MUSTARD SNEAKERS: FINDING A MARKET

Wattanai Amornsirikul and Olimpia C. Racela ()
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Wattanai Amornsirikul: Business Administration Division, Mahidol University International College, Nakhon Pathom, Thailand
Olimpia C. Racela: Business Administration Division, Mahidol University International College, Nakhon Pathom, Thailand

Asian Case Research Journal (ACRJ), 2023, vol. 27, issue 03, 231-252

Abstract: This case focuses on Mustard Sneakers, a design and boutique founded and co-owned by Nida Karnkorkul who has a background in design and a passion for simple, comfortable streetwear. The case describes Nida’s journey from conceiving the Mustard Sneakers brand, acquiring resources and strategic partnerships for the sneakers to be produced, distributed, and marketed mainly within Thailand; up to its established product offerings that had (1) expanded to tees; caps; socks; tote bags, (2) gained presence in third-party online retail platforms, and (3) were ordered by consumers within the Asia region by mid 2022. Coinciding with those company outcomes, the case also describes, in body text and in several exhibits, the nature of competition and recent demand of sneakers/athleisure footwear globally and in selected markets, particularly Thailand during the COVID19 pandemic. By May 2022, the Thailand government had announced its intentions to relax COVID19 restrictions and return to ‘normal’ effective 1 July 2022. As such, as indicated in the title, this case can be used to engage students in analyzing and discussing the growth/expansion opportunities that Nida can consider, which growth/expansion opportunities should be seized, and how a corresponding strategy and action plan could be implemented.

Date: 2023
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DOI: 10.1142/S0218927523500153

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