Research by: Sandeep Puri & Anna Pietraszek
Abstract
In August 2024, Supasith Sukhanindr, CEO of House of Tin Baron, sought the expertise of Deepak Ohri, CEO of Luxury Atelier Maison Happiness (LAMH), to transform his struggling heritage restaurant in Phuket. Despite its charm, Tin Baron faced low occupancy and profitability due to misaligned customer perceptions. LAMH proposed repositioning the restaurant by targeting one of two segments: the luxury segment, characterized by high-spending, exclusive clientele, or the upper-middle-class segment, offering consistent demand and growth potential. Sukhanindr must now choose between two segments that offer distinct opportunities and challenges.
Learning objectives
The case discussions will help achieve the following learning objectives:
- Identify distinct customer segments, including their preferences, spending patterns, and market potential.
- Analyze factors that may influence a market’s potential.
- Explore how to differentiate a business in a competitive market by leveraging unique value propositions.
To cite this case: Puri, S., & Pietraszek, A. (2025).What’s the Future Heritage of Tin Baron?. Harvard Business Publishing. Product #: 8800-HTM-ENG
To access this case: https://hbsp.harvard.edu/product/8800-HTM-ENG
