Success Factors 7-Eleven in Thailand

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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: thanee_2304@yahoo.co.th. 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: jcwalsh@shinawatra.ac.th. management in line with the standards of the National Quality Award. These successes have been reasonable due to the purpose, knowledge,…show more content…
The franchise manual is the tool of doing franchise business, which can reduce some confusion in operating the business. Keywords - success factors; franchise; convenience stores; Thailand. I. INTRODUCTION CP All Public Company Limited is the operator of the 7Eleven convenience stores, which have been with the Thai society for two decades. The 7-Eleven, Inc., USA, has granted CP All Public Company Limited the exclusive right to conduct business under the Area License Agreement, a store network that covers every area across the country and a wide array of products and services. The Company attempts to be the convenience store in the hearts of the Thai people through developing and selecting new products and services to provide greater customer satisfaction. With regards to product strategy, the Company focuses on drinks and ready-to-eat food. It will be able to expand the number of branches in Bangkok, the suburbs, and the provinces. While maintaining business stability and growth, the company will also operate organizational and human resource development for a more efficient staff and more effective and operating processes. Nowadays, it has been able to accomplish growth according to set targets, financial security and systematic operations under 147 D. Creating value for all stakeholders including employees, business partners, suppliers, shareholders, investors, society and communities. Despite this competitive environment,

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