One of the best known retail names in Thailand is expanding massively. FamilyMart Company is ranked as the world's second-largest convenience store franchise chain. There are now around 22,000 stores overall – some are operated directly and others by franchisees – mostly located in Thailand, Japan, Taiwan and China. But that's only the beginning as FamilyMart plans to rebrand itself and embark on a huge marketing exercise.
FamilyMart originated in Japan in 1975 under the logo Say You Superstore. FamilyMart Company established itself in Thailand in 1992 with the first stores opening in Bangkok the following year at Phakanong and Silom. By the end of the decade the total had reached 100 and the first upcountry FamilyMart opened in Pattaya in 2001 at Wong Amart. The area round Pattaya currently has 132 branches whilst Sri Racha district has 46.
Company CEO Nath Vongpanich said that Thailand as a whole will likely have one thousand branches by the end of this year with three thousand envisaged by 2017. He explained, "We will concentrate on targeting our key customers through advertizing, public relations, promotional events, our website and other marketing activities. Meanwhile our warm and friendly service and strong emphasis on cleanliness in the stores are part of our strategy to achieve total satisfaction by our customers."
One of the keys to FamilyMart's success is the encouragement given to retailers to set up a franchise which means they then enjoy the substantial benefits of a chain-store operation including the high quality and rationalized approach upheld in all FamilyMart stores. The company's theme of "Co-growing in mutual prosperity" is designed to bring prosperous development to local retailers throughout Thailand.
The company is also introducing more exclusive buying options including 200 Ready to Eat Menus under the brand "Quick Serve" including Frozen Bento with 50 individual choices such as grilled soy salmon with Japanese rice, pork curry, pork yakisoba and many more. Exclusive to FamilyMart, the Kitty Dessert Collection offers Thai Snack, Lollipop and Chewy Jelly. The company is also promoting good environmental practices by choosing electrical appliances which use less power and by recycling plastic bags and replacing them by fabric ones where possible.
FamilyMart is well known to Thailand's expat and foreign tourist population, as well as to locals, partly because of its tradition of serving food and beverages on a 24-hour basis. The company intends to target foreigners in its new marketing plans as they are seen as a crucial element in the anticipated expansion. This year 24 million overseas visitors are expected to visit Thailand which is a solid base on which to plan the future of convenience store shopping in the Land of Smiles.
Stores worldwide
Number of stores in Thailand
Article source: http://www.thethailandlinks.com/2013/05/03/its-full-steam-ahead-for-familymart/
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