Eurasian Brewing Company (EBC) is a beverage company that was created in 2011 after the merger of two companies. The company is mainly established in Asian nations, including China and Singapore, producing various beverages. The company has recorded immense growth since its inception, with expansion to various countries across the globe and massive profitability. The management of the company has been a vital part of its success, drawing strategies that have enabled growth. EBC’s management sometimes disagrees with plans for the future, but these alternate views have been critical in guiding decision-making and expansion. In 2018, there was a crisis between two of the company’s top officials as they disagreed on the next step for growth and expansion. Le was EBC’s China and East Asia operations manager, while Vivian Chin was EBC’s marketing and export sales director.
Le suggested that the company introduced a new craft beer in China called Forbidden City meant to increase the company’s profitability within China. Chin, on the other hand, suggested the introduction of a new beer brand that had both national and international appeal called Wild Dog. Le felt that the entrance of foreign brands into the Chinese and Asian markets, in general, compelled the company to manufacture a local brand to cement its position. Chin and her team suggested that it was the right time for the company to become global, with the Wild Dog brand targeting young men. The popularization of the brand would involve content that displayed the brand as a masculine taste to capture the target market. Both Li and Chin had adequate reasons why their idea was accurate, one with sufficient evidence on the undertakings of their competitors and variations in their current financials. The managing director of EBC, Victor Wang, requested a meeting with both officials to discuss the favorable direction for the company.