Success Factors 7-Eleven in Thailand

Topics: Franchising, Retailing, Convenience store Pages: 12 (3701 words) Published: June 22, 2013
2010 International Conference on Business and Economics Research vol.1 (2011) © (2011) IACSIT Press, Kuala Lumpur, Malaysia

Success Factors 7-Eleven in Thailand
Thanee Ngaochay is a PhD candidate at
Shinawatra International University, BBD Building (Viphavadi) 197 Viphavadi-Rangsit Rd, Samsen Nai, Phayathai, Bangkok 10400 Thailand. Email:

John Christopher Walsh is with
Shinawatra International University, BBD Building (Viphavadi) 197 Viphavadi-Rangsit Rd, Samsen Nai, Phayathai, Bangkok 10400 Thailand. Tel: 66 2650 6020, Fax: 66 2650 6021 Email: management in line with the standards of the National Quality Award. These successes have been reasonable due to the purpose, knowledge, and capabilities of all employees at every level. The concentrated efforts of all employees working in agreement, combining similarities and differences will drive effective thinking and working together and will finally lead to the ability to create continued strength for the Company. Moreover, the Company will focus on building an organizational culture to create competitive advantage to meet customers’ demands through differentiated products and services. In addition, this will also promote the create talents of the employees and improve the quality of employees to be more effective. The success and stability of CP All today will be an important foundation in building future business sustainability [4]. In 2008, the business sector was affected by both the economic and political crises, which reduced the income, purchasing power and consumer confidence among rising costs. With consumers worried about the economic conditions and payment, consumer confidence was not invigorated. Consequently, retailers have implemented various sales and promotional strategies to attract customers and maintain market share. On the other hand, it was found that retail business in the form of convenience stores has been able to increase and has become an interesting segment for investment by both current retailers and retailers from other segments. Despite strong competition due to the increase of small-scale retail stores, there is still an opportunity for continued outlet increase in communities to serve consumers who increasingly demand convenience and speed. Among economic and political uncertainties, lower income and purchasing power, and higher cost of living because of higher product and advantage prices, consumers were more careful about their spending. At the same time, business competition intensified. Under these conditions, the Company continued to operate its business under the following main principles: A. Having customers as the center in driving the company forward. B. Thinking systematically and working as a team. C. Decision - making based on information and facts.

Abstract — Business format franchising, which includes the product or service, the brand name or trademark, and the operating system developed by a franchisor, has experienced significant growth over the past few decades. International franchising is also growing at a rapid pace partly because of market opportunities that include new trade agreements. The CP All Public Company Limited is the operator of the 7-Eleven convenience stores which has required creating opportunities in the franchise system. Potential franchisors have the staff and support for all aspects of their businesses. To have better chances for success, 7-Eleven needs to evaluate itself in order to improve the system. Two success systems were selected as guidelines in order to improve and develop its own system. People are one key success factor in franchise business particularly the representative of the franchisor, who as an agent of the company reflects the company’s image. For the company’s sustainable growth, emphasis will be placed on organizational and human resource development. Both parties in the business the franchisors and the franchisees must...

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