it

Thailand’s Foreign Business Act (FBA) has been criticized by foreign investors for 50 years already. It allows trade and services for foreigners and foreign-controlled companies only to a very limited extent. However, especially now in times of U.S.-China economic war and military turmoil in Europe, entering the market in Thailand, the hub of emerging Southeast Asia, is actually a “must do” for Western and even Chinese companies.