個案總覽

Although it continued to operate at about 7,000 surgeries per year, by late 1997 the portion of non-Canadian patients coming to Shouldice Hospital had declined to about five per cent with a corresponding change in the Hospital's economic fortunes. A marketing consultant has developed a marketing plan for the hospital. Students have to analyse the economic, political and technological changes that have occurred since 1983, evaluate the marketing plan and decide how the hospital should proceed. This case is intended to follow the 1983 Harvard case, Shouldice Hospital Limited (9-683-068).

After a 15-year absence, the Royal Bank of Canada returned to Thailand in 1997. During a period of high economic instability, the bank must weigh the merits of Thailand versus other markets within Asia-Pacific. The case provides details on subsidiary start up costs (including staff, capital expenses) and requires decisions on organization/human resources issues as well as the best strategic approach to the market.