Research on business strategy of 7-Eleven in Thailand

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Project Title: Research on business strategy of 7-Eleven in Thailand
Author: Ms. Liu Yifang
Advisor: Assistant Professor Ching-Fang Chi
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Liu, Yifang. (2017). Research on business strategy of 7-Eleven in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.


The convenience store, CVS in short, is a kind of retail business that satisfies customers’ emergent needs and convenience. The convenience store industry has thrived in Thailand in recent years. Especially as a Japanese convenience store, 7-ELEVEN witnesses more than 10,000 stores in 2018 after CP ALL has obtained the franchising in Thailand. With such sound momentum, it is necessary to analyze and study its business strategies and provide a reference for the development of Chinese convenience stores.

Beginning with a brief history of 7-ELEVEN’s development in Japan and Southeast Asia, this paper analyzes 7-ELEVEN’s marketing methods in Thailand through such means as SWOT, 4P, PEST, Five Forces, and internal and external environment analysis, defines 7-ELEVEN’s operating characteristics, summarizes its success factors, identifies its existing deficiencies, and points out the direction for the future development.

7- ELEVEN is a Japanese-owned American international chain of convenience stores, headquartered in Irving, Texas. The chain was known as Totem Stores until it was renamed in 1946. Its parent company, Seven-Eleven Japan Co., Ltd., operates, franchises, and licenses some 64,319 stores in 18 countries as of January 2018. Seven-Eleven Japan is headquartered in Chiyoda, Tokyo. Seven-Eleven Japan is held by the Seven & I Holdings Co.

Keywords:  Convenience Store, 7-ELEVEN, Franchising Model, Southeast Asian, Marketing Strategy Business Model.

Research on business strategy of 7-Eleven in Thailand

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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