The use of this case by instructors allows students to identify and analyze market opportunities and industry competition relevant to small industry contenders such as Sierra Bioscience of Thailand. This case also allows for a productive discussion about the different growth strategies that a resource-constrained company like Sierra can consider and pursue. After working through the assignment questions, students will be able to:
identify entrepreneurial capability and organizational capability;
analyze a firm’s market position within an industry or strategic group;
identify market opportunities; and
evaluate strategic growth opportunities and their implications on a small firm’s resources.
This case takes place during early 2025 and explores the international market expansion dilemma faced by Nelynya Thanasithiariyaporn, the Deputy Managing Director at Sierra Bioscience C. Ltd. (Sierra), a Thailand-based biotechnology firm that had recently patented its MUTM Melioidosis Antibody Test Kit, one of the first commercially available rapid diagnostics for melioidosis. After months of analyzing melioidosis incidence rates, regulatory hurdles, and market opportunities, Nelynya was faced with making a pivotal decision: where should Sierra expand first? With limited financial and operational resources, along with a mission to address a neglected tropical disease, Sierra must weigh the benefits and challenges of expanding beyond its home market of Thailand into countries such as Malaysia, India, Australia or China. The right move could establish Sierra as a global leader in melioidosis diagnostics, while the wrong one could stretch their resources too thin and stall their momentum. This case challenges students to apply international market selection frameworks, evaluate competitive positioning and develop a data-driven expansion strategy balancing opportunity size, risk and feasibility.
This case is suitable for advanced undergraduate or MBA courses in International Marketing, Entrepreneurship, Marketing Strategy, Technology Commercialization and Small Business Management. It emphasizes key concepts such as environmental assessment, market segmentation, targeting and positioning (STP) and strategic growth decisions.
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
CSS8: Marketing
