7-Eleven: The king of convenience in the Kingdom of Thailand
Date
2020
Authors
Johnson, Teegan
Journal Title
Journal ISSN
Volume Title
Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
In the late 1980’s Thailand was going through a period of rapid economic development and with it came a demand for new types of goods and services. One of the new industries that come out of this time was the convenience store, replacing the more traditional mom and pop shops that have been in Thailand prior. The evolution of the convenience store industry in Thailand is one that revolves around one major driving force, CP ALL, the parent company of 7-Eleven in Thailand. Throughout the time since its introduction in 1990, 7-Eleven has revolutionized its industry through innovation, on its way to becoming “Thailand’s one and only company amongst 100 World’s Most Innovative Companies” (CP ALL, 2019, p.8). In this paper, I will take a look at the position that 7-Eleven has carved out for themselves in the convenience store market. I will analyze how 7-eleven gained its market dominance and wild popularity in the country, as well as how they used their market leader position to push this new industry to unimaginable heights as they continue to expand and innovate the industry.
Description
Keywords
Citation
Johnson, T. (2020). 7-Eleven: The king of convenience in the Kingdom of Thailand. Bachelor of Commerce Best Business Research Papers, 13, 19–29.