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A study of Thai business leader

  1. 1. 49069 Leadership & Responsibility Mr. Chaleo Yoovidhya The Charismatic Leader & Originator of Red Bull Sirikorn Phanthabut – 10373912 Kittikun Sangnin – 11307345 Group Presentation - Autumn 2012
  2. 2. Red Bull - Quick Facts  Originated in Thailand in 1976 by TC Pharmaceuticals  Krating Daeng = Red Bull  Discovered by Dietrich Mateschitz in 1982  $500k + $500k = 49% + 49% + 2%  Sold ~4 billion cans worldwide each year
  3. 3. Chaleo Yoovidhya - Quick Facts  Owner of TC Pharmaceuticals, etc.  Originator of Krating Daeng (i.e. Red Bull)  Third richest man in Thailand  205th richest person in the world  Estimated net worth =$5 billion
  4. 4. Chaleo Yoovidhya & Red Bull  Born in 1923 in Thailand  Scraped a living by duck farming & fruit selling  Education level = primary school  Shopkeeper > tradesman > salesman in chemist shop  Started TC Pharmaceuticals in the 1960s  Born of Krating Daeng in 1976  2nd most popular energy drink in Thailand within a year  Marketing strategy/brand positioning = free samples + inexpensive + hard-working labourers
  5. 5. Nature of Chaleo Yoovidhya • Forward looking • Intelligent • Strengths & • Honest Weaknesses • Charitable • Optimist • Respectful & • Committed & diligent Reserved
  6. 6. Model of Leadership Types (Pearce, et al., 2002) Relevant Theories Relevant Theories  Theory X  Expectancy (McGregor, 1960)  Exchange  Initiating Structure Directive Transactional  Reinforcement  Task oriented  Reward (Podsakoff, et al.,  Punishment 1982) Leadership Types Relevant Theories Relevant Theories  Charismatic  Behavioural self- leadership management Transformational Empowering  Sociology of  Social cognitive charisma  Participative  Transformational management & leadership goal setting
  7. 7. Power Taxonomy (French & Raven, 1959) Reward Power • Comply to obtain rewards Coercive Power • Comply to avoid punishments Legitimate • Comply because of obligation Power • Comply because of trust in Expert Power expertise Referent Power • Comply because of admiration
  8. 8. Conclusion: Nature of Chaleo’s influence  Trust Expert power  Confidence +  Respect Referent  Brand power loyalty (French & Raven, 1959) “a man’s determination will conquer his destiny”
  9. 9. References • Krating Daeng, http://www.kratingdaeng.com. • Red Bull, http://www.redbull.com. • The New York Times, http://www.nytimes.com/2012/03/19/business/chaleo- yoovidhya-dies-created-red-bull-energy-drink.html. • Pearce, C.L., et al., 2002, Transactors, transformers and beyond: A multi-method development of a theoretical typology of leadership, Journal of Management and Development Vol. 22, No. 4, pp. 273-307, MCB UP Limited. • French, J., Raven, B.H., 1959, Power Taxonomy, Studies of Social Power, Institute for Social Research, Ann Arbor, MI.
  10. 10. Thank you

Editor's Notes

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