The crisis in Thailand

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Title: The crisis in Thailand
Author: Sousa, Nancy; DeMartino, Richard; Widrick, Stanley
Abstract: Triwit sat in his office reviewing the details of a health imaging tender bid to a Bangkok-based public hospital. As the Thai country manger for Kodak's Health Imaging Division (HI), Triwit rarely felt uncertain about submitting a bid to a long-term customer. HI's positioning in the market was clear; the company sold premium-high-end products and sought to maintain long-term relationships with its customers. The events of the past few months, however, significantly increased the uncertainty involved with his bid. The formal bid was donominated in Thai baht, but Kodak calculated its costs in U.S. dollars. In the past four weeks, the dollar had appreciated over 13 per cent, and its furture direction against the baht was unclear. If Kodak won the bid, it would potentially suffer large losses if the baht continued to depreciate against the dollar. More importantly, if the current economic situation did not stabilize, it could add significant uncertainty to HI's future Thai revenue and earnings. Triwit needed to submit his bid by 5 p.m. that day.
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Date: 2001

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