Central Retail Corporation is a family owned retail conglomerate in Thailand that was founded in 1947. Since its first roadside store, it has expanded into specialty segments (bookstores, grocery, electronics, sports, etc) as well as real estate, hotels and restaurants. The case tells the story of how the company has evolved, as well as tracks its leadership changes. It concludes with the question of whether the company should expand beyond retail and beyond Thailand; specifically, whether CRC should enter China.
