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Çѹ¹Õ.é .. àÃҹѧè ÍÂÙ¡è Åҧ㨤¹ä·Â ·Ø¡ÇÑ ·Ø¡¤¹ àÊÁ×͹àÃÒà»ç¹....“ÊèÇ¹Ë¹Ö§è ¢Í§ªÕÇµÔ ¤¹ä·Â”

7-Eleven
Part of the Thai Way of Life
For over a decade now, 7-Eleven has grown along with Thai society, becoming an important part of
the Thai way of life. We are adhesively committed to continual development of products and services
with friendly services and convenience that are an ideal for the Thai lifestyle.
The legend of 7-Eleven's quality organization is a legend that has constantly grown -
an ongoing growth has been inspired by the continual expansion of the company's store network, which has been
spreading to all areas throughout Thailand. True to our mission of giving back to society, we have been
growing stronger, in parallel with the enhanced quality of life of Thai people.
Today, 7-Eleven has won the hearts of the Thai people, and become an integral Part of the Thai Way of Life.
Ê Ò Ã ºÑ ­
C O N T E N T S

ÊÒèҡ»Ãиҹ¡ÃÃÁ¡ÒúÃÔÉÑ· 4
Message from the Chairman of the Board
ÊÒèҡ»Ãиҹ¡ÃÃÁ¡ÒúÃÔËÒÃáÅлÃиҹ¤³Ðà¨éÒ˹éÒ·ÕèºÃÔËÒà 6
Message from the Chairman of the Executive Committee and Chief Executive Officer
¤³Ð¡ÃÃÁ¡ÒúÃÔÉÑ· 8
Board of Directors
¤³Ðà¨éÒ˹éÒ·ÕèºÃÔËÒà 10
Group of Executive Officers
¤³Ð¼ÙéºÃÔËÒà 12
Management Team
¤èÒ¹ÔÂÁ 7 »ÃСÒà 15
7-Value
ÇÔÊÑ·ÑȹìáÅоѹ¸¡Ô¨¢Í§Í§¤ì¡Ã 17
The Organization’s Vision and Mission
¡ÇèÒ¨ÐÁÒà»ç¹ ... à«àÇè¹ÍÕàÅ¿àÇè¹ 19
Before Becoming 7-Eleven
¤ÇÒÁá¢ç§á¡Ãè§áËè§Í§¤ì¡Ã 23
Strength of the Organization
ͧ¤ì¡Ã¤Ø³ÀÒ¾ 33
Quality Organization
¸ØáԨÂؤãËÁèà¾×èÍÊѧ¤Áä·Â 40
New-Age Business...for Thai Society
à«àÇè¹ÍÕàÅ¿àÇè¹ ÊÃéÒ§ÊÃäìÊÔè§ãËÁèà¤Õ§¤ÙèÊѧ¤Áä·Â 51
7-Eleven ... Creating Innovations for Thai Society
¹ Ò Â ¸ ¹Ô ¹ ·ì à ¨Õ Â Ã Ç ¹ ¹ ·ì
» Ã Ð ¸ Ò ¹ ¡ Ã Ã Á ¡ Ò Ã º ÃÔ ÉÑ ·

Mr. Dhanin Chearavanont


Chairman of the Board

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Message from the Chairman of the Board


C.P. Seven Eleven Public Company Limited
Throughout the years of the Charoen Pokphand Group of year making it a chain with the fourth highest number of
Companies' operations, we have focused on providing stores in 7-Eleven worldwide network.
premium-quality products and convenient services to Thai
consumers. Our policy is running a business beneficial to As a part of the Thai way of life and recognition of the
the country and Thai people emphasizing responsibility responsibility of providing happiness and quality to Thai
for consumers. It is in line with this commitment that the society, C.P. Seven Eleven, together with the government
Charoen Pokphand Group of Companies launched its sector, have also organized several activities emphasizing
convenience store under the "7-Eleven" trademark in the development of Thai youth, whose lives will shape
Thailand more than 10 years ago. It is our objective to the future of the kingdom. Moreover, the company aims
set up stores in Thailand's various communities to provide to develop its organization and employees to be more
customers with greater convenience by giving them easy and more efficient, which will, in turn, benefit the country
access to quality products and services. The customers as a whole.
can buy their necessities near home caused them save
both time and money on traveling. With a modern and C.P. Seven Eleven has been standing at the side of Thai
efficient management system, the company is proud to people, inspiring a major emphasis on customers
have been warmly welcomed from Thai society. themselves. We help strengthen Thai society by maintaining
the country's strong trading system, despite economic
In order to provide Thai people in all areas with greater changes that have been occurring all the time. We
convenience and services based on the company's committed to offer maximum benefits to customers. This is
standard, C.P. Seven Eleven has continually expanded its how we express our heartfelt gratitude to our customers
stores to cover every area across the country. 7-Eleven's while maintaining a good corporate image, to set the
growth rate in Thailand reaches more than 300 stores per benchmark for Thai society
5
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Mr. Korsak Chairasmisak


Chairman o f t h e E x e c u t i v e C o m m i t t e e and Chief Executive Officer

6
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ÅÙ ¡ ¤é Ò ¢Í§àÃÒ¨Ðä´é Ã Ñ º ¤ÇÒÁÊдǡʺÒ¨ҡ¡ÒúÃÔ ¡ ÒÃÍÑ ¹ ͺÍØ è ¹ ¤ÇÒÁ·Ñ¹ÊÁÑ ÃÇÁ¶Ö§Â¡ÃдѺà¾×èÍÁØè§ÊÙè¡ÒúÃÔËÒçҹÍÂèÒ§ÁդسÀÒ¾
à»ç¹¡Ñ¹àͧµÅÍ´ 24 ªÑèÇâÁ§ ´éÇÂÊÔ¹¤éҤسÀÒ¾´Õ ÁÕ¤ÇÒÁËÅÒ¡ËÅÒ ·ÑèÇ·Ñé§Í§¤ì¡Ã (Total Quality Management: TQM) à¾×èÍãËéºÃÃÅØ
áÅзѹµèͤÇÒÁµéͧ¡Ò÷Õèà»ÅÕè¹á»Å§µÅÍ´àÇÅÒ ¹Í¡¨Ò¡¹ÕéÂѧÁÕ à»éÒËÁÒ¡ÒÃà»ç¹Í§¤ì¡Ã¤Ø³ÀÒ¾
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¤× Í ¡ÓÅÑ § ÊÓ¤Ñ ­ ·Õ è · ÓãËé à ÃÒÁØ è § ÁÑ è ¹ ¾Ñ ² ¹Ò¤Ø ³ ÀÒ¾¢Í§ «Õ . ¾Õ . à«àÇè ¹
´éÇÂËÑÇ㨷Õè»ÃÐÊÒ¹¡Ñ¹à»ç¹Ë¹Öè§à´ÕÂÇ à¾×èͼ¹Ö¡¡ÓÅѧãËéͧ¤ì¡Ã¢Í§àÃÒ ÍÕàÅ¿àÇè¹ µèÍä»ÍÂèÒ§äÁèËÂØ´ÂÑé§ à¾×èÍ´ÓçÍÂÙè¤ÙèÊѧ¤Áä·ÂµÅÍ´ä»
¡éÒÇ仢éҧ˹éÒÍÂèÒ§ÁÑ蹤§ ºÃÔÉÑ·Ï ÂÖ´ÁÑè¹ã¹ËÅÑ¡¡ÒôÓà¹Ô¹¸ØáԨ

Message from the Chairman of the Executive


Committee and Chief Executive Officer
C.P. Seven Eleven Public Company Limited
As part of the Thai way of life, we can express no words to sincerity and honesty throughout its business operations,
more appropriate for our customers, suppliers and and avoids an emphasis on making over profits. The company
shareholders than "our heartfelt thanks for their continued also aims to be an organization that helps enhance the
support and trust in our standard service" as for the Thai way of life by regularly carrying out value-added
generous support of all sectors. Today, we are steadily social activities. This is well proved by all social activities
moving ahead with an emphasis on product and service consistently and continously done by the company.
development for maximum customer satisfaction.
We aim to develop our working procedure to meet
Today, with the purpose to provide all Thai people with international standards as well as develop employees to
high-standard services, C.P. Seven Eleven has continually suit the ever-changing business environment. The company
expanded its stores to cover every community in all also places an emphasis on IT development and on
provinces of Thailand. To meet ever-changing demand upgrading our operations via the Total Quality
and requirements, we have provided our customers with Management (TQM) to achieve our goal of becoming
convenience and warm service as well as quality products a true quality organization.
24 hours a day. In addition, we offer even greater
convenience to customer through such other facilities as Again, I would like to thank our patrons for their trust in
a public utility payment service. us - a driving force behind the continuous development
of C.P. Seven Eleven. We plan to remain a part of Thai
With the united efforts of all employees enabling the society for a long time to come.
company to move forward, the company strictly adheres
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3. ¹Ò¼´Ø§ ൪ÐÈÃÔ¹·Ãì ¡ÃÃÁ¡ÒÃÍÔÊÃÐáÅСÃÃÁ¡ÒõÃǨÊͺ
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8. ¹Ò«ѹà¨Âì ªÒÇ´ÃÕ ¡ÃÃÁ¡ÒÃ
9. ¹ÒÂÍÓÃا ÊÃþÊÔ·¸ÔìǧÈì ¡ÃÃÁ¡ÒÃ
10. ¹Ò³ç¤ì à¨ÕÂÃǹ¹·ì ¡ÃÃÁ¡ÒÃ
11. ¹Ò»ÃÐàÊÃÔ° ¨ÒÃؾ¹Ôª ¡ÃÃÁ¡ÒÃ
12. ¹Ò¾ԷÂÒ à¨ÕÂÃÇÔÊÔ°¡ØÅ ¡ÃÃÁ¡ÒÃáÅÐÃͧ»Ãиҹ¡ÃÃÁ¡ÒúÃÔËÒÃ
13. ¹Ò»ÔÂÐÇѲ¹ì °ÔµÐÊÑ·¸ÒÇáØÅ ¡ÃÃÁ¡ÒÃáÅСÃÃÁ¡ÒúÃÔËÒÃ

Board of Directors
1. Lieut. Suchai Jaovisidha Independent Director and Chairman of the Audit Committee
2. Mr. Pridi Boonyoung Independent Director and Audit Committee
3. Mr. Padoong Techasarintr Independent Director and Audit Committee
4. Mr. Dhanin Chearavanont Chairman of the Board
5. Mr. Korsak Chairasmisak Director and Chairman of Executive Committee
6. Mr. Athueck Asvanund Director
7. Mr. John Sian - Zu Lin Director
8. Mr. Sanjay Chowdhry Director
9. Mr. Umroong Sanphasitvong Director
10. Mr. Narong Chearavanont Director
11. Mr. Prasert Jarupanich Director
12. Mr. Pittaya Jearavisitkul Director and Deputy Chairman of Executive Committee
13. Mr. Piyawat Titasattavorakul Director and Executive Committee

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4. ¹Ò¡ÁÅ ÈÑ¡´Ôìപ¹µì ºÑ­ªÕáÅСÒÃà§Ô¹
5. ¹Òªǹ ¹ÔèÁ¡ÔµµÔ¡ØÅ ¨Ñ´«×éÍáÅФÅѧÊÔ¹¤éÒ
6. ¹ÒÂÊØÇÔ·Âì ¡Ôè§á¡éÇ ºÃÔËÒ÷ÑèÇä»
7. ¹Ò¸ҹԹ·Ãì ºÙóÁÒ¹Ôµ »¯ÔºÑµÔ¡ÒÃáÅСÒõÅÒ´
8. ¹ÒÂâ¡ÉÒ ¾§ÈìÊؾѲ¹ì ÊÒÃʹà·È
9. ¹ÒÂÇÔàªÕÂà ¨Ö§ÇÔâè¹ì ºÃÔËÒùâºÒ¸ØáԨ
10. ¹ÒÂÊؾ¨¹ì ªÔµà¡Éþ§Èì àŢҹءÒÃ

Group of Executive Officers


1. Mr. Korsak Chairasmisak Chief Executive Officer
2. Mr. Pittaya Jearavisitkul Deputy Chief Executive Officer
3. Mr. Piyawat Titasattavorakul Managing Director
4. Mr. Kamol Sakdejyont Financial and Accounting
5. Mr. Chuan Nimkittikul Purchasing and Distribution
6. Mr. Suwit Kingkaew Corporate Affair
7. Mr. Dhanin Bhuranamanit Operation and Marketing
8. Mr. Kosa Pongsupath Information System and Support
9. Mr. Vichien Chuengviroj Business Policy
10. Mr. Supot Shitgasornpongse Secretary

11
1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 20

21 22 23 24 25

12
¤ ³ Ð ¼Ùé º ÃÔ Ë Ò Ã
1. ¹ÒÂÊÁªÑ ÇزäÔ ¡Ãà¡ÃÕ§ ÊӹѡºÃÔËÒÃÃéÒ¹ºÃÔÉ·Ñ 15. ¹ÒªÙÈÔÅ»ì ¨ÔÃǧÈìÈÃÕ Êӹѡ¨Ñ´«×Íé áÅФÅѧÊÔ¹¤éÒ
2. ¹Ò¹¾³Ñ° ൪ÐÈÔÃàÔ ªÉ°ì ÊӹѡºÃÔËÒÃÃéÒ¹Á³±Å 1 ´éÒ¹¡ÃШÒÂÊÔ¹¤éÒ
3. ¹Ò¸ÕÃÐÂØ·¸ ÊÇÑÊ´ÔÈì ÃÕ梯 ÊӹѡºÃÔËÒÃÃéÒ¹Á³±Å 2 16. ¹Ò¹ԡà ªÂÒ¹ØÇѪà Êӹѡ¨Ñ´«×Íé áÅФÅѧÊÔ¹¤éÒ
4. ¹Ò§ÊÒÇ͹ÔÉ°Ò ¸¹ÁÔµµì Êӹѡá¿Ã¹äªÊì ´éÒ¹¡ÃШÒÂÊÔ¹¤éÒ
5. ¹ÒÂáʧªÑ ¾§ÈìÈÃÔ ¶Ô ÒÇà Êӹѡ¾Ñ²¹Ò¸ØáԨ 17. ¹ÒÂÇÔàªÕÂà ¨Ö§ÇÔâè¹ì ÊӹѡºÃÔËÒùâºÒ¸ØáԨ
6. ¹ÒÂÊØþŠÍÔ¹·Ãà·È ÊӹѡÇÔÈÇ¡ÃÃÁ 18. ¹Ò§ÅÒÇѳÂì àµÕ§˧ÉÒ¡ØÅ Êӹѡ·ÃѾÂҡúؤ¤Å
7. ¹Ò¸ҹԹ·Ãì ºÙóÁÒ¹Ôµ ÊӹѡºÃÔËÒáÒõÅÒ´ 19. ¹ÒÂ侺ÙÅÂì µÑ§é àÊÃÔÁǧÈì Êӹѡ Facility Management
8. ¹Ò»ÃÒâÁ·Âì Á¹Ù¾ºÔ ÅÙ Âì ÊӹѡÇÔ¨ÂÑ áÅоѲ¹Ò¡ÒõÅÒ´ 20. ¹Ò§ÃÑÁÀÒ ¡Óà˹ԴÃѵ¹ì Êӹѡ½Ö¡ÍºÃÁáÅоѲ¹ÒºØ¤¤Å
9. ¹ÒÂâ¡ÉÒ ¾§ÈìÊ¾Ø ²Ñ ¹ì ÊӹѡÊÒÃʹà·È 21. ¹Ò§Çѹ·¹ÕÂì ¹ÒÁÐʹ¸Ô Êӹѡ»ÃЪÒÊÑÁ¾Ñ¹¸ìáÅСԨ¡ÃÃÁÊѧ¤Á
10. ¹ÒÂÊؾ¨¹ì ªÔµà¡Éþ§Èì ÊÒ§ҹºÑ­ªÕáÅСÒÃà§Ô¹ 22. ¹ÒÂÊÂÒÁ ⪤ÊÇèҧǧÈì Êӹѡ¸ØáԨÊÑÁ¾Ñ¹¸ì
11. ¹ÒÂÃØè§âè¹ì ¡Í§ªÑÂÁ§¤Å ÊӹѡºÑ­ªÕ 23. ¹Ò³ç¤ìÈ¡Ñ ´Ôì ÀÙÁÈÔ ÃÕÊÍÒ´ Êӹѡ»ÃÐÊÒ¹ÃÑ°¡Ô¨
12. ¹ÒÂÇÔâè¹ì ªÙ⪵ԶÒÇà Êӹѡ¡ÒÃà§Ô¹ 24. ¹Ò¨ÃÙ­ÈÑ¡´Ôì ©ÇÕÈ¡Ñ ´Ôì ÊӹѡºØ¤¤Å¡ÅØÁè Ï
13. ¹Ò¡ÄÉ´Ò àÍ×éÍ»ÔÂÐªÒµÔ ÊӹѡµÃǨÊͺ 25. ¹ÒÂÇÔªÒ­ ÈÔÃ¼Ô ÅËÅÒ ¼Ùºé ÃÔËÒÃâ¤Ã§¡ÒþÔàÈÉ
14. ¹ÒÂʡŠ൪ÐʶҾà Êӹѡ¨Ñ´«×Íé áÅФÅѧÊÔ¹¤éÒ
´éÒ¹¨Ñ´«×éÍ

Management Team
1. Mr. Somchai Vootigrikrieng Control Corporate Store 13. Mr. Kidsada Euapiyachart Audit Division
Division 14. Mr. Skol Tejasataporn Purchasing Division
2. Mr. Noppanat Techasirichet Up-Country Area Corporate 15. Mr. Chusin Jirawongsy Distribution Division
Store 1 Division 16. Mr. Nikorn Chayanuwat Distribution Division
3. Mr. Thirayut Sawadsrisook Up-Country Area Corporate 17. Mr. Vichien Chuengviroj Business Policy Division
Store 2 Division 18. Mrs. Lawan TienghongsakulHuman Resource Division
4. Miss Anittha Thanamit Franchise Division 19. Mr. Paiboon Tangsermwong Facility Management
5. Mr. Sangchai Pongsiritawon Business Development Division
Division 20. Mrs. Rampa Kamnirdratana Training and Human Resource
6. Mr. Surapon Intaratase Engineering Division Development Division
7. Mr. Dhanin Bhuranamanit Marketing Division 21. Mrs. Vanthanee Namasonthi Public Relation and Community
8. Mr. Pramote Manuphibul Marketing Research and Service Division
Development Division 22. Mr. Siam Chocksawangwong Business Liaison
9. Mr. Kosa Pongsupath Information System and Division
Support Division 23. Mr. Narongsak Poomsrisaad State Agency Coordination
10. Mr. Supot Shitgasornpongse Financial and Accounting Division
Function 24. Mr. Jaroonsak Chaveesak Corporate Human Resource
11. Mr. Roongroj Kongchaimongkol Accounting Division Division
12. Mr. Wiroj Chuchottavorn Financial Division 25. Mr. Vichan Siriphonlai Special Project Executive

13
ÀÒ¤¡ÅÒ§
¨Ò¡¨Ø´àÃÔèÁµé¹ ³ ¡Ãا෾ÁËÒ¹¤Ã ÊÙèºÃÔàdz»ÃÔÁ³±Åâ´ÂÃͺ à«àÇè¹ÍÕàÅ¿àÇè¹
àµÔ º âµÊÙ è · Ø ¡ ¨Ñ § ËÇÑ ´ ã¹à¢µÀÒ¤¡ÅÒ§ à¾× è Í ÁØ è § ÊÃé Ò §ÊÃÃ¤ì ¤ ÇÒÁÊдǡʺÒÂã¹
ªÕ Ç Ô µ »ÃШÓÇÑ ¹ ãËé á ¡è ¤ ¹ä·Â ¹Ó·Ò§ÊÙ è ¸ Ø Ã ¡Ô ¨ ÂØ ¤ ãËÁè ´ é Ç ÂÁҵðҹ¡ÒúÃÔ ¡ ÒÃ
áÅÐäÁµÃըԵẺä·Â ¾ÃéÍÁ·Ñé§à·¤â¹âÅÂբͧÃкº¡ÒèѴ¡ÒÃÍѹ·Ñ¹ÊÁÑ·Õè
»ÃѺà»ÅÕè¹ä»ÍÂèÒ§äÁèËÂØ´¹Ôè§ ´éǨԵÊӹ֡㹡ÒÃÁÕÊèǹÃèÇÁ¾Ñ²¹ÒÀÙÁÔÀÒ¤¹Õé
ãËé´ÓçàÍ¡Åѡɳì¢Í§¤ÇÒÁà»ç¹ÈÙ¹Âì¡ÅÒ§·Ò§¸ØáԨáÅФÇÒÁà¨ÃÔ­ã¹·Ø¡´éÒ¹

Central Region
Starting with Bangkok Metropolis and Greater Bangkok, 7-Eleven
has expanded its realm to every province in the Central Region.
With its aim of creating a more convenient lifestyle for local
residents, the company has introduced unique service-oriented
business concepts that fully meet accepted standards while
combining modern management techniques with traditional
Thai hospitality. Constant improvements in technology and
management systems for all of our stores help maintain the Central
Region as the business hub of Thailand.
¤è Ò ¹Ô  Á 7 » à Р¡ Ò Ã
7 - VALUE

ËÒ¡¡ÅèÒǶ֧¤èÒ¹ÔÂÁ «Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹ ÁÕ¤èÒ¹ÔÂÁ 7 »ÃСÒÃ


(7-Value) ËÃ× Í ¤ÇÒÁàª× è Í ·Õ è à »ç ¹ ¾× é ¹ °Ò¹¢Í§¡ÒáÓ˹´¾ÄµÔ ¡ ÃÃÁ
¢Í§Í§¤ì ¡ Ã·Õ è ¹ Óä»ÊÙ è ¡ Òû¯Ô º Ñ µ Ô â ´Â¾Ãé Í Áà¾ÃÕ Â §¡Ñ ¹ áÅÐ¶× Í à»ç ¹
¡Ãͺ»¯Ô º Ñ µ Ô á ¡è ¾ ¹Ñ ¡ §Ò¹·Ø ¡ ¤¹à¾× è Í Ãè Ç ÁÊÃäì Ê Ãé Ò §ÇÑ ² ¹¸ÃÃÁ
ͧ¤ì¡Ã·Õèá¢ç§á¡Ãè§áÅзç¤Ø³¤èÒ ´Óç¤ÇÒÁà»ç¹Í§¤ì¡Ã·Õèà»ÕèÂÁ´éÇÂ
¤Ø³ÀÒ¾ ¾ÃéÍÁãËéºÃÔ¡ÒÃÍѹ»ÃзѺã¨á¡èÅÙ¡¤éÒ·Ø¡¤¹

C.P. Seven Eleven's 7-Value is an essential part of the


organization's business practices. Complied with by all
employees to generate the strength and value of the
organization, the 7-Value helps enable quality and friendly
service to customers.

15
¤è Ò ¹Ô  Á 7 » à Р¡ Ò Ã
7 - VALUE

á¡Ãè§ • ¡ÅéÒ • ÊѨ¨ÐÇÒ¨Ò • ÊÒÁѤ¤Õ • ÁÕ¹Óé 㨠• ãËé¤ÇÒÁà¤Òþ¼ÙÍé ¹è× • ª×¹è ªÁ¤ÇÒÁ§ÒÁáË觪ÕǵÔ


á¡Ãè§
¤ÇÒÁà¾ÕÂþÂÒÂÒÁ ÁØè§ÁÑè¹·Ó§Ò¹¨¹à¡Ô´¤ÇÒÁÊÓàÃ稵ÒÁà»éÒËÁÒÂä´éÍÂèÒ§ÊÁºÙóì
¡ÅéÒ
¤ÇÒÁ¡ÅéÒËҭ㹡Ò÷ӧҹ â´ÂÂÖ´ËÅÑ¡¤ÇÒÁÁդس¸ÃÃÁáÅШÃÔ¸ÃÃÁ
ÊѨ¨ÐÇÒ¨Ò
à»ç¹¼ÙéÁÕÇÒ¨ÒÊѵÂì ÁÕ¤ÇÒÁ«×è͵ç㹡Òû¯ÔºÑµÔ˹éÒ·Õè à¤Òþã¹à¡ÕÂõÔáÅÐÈÑ¡´ÔìÈÃբͧµ¹àͧ
ÊÒÁѤ¤Õ
ÃèÇÁáçÃèÇÁã¨ã¹¡Ò÷ӧҹ ÁÕ¤ÇÒÁÊÁѤÃÊÁÒ¹áÅзӧҹÃèÇÁ¡Ñ¹´éǤÇÒÁàºÔ¡ºÒ¹ à¾×èÍ»ÃÐÊÒ¹»ÃÐ⪹ìãËéà¡Ô´á¡èºÃÔÉÑ·Ï
ÁÕ¹Óé ã¨
à»ç¹¼ÙéÁÕ¹éÓ㨠ÂÔ¹´ÕãËé¤ÇÒÁªèÇÂàËÅ×ÍáÅÐÁÕ¤ÇÒÁàÍ×éÍà¿×é͵èͼÙéÍ×è¹´éǤÇÒÁ¨ÃÔ§ã¨
ãËé¤ÇÒÁà¤Òþ¼ÙÍé ¹è×
à¤ÒþµèÍÊÔ·¸Ô ¤ÇÒÁ¤Ô´àËç¹ ãËéà¡ÕÂõÔáÅÐÁÕ¡ÔÃÔÂÒÇÒ¨Ò·Õè´Õµè͡ѹ´éǤÇÒÁ¨ÃÔ§ã¨
ª×¹è ªÁ¤ÇÒÁ§ÒÁáË觪ÕǵÔ
µÃÐ˹ѡ¶Ö§¤Ø³¤èÒ㹡ÒôÓà¹Ô¹ªÕÇÔµ ÁÕ¤ÇÒÁª×蹪Á㹤س¤èҢͧ§Ò¹ÈÔÅ»Ðᢹ§µèÒ§æ

C.P. Seven Eleven’s 7-Value includes:


Strength • Courage • Truth • Harmony • Generosity • Respect • Appreciation

Strength:
Persevere in working to completely achieve your set target.
Courage:
Show courage by working in a way that is both moral and ethical.
Truth:
Speak the truth and be honest while performing your duty, and respect your own reputation and dignity.
Harmony:
Cooperate and work with pleasure for the greatest benefit of the company.
Generosity:
Be generous and support others with sincerity.
Respect:
Respect the rights, thoughts and reputation of others, and communicate always in a polite manner.
Appreciation:
Realize and appreciate the importance and value of life and beauty.
16
ÇÔ ÊÑ Â ·Ñ È ¹ì á Å Ð ¾Ñ ¹ ¸ ¡Ô ¨ ¢ Í § Í § ¤ì ¡ Ã
THE ORGANIZ AT ION’S VISION AND MISSION

ÇÔ ÊÑ Â ·Ñ È ¹ì V I S I O N
à«àÇè¹ÍÕàÅ¿àÇè¹ÁØè§ÁÑ蹤é¹ËÒáÅеͺʹͧ¤ÇÒÁµéͧ¡ÒâͧÅÙ¡¤éÒ C.P. Seven Eleven's vision is the commitment to continual
·Õèà»ÅÕè¹á»Å§µÅÍ´àÇÅÒ·Ñé§ã¹»Ñ¨¨ØºÑ¹áÅÐ͹Ҥµ â´Âà¹é¹¤ÇÒÁ pursuit and fulfillment of customers' ever-changing
Êдǡ«× é Í áÅкÃÔ ¡ ÒÃ·Õ è à »ç ¹ àÅÔ È ´é Ç Âà¤Ã× Í ¢è Ò Â·Õ è ¤ Ãͺ¤ÅØ Á áÅÐÁÕ requirements, current and in the future, with emphasis
»ÃÐÊÔ·¸ÔÀÒ¾ on convenience and service excellence through an
extensive and efficient network.

¾Ñ ¹ ¸ ¡Ô ¨ MISSION
1. ºÃÔÉÑ·Ï ¨ÐãËéºÃÔ¡ÒÃÅÙ¡¤éÒ¼ÙéÁÕ¤ÇÒÁµéͧ¡ÒÃÊдǡ«×éÍ â´Â¡ÒÃàÊ¹Í 1. The company will provide customers with convenience
ÊÔ¹¤éÒáÅкÃÔ¡Ò÷ÕèÁդسÀÒ¾µÒÁ·ÕèÅÙ¡¤éÒµéͧ¡Òà by offering quality products and services that meet
2. ºÃÔÉÑ·Ï ¨ÐÊÃéÒ§·ÕÁ§Ò¹·ÕèÁÕ¨ÔµÊÓ¹Ö¡´éÒ¹¡ÒúÃÔ¡Òà ÁÕ¤ÇÒÁ¨§ÃÑ¡ customers' needs.
ÀÑ¡´ÕµèÍͧ¤ì¡Ã ÁÕ¢ÇÑ­¡ÓÅѧ㨴éÇ¡ÒÃÁդسÀÒ¾ªÕÇÔµ¡Ò÷ӧҹ·Õè´Õ 2. The company will encourage service-minded working
3. ºÃÔÉÑ·Ï ¨ÐÃèÇÁÊÃéҧ͹Ҥµ¢Í§ªÒµÔ ´éÇ¡ÒÃʹѺʹع¡ÒÃÈÖ¡ÉÒ
teams, who wil offer their loyalty to the organization, and
enhance employees' confidence by offering them a
ãËéà´ç¡áÅÐàÂÒǪ¹à»ç¹¤¹à¡è§ ¤¹´Õ ÁÕ¤ÇÒÁÊØ¢ quality working life.
4. ºÃÔ É Ñ · Ï ¨Ðà»ç ¹ ¼Ù é á ÊǧËÒ áÅйÓà·¤â¹âÅÂÕ ¡ é Ò Ç˹é Ò ÁÒãªé à »ç ¹ 3. The company will help strengthen the nation's future by
à¤Ã×èͧÁ×Í¡ÒúÃÔËÒçҹãËé¤Ãº·Ø¡´éÒ¹ÍÂèÒ§ÊÁºÙóì supporting education for children and young people
5. ºÃÔÉÑ·Ï ¨ÐÊÃéҧͧ¤ì¡Ã¤Ø³ÀÒ¾ãËé¡éÒǷѹ¡ÃÐáÊ¡ÒÃà»ÅÕè¹á»Å§ allowing them to become good and happy citizens.
ÊÙè¸ØáԨãËÁè 4. The company will search for and bring in advanced
technology to support its operations.
5. The company will generate a quality organization to
cope with new trends of modern businesses.

17
À Ò ¤ à Ë ¹× Í
à«àÇè¹ÍÕàÅ¿àÇè¹àµÔºâµÊÙè´Ô¹á´¹ÅéÒ¹¹Ò·ÕèâͺÅéÍÁ´éÇ¢عà¢Ò¹éÍÂãË­èáÅÐÍØ·ÂÒ¹
¸ÃÃÁªÒµÔ§´§ÒÁ àÃÒÁØ觾Ѳ¹Ò¸ØáԨÊдǡ«×éÍÍѹ·Ñ¹ÊÁÑÂÊÙè´Ô¹á´¹áËè§ÍÒøÃÃÁ
à¡èÒá¡è¢Í§¤¹ä·Â·ÕèͺÍÇÅ´éÇÂÇѲ¹¸ÃÃÁÅéÓ¤èÒ à¾×èÍÃѧÊÃäì»ÃÐ⪹ìÊÙè·Ø¡·éͧ¶Ôè¹
·ÑèÇä·ÂáÅÐà»ç¹Êèǹ˹Öè§ã¹¡ÒþѲ¹ÒÊѧ¤Á¢Í§ªÒÇÅéÒ¹¹Ò áÅзء·éͧ¶Ôè¹ã¹
ÀÙÁÔÀÒ¤áË觹ÕéãËéà¨ÃÔ­Ãش˹éÒ´éÇ¡ÒÃÃèÇÁÊÃéÒ§§Ò¹ÍÒªÕ¾·ÕèÁÑ蹤§

Northern Region
7-Eleven has grown in leaps and bounds amid the beautiful
mountains and national parks of the North. The company has
introduced convenience shopping to a region steeped in history
and tradition making the whole shopping experience more
pleasurable. In achieving this objective, it has not only enhanced
the lifestyles of the local people but actually helped to develop
Northern communities by providing more secure job opportunities.
¡ Çè Ò ¨ Ð Á Ò à »ç ¹ . . . à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹
BEFORE BECOMING 7 - ELEVEN

µÓ¹Ò¹áËè§à«àÇè¹ÍÕàÅ¿àÇè¹
ã¹»Õ ¾.È. 2470 à«àÇè¹ÍÕàÅ¿àÇè¹à»Ô´»ÃÐÇѵÔÈÒʵÃìÃéÒ¹¤éÒ»ÅÕ¡
à¾×èͪØÁª¹¢Öé¹ã¹ª×èÍ ºÃÔÉÑ· à«Ò·ìᏴì äÍ«ì (à«Ò·ìᏴì¤ÍÃì»ÍàêÑè¹)
³ àÁ×ͧ´ÑÅÅÑÊ ÁÅÃÑ°à·ç¡«ÑÊ »ÃÐà·ÈÊËÃÑ°ÍàÁÃÔ¡Ò ´Óà¹Ô¹¡Ô¨¡ÒüÅÔµ
áÅШÓ˹èÒ¹éÓá¢ç§ ã¹»Õà´ÕÂǡѹ¹Ñé¹ ºÃÔÉÑ· à«Ò·ìᏴì äÍ«ì ä´é¢ÂÒÂ
¡Ô¨¡ÒÃâ´Â¹ÓÊÔ¹¤éÒÍØ»âÀ¤ºÃÔâÀ¤»ÃÐàÀ·¹Á ¢¹Á»Ñ§ áÅÐä¢è à¢éÒÁÒ
¨Ó˹èÒ áÅÐà»ÅÕ蹪×èÍÃéÒ¹à»ç¹ â·à·çÁ ÊâµÃì (Tote’m Store) «Ö觶×Íà»ç¹
¨Ø´¡Óà¹Ô´ÃéÒ¹¤éÒà¾×èÍÍӹǤÇÒÁÊдǡãËéá¡è¼ÙéºÃÔâÀ¤ÍÂèÒ§á·é¨ÃÔ§

µèÍÁÒã¹»Õ ¾.È. 2489 à»ÅÕè¹ÁÒãªéª×èÍ à«àÇè¹ÍÕàÅ¿àÇè¹ Ê×èͤÇÒÁËÁÒ The Legend of 7-Eleven


¶Ö § àÇÅÒà»Ô ´ áÅÐ»Ô ´ ¤× Í 7.00 - 23.00 ¹. ·Ø ¡ ÇÑ ¹ µÅÍ´ÊÑ » ´ÒËì
¨Ò¡¹Ñ é ¹ à»ç ¹ µé ¹ ÁÒ ¡Ô ¨ ¡Òâͧà«àÇè ¹ ÍÕ à Å¿àÇè ¹ ÁÕ ¡ ÒÃ¾Ñ ² ¹ÒÃÙ » Ẻ In 1927, in Dallas, Texas, U.S.A., 7-Eleven was recognized
ãËé · Ñ ¹ ÊÁÑ Â ÍÂè Ò §µè Í à¹× è Í §¨¹ä´é Ã Ñ º ¤ÇÒÁ¹Ô  Á ÊÒÁÒö¢ÂÒÂÊÒ¢Ò
for the first time as a retail store under the name of
Southland Ice Company (later the Southland
áÅÐà¾ÔèÁàÇÅÒ¡ÒÃãËéºÃÔ¡ÒÃà»ç¹ 24 ªÑèÇâÁ§ ¨¹à»ç¹àÍ¡Åѡɳì¢Í§ Corporation) which was established to produce
à«àÇè¹ÍÕàÅ¿àÇè¹ÁÒ¨¹¶Ö§·Ø¡Çѹ¹Õé and distribute ice. In the same year, Southland Ice
expanded its business by bringing in consumer
»Ñ ¨ ¨Ø º Ñ ¹ à«àÇè ¹ ÍÕ à Å¿àÇè ¹ ÁÕ Ê Ò¢Ò·Ñ é § ÊÔ é ¹ ¡Çè Ò 24,000 ÊÒ¢Ò·Ñ è Ç âÅ¡ products, such as milk, bread and eggs to the store.
áÅСÅÒÂà»ç¹ÊÑ­Åѡɳì¢Í§ÃéÒ¹Êдǡ«×éÍ·ÕèÁÕÁҵðҹ¡ÒúÃÔ¡Òà Later the company renamed Tote'm Store; this was
´ÕàÂÕèÂÁ ·Ñ駴éÒ¹ÊÔ¹¤éÒ ÍÒËÒà áÅСÒÃãËéºÃÔ¡Òà «Öè§ÊÍ´¤Åéͧ¡ÑºÇÔ¶ÕªÕÇÔµ
the start of the history of the convenience store.
áÅФÇÒÁµéͧ¡Òâͧ¼ÙéºÃÔâÀ¤ã¹áµèÅЪØÁª¹ä´éà»ç¹ÍÂèÒ§´Õ Later, in 1946, Tote'm Store was renamed 7-Eleven
with the aim to advertise the store's opening hours. In
those days, 7-Eleven stores opened at 7 a.m. and closed
at 11 p.m. every day. Since then, the business has
developed so successfully that the stores are open 24
hours a day, setting it way ahead of its competitors.
Today, 7-Eleven has more than 24,000 stores around the
world and has become a symbol of a high-standard
convenience store providing excellent quality products
and services which meet requirements of customers in
each community.
19
¡ Çè Ò ¨ Ð Á Ò à »ç ¹ . . . à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹

ÊÙ¡è ÒúÃÔ¡ÒÃẺä·Âã¹·Ø¡ÀÙÁÀÔ Ò¤
à¤Ã× Í à¨ÃÔ ­ âÀ¤ÀÑ ³ ±ì à ÃÔ è Á µé ¹ µÓ¹Ò¹à«àÇè ¹ ÍÕ à Å¿àÇè ¹ ã¹»ÃÐà·Èä·Â
â´Âä´éà«ç¹ÊÑ­­Ò«×éÍÊÔ·¸Ô»ÃСͺ¡Ô¨¡ÒäéÒ»ÅÕ¡ (License) ¨Ò¡ºÃÔÉÑ·
à«Ò·ìᏴì¤ÍÃì»ÍàêÑè¹ ¨Ó¡Ñ´ (»Ñ¨¨ØºÑ¹à»ÅÕ蹪×èÍà»ç¹ à«àÇè¹ÍÕàÅ¿àÇè¹
ÍÔ§¤ì) àÁ×èÍÇѹ·Õè 7 ¾ÄȨԡÒ¹ ¾.È. 2531 áÅÐàÃÔèÁà»Ô´´Óà¹Ô¹¡ÒÃ
ÊÒ¢Òáá·Õ趹¹¾Ñ²¹¾§Èì ¡ÃØ§à·¾Ï àÁ×èÍÇѹ·Õè 1 ÁԶعÒ¹ ¾.È. 2532
à»ç¹ÃéÒ¹Êдǡ«×Íé ·ÕÊè ÐÍÒ´ ·Ñ¹ÊÁÑ ÁÕºÃÔ¡ÒÃÍѹà»ç¹àÅÔȵÅÍ´ 24 ªÑÇè âÁ§
áÅÐä´é ¢ ÂÒÂÊÒ¢ÒÍÂè Ò §ÃÇ´àÃç Ç ÊÙ è · Ø ¡ ¶Ô è ¹ ªØ Á ª¹ ·Ñ è Ç ·Ø ¡ ÀÙ Á Ô À Ò¤¢Í§
»ÃÐà·Èä·Â â´ÂÁÕÃٻẺ¡ÒèѴÃéÒ¹à»ç¹Áҵðҹà´ÕÂǡѹ ÃÇÁ¶Ö§
¡ÒèѴÇÒ§ÊÔ¹¤éÒà»ç¹ËÁÇ´ËÁÙàè ¾×Íè ÅÙ¡¤éÒÊÒÁÒöàÅ×Í¡«×Íé ä´éÍÂèÒ§Êдǡ

áÁéà«àÇè¹ÍÕàÅ¿àÇè¹ÁÕ¾×é¹°Ò¹¨Ò¡»ÃÐà·ÈÊËÃÑ°ÍàÁÃÔ¡Ò áµè «Õ.¾Õ. à«àÇè¹ 7-Eleven: Thai-Style Service


ÍÕàÅ¿àÇè¹ à»ç¹ºÃÔÉÑ·¢Í§¤¹ä·ÂÍÂèÒ§á·é¨ÃÔ§ ´éÇÂàÅç§àË繤ÇÒÁÊӤѭ The Charoen Pokphand Group of Companies started the
¢Í§ÃéÒ¹¤éÒ»ÅÕ¡µÒÁáËÅ觪ØÁª¹ã¡ÅéºéÒ¹·ÕèÁÕÁÒáµè¤ÃÑé§Í´Õµ ¨Ö§¹Ó¸ØáԨ legend of 7-Eleven in Thailand when it signed the Area
Ẻ´Ñ é § à´Ô Á ÁÒ¼ÊÒ¹¡Ñ º Ãкº¡ÒÃ¨Ñ ´ ¡ÒÃ·Õ è Á Õ ¤ Ø ³ ÀÒ¾áÅÐ·Ñ ¹ ÊÁÑ Â License Contract with the Southland Corporation (now
ÃдѺÊÒ¡Å ·ÓãËéà¡Ô´ÃéÒ¹¤éÒ»ÅÕ¡ã¹ÃٻẺãËÁè¤×ÍÃéÒ¹Êдǡ«×éÍ «Ö觨Р7-Eleven, Inc.) on November 7, 1988. The first 7-Eleven
ªèÇÂãËé¼ÙéºÃÔâÀ¤ÊÒÁÒö«×éÍËÒÊÔ¹¤éÒÍØ»âÀ¤ºÃÔâÀ¤·ÕèÁդسÀÒ¾áÅÐ store in Thailand located on Patpong Road in Bangkok was
opened on June 1, 1989. The store was a convenience
¡ÒúÃÔ¡Ò÷Õèà»ç¹àÅÔÈ Êдǡ ÃÇ´àÃçÇ áÅлÃÐËÂÑ´àÇÅÒ㹡ÒÃà´Ô¹·Ò§ store with clean and modern look as well as excellent
à¹×èͧ¨Ò¡¼ÙéºÃÔâÀ¤ÊÒÁÒöãªéºÃÔ¡Òâͧà«àÇè¹ÍÕàÅ¿àÇè¹ä´éã¹·Ø¡áËÅè§ service 24 hours a day. It did not take long before the
ªØÁª¹ ¹ÑºÇèÒà»ç¹¡ÃÐáÊãËÁè·Õè·Ñ¹ÊÁÑÂÂÔ觡ÇèÒ ¨Ö§¹Ñºä´éÇèÒà«àÇè¹ÍÕàÅ¿àÇè¹ 7-Eleven store network has expanded to reach all provinces
ä´é»ÅØ¡¡ÃÐáʤÇÒÁ¹ÔÂÁÃéÒ¹¤éÒ»ÅÕ¡¢¹Ò´àÅç¡ãËé¿×鹤׹ªÕ¾¢Öé¹ÍÕ¡¤ÃÑé§ of Thailand, using a standard store layout and display to
provide customers with superior convenience.
Although 7-Eleven was born in U.S.A., C.P. Seven Eleven is
wholly-owned and managed by Thai people. In recognizing
the importance of traditional retail stores located in
community areas and near customers' homes, the company
decided to combine the traditional retail business style
with a modern, international high-quality management
system in order to generate a new type of convenience
store. The new store enabled customers to enjoy premium-
quality goods, convenience and excellent speedy services
near their homes. The concept has helped revitalize the
popularity of small retail stores in general.
20
BEFORE BECOMING 7 - ELEVEN

à«àÇè¹ÍÕàÅ¿àÇè¹àµÔºãË­è¤ÊèÙ §Ñ ¤Áä·Â
à¾× è Í ãËé º ÃÃÅØ Ç Ñ µ ¶Ø » ÃÐʧ¤ì ¢ ͧ¡ÒÃãËé º ÃÔ ¡ ÒûÃЪҪ¹ÍÂè Ò §·Ñ è Ç ¶Ö §
áÅÐà¾×èÍÍӹǤÇÒÁÊдǡ㹡ÒèѴËÒÊÔ¹¤éÒÍØ»âÀ¤ºÃÔâÀ¤Íѹà»ç¹
¾×鹰ҹ㹪ÕÇÔµ»ÃШÓÇѹ »Ñ¨¨ØºÑ¹à«àÇè¹ÍÕàÅ¿àÇè¹¢ÂÒÂÃéÒ¹ÊÒ¢ÒµÒÁ
áËÅè § ªØ Á ª¹¡Çè Ò 300 ÊÒ¢Òµè Í »Õ â´ÂÁÕ ¡ ÒúÃÔ Ë Òà 3 ÃÙ » Ẻ ¤× Í
ÃéÒ¹·ÕèºÃÔÉѷŧ·Ø¹àͧ ¡ÒÃãËé͹حҵÊÔ·¸Ôªèǧ (Franchise) áÅСÒÃ
ãËé͹حҵÊÔ·¸Ôªèǧã¹ÍÒ³Òࢵ (Sub-Area License)

¡ÒÃãËé͹حҵÊÔ·¸ÔªèǧËÃ×ÍÃкºá¿Ã¹äªÊì (Franchise) ¢Í§ «Õ.¾Õ. 7-Eleven - Growing in Parallel with Thai


à«àÇè¹ÍÕàÅ¿àÇè¹ à»ç¹¡ÒÃà»Ô´âÍ¡ÒÊãËé¼Ùéʹ㨻ÃСͺ¡ÒÃÃéÒ¹Êдǡ«×éÍ Society
ÊÒÁÒöà¢éÒºÃÔËÒáԨ¡Ò÷Õè¤ØéÁ¤èÒµèÍ¡ÒÃŧ·Ø¹ÀÒÂãµéÃкºÍѹ·Ñ¹ÊÁÑÂ
â´Â «Õ. ¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹ ¨ÐãËé¤ÇÒÁªèÇÂàËÅ×Í㹡ÒôÓà¹Ô¹¸ØáԨ To meet its objective of providing customers with its
ÍÂèÒ§ã¡ÅéªÔ´ high-quality products and services in all community
areas, 7-Eleven is now expanding at the rate of
more than 300 stores per year. There are three store
types due to operational systems - the company's own
investment, franchise and sub-area license.
C.P. Seven Eleven's franchise system allows interested
persons in this worthy business to manage a store under
the close supervision of C.P. Seven Eleven.

21
¡ Çè Ò ¨ Ð Á Ò à »ç ¹ . . . à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹
BEFORE BECOMING 7 - ELEVEN

ã¹ÇÑ ¹ ¹Õ é à«àÇè ¹ ÍÕ à Å¿àÇè ¹ ¶× Í à»ç ¹ Ãé Ò ¹Êдǡ«× é Í ·Õ è Á Õ Â Í´¢ÒÂÃÇÁ


áÅШӹǹÃéÒ¹ÊÒ¢Òà»ç¹Íѹ´Ñº 1 ¢Í§»ÃÐà·È áÅÐÁըӹǹÊÒ¢Ò
ÁÒ¡à»ç¹Íѹ´Ñº 4 ¢Í§âÅ¡ â´ÂÁÕÅÙ¡¤éÒãªéºÃÔ¡ÒÃà»ç¹¨Ó¹Ç¹ÁÒ¡¡ÇèÒ
ÅéÒ¹¤¹µèÍÇѹ ÁÑè¹ã¨ä´éÇèÒ·Ø¡ÃéÒ¹ÊҢҢͧà«àÇè¹ÍÕàÅ¿àÇè¹¾ÃéÍÁãËé
ºÃÔ¡ÒûÃЪҪ¹·Ø¡ÃдѺ㹷ء·éͧ¶Ôè¹ ´éǺÃÃÂÒ¡ÒÈ¡Òõé͹ÃѺ
·ÕèͺÍØè¹ÁÒ¡ÇèÒ·ÈÇÃÃÉ à¾×èͤÇÒÁÊØ¢¢Í§¤¹ä·ÂÍÂèÒ§á·é¨ÃÔ§

Today, 7-Eleven is ranked as Thailand's number-one


convenience store with the highest total sales
and the largest number of stores, making the fourth
largest number of stores in the 7-Eleven worldwide
network. Each day, 7-Eleven stores provide services
to more than a million customers - customers from
all walks of life in every community, who have
embraced 7-Eleven store's warm and welcoming
services for over a decade. The store truly give
happiness to Thai people.

22
¤ Ç Ò Á á ¢ç § á ¡ Ãè § á Ëè § Í § ¤ì ¡ Ã
STRENGTH OF THE ORGANIZATION

¤ÇÒÁá¢ç § á¡Ãè § ¢Í§ «Õ . ¾Õ . à«àÇè ¹ ÍÕ à Å¿àÇè ¹ à¡Ô ´ ¨Ò¡¡ÒÃÃè Ç Ááç


Ãè Ç Á㨢ͧ·Ø ¡ ¤¹ã¹Í§¤ì ¡ Ãà¾× è Í ÁØ è § ÊÙ è Í §¤ì ¡ Ã¤Ø ³ ÀÒ¾·Õ è Ê Ãé Ò §ÊÃäì
¤ÇÒÁÊдǡʺÒÂã¹ªÕ Ç Ô µ »ÃШÓÇÑ ¹ ãËé á ¡è ¤ ¹ä·Â·Ø ¡ ·é Í §¶Ô è ¹
ºÑ ¹ ·Ö ¡ »ÃÐÇÑ µ Ô È ÒʵÃì á Ëè § ǧ¡Òäé Ò »ÅÕ ¡ ¨Ð»ÃÒ¡¯ª× è Í ¢Í§ à«àÇè ¹
ÍÕàÅ¿àÇè¹ ã¹°Ò¹ÐÃéÒ¹Êдǡ«×éͪÑ鹹Ӣͧ¤¹ä·ÂµÅÍ´ä»

C.P. Seven Eleven's most major strength is the cooperation


it receives from each member of its organization. Such
cooperation has enabled C.P. Seven Eleven to become a
quality organization, offering convenience to all Thai
people in all provincial areas. In the history of the retail
business, the name “7-Eleven” wil always appear as a
leading convenience store for Thai people.

´éÇÂËÑÇã¨...¢Í§¼Ùãé ËéºÃÔ¡Òà With Heart of Service


«Õ . ¾Õ . à«àÇè ¹ ÍÕ à Å¿àÇè ¹ ÁØ è § à¹é ¹ ãËé º ÃÔ ¡ ÒÃÍÂè Ò §ÍºÍØ è ¹ à»ç ¹ ¡Ñ ¹ àͧ C.P. Seven Eleven places an emphasis on providing
ºØ¤Åҡ÷ء¤¹àÃÕ¹ÃÙéáÅÐà¢éÒã¨ã¹ÈÔŻСÒÃãËéºÃÔ¡Òà Íѹà»ç¹ËÑÇ㨠warm and friendly services. Each and every staff has
¢Í§ÃéÒ¹Êдǡ«×éÍ ºÃÔÉÑ·Ï ÁÕ¡ÒÃÊÓÃǨ¤ÇÒÁµéͧ¡ÒâͧÅÙ¡¤éÒÍÂèÒ§ learned and understood the art of service - known
ÊÁèÓàÊÁÍáÅеèÍà¹×èͧ ¨Ö§·ÓãËéÊÒÁÒöÊÃÃËÒÊÔ¹¤éÒÍØ»âÀ¤ºÃÔâÀ¤
as the heart of the convenience store. By regularly and
consistently conducting surveys to ensure that
·ÕèÁդسÀÒ¾µÒÁ·ÕèÅÙ¡¤éÒµéͧ¡ÒÃä´éÃÇ´àÃçǷѹàÇÅÒ µÍºÊ¹Í§¤ÇÒÁ customers’ needs are being met, 7-Eleven store is
Êдǡ㹪ÕÇÔµ»ÃШÓÇѹä´éÍÂèÒ§á·é¨ÃÔ§ ¹Í¡¨Ò¡¹Õé ÂѧÁÕ¡ÒþѲ¹Ò better able to provide customers with quality consumer
ÃٻẺ¡ÒúÃÔ¡ÒÃãËé·Ñ¹ÊÁÑ à¾×èÍÊÒÁÒöµÍºÃѺ¡Ñº¤ÇÒÁµéͧ¡Òâͧ products that exactly meet their requirements.
¼ÙéºÃÔâÀ¤ä´éµÅÍ´àÇÅÒ ¹Ñºà»ç¹ÃéÒ¹Êдǡ«×éÍÃÒÂáá·Õèà»Ô´ãËéºÃÔ¡Òà Moreover, the company has consistently developed the
“à¤Ò¹ìàµÍÃìà«ÍÃìÇÔʔ à¾×èÍÍӹǤÇÒÁÊдǡá¡è»ÃЪҪ¹ã¹¡ÒêÓÃÐ store to meet ever-changing customers’ demand and
¤èÒÊÒ¸ÒóٻâÀ¤·Ø¡»ÃÐàÀ· ä´éá¡è ¤èÒ¹éÓ»ÃÐ»Ò ä¿¿éÒ â·ÃÈѾ·ì requirement as well as latest trends. 7-Eleven is the
áÅФè Ò ºÃÔ ¡ Òõè Ò §æ ¹Ñ º Çè Ò ºÃÔ ¡ ÒÃàËÅè Ò ¹Õ é à »ç ¹ ä»à¾× è Í »ÃÐâª¹ì ¢ ͧ
first convenience store to provide payment service
“Counter Service”, where people can pay their utility
»ÃЪҪ¹ÍÂèÒ§á·é¨ÃÔ§ àËç¹ä´é¨Ò¡ ¡ÒÃÁÕ¼ÙéÁÒãªéºÃÔ¡ÒèӹǹÁÒ¡ bills, such as for water, electricity and telephone.
à¾ÃÒÐÊÒÁÒö»ÃÐËÂÑ ´ àÇÅÒáÅФè Ò ãªé ¨ è Ò Â㹡ÒÃà´Ô ¹ ·Ò§ ·Ñ é § ÂÑ § Such services are of great help to the public, who no
ªÓÃÐä´éµÅÍ´ 24 ªÑèÇâÁ§ longer have to waste time or money on traveling to
the various public utility offices to make their payments.
Furthermore, the store is open 24 hours a day!

23
¤ Ç Ò Á á ¢ç § á ¡ Ãè § á Ëè § Í § ¤ì ¡ Ã

à¤Ã×Í¢èÒ¤Ãͺ¤ÅØÁ·Ø¡·Õ·è ÇèÑ ä·Â


«Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹ ÊÃÃËÒ·ÓàÅ·ÕèµÑé§ã¹ªØÁª¹µèÒ§æ ·Ø¡·éͧ¶Ôè¹
·ÑèÇ»ÃÐà·È à¾×èÍ¢ÂÒ¡ÒÃãËéºÃÔ¡ÒÃä»ÊÙè»ÃЪҪ¹ÍÂèÒ§·ÑèǶ֧ â´ÂÍÒÈÑÂ
¤ÇÒÁÃÙé ¤ÇÒÁÊÒÁÒö áÅзѡÉТͧºØ¤ÅÒ¡Ã »ÃСͺ¡Ñº»ÃÐʺ¡Òóì
¢Í§¼ÙéºÃÔËÒà â´Âãªé¢éÍÁÙÅ´éÒ¹»ÃЪҡà àÈÃÉ°¡Ô¨ Êѧ¤Á ¡®ËÁÒÂ
áÅÐÊÀÒ¾áÇ´ÅéÍÁ·Õè¤Ãº¶éǹ ´Ñ§¹Ñ鹨֧ÁÕà«àÇè¹ÍÕàÅ¿àÇè¹à»Ô´ãËéºÃÔ¡ÒÃ
ÍÂÙè·Ø¡áËè§ äÁèÇèÒ¨Ðà»ç¹ã¹à¢µªØÁª¹ ʶҹÈÖ¡ÉÒ Ê¶Ò¹ÕºÃÔ¡ÒùéÓÁѹ
».µ.·. ·Õ¡è ÃШÒÂÍÂÙ·è ÇèÑ ·Ø¡ÀÒ¤ ¹ÑºÇèÒ¡ÒâÂÒÂÊҢҢͧà«àÇè¹ÍÕàÅ¿àÇè¹
à»ç¹ä»ÍÂèÒ§¤Ãͺ¤ÅØÁ·ÑèǶ֧·Ø¡¶Ôè¹·ÑèÇä·Â â´ÂÊÃÃËÒ¾¹Ñ¡§Ò¹»ÃШÓ
ÃéÒ¹·ÕèÁÕ¶Ô蹾ӹѡ㹾×é¹·Õè «Öè§ÁÕ¤ÇÒÁà¢éÒã¨ã¹ÇѲ¹¸ÃÃÁ¢Í§ªØÁª¹
¶× Í à»ç ¹ ¡ÒÃÊÃé Ò §§Ò¹áÅÐ¾Ñ ² ¹Ò·ÃÑ ¾ ÂÒ¡ÃºØ ¤ ¤Å·Õ è Á Õ ¤ Ø ³ ÀÒ¾ãËé á ¡è
»ÃÐà·ÈªÒµÔâ´ÂÊèǹÃÇÁ

Network Throughout Thailand


C.P. Seven Eleven has selected store location in all
areas to ensure that its large store network reaches all
community areas across the country. In this way, a
greater number of Thai people benefit from 7-Eleven
store's quality products and services. With extensive
knowledge, capability, staff efficiency and an
experienced management team - using comprehensive
data on the population, economy, society, laws and
environment as a basis to any decision making -
7-Eleven is highly popular and found not only in
community areas but also in educational institutes and
PTT gas stations across the country. In hiring people
in local areas, the store creates jobs in a wider area,
and benefits from having staff who are well
acquainted with the community culture. This creates
jobs and develops quality human resource for the
country as a whole.

24
STRENGTH OF THE ORGANIZATION

ÊÔ¹¤éҤسÀÒ¾ÊÙ»è ÃЪҪ¹
à«àÇè¹ÍÕàÅ¿àÇè¹à»ç¹ÃéÒ¹¤éÒÊдǡ«×éÍ·Õèà¾Õº¾ÃéÍÁ´éÇÂÊÔ¹¤éÒÍØ»âÀ¤
ºÃÔâÀ¤ã¹ªÕÇÔµ»ÃШÓÇѹ·ÕèËÅÒ¡ËÅÒ ´éÇÂÃкº¡ÒäѴÊÃÃÊÔ¹¤éÒ
·ÕèÁդسÀÒ¾áÅеçµÒÁ¤ÇÒÁµéͧ¡ÒâͧÅÙ¡¤éÒ ¡ÒèѴÊè§ÊÔ¹¤éÒ
·ÕèÊдǡÃÇ´àÃçÇ ´éÇ¡ÒúÃÔËÒÃà¤Ã×Í¢èÒÂÈÙ¹Âì¡ÃШÒÂÊÔ¹¤éÒÍÂèÒ§
à»ç¹ÃкºáÅÐÁÕ»ÃÐÊÔ·¸ÔÀÒ¾ ¤Ø³ÊÁºÑµÔÍѹⴴà´è¹¹Õéàͧ·Õè·ÓãËé
à«àÇè¹ÍÕàÅ¿àÇè¹ÁÕÊÔ¹¤éÒ·ÕèËÅÒ¡ËÅÒÂáÅÐÁդسÀÒ¾ ᵡµèÒ§¨Ò¡
ÃéÒ¹Êдǡ«×éÍ·ÑèÇä» à¾×èÍãËé¼ÙéºÃÔâÀ¤àÅ×Í¡«×éÍÊÔ¹¤éÒä´éÁÒ¡ÁÒµÒÁ
¤ÇÒÁ¾Í㨠Ãé Ò ¹à«àÇè ¹ ÍÕ à Å¿àÇè ¹ ¨Ö § ÍÂÙ è ã ¹¤ÇÒÁ¹Ô  Á¢Í§¤¹ä·Â
µÅÍ´àÇÅÒ

Áҵðҹ¡ÒúÃÔ¡ÒÃà»ç¹Ë¹Ö§è
ÃéÒ¹à«àÇè¹ÍÕàÅ¿àÇè¹·Ø¡ÊÒ¢ÒÁÕÃкº¡ÒõÃǨÊͺÁҵðҹ¤Ø³ÀÒ¾
(Quality Standard Inspection) ÍÂè Ò §¨ÃÔ § ¨Ñ § áÅÐÊÁè Ó àÊÁÍ
â´Âà¹é¹¡ÒôÙáÅÃÑ¡ÉÒÊÀÒ¾ÃéÒ¹áÅÐÍØ»¡Ã³ì·Ø¡ª¹Ô´ÀÒÂã¹ÃéÒ¹ãËé
ÁÕ¤ÇÒÁÊÐÍÒ´ Êдǡ »ÅÍ´ÀÑ ÍÕ¡·Ñ駤ÇÒÁ¾ÃéÍÁ¢Í§¾¹Ñ¡§Ò¹ã¹
¡ÒÃãËéºÃÔ¡Ò÷ÕèÃÇ´àÃçÇ ¶Ù¡µéͧ áÅÐà»ç¹ÁԵáѺÅÙ¡¤éÒ·Ø¡¤¹·Õèà¢éÒä»ãªé
ºÃÔ¡Òà ã¹Áҵðҹà´ÕÂǡѹ·ÑèÇ»ÃÐà·È

Local People Enjoy Access to Quality


Products
7-Eleven is a convenience store that carries a wide
range of high-quality consumer products, all of which
exactly meet customers' needs. Through its efficient and
extensive distribution network, 7-Eleven store is able to
deliver these products to a wide target group quickly
and efficiently. With efficient distribution network,
7-Eleven stores can offer variety and quality products to
customers and be able to set the store apart from
other convenience stores. Customers are able to choose
what they want from various well-selected products, a
fact that has made 7-Eleven more and more popular
amongst Thai people over the years.
Number One in Quality
Each 7-Eleven store implements the "Quality Standard
Inspection" system focusing on cleanliness, convenience,
safety, fast services, accuracy and friendliness.
These standards are implemented at all stores across
the country.
25
¤ Ç Ò Á á ¢ç § á ¡ Ãè § á Ëè § Í § ¤ì ¡ Ã

¢éÍÁÙŷѹÊÁÑ ©ÑºäÇ ´éÇ Store System


¡ÒâÂÒÂÊҢҢͧà«àÇè¹ÍÕàÅ¿àÇè¹ ·Õè¡ÃШÒÂÍÂÙè·ÑèÇ·Ø¡ÀÙÁÔÀÒ¤¢Í§
»ÃÐà·È ·ÓãËéà¡Ô´à¤Ã×Í¢èÒ¢ͧ¢éÍÁÙÅ¢¹Ò´ãË­è «Ö觨Óà»ç¹µéͧÃǺÃÇÁ
à¢éÒÈÙ¹Âì¢éÍÁÙŢͧÊӹѡ§Ò¹ãË­èâ´ÂµÃ§ÊÓËÃѺãªé㹡ÒÃÇÔà¤ÃÒÐËì
ÇҧἹ à¾× è Í µÍºÊ¹Í§¤ÇÒÁµé Í §¡ÒâͧÅÙ ¡ ¤é Ò ä´é Í Âè Ò §·Ñ ¹ ·è Ç §·Õ
ºÃÔ É Ñ · Ï ¨Ö § ŧ·Ø ¹ ´é Ò ¹à·¤â¹âÅÂÕ Ê ÒÃʹà·Èâ´Â¡ÒÃÇÒ§Ãкº§Ò¹
Ãé Ò ¹ÊÒ¢Ò (Store System) à¾× è Í ÃÑ º ¢é Í ÁÙ Å ¡ÒâÒÂ·Õ è à é Ò ¹ÊÒ¢Ò´é Ç Â
¡ÒÃÊ᡹ Bar Code ³ ¨Ø´ªÓÃÐà§Ô¹´éÇ POS (Point of Sales)
ã¹ÃéÒ¹à«àÇè¹ÍÕàÅ¿àÇè¹·Ø¡áËè§ä»ÂѧÈÙ¹Âì¢éÍÁÙÅ ·ÓãËéÊÒÁÒöÊÑè§ÊÔ¹¤éÒ
ä´é¶Ù¡µéͧ ÃÇ´àÃçÇ ·Ñ¹¤ÇÒÁµéͧ¡ÒâͧÅÙ¡¤éÒã¹áµèÅо×é¹·Õè ¢éÍÁÙÅ
·Õèä´é¹Õé¶×Íà»ç¹¢éÍÁÙž×é¹°Ò¹ÊӤѭ·ÕèªèÇÂ㹡ÒÃÇÔà¤ÃÒÐËìáÅкÃÔËÒÃ
ÊÔ¹¤éÒẺÃÒµÑÇ (Itemize) ·Ñ駹Õé ä´éÁÕ¡ÒÃàª×èÍÁâ§Ãкº´Ñ§¡ÅèÒÇãËé
à¢éҡѺÃкºÊ¹ÑºÊ¹Ø¹µèÒ§æ ·ÕèÁÕÍÂÙèã¹Êӹѡ§Ò¹ãË­è ·ÓãËé¡ÒúÃÔËÒÃ
ÊÔ¹¤éÒÁÕ»ÃÐÊÔ·¸ÔÀÒ¾ÁÒ¡ÂÔ觢Öé¹

·Ø¡»Ñ­ËÒàÃÒ¾ÃéÍÁá¡éä¢ A Modern Store System for Quick Response


The expansion of the 7-Eleven chain to cover all parts of
ºÃÔÉÑ·Ï ãÊèã¨ã¹·Ø¡»Ñ­ËҢͧÅÙ¡¤éÒ ¨Ö§¨Ñ´ãËéÁÕÈÙ¹ÂìÅÙ¡¤éÒÊÑÁ¾Ñ¹¸ì Thailand has generated a large data network. The data
ËÃ×Í·ÕèàÃÕ¡ÇèÒ Call Center ãËéºÃÔ¡ÒõÅÍ´ 24 ªÑèÇâÁ§·ÑèÇ»ÃÐà·È from this network is sorted centrally at the company's head
㹡óշÕèÅÙ¡¤éÒäÁèä´éÃѺ¤ÇÒÁÊдǡã¹àÃ×èͧµèÒ§æ ·Ñé§ã¹´éÒ¹¡ÒúÃÔ¡Òà office data center, enabling quick response to all
feedback and accurate analysis for planning. C.P. Seven
ËÃ×ͤسÀÒ¾¢Í§ÊÔ¹¤éÒ ËÃ×ÍËÒ¡µéͧ¡ÒÃÊͺ¶ÒÁ¢éÍÁÙÅ¡ÒúÃÔ¡Òà Eleven has also invested in latest information technology to
µèÒ§æ ¢Í§à«àÇè¹ÍÕàÅ¿àÇè¹ ÊÒÁÒöâ·ÃÈѾ·ìä´é·ÕèËÁÒÂàÅ¢ 0-2631-2345 set up a modern store system in each 7-Eleven store, to
ËÃ× Í µè Ò §¨Ñ § ËÇÑ ´ ·Õ è Ë ÁÒÂàÅ¢ 1800-226-671 â´ÂäÁè à ÊÕ Â ¤è Ò ãªé ¨ è Ò Â ensure efficient stock control. Information is generated
by the system via a bar code scanner at the store's Point
áµè Í Âè Ò §ã´ ¹Í¡¨Ò¡¹Õ é ÅÙ ¡ ¤é Ò ÊÒÁÒöáÊ´§¤ÇÒÁ¤Ô ´ àËç ¹ ËÃ× Í ¢é Í of Sale (POS) counter. Again, the information is sent onto
àʹÍá¹Ðà¾×èÍ¡ÒûÃѺ»Ãاä´é·Õè¡ÅèͧÃѺ¤ÇÒÁ¤Ô´àËç¹·Ø¡ÊÒ¢ÒÍÕ¡´éÇ the data center at the company's head office, to ensure
that all stock levels are optimized. This network system is
also connected to other support systems at the head
office, for greater efficiency in product management.
Problems? Call the 7-Eleven Call Center...
C.P. Seven Eleven always cares about customers. To take
even greater care of them, the company has established
a 24-hour Call Center to handle all types of problems
or complaints, as regards both products and services.
Customers wishing to find out about the store's various
services can call: 0-2631-2345, or 1800-226-671 (upcountry)
for free. In addition, customers are able to give their
opinions, advice and feedback at any 7-Eleven stores.
26
STRENGTH OF THE ORGANIZATION

¤¹¤Ø³ÀÒ¾
à«àÇè¹ÍÕàÅ¿àÇè¹ à»ç¹¸ØáԨÀÒ¤ºÃÔ¡Òà ËÑÇã¨ÊӤѭ¤×Í ¤Ø³ÀÒ¾¢Í§
ºØ¤ÅÒ¡Ã ºÃÔÉÑ·Ï ÁØ觤ѴÊÃä¹à¡è§¤¹´Õ ÁÕ¤ÇÒÁ«×èÍÊѵÂìÊبÃÔµáÅÐÁÕ
·Ñȹ¤µÔ·Õè´ÕµèͧҹºÃÔ¡Òà ·Ñ駹Õé ä´é¨Ñ´ãËéÁÕ¡Òý֡ͺÃÁµÒÁá¼¹½Ö¡ÍºÃÁ
áÅоѲ¹ÒºØ¤ÅҡûÃШӻÕãËéá¡è¾¹Ñ¡§Ò¹·Ø¡ÃдѺÍÂèÒ§µèÍà¹×èͧ
à¾×èÍãË龹ѡ§Ò¹·Ø¡ÃдѺÁÕ¤ÇÒÁ¾ÃéÍÁ㹡Ò÷ӧҹ ·Ñ駾¹Ñ¡§Ò¹·Õè
»¯Ô º Ñ µ Ô § Ò¹·Õ è à é Ò ¹ÊÒ¢ÒáÅÐÊÓ¹Ñ ¡ §Ò¹ à¾× è Í ãËé º Ø ¤ ÅҡâͧºÃÔ É Ñ · Ï
ÁդسÊÁºÑµÔµÒÁ¤èÒ¹ÔÂÁ 7 »ÃСÒâͧà«àÇè¹ÍÕàÅ¿àÇè¹ ¹Í¡¨Ò¡¹ÕéÂѧÁÕ
¡ÒèѴ½Ö¡ÍºÃÁã¹ÊÒÂÇԪҪվ੾Òзҧ áÅÐËÅÑ¡Êٵ÷Õèà¡ÕèÂÇ¢éͧ
¡Ñº¸ØáԨãËÁèÍÕ¡ÁÒ¡ÁÒÂà¾×èÍÃͧÃѺ¡Ò÷ӧҹ´éÒ¹µèÒ§æ ·ÕèÁÕ¤ÇÒÁ
ËÅÒ¡ËÅÒ â´ÂÁØè§ËÇѧà¾×èÍÃͧÃѺ¡ÒÃàµÔºâµ¢Í§ºÃÔÉÑ·Ï ã¹Í¹Ò¤µ

High-Quality Human Resources ...


Most Valuable Asset
As a service-oriented business, C.P. Seven Eleven
understands the importance of human resources.
Honest and efficient staff, who have a good service
attitude, are the sort of people the company wants.
As such, several training programs and an annual human
resource development program have been organized.
These are for staff of all levels - from both the head office
and all 7-Eleven store - with an aim to ensure that all
staff meet the corporate's 7-Value qualifications. Moreover,
the company provides specific vocational training
programs and others on new business, to ensure
preparedness for future expansion.

27
¤ Ç Ò Á á ¢ç § á ¡ Ãè § á Ëè § Í § ¤ì ¡ Ã

¤ÇÒÁÊØ¢¡Ñº¡ÒÃà»ç¹ÊèÇ¹Ë¹Ö§è ¢Í§à«àÇè¹ÍÕàÅ¿àÇè¹
´Ñ§·Õè¡ÅèÒÇáÅéÇÇèÒ «Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹ãËé¤ÇÒÁÊӤѭ¡Ñº¾¹Ñ¡§Ò¹à»ç¹
ÍÂèÒ§ÁÒ¡ ¨Ö§ÁÕ¹âºÒÂÊè§àÊÃÔÁ¡Ô¨¡ÃÃÁ¾¹Ñ¡§Ò¹·ÕèËÅÒ¡ËÅÒÂã¹ÃٻẺ
¢Í§¡ÒÃ¨Ñ ´ µÑ é § ªÁÃÁµÒÁ¤ÇÒÁʹ㨠ÍÒ·Ô ªÁÃÁÇÃó¡ÃÃÁ ªÁÃÁ
´¹µÃÕä·Â ¾Ø·¸»Ñ­­ÒªÁÃÁ ªÁÃÁ¡ÍÅì¿ áÅЪÁÃÁËÁÒ¡ÅéÍÁ à»ç¹µé¹
à¾× è Í Êè § àÊÃÔ Á ãËé ¾ ¹Ñ ¡ §Ò¹ÁÕ ¤ ÇÒÁÃÑ ¡ ã¹ËÁÙ è ¤ ³Ð ÁÕ ¤ ÇÒÁÊÒÁÑ ¤ ¤Õ áÅÐ
ãªéàÇÅÒÇèÒ§¨Ò¡¡Ò÷ӧҹ㹷ҧÊÃéÒ§ÊÃäì à»ç¹»ÃÐ⪹ìµè͵¹àͧ
áÅÐÊèǹÃÇÁ ¹Í¡¨Ò¡¹ÕéÂѧʹѺʹعãËéÁÕ¡ÒþѲ¹Ò¤ÇÒÁÃÙé ¤ÇÒÁÊÒÁÒö
áÅÐàµÃÕÂÁ¤ÇÒÁ¾ÃéÍÁà¾×èÍÃͧÃѺ¡ÒâÂÒµÑǢͧºÃÔÉÑ·Ï ã¹Í¹Ò¤µ
â´ÂÃè Ç ÁÁ× Í ¡Ñ º ¡ÃÁÍÒªÕ Ç ÈÖ ¡ ÉÒáÅÐÁËÒÇÔ · ÂÒÅÑ Â ÊØ â ¢·Ñ  ¸ÃÃÁÒ¸Ô Ã Òª
à»Ô ´ âÍ¡ÒÊãËé ¾ ¹Ñ ¡ §Ò¹ä´é ÁÕ ¤ ÇÒÁÃÙ é ¨ ¹¶Ö § ÃÐ´Ñ º »ÃÔ ­ ­ÒµÃÕ ¡è Í ãËé à ¡Ô ´
¤ÇÒÁÀÒ¤ÀÙÁÔã¨ã¹¡ÒÃà»ç¹Êèǹ˹Ö觢ͧͧ¤ì¡Ã

Happiness ... To Be a Part of 7-Eleven


C.P. Seven Eleven places special emphasis on
employees. The company has established a policy to
support various activities, including the establishment of
various clubs, such as literature club, Thai classical
music club, Buddhist club, golf club and Go club.
These activities help increase love and harmony
among the group's members, and also expand their
creative talents, for their personal good and for the
benefit of others. The company also supports the
development of their capability and knowledge to
cope with future expansion. C.P. Seven Eleven, in
cooperation with the Vocational Training Department
and Sukhothai Thammathirat Open University, also
offers employees the opportunity to further their
education up to undergraduate level. By so doing,
staff will be proud to be a part of the company.

28
STRENGTH OF THE ORGANIZATION

¹Í¡¨Ò¡¡ÒäѴÊÃä¹à¡è§¤¹´Õà¢éÒ·Ó§Ò¹¡ÑººÃÔÉ·Ñ Ï áÅéÇ ¡ÒÃÊè§àÊÃÔÁ


ãËé ¤ ¹à¡è § ¤¹´Õ ä ´é Á Õ â Í¡ÒÊáÊ´§¤ÇÒÁ´Õ ã Ëé à »ç ¹ ·Õ è » ÃÐ¨Ñ ¡ Éì ¨Ö § ¶× Í
à»ç¹¹âºÒÂ˹Ö觢ͧºÃÔÉÑ·Ï â´Â¡ÒÃÊè§àÊÃÔÁãË龹ѡ§Ò¹·Ø¡ÃдѺ
·Ø¡¤¹ à¢éÒÃèÇÁâ¤Ã§¡Òà Rewards Program à»ç¹¡ÒÃÊÐÊÁ¤ÇÒÁ´Õã¹
ÃٻẺ¢Í§¤Ðá¹¹¨Ò¡¡ÒÃà¢éÒÃèÇÁ¡Ô¨¡ÃÃÁµèÒ§æ ·ÕèºÃÔÉÑ·Ï ¨Ñ´¢Öé¹
ÍÒ·Ô ¡Ô¨¡ÃÃÁà¾ÔèÁ¼Å¼ÅÔµ ¡Ô¨¡ÃÃÁà¢éÒàÂÕèÂÁÃéÒ¹ à»ç¹µé¹ ¾¹Ñ¡§Ò¹
ÊÒÁÒö¹Ó¤Ðá¹¹·Õèä´éÃѺä»áÅ¡¢Í§ÃÒ§ÇÑÅ·ÕèºÃÔÉÑ·Ï ¨Ñ´ãËé ¹ÑºÇèÒ
à»ç ¹ ¡ÒÃÊè § àÊÃÔ Á ¡ÒÃàÃÕ Â ¹ÃÙ é áÅÐÊÃé Ò §ºÃÃÂÒ¡ÒÈ¡ÒÃÁÕ Ê è Ç ¹Ãè Ç Á
¢Í§¾¹Ñ¡§Ò¹ä´éà»ç¹ÍÂèÒ§´Õ

â¤Ã§¡ÒÃàÃÒ¡ÇÑ´ÁÒäÇé·àèÕ «àÇè¹Ï Besides selecting only quality staff, C.P. Seven Eleven
¨Ø´»ÃÐʧ¤ì¢Í§â¤Ã§¡ÒùÕé à¾×èÍãË龹ѡ§Ò¹¢Í§ºÃÔÉÑ·Ï ÊÒÁÒö has a policy to support staff participating in various
¹ÓËÅÑ¡¸ÃÃÁ·Ò§¾Ø·¸ÈÒʹÒÁÒãªé㹡Ò÷ӧҹÃèÇÁ¡Ñ¹ ´éǤÇÒÁ corporate activities, where they show their capability
ÊÒÁÑ ¤ ¤Õ á ÅÐÁÕ ¤ ÇÒÁà¡× é Í ¡Ù Å «Ö è § ¡Ñ ¹ áÅÐ¡Ñ ¹ ¡è Í ãËé à ¡Ô ´ ¤ÇÒÁʧºÊØ ¢
and dedication to the company. Staff of all levels
enroll for the Rewards Program, through which
㹡Ò÷ӧҹ áÅÐ㹪ÕÇÔµÊèǹµÑÇ «Ö觨Ѵ¢Öé¹·Ø¡ÇѹÈØ¡Ãì â´Â¨Ñ´ãËéÁÕ they can accumulate points via the various activities,
¡ÒúÃÃÂÒ¸ÃÃÁá¡è¾¹Ñ¡§Ò¹áÅÐà»Ô´ãËé»ÃЪҪ¹¼Ùéʹã¨à¢éÒÃèÇÁ such as an increased productivity program and
¿Ñ§´éÇ â¤Ã§¡ÒþѲ¹ÒºØ¤ÅÒ¡Ãâ´ÂÂÖ´ËÅÑ¡¸ÃÃÁйÕé¹ÑºÇèÒà»ç¹ store visits. Staff can exchange their points for
Êèǹ˹Ö觢ͧ¡ÒþѲ¹Ò¤Ø³ÀÒ¾ºØ¤ÅҡâͧºÃÔÉÑ·Ï presents. The program is an effective tool for learning
and generating cooperation among staff.
"We bring the temple to 7-Eleven"
The purpose of this project is to apply the Buddha's
teaching in the work place, for greater harmony,
cooperation and peace. The program, which is open
for both company staff and general people, is run
as part of the human resource development scheme
every Friday.

29
¤ Ç Ò Á á ¢ç § á ¡ Ãè § á Ëè § Í § ¤ì ¡ Ã

¤ÇÒÁà»ç¹àÅÔÈã¹´éÒ¹ÀÒÇмٹé Ó
ºÃÔÉÑ· «Õ.¾Õ. à«àÇè¹ ÍÕàÅ¿àÇè¹ ¨Ó¡Ñ´ (ÁËÒª¹) ä´éÃѺ¡ÒÃÂÍÁÃѺÍÂèÒ§
¡Çé Ò §¢ÇÒ§Çè Ò »ÃÐʺ¤ÇÒÁÊÓàÃç ¨ 㹡ÒôÓà¹Ô ¹ ¡Ô ¨ ¡ÒÃÃé Ò ¹Êдǡ«× é Í
à«àÇè¹ÍÕàÅ¿àÇè¹ã¹»ÃÐà·Èä·Â â´Â¢ÂÒ¡Ԩ¡ÒÃáÅÐÊÒÁÒöà¾ÔèÁÃéÒ¹
ÊÒ¢ÒÍÂèÒ§ÃÇ´àÃçÇ ¤ÇÒÁÊÓàÃ稹ÕéÊèǹ˹Öè§à¡Ô´¨Ò¡¡Ò÷Õè¼ÙéºÃÔËÒâͧ
ºÃÔ É Ñ · Ï ÁÕ Ç Ô Ê Ñ Â ·Ñ È ¹ì Í Ñ ¹ ¡Çé Ò §ä¡Å áÅÐãËé ¤ ÇÒÁÊÓ¤Ñ ­ ¡Ñ º ¡ÒÃ¾Ñ ² ¹Ò
ºØ¤ÅҡäǺ¤Ùè仡Ѻ¡ÒþѲ¹Òͧ¤ì¡ÃÁÒâ´ÂµÅÍ´ ´Ñ§¹Ñ鹨֧ä´éÃѺ
¡ÒÃ¤Ñ ´ àÅ× Í ¡¨Ò¡Ê¶ÒºÑ ¹ à¾Ô è Á ¼Å¼ÅÔ µ áËè § ªÒµÔ ãËé à »ç ¹ ¡Ã³Õ È Ö ¡ ÉÒ
¡Òû¯ÔºÑµÔ·Õèà»ç¹àÅÔÈ (Best Practice) µÒÁ¡Ãͺá¹Ç·Ò§¢Í§ÃÒ§ÇÑÅ
¤Ø³ÀÒ¾áËè§ªÒµÔ (Thailand Quality Award: TQA) ·ÕèÁÕ¤ÇÒÁà»ç¹àÅÔÈ
ã¹´é Ò ¹ÀÒÇÐ¼Ù é ¹ Ó ¡Åè Ò Ç¤× Í à»ç ¹ ͧ¤ì ¡ Ã·Õ è Á Õ ¡ ÒáÓ˹´·Ô È ·Ò§
¡ÒôÓà¹Ô ¹ ¸Ø à ¡Ô ¨ ÍÂè Ò §ªÑ ´ ਹ ÃÇÁ¶Ö § ¡ÒÃÁͧËÒâÍ¡ÒÊ·Ò§¸Ø à ¡Ô ¨
ã¹Í¹Ò¤µ ÁÕ Ç Ô ¸ Õ ¡ ÒÃá»Å§¹âºÒÂÊÙ è ¡ Òû¯Ô º Ñ µ Ô ¾Ãé Í Á·Ñ é § µÔ ´ µÒÁ
ÇÑ´¼ÅáÅзº·Ç¹·ÔÈ·Ò§¢Í§Í§¤ì¡ÃÍÂèÒ§à»ç¹Ãкº ÁÕ¡ÒÃÁͺÍÓ¹Ò¨
ãËé á ¡è ¼ Ù é º ÃÔ Ë Òà áÅо¹Ñ ¡ §Ò¹ÍÂè Ò §àËÁÒÐÊÁ Êè § àÊÃÔ Á ¡ÒÃàÃÕ Â ¹ÃÙ é á ÅÐ
¡ÒÃÁÕÊèǹÃèÇÁ¢Í§¾¹Ñ¡§Ò¹ ÃÇÁ·Ñ駡ÒÃáÊ´§¤ÇÒÁÃѺ¼Ô´ªÍºµèÍÊѧ¤Á
ÁÕ ¡ ÒôÓà¹Ô ¹ â¤Ã§¡ÒÃËÃ× Í ¡Ô ¨ ¡ÃÃÁµè Ò §æ à¾× è Í ªè Ç ÂàËÅ× Í ÊÑ § ¤ÁÍÂè Ò §
ÊÁèÓàÊÁÍ

Excellence in Leadership
C.P. Seven Eleven Public Company Limited is widely
accepted for its success in the convenience store
business in Thailand, and has rapidly expanded both
its business and the store number. A part of the
company's success is the result of its management's
vision and focus on human resource development.
Because of this, the company was ranked by the
Thailand Productivity Institute as the best practice
corporation for excellent leadership, under the
guidelines of the Thailand Quality Award (TQA). Such
recognition shows that the company has a clear
business direction, a practical policy, and the ability to
follow up on its operations, and systematically revise
the organization's direction, an effective system of
delegation for both managers and staff, staff
learning and cooperation support, and social
responsibility programs and activities. It is also proof
that the company has a system in place that inspires
the constant search for future business opportunity.

30
STRENGTH OF THE ORGANIZATION

¡ÒÃàµÔ º âµÍÂè Ò §ÃÇ´àÃç Ç áÅеè Í à¹× è Í §¢Í§ «Õ . ¾Õ . à«àÇè ¹ ÍÕ à Å¿àÇè ¹


Åéǹà»ç¹¼Å¨Ò¡¡ÒÃÁØè§ÊÙè¤Ø³ÀÒ¾·ÑèÇ·Ñé§Í§¤ì¡Ã «Ö觴ÓçÍÂÙèä´é´éÇÂ
ਵ¨Ó¹§áç¡ÅéÒ㹡ÒÃÁØè§ÁÑè¹ÃÑ¡ÉÒÁҵðҹ áÅоѲ¹Ò¤Ø³ÀÒ¾
ÍÂèÒ§äÁèËÂØ´ÂÑé§ãËéÊÍ´ÃѺ¡Ñº¡ÃÐáʢͧ¼ÙéºÃÔâÀ¤ ¡ÒôÓà¹Ô¹¸ØáԨ
ẺµÃ§ä»µÃ§ÁÒÍÂèÒ§ÂصԸÃÃÁ µÅÍ´¨¹¡ÒÃà»ç¹ºÃÔÉÑ··ÕèÁÕ¤ÇÒÁ
â»Ãè§ãÊ㹡ÒûÃСͺ¡Òà ·ÓãËéͧ¤ì¡Ã¤Ø³ÀÒ¾ «Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹
à»ç¹µÑÇÍÂèÒ§¢Í§Í§¤ì¡Ã·Õèä´éÃѺ¡ÒáÅèÒÇ¢ÇÑ­ÁÒâ´ÂµÅÍ´

The rapid and consistent expansion of C.P. Seven


Eleven is the result of the company's aim to be a total
quality organization, to maintain high standards, to
continually develop quality to meet customer
requirements, to conduct business sincerely and
fairly, and to develop transparent operations. These
are what has made C.P. Seven Eleven a total quality
organization, and an excellent example to other
Thai businesses.

31
À Ò ¤ ÍÕ Ê Ò ¹
à«àÇè¹ÍÕàÅ¿àÇè¹¢ÂÒ¢ͺࢵ¡ÒúÃÔ¡ÒÃÊÙè·Ø¡¨Ñ§ËÇÑ´ã¹ÀÒ¤ÍÕÊÒ¹ ´Ô¹á´¹¨Ã´
ÅØèÁ¹éÓ⢧Íѹà»ç¹áËÅè§Áô¡·Ò§ÇѲ¹¸ÃÃÁ áËÅè§ÍÒøÃÃÁáÅÐâºÃҳʶҹ
´é Ç ÂàÍ¡ÅÑ ¡ É³ì ¢ ͧ¡ÒúÃÔ ¡ Òäúǧ¨ÃáÅÐÊÔ ¹ ¤é Ò Êдǡ«× é Í ·Õ è ¤ ú¶é Ç ¹
ä´éÁҵðҹ àÃÒ»ÃÐÊÒ¹à»ç¹Ë¹Ö觡ѺÇѲ¹¸ÃÃÁáÅлÃÐླշéͧ¶Ôè¹Íѹà»ç¹
Ẻ©ºÑº¢Í§ªÒÇä·ÂÍÕÊÒ¹ÍÂèÒ§á·é¨ÃÔ§ áÅÐÃèÇÁ¨ÃÃâŧ¸ØáԨ·Õèà¡×éÍ˹عãËéà¡Ô´
¡ÒÃÊÃéÒ§§Ò¹áÅÐÃèÇÁ¾Ñ²¹ÒÈÑ¡ÂÀÒ¾·Ò§¸ØáԨ㹷éͧ¶Ôè¹ áÅоѲ¹ÒÊѧ¤Áä·Â
ã¹·Ø¡´éÒ¹

Northeastern Region
The 7-Eleven network extends throughout the Northeast
as far as the towns along the Mekong River, a wide area noted
for its rich culture and ancient historical sites. 7-Eleven has
adapted to the ways of life of northeastern people by using its
unique systems to provide fully integrated services and top
quality convenience stores. Not only has the establishment of
7-Eleven stores throughout the Northeast boosted local business,
it has also increased job opportunities and improved the social
welfare of the people.

32
Í § ¤ì ¡ à ¤Ø ³ À Ò ¾
QUALITY ORGANIZATION

¡ÒþѲ¹Òͧ¤ì¡ÃÍÂèÒ§µèÍà¹×èͧ à»ç¹Íա˹Ö觤ÇÒÁÁØè§ÁÑè¹ã¹¡ÒþѲ¹Ò
¤Ø ³ ÀÒ¾ÊÔ ¹ ¤é Ò áÅкÃÔ ¡ ÒÃâ´ÂÃÇÁ¢Í§¡Ô ¨ ¡ÒÃÃé Ò ¹Êдǡ«× é Í
à«àÇè¹ÍÕàÅ¿àÇè¹ãËé·Ñ¹ÊÁÑÂã¹´éÒ¹ÃÙ»Åѡɳì áÅСÒúÃÔ¡ÒÃÃٻẺ
ãËÁèæ µÅÍ´àÇÅÒ ºÃÔÉÑ·Ï àÅç§àË繤ÇÒÁÊӤѭ¢Í§ºØ¤ÅÒ¡Ã «Ö觶×Í
à»ç¹·ÃѾÂÒ¡ÃÊӤѭ¢Í§ºÃÔÉÑ·Ï à¹×èͧ¨Ò¡à»ç¹¼ÙéÁÕ˹éÒ·Õè¼ÅÔµ¼Å§Ò¹
¤Ø³ÀÒ¾ÊÙè»ÃЪҪ¹ ¨Ö§ä´é¹Ó¡Ô¨¡ÃÃÁà¾ÔèÁ¼Å¼ÅÔµÁÒãªé㹡Ãкǹ
¡ÒþѲ¹ÒºØ¤ÅÒ¡Ã ¹Í¡¨Ò¡¹ÕéÂѧÁØè§à¹é¹¡ÒþѲ¹ÒÃкº¡Ò÷ӧҹ
ãËé Á Õ » ÃÐÊÔ · ¸Ô À Ò¾ÍÂÙ è à ÊÁÍáÅÐÊÒÁÒöÇÑ ´ ¼Å¡Ò÷ӧҹä´é
ÍÂè Ò §ªÑ ´ ਹ à¾× è Í ´ÓçäÇé « Ö è § ¤ÇÒÁà»ç ¹ ºÃÔ É Ñ · ·Õ è Á Õ ¨ ÃÃÂÒºÃóã¹
¡ÒôÓà¹Ô¹¸ØáԨ

C.P. Seven Eleven Public Company Limited is committed


to “continuous organizational development” - with
an aim to improve the overall quality of its products
and services through a modern store-layout and
providing innovative services. In realizing that human
resources are its most valuable asset, C.P. Seven Eleven
Plc. has introduced a wide range of activities, as part
of its human resource development program. The aim
is to increase productivity, together with enhancing
employees' skills. Moreover, developing an effective
working system, with measurable targets, remains a
prime focus of C.P. Seven Eleven - a company seeking
to maintain its status as a highly ethical Thai company.

33
Í § ¤ì ¡ à ¤Ø ³ À Ò ¾

ÊÃéÒ§ÃÒ¡°Ò¹ÊӤѭ´éÇ¡Ԩ¡ÃÃÁ¤Ø³ÀÒ¾
¹Ñº¨Ò¡»Õ ¾.È. 2541 ·ÕèºÃÔÉÑ·Ï ÁÕ¹âºÒ¾Ѳ¹Òͧ¤ì¡ÃÃÐÂÐ 5 »Õ
ÍÂèÒ§à»ç¹ÃÙ»¸ÃÃÁ ÁØè§ÁÑè¹ÊÃéÒ§¤ÇÒÁÁÑ蹤§´éÇ¡ÒþѲ¹ÒãË龹ѡ§Ò¹
·Ø ¡ ¤¹à¾Ô è Á ÈÑ ¡ ÂÀÒ¾áÅлÃÐÊÔ · ¸Ô À Ò¾¡Ò÷ӧҹ·Õ è à »ç ¹ ÃкºÍÂè Ò §
µèÍà¹×èͧ â´Â¹Óá¹Ç¤Ô´¡ÒÃà¾ÔèÁ¼Å¼ÅÔµ (Productivity) áÅСԨ¡ÃÃÁ
¤Ø³ÀÒ¾ ä´éá¡è ¡Ô¨¡ÃÃÁ 7 Ê. ¡Ô¨¡ÃÃÁ¤ÇÒÁ»ÅÍ´ÀÑ ¡Ô¨¡ÃÃÁ¤Ø³ÀÒ¾
¡ÅØèÁÂèÍ áÅÐâ¤Ã§¡ÒÃÅ´µé¹·Ø¹à¢éÒÁÒà»ç¹¾×é¹°Ò¹à¾×èÍÊè§àÊÃÔÁãËé
¾¹Ñ¡§Ò¹ÁÕÊèǹÃèÇÁ㹡ÒûÃѺ»Ãاͧ¤ì¡ÃÍÂèÒ§µèÍà¹×èͧ¹Ñé¹ä´é¡èÍãËé
à¡Ô´¼ÅÍÂèÒ§ªÑ´à¨¹ ÊÒÁÒö»ÃѺµÑÇãËéà¢éÒÊÙèÃкºÁҵðҹÊÒ¡Å
µÒÁÃкººÃÔËÒäسÀÒ¾ ISO 9001:2000 ·ÑèÇ·Ñé§Í§¤ì¡Ã ¡Í»Ã¡Ñº
ºÃÔÉÑ·Ï ä´é¹Ó¡ÒúÃÔËÒÃàªÔ§¡ÅÂØ·¸ì (Strategic Planning) à¢éÒÁÒãªé
ºÃÔ Ë Òçҹ ¨Ö § ·ÓãËé Ê ÒÁÒöºÃÔ Ë ÒÃà»é Ò ËÁÒÂͧ¤ì ¡ Ã·Ñ é § ÃÐÂÐÊÑ é ¹
áÅÐÃÐÂÐÂÒÇä´é Í Âè Ò §ÁÕ · Ô È ·Ò§·Õ è ª Ñ ´ ਹáÅкÃÃÅØ à »é Ò ËÁÒ¢ͧ
ºÃÔÉÑ·Ï ã¹¡ÒÃà»ç¹ÃéÒ¹Êдǡ«×éͧ͢¤¹ä·Â·Õè»ÃÐʺ¤ÇÒÁÊÓàÃç¨ã¹
Ãкº·Õè¹èÒ¾Í㨠Íѹ¨ÐÊ觼ŵèͤÇÒÁÁÑ蹤§ã¹ÃÐÂÐÂÒÇ

Building a Solid Foundation with Quality


Activities
C.P. Seven Eleven, in 1998, established a five-year
organizational development plan to increase the potential
and effectiveness of the company's employees, with a
special emphasis on systematic work. Such concepts as
productivity, 7S, safety activities, quality activities in small
groups and cost reduction programs have consistently
been implemented. Providing the company with a solid
foundation on which it can develop increased staff
participation. The concepts have, moreover, enabled
C.P. Seven Eleven to have working procedure as per
internationally-acclaimed quality management standards
“ISO 9001:2000” throughout its entire operation. C.P.
Seven Eleven has also conducted strategic planning for
its management implementation. The implementation of
such strategic management programs has also allowed
the company to manage both its short and long-term
organizational targets in a more efficient way. Furthermore,
C.P. Seven Eleven has reached its goal - it has become
the successful Thai-owned convenience store. This, in
turn, has meant greater long-term security for the company
as a whole.
34
QUALITY ORGANIZATION

ISO 9001:2000 »°Áº·¢Í§¡ÒúÃÔËÒçҹ


¤Ø³ÀÒ¾·ÑÇè ·Ñ§é ͧ¤ì¡Ã
à¾× è Í ãËé à ¡Ô ´ ¤ÇÒÁÁÑ è ¹ ã¨áÅФÇÒÁ¾Ö § ¾Í㨢ͧÅÙ ¡ ¤é Ò Çè Ò ÊÔ ¹ ¤é Ò áÅÐ
ºÃÔ¡ÒõèÒ§æ ·Õèä´éÃѺÁդسÀÒ¾ ºÃÔÉÑ·Ï ¨Ö§ä´é¹ÓÃкººÃÔËÒäسÀÒ¾
ISO 9001:2000 à¢é Ò ÁÒãªé 㠹ͧ¤ì ¡ à â´ÂÁØ è § ËÇÑ § ÊÃé Ò §Áҵðҹ
§Ò¹¤Ø ³ ÀÒ¾ÀÒÂã¹·Ø ¡ ˹è Ç Â§Ò¹·Ø ¡ ¡Ãкǹ¡ÒõçµÒÁ·Õ è Å Ù ¡ ¤é Ò
µéͧ¡ÒÃà»ç¹ËÅÑ¡ áÅÐÊÔè§ÊӤѭÊÙ§ÊØ´¤×Í ¡ÒÃÊÃéÒ§¤¹¤Ø³ÀÒ¾ãËéÁÕ
¾ÄµÔ¡ÃÃÁ·ÕèµÃÐ˹ѡ¶Ö§¡Ò÷ӧҹ·ÕèÁդسÀÒ¾ (Quality Behavior)
à¾×èÍãËéÊÍ´¤ÅéͧÃкº§Ò¹¤Ø³ÀÒ¾ «Ö觡ÒùÓÃкººÃÔËÒäسÀÒ¾
ISO 9001:2000 ÁÒãªé¹Õé Êзé͹ãËéàË繶֧»³Ô¸Ò¹Íѹá¹èÇá¹è㹡ÒÃ
»ÃѺ»Ãا¤Ø³ÀÒ¾¢Í§ÊÔ¹¤éÒáÅкÃÔ¡ÒÃà¾×è͵ͺʹͧ¤ÇÒÁ¾Ö§¾Íã¨
¢Í§ÅÙ¡¤éÒà»ç¹ÊӤѭ áÅл³Ô¸Ò¹¹Õéà»ç¹ÊÔ觷Õè¼ÙéºÃÔËÒÃÂÖ´ÁÑè¹ÍÂèÒ§¨ÃÔ§¨Ñ§
ã¹ÃÐÂÐÂÒÇ à¾ÃÒÐ¶× Í à»ç ¹ »°Áº·¢Í§¡ÒÃàµÃÕ Â Á¾Ãé Í Á㹡Ò÷Ó
ͧ¤ì¡Ãà¢éÒÊÙèÇÔ¶Õ¡ÒúÃÔËÒÃẺ TQM µèÍä»

ISO 9001:2000... the Start of the


Company’s Quality Journey
To ensure customers that they receive nothing but the
best quality products and services, C.P. Seven Eleven has
implemented the ISO 9001:2000 quality management
system throughout its entire operation. Nevertheless, despite
the adoption of such quality standards in each and
every department and operational process, and in spite
of accommodating customers' own exacting quality
requirements, the company stil considers its current quality
measures to be insufficient. C.P. Seven Eleven seeks to
create quality employees, who are endowed with an
even deeper quality awareness and quality behavior -
a fact that reflects the company's solid commitment
to the continuous improvement of quality products
and services, and the company's overall aim to
increase customer satisfaction. In line with this belief,
C.P. Seven Eleven Plc's top management considers
the ISO 9001:2000 to be only an initial - though important
- step towards the organization's quality goal. The next
step is the implementation of the Total Quality
Management (TQM).
35
Í § ¤ì ¡ à ¤Ø ³ À Ò ¾

Áاè ÊÙ¡è ÒúÃÔËÒäسÀÒ¾·ÑÇè ·Ñ§é ͧ¤ì¡Ã


ºÃÔÉÑ·Ï ÁÕ¹âºÒÂÁØè§ÊÙè¡ÒúÃÔËÒçҹ¤Ø³ÀÒ¾·ÑèÇ·Ñé§Í§¤ì¡Ã ËÃ×Í Total
Quality Management (TQM) «Ö觶×Íà»ç¹¤ÇÒÁµèÍà¹×èͧ¨Ò¡¡ÒÃÇÒ§
ÃÒ¡°Ò¹§Ò¹¤Ø³ÀÒ¾áÅÐÃкººÃÔËÒçҹ¤Ø³ÀÒ¾ ISO 9001:2000
·Õ è º ÃÔ É Ñ · Ï ÁØ è § ÁÑ è ¹ ´Óà¹Ô ¹ ¡ÒÃÁÒµÅÍ´ÃÐÂÐàÇÅÒ 5 »Õ · Õ è ¼ è Ò ¹ÁÒ
â´Âãªéࡳ±ìÃÒ§ÇÑŤسÀÒ¾áËè§ªÒµÔ (Thailand Quality Award: TQA)
à»ç¹¡Ãͺá¹Ç·Ò§ã¹¡ÒôÓà¹Ô¹§Ò¹à¾×èÍãËéºÃÃÅؼŠ«Öè§ÃÒ§ÇÑŤسÀÒ¾
áËè § ªÒµÔ ¹ Õ é ¶ × Í à»ç ¹ ÃÒ§ÇÑ Å ÃÐ´Ñ º ÁҵðҹâÅ¡·Õ è · çà¡Õ Â ÃµÔ « Ö è § ä´é Ã Ñ º
¡ÒÃÂÍÁÃÑ º ÍÂè Ò §¡Çé Ò §¢ÇÒ§ à»ç ¹ ÊÔ è § ·Õ è Ê Ð·é Í ¹¶Ö § ¤ÇÒÁà»ç ¹ àÅÔ È ã¹
¡ÒúÃÔËÒèѴ¡Òâͧͧ¤ì¡Ã ¹âºÒ¹ÕéáÊ´§ãËéàË繶֧¤ÇÒÁÁØè§ÁÑè¹
¡ÃдѺ¢Í§¸ØáԨãËéà»ç¹·ÕèÂÍÁÃѺã¹ÃдѺÊÒ¡Å ÊÃéÒ§¤ÇÒÁÊÒÁÒö
㹡ÒÃá¢è§¢Ñ¹ ÃÇÁ·Ñ駵ͺʹͧ¤ÇÒÁµéͧ¡ÒâͧÅÙ¡¤éÒ ¤Ùè¤éÒ ¾¹Ñ¡§Ò¹
áÅÐÊѧ¤ÁÊèǹÃÇÁ

Towards TQM in All Operations


C.P. Seven Eleven aims to achieve Total Quality
Management (TQM) in all of its operations, as the
second step in its quality journey. In the last five years,
C.P. Seven Eleven has utilized standards under the
Thailand Quality Award (TQA) as its quality benchmark.
Recognized globally for excellent organizational
management practice, the award demonstrates the
company's outstanding management competency.
Adopting such a system not only reflects the
company's commitment to upgrade its business to
an international level, but also helps create
competitiveness and encourage greater responsiveness
among customers, partners, employees and society
at large.

36
QUALITY ORGANIZATION

¡ÒúÃÔËÒäÇÒÁàÊÕÂè §
¹Í¡¨Ò¡¡ÒúÃÔ Ë ÒÃ¡Ô ¨ ¡ÒÃä´é Í Âè Ò §ÁÕ » ÃÐÊÔ · ¸Ô À Ò¾ áÅСÒÃ¡Ó¡Ñ º
´ÙáÅà¾×èÍ»éͧ¡Ñ¹¤ÇÒÁ¼Ô´¾ÅҴ㹡Ò÷ӧҹâ´Â¤³Ð¡ÃÃÁ¡ÒõÃǨ
Êͺ¢Í§ºÃÔ É Ñ · Ï «Ö è § ·Ó˹é Ò ·Õ è ¡ Ó¡Ñ º ´Ù á Å¡ÒÃÊͺ·Ò¹áÅÐÃÒ§ҹ
à¡ÕèÂǡѺÃкº¤Çº¤ØÁÀÒÂã¹ áÅСÒõÃǨÊͺÀÒÂã¹ ºÃÔÉÑ·Ï Âѧ
àÅç§àË繤ÇÒÁÊӤѭ¢Í§¡ÒáӡѺ´ÙáÅ¡ÒúÃÔËÒäÇÒÁàÊÕè§㹡ÒÃ
´Óà¹Ô¹¸ØáԨ¢Í§ºÃÔÉÑ·Ï «Öè§ÍÒ¨à¡Ô´¢Öé¹áÅÐà»ç¹ÍØ»ÊÃäµèÍà»éÒËÁÒÂ
·Ò§¸ØáԨ ¨Ö§ãËéÁÕ¡ÒÃáµè§µÑ駤³Ð¡ÃÃÁ¡ÒúÃÔËÒäÇÒÁàÊÕè§ (Risk
Management Committee) à¾×è͡ӡѺ´ÙáÅãËé¡Ò÷ӧҹ¢Í§ºÃÔÉÑ·Ï
´Óà¹Ô¹ä»ä´éÍÂèÒ§ÁÑ蹤§

Risk Management
An important focus for C.P. Seven Eleven has been the
effective management and good governance of its
business operations. The company's internal audit
committee was thus established to monitor and
prepare reports on internal control and assessment.
In addition, the company is well prepared to cope
with any foreseeable risks that may stand in the
way of achieving its targets. As such, the Risk
Management Committee was established to
supervise and monitor the work of the company.

37
Í § ¤ì ¡ à ¤Ø ³ À Ò ¾

»ÃÐÊÔ·¸ÔÀÒ¾¢Í§¡ÒáӡѺ´ÙáÅ¡Ô¨¡Òà Effectiveness in Corporate Governance


ºÃÔÉÑ·Ï ä´é¡Ó˹´¨ÃÔ¸ÃÃÁ¸ØáԨ (Code of Ethics) à¾×èÍàµÃÕÂÁÃͧÃѺ C.P. Seven Eleven's codes of ethics are considered
¡ÒôÓà¹Ô¹¸ØáԨ·ÕÁè ¡Õ ÒáӡѺ ´ÙáÅ ºÃÔËÒà áÅл¯ÔºµÑ §Ô Ò¹ÍÂèÒ§ÁÕ¤³
Ø ÀÒ¾ by the company to be a prerequisite to run a
Áդس¸ÃÃÁ â»Ãè§ãÊ áÅÐÁÕ»ÃÐÊÔ·¸ÔÀÒ¾ ÊÒÁÒöµÃǨÊͺáÅÐÁÕÃкº business that is imbued with good governance,
¤Çº¤ØÁ·Õè´Õ Íѹ¨Ð¹Óä»ÊÙè¡ÒÃà»ç¹Í§¤ì¡Ã·ÕèÁÕ¡ÒáӡѺ´ÙáÅ¡Ô¨¡Ò÷Õè´Õ
quality operations, integrity, transparency and
effectiveness, with a good control system in place.
(Good Corporate Governance) à¾×èÍãËéà¡Ô´¤ÇÒÁÁÑè¹ã¨ÇèÒÊÒÁÒö Such factors are expected to earn for C.P. Seven
·ÓãËé¸ØáԨàµÔºâµÍÂèÒ§µèÍà¹×èͧ áÅÐʹͧµÍº¤ÇÒÁµéͧ¡Òâͧ¼ÙéÁÕ Eleven the status of a good corporate governance
Êèǹä´éÊèǹàÊÕ (Stakeholder) «Öè§ä´éá¡è ÅÙ¡¤éÒ ¾¹Ñ¡§Ò¹ ¤Ùè¤éÒ áÅÐ company, and one with the potential to grow
¼Ùé¶×ÍËØé¹ continuously. The company also hopes that such ethics
will generate greater assurance for requirement
of stakeholders: customers, employees, partners,
shareholders and society.

38
QUALITY ORGANIZATION

º·¾Ô Ê Ù ¨ ¹ì ¤ ÇÒÁÊÓàÃç ¨ ¢Í§ à«àÇè ¹ ÍÕ à Å¿àÇè ¹ Ãé Ò ¹Êдǡ«× é Í ¢Í§


¤¹ä·Â·Õ è Í ÂÙ è ¤ Ù è Ê Ñ § ¤Áä·ÂÁÒ¹Ñ º ÊÔ º »Õ à»ç ¹ ¤ÇÒÁÊÓàÃç ¨ ¢Í§ºÃÔ É Ñ ·
¤¹ä·ÂÊÒÁÒöºÃÔËÒÃä´éÍÂèÒ§·Ñ´à·ÕÂÁÃдѺÊÒ¡Å ÁÔä´éËÂØ´ÍÂÙèà¾Õ§
à·èÒ¹Õé áµè¨ÐàµÔºâµµèÍä»ÍÂèÒ§äÁèËÂØ´ÂÑ§é ´éÇÂÊÔ¹¤éÒáÅкÃÔ¡Ò÷ÕÁè ¤Õ ³ Ø ÀÒ¾
ÀÒÂãµé¡ÒúÃÔËÒçҹ¤Ø³ÀÒ¾ Ãкº§Ò¹¤Ø³ÀÒ¾·Ñ´à·ÕÂÁÃдѺÊÒ¡Å
áÅФ¹¤Ø³ÀÒ¾·Õè¾ÃéÍÁãËéºÃÔ¡Ò÷ء·Õè ·Ø¡àÇÅÒ ·ÑèÇ»ÃÐà·Èä·Â

The success of 7-Eleven, a convenience store that has


been in the market for decades, is a good example of
how a Thai-based company is more capable of mastering
an international management framework. Moreover,
the company does not think too much of its victory.
Instead of resting on its laurels, the company has plans
for the continuous expansion of its quality products and
services - all to be provided under internationally-
acclaimed quality management and quality working
systems. Additionally, the services are provided by
quality employees who are ready to serve customers
anywhere, anytime, throughout Thailand.

39
¸Ø à ¡Ô ¨ ÂØ ¤ ã Ë Áè à ¾×è Í ÊÑ § ¤ Á ä · Â

à«àÇè¹ÍÕàÅ¿àÇ蹡ÓÅѧàµÔºâµä»¾ÃéÍÁæ ¡ÑºÊѧ¤Áä·ÂÍÂèÒ§äÁèËÂØ´ÂÑé§
´éÇÂËÑÇ㨢ͧ¡ÒÃãËéºÃÔ¡ÒõÅÍ´ 24 ªÑèÇâÁ§â´ÂäÁèÁÕÇѹËÂØ´ àÃÒ¨Ö§
à»ÃÕ Â ºàÊÁ× Í ¹·Õ è ¾ Ö è § ¾Ô § ¢Í§¤¹ä·Âã¹ÂÒÁàË¹× è Í ÂÅé Ò áÁé  ÒÁ¤è Ó ¤× ¹
ÃéÒ¹¢Í§àÃÒà»ç¹´Ñè§â¤Á俴ǧãË­è·ÕèÊèͧÊÇèÒ§ÍÂÙè·èÒÁ¡ÅÒ§ªØÁª¹ãËé
¼ÙéÊÑ­¨Ãä´éàµÔÁ¾Åѧ¡è͹¡ÅѺÊÙè·Õè¾Ó¹Ñ¡ àÊÁ×͹à¾×è͹á·é¼ÙéÃÙé㨢éÒ§¡Ò·Õè
äÁèà¤ÂËèÒ§ËÒÂ

7-Eleven has been continuously growing alongside


Thai society, with its non-stop, 24-hour service, seven
days a week. We are your reliable friend, your true
companion. At night, our convenience stores, located
nationwide, are brightly lit throughout hours of darkness,
offering travelers and locals alike the chance to recharge
their energy before returning home.

40
NEW-AGE BUSINESS...FOR THAI SOCIETY

´éÇ ÂÀÒÃÐ˹éÒ ·Õè¢ Í§Í§¤ì¡ äسÀÒ¾ 㹰ҹмÙé¹Ó㹸ØáԨ Êдǡ


«×Íé ÂؤãËÁè ºÃÔÉ·Ñ Ï ÂÖ´Áѹè áÅеÃÐ˹ѡ¶Ö§¤ÇÒÁÊӤѭ¢Í§¡Òõͺ᷹
Êѧ¤Á â¤Ã§¡ÒÃà¾×Íè Êѧ¤Áã¹ÃٻẺµèÒ§æ ¨Ö§à¡Ô´¢Ö¹é â´Â੾ÒÐâ¤Ã§¡ÒÃ
à¾×èÍ¡ÒÃÈÖ¡ÉÒ ´éÇÂàÅç§àË繤ÇÒÁÊӤѭ¢Í§àÂÒǪ¹ä·Â «Öè§à»ç¹¡ÓÅѧ
¢Í§ªÒµÔ ºÃÔÉ·Ñ Ï ¨Ö§ÁØ§è ¾Ñ²¹ÒÈÑ¡ÂÀÒ¾¢Í§àÂÒǪ¹ â´Âà¹é¹ãËéàÂÒǪ¹
ÊÒÁÒö¾Ñ²¹Òµ¹àͧÊÙèÊѧ¤ÁáË觡ÒÃàÃÕ¹ÃÙé ÍÕ¡·Ñé§ÂѧãËé¤ÇÒÁÊӤѭ
¡Ñº¤ÃÙ ÍÒ¨ÒÃÂì «Ö§è à»ç¹¼ÙÁé ºÕ ·ºÒ·ÊӤѭ㹡ÒöèÒ·ʹ¤ÇÒÁÃÙáé ÅÐà»ç¹
ẺÍÂèÒ§·Õè´ÕãËéá¡èàÂÒǪ¹ à¾×èÍãËéàÂÒǪ¹·Ø¡¤¹ºÃÃÅØà»éÒËÁÒÂáËè§
¡ÒþѲ¹Òµ¹àͧ áÅÐàµÔºâµà»ç¹¼ÙéãË­è·Õèà¾Õº¾ÃéÍÁä»´éǤÇÒÁÊØ¢
áÅФÇÒÁÊÒÁÒö㹴éÒ¹µèÒ§æ ´éǨԵÊÓ¹Ö¡ã¹ÀÒÃÐ˹éÒ·ÕèµèÍÊѧ¤Á
´Ñ§¡ÅèÒÇ ¨Ö§¶×Íà»ç¹Íա˹Öè§ÀÒáԨËÅÑ¡¢Í§ “«Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇ蹔
·ÕèÁͺãËéá¡èàÂÒǪ¹áÅÐÊѧ¤Áä·Â

As a quality-driven organization, and a leader in the


new-age convenience store business, C.P. Seven
Eleven is strongly committed to the policy of "giving
back to society." As such, a wide range of social
development programs, especial y education-oriented
projects, have been developed and implemented. This is
in line with C.P. Seven Eleven's fundamental belief that
young people are, in fact, a major driving force behind
Thailand's journey into the future. With the aim to develop
them to their maximum potential, C.P. Seven Eleven
has given a special focus to equipping them for the
emerging knowledge-based, learning society. At the
same time, C.P. Seven Eleven has not forgotten teachers
and lecturers, people who take a major role in the
lives of students, both in terms of transferring knowledge
and setting an example in order to drive young people
to achieve the target of self development and to
grow up with happiness and capability. With social
responsibility awareness, C.P. Seven Eleven takes this
as a major mission to achieve and seek to show its
gratitude to youth and society.

41
¸Ø à ¡Ô ¨ ÂØ ¤ ã Ë Áè à ¾×è Í ÊÑ § ¤ Á ä · Â

â¤Ã§¡ÒÃÊè§àÊÃÔÁ¡ÒÃÍèÒ¹
ºÃÔÉÑ·Ï µÃÐ˹ѡ¶Ö§¤ÇÒÁÊӤѭ¢Í§¡ÒÃÍèÒ¹ Íѹà»ç¹¾×é¹°Ò¹ÊӤѭ
㹡ÒþѲ¹Ò¤Ø³ÀÒ¾ªÕÇÔµ¢Í§àÂÒǪ¹ à¹×èͧ¨Ò¡¤ÇÒÁÃÙéã¹´éÒ¹µèÒ§æ
·Õè¨Ðä´éÃѺ¨Ò¡¡ÒÃÍèҹ˹ѧÊ×Í áÅÐà¾×è͵ͺʹͧµè;ÃÐÃÒª´ÓÃԢͧ
¾ÃкҷÊÁà´ç¨¾ÃÐà¨éÒÍÂÙèËÑÇ ´éҹ˹ѧÊ×ÍáÅСÒÃÍèÒ¹

Reading Promotion Project


C.P. Seven Eleven understands the importance of
reading, and sees it as a fundamental requirement to
developing the quality of life of the Thai youth. All sorts
of knowledge is transferred via books. The company,
moreover, has taken a further step towards
responding to H.M. the King's initiative in promoting
books and reading. In line with H.M. the King's vision,
C.P. Seven Eleven has developed and implemented
a wide range of programs.

42
NEW-AGE BUSINESS...FOR THAI SOCIETY

ºÃÔ É Ñ · Ï ¨Ö § ¨Ñ ´ ·Óâ¤Ã§¡ÒÃÁÒ¡ÁÒÂà¾× è Í »ÃÐ⪹ì ã ¹¡ÒÃÊè § àÊÃÔ Á


¡ÒÃÍèÒ¹ÍÂèÒ§á·é¨ÃÔ§ áÅÐãËéÊÍ´¤Åéͧ¡Ñº¾ÃÐÃÒªºÑ­­ÑµÔ¡ÒÃÈÖ¡ÉÒ
áËè§ªÒµÔ ¾.È. òõôò àÃ×èͧ “...¨Ñ´¡Ô¨¡ÃÃÁãËé¼ÙéàÃÕ¹ä´éàÃÕ¹ÃÙé¨Ò¡
»ÃÐʺ¡ÒÃ³ì ¨ ÃÔ § ½Ö ¡ ¡Òû¯Ô º Ñ µ Ô ã Ëé · Óä´é ¤Ô ´ à»ç ¹ ÃÑ ¡ ¡ÒÃÍè Ò ¹áÅÐ
à¡Ô´¡ÒÃã½èÃÙéÍÂèÒ§µèÍà¹×èͧ...” áÅÐÊÍ´¤Åé Í §¡Ñ º ¨Ø ´ ÁØ è § ËÁÒ¢ͧ
¡ÃзÃǧÈÖ¡ÉÒ¸Ô¡ÒÃã¹àÃ×èͧ¡Òû¯ÔÃÙ»¡ÒÃÈÖ¡ÉÒ â´Âà¹é¹¤ÇÒÁÊӤѭ
¢Í§¡ÒÃÊÃé Ò §ÇÑ ² ¹¸ÃÃÁÃÑ ¡ ¡ÒÃÍè Ò ¹áÅСÒÃàÃÕ Â ¹ÃÙ é ´ é Ç Âµ¹àͧ
«Ö è § ¨ÐÁÕ ¼ ŵè Í ¡ÒÃÊÃé Ò §ÊÃäì Ê Ñ § ¤ÁáËè § ¡ÒÃàÃÕ Â ¹ÃÙ é ã Ëé à ¡Ô ´ ¢Ö é ¹ ã¹
Êѧ¤Áä·Â ¡èÍãËéà¡Ô´â¤Ã§¡ÒõèÒ§æ ÀÒÂãµéâ¤Ã§¡ÒÃÊè§àÊÃÔÁ¡ÒÃÍèÒ¹
ÍÕ¡ÁÒ¡ÁÒ ÍÒ·Ô â¤Ã§¡ÒúÃóÒÃÑ¡ÉìªÇ¹ÍèÒ¹ â¤Ã§¡ÒÃÍèÒ¹à©ÅÔÁ
¾ÃÐà¡Õ Â ÃµÔ â¤Ã§¡ÒÃ¼Ù é ¹ ÓàÂÒǪ¹ÃÑ ¡ ¡ÒÃÍè Ò ¹ â¤Ã§¡ÒäÃÙ á ¡¹¹Ó
áÅÐàÂÒǪ¹ÃÑ ¡ ¡ÒÃÍè Ò ¹ÊÙ è ª Ø Á ª¹ â¤Ã§¡ÒÃâçàÃÕ Â ¹ÃÑ ¡ ¡ÒÃÍè Ò ¹ã¹
¡Ãا෾ÁËÒ¹¤Ã à»ç¹µé¹

The objective is also in line with the National Education


Act, B.E. 2542, which states: "...to stage activities for
learners to learn from real-life experience, which will
enhance the ability to think, appreciate reading
and thrive for continuous learning..." In addition, the
company's reading-related activities have been
conducted in accordance with the Ministry of Education's
objective to reform Thailand's educational system with
a special emphasis on creating a reading and self-
learning culture. These, of course, will be driving factors
behind the emerging learning society.
A wide range of social development projects have
been implemented under the Reading Promotion Project,
including: Reading Invitation from the Librarian,
Reading Project in Tribute to H.M. The King, Youth
Leaders Love Reading, Teachers and Youth Leaders
Bring Reading to the Community, and Bangkok's
Schools Promote Reading.

43
¸Ø à ¡Ô ¨ ÂØ ¤ ã Ë Áè à ¾×è Í ÊÑ § ¤ Á ä · Â

â¤Ã§¡ÒþѲ¹Ò¤ÃÙ¼Êé٠͹ÇÔªÒ¾Ãоط¸ÈÒʹÒ
ºÃÔ É Ñ · Ï ä´é ´ Óà¹Ô ¹ â¤Ã§¡ÒÃ¾Ñ ² ¹Ò¤ÃÙ ¼ Ù é Ê Í¹ÇÔ ª Ò¾ÃÐ¾Ø · ¸ÈÒʹÒ
ÃèÇÁ¡Ñº¡ÃÁÊÒÁÑ­ÈÖ¡ÉÒ ¡ÃзÃǧÈÖ¡ÉÒ¸Ô¡Òà µÑé§áµè»Õ ¾.È. 2539
¨¹¶Ö § »Ñ ¨ ¨Ø º Ñ ¹ â´Âã¹»Õ ¾.È. 2544 ä´é Ê è § àÊÃÔ Á áÅÐÊ¹Ñ º Ê¹Ø ¹ ãËé Á Õ
¡ÒÃ¾Ñ ² ¹Ò¤ÃÙ ¼ Ù é Ê Í¹ÇÔ ª Ò¾ÃÐ¾Ø · ¸ÈÒʹÒÍÕ ¡ ËÅÒÂâ¤Ã§¡Òà ä´é á ¡è
¡ÒÃͺÃÁ»¯ÔºÑµÔ¸ÃÃÁ¢Í§ 13 ࢵ¡ÒÃÈÖ¡ÉÒ·ÑèÇ»ÃÐà·È ¡ÒÃÈÖ¡ÉÒ
ËÅÑ ¡ ÊÙ µ øÃÃÁÈÖ ¡ ÉÒáÅСÒÃ¾Ô ¨ ÒÃ³Ò¤Ñ ´ àÅ× Í ¡¤ÃÙ ¼ Ù é Ê Í¹ÇÔ ª Ò
¾Ãоط¸ÈÒʹҴÕà´è¹

Skill Development for Instructors of


Buddhism
C.P. Seven Eleven, in collaboration with the Department
of General Education, Ministry of Education, has,
since 1996, implemented a project aiming to further
enhance teaching skills of instructors teaching
Buddhism. In 2001, the company helped develop
still more projects, such as meditation training (in 13
educational districts throughout the country),
Buddhism studies and a program that selects the
nation's most outstanding Buddhism teachers.

44
NEW-AGE BUSINESS...FOR THAI SOCIETY

â¤Ã§¡ÒûÃдÔÉ°ìÈÅÔ »ì
ºÃÔÉÑ·Ï ÃèÇÁ¡Ñº¤³ÐÈÔÅ»¡ÃÃÁÈÒʵÃì ÁËÒÇÔ·ÂÒÅÑÂÈÃÕ¹¤ÃÔ¹·ÃÇÔâò
»ÃÐÊÒ¹ÁÔ µ à áÅЪè Í § 9 Í.Ê.Á.·. ´Óà¹Ô ¹ â¤Ã§¡ÒûÃÐ´Ô É °ì È Ô Å »ì
(Re-use Art) 㹧ҹÇѹà´ç¡áË觪ҵÔà»ç¹»ÃШӷء»Õ µÑé§áµè»Õ ¾.È.
2540 ¨¹¶Ö§»Ñ¨¨ØºÑ¹ â´Â¨Ñ´»ÃСǴÊÔ觻ÃдÔÉ°ì¨Ò¡ÇÑÊ´ØãªéáÅéÇà¾×èÍ
óç¤ìãËéàÂÒǪ¹àË繤ÇÒÁÊӤѭ¢Í§ÊÔè§áÇ´ÅéÍÁ ÊÃéÒ§ÊÑÁ¾Ñ¹¸ÀÒ¾
ÀÒÂ㹤Ãͺ¤ÃÑÇ à¾×èÍãËéà¡Ô´¤ÇÒÁ¤Ô´ÊÃéÒ§ÊÃäì ãªéàÇÅÒÇèÒ§ãËéà»ç¹
»ÃÐ⪹ì áÅÐàËç ¹ »ÃÐâª¹ì ¢ ͧ¡ÒùÓÇÑ Ê ´Ø µ è Ò §æ ¡ÅÑ º ÁÒãªé ã ËÁè
â´ÂÁÕÈÔÅ»Ðà»ç¹Ê×èÍ

Re-use Art Project


C.P. Seven Eleven, in cooperation with the Faculty of
Liberal Arts, Srinakharinwirot University, and Channel 9,
MCOT, has consistently staged a Re-use Art project
since 1997. On National Children's Day, children are
encouraged to compete in a competition for which
they are required to send in inventions from recycled
materials. Not only does this project help promote
greater environmental awareness amongst young
people, and create stronger family ties through
creativeness, it also promotes proper use of time and
materials amongst the youth.

45
¸Ø à ¡Ô ¨ ÂØ ¤ ã Ë Áè à ¾×è Í ÊÑ § ¤ Á ä · Â

â¤Ã§¡ÒÃà¼Âá¾ÃèËÁÒ¡ÅéÍÁ
“ËÁÒ¡ÅéÍÁ” ËÃ×Í “â¡Ð” «Öè§à»ç¹ËÁÒ¡¡Ãдҹ·ÕèÊè§àÊÃÔÁ¡ÒþѲ¹Ò
·Ñ¡ÉзҧʵԻѭ­Ò¢Í§¼ÙéàÅè¹´éÇ¡ÒÃãªé¤ÇÒÁ¤Ô´ÍÂèÒ§à»ç¹Ãкº
·Ñé§Âѧà»ç¹¡ÒûÅÙ¡½Ñ§á¹Ç¤Ô´´éÒ¹¤Ø³¸ÃÃÁáÅШÃÔ¸ÃÃÁ ºÃÔÉÑ·Ï ¨Ö§ÁØè§
à¹é¹Êè§àÊÃÔÁ¡ÒÃÊÃéÒ§¾×é¹°Ò¹·Õè´ÕãËéá¡èàÂÒǪ¹ áÅÐʹѺʹع¡ÒÃãªé
àÇÅÒÇèÒ§ãËéà»ç¹»ÃÐ⪹ì´éÇ¡ÕÌÒËÁÒ¡ÅéÍÁ â´Âä´é´Óà¹Ô¹¡Ô¨¡ÃÃÁ
à¼Âá¾Ãè Ë ÁÒ¡Åé Í Á äÁè Ç è Ò ¨Ðà»ç ¹ ¡ÒÃ¨Ñ ´ ¡ÒÃàÃÕ Â ¹¡ÒÃÊ͹ áÅÐ
¡ÒÃá¢è § ¢Ñ ¹ ÊÓËÃÑ º ¹Ñ ¡ àÃÕ Â ¹ ¹Ñ ¡ ÈÖ ¡ ÉÒ áÅлÃЪҪ¹·Ñ è Ç ä»ÍÂè Ò §
¡ÇéÒ§¢ÇÒ§ â¤Ã§¡ÒùÕé»ÃÐʺ¤ÇÒÁÊÓàÃç¨ÍÂèÒ§´ÕÂÔè§ â´ÂÁÕàÂÒǪ¹ÃèÇÁ
â¤Ã§¡ÒáÇè Ò 7,000 ¤¹ áÅзÓãËé Á Õ ¼ Ù é à Åè ¹ ËÁÒ¡Åé Í Á·Ñ è Ç »ÃÐà·È
¡ÇèÒ 1 ÅéÒ¹¤¹

“Go” Promotion Project


Go is an ancient board game that originated from
China. Go, a game of intelligence, is widely believed
to help enhance the players' power of deduction, while
promoting ethical and moral principles. C.P. Seven
Eleven aims to promote and set good foundation for Thai
youth, as well as supporting them to spend their free
time by playing Go game. In realizing this, C.P. Seven
Eleven organized several activities to help promote
the game such as the Teaching of Go, and the Go
Competition for Students, Undergrads and the Public. A
huge success, the project attracted more than 7,000
young people, and helped increase numbers of Go
players to more than 1,000,000 throughout Thailand.
As a good corporate citizen, C.P. Seven Eleven seeks
to promote this game to champion proper time usage
amongst young people by using "Go" as a means to
enhance their power of deduction.

46
NEW-AGE BUSINESS...FOR THAI SOCIETY

â¤Ã§¡ÒáÒÃÈÖ¡ÉÒã¹Ãкº·ÇÔÀÒ¤Õ
ºÃÔÉ Ñ·Ï áÅСÃÁÍÒªÕÇÈÖ¡ÉÒ ä´éÃèÇÁ¡Ñ¹´Óà¹Ô¹â¤Ã§¡ÒáÒÃÈÖ¡ÉÒ
ã¹Ãкº·ÇÔÀÒ¤Õ µÑé§áµè»Õ¾.È. 2536 ¨¹¶Ö§»Ñ¨¨ØºÑ¹ à¾×èÍÃèÇÁ¾Ñ²¹Ò
ËÅÑ¡ÊٵáÒäéÒ»ÅÕ¡ à»Ô´âÍ¡ÒÊãËé¹Ñ¡ÈÖ¡ÉÒàÃÕ¹ÃÙé¨Ò¡»ÃÐʺ¡Òóì
¨ÃÔ§ ãªéàÇÅÒÇèÒ§ãËéà»ç¹»ÃÐ⪹ì áÅÐàÊÃÔÁ¡ÓÅѧ¤¹ãËé¡ÑºË¹èǧҹ¢Í§
ÃéÒ¹ â´ÂãËé¡ÒÃʹѺʹعã¹àÃ×èͧ·Ø¹¡ÒÃÈÖ¡ÉÒ Ê×èÍ¡ÒÃàÃÕ¹¡ÒÃÊ͹
áÅÐàºÕéÂàÅÕ駵ͺ᷹¨Ò¡¡Òý֡§Ò¹µÅÍ´ËÅÑ¡Êٵà ·Ñé§ã¹ÃдѺ»Çª.
»ÇÊ. áÅлÃÔ­­ÒµÃÕ

Education: Bilateral System Project


C.P. Seven Eleven Plc., in cooperation with the
Department of Vocational Education, Ministry of
Education, has, since 1993, organized the Education
in the Bilateral System project. With an aim to help
develop a solid curriculum of education in the field
of retailing, this project opens doors of opportunity for
students to learn from real-life experience. C.P. Seven
Eleven rendered its support to vocational and higher
vocational students as well as bachelor degree
students participating in the project, via educational
grants, teaching media and on-the-job-training
remuneration throughout the course.

47
¸Ø à ¡Ô ¨ ÂØ ¤ ã Ë Áè à ¾×è Í ÊÑ § ¤ Á ä · Â

â¤Ã§¡ÒÃà¼Âá¾ÃèÈÅÔ »ÇѲ¹¸ÃÃÁä·Â
ºÃÔÉÑ·Ï ãËé¤ÇÒÁÊӤѭ㹡ÒÃÊ׺ÊÒ¹ÇѲ¹¸ÃÃÁä·Â à¾×èÍÃÑ¡ÉÒÁô¡
·Ò§ÇѲ¹¸ÃÃÁ ´éÇ¡ÒèѴâ¤Ã§¡Òà “Í¹ØÃÑ¡ÉìàÊÀҔ ¢Ø¹ªéÒ§ ¢Ø¹á¼¹
ÃèÇÁ¡ÑºÊ¶ÒºÑ¹ä·Â¤´ÕÈÖ¡ÉÒ ÁËÒÇÔ·ÂÒÅѸÃÃÁÈÒʵÃì ¨Ñ´·Ó«Õ´Õ/
à·»ºÑ¹·Ö¡àÊÕ§¢ÑºàÊÀÒµé¹áººá¨¡¨èÒÂãËéʶҺѹ¡ÒÃÈÖ¡ÉÒµèÒ§æ
·Ñ é § ÂÑ § ¨Ñ ´ ·ÓË¹Ñ § Ê× Í “ÊÔ è § ´Õ ã ¹ÇÔ ¶ Õ ª Õ Ç Ô µ ä·Â-¨Õ ¹ ” à¾× è Í à¼Âá¾Ãè ¤ ÇÒÁÃÙ é
´éÒ¹ÇѲ¹¸ÃÃÁä·ÂáÅÐÇѲ¹¸ÃÃÁ¨Õ¹ãËé»ÃЪҪ¹·ÑèÇä»

¹Í¡¨Ò¡¹Õé ºÃÔÉÑ·Ï ÂѧÃèÇÁ¡ÑºÊÁÒ¤Á¤ÃÙÀÒÉÒä·Â ʶҺѹÀÒÉÒä·Â


áÅСÃÁ»ÃЪÒÊÑÁ¾Ñ¹¸ì ¨Ñ´ÃÒ¡ÒÃÇÔ·ÂØ “ÃÑ¡ÉìÀÒÉÒ àÊÃÔÁ¤èÒ¹ÔÂÁä·Â”
·Ò§Ê¶Ò¹Õ Ç Ô · ÂØ ¡ ÃШÒÂàÊÕ Â §áËè § »ÃÐà·Èä·Â 92.5 àÁ¡¡ÐàÎÔ Ã ì µ
à¾×èÍà¼Âá¾Ãè¤ÇÒÁÃÙé´éÒ¹¡ÒÃãªéÀÒÉÒáÅФèÒ¹ÔÂÁä·ÂÍÕ¡´éÇÂ

Thai Arts and Culture Promotion Project


A traditional "Khun Chang Khun Phen" Ballad Recital,
inspired by a traditional Thai Literature, is another project
in which C.P. Seven Eleven was happy to be involved.
Also with the support of the Thai Khadi Research Institute,
the project's aim was to help preserve the rich Thai
cultural heritage. Under this project, CDs and cassettes
of traditional ballads were distributed to educational
institutions. Moreover, a book called "Good Things in the
Thai-Chinese Way of Life" was also published and
distributed to promote a deeper understanding of the
Thai and Chinese cultures amongst the public.
In addition, C.P. Seven Eleven has joined hands with
the Thai Language Teacher Association and the
Public Relations Department, to create a "Love
Language, Promote Thai Values" radio program.
Broadcasted on 92.5 MGZ, Radio Thailand, this program
is aimed at promoting proper usage of the Thai language,
in addition to creating a deeper understanding and
appreciation of Thai values.
48
NEW-AGE BUSINESS...FOR THAI SOCIETY

¡ÒúÃÔ¡ÒÃÊѧ¤Á´éÒ¹Í×¹è æ
¼èÒ¹à¤Ã×Í¢èÒÂÃéÒ¹à«àÇè¹ÍÕàÅ¿àÇè¹
ºÃÔÉÑ·Ï ä´éãËéºÃÔ¡ÒÃÊѧ¤Áà¾×èÍ»ÃÐ⪹ìµèÍ˹èǧҹÃÒª¡ÒõèÒ§ æ
¼èÒ¹à¤Ã×Í¢èÒÂÃéÒ¹ “à«àÇè¹ÍÕàÅ¿àÇ蹔 ·Ø¡ÊÒ¢Ò ·ÑèÇ»ÃÐà·È ÍÒ·Ô â¤Ã§¡ÒÃ
óç¤ì»ÃÐËÂÑ´¹éÓ â¤Ã§¡Òø§¿éÒÃÒ¤Ò»ÃÐËÂÑ´ â¤Ã§¡ÒáÃШÒÂ
¹é Ó µÒÅ·ÃÒÂ㹪è Ç §¢Ò´á¤Å¹ â¤Ã§¡ÒâÒÂËÅÍ´»ÃÐËÂÑ ´ ä¿
â¤Ã§¡ÒÃóç¤ì ¡ ÒÃàÅ× Í ¡µÑ é § Åè Ç §Ë¹é Ò â¤Ã§¡ÒúÃÔ ¡ Òùé Ó ´× è Á á¡è
à¨éÒ˹éÒ·ÕèµÓÃǨ·ÑèÇ»ÃÐà·È â¤Ã§¡ÒÃÃѺàÃ×èͧÃéͧàÃÕ¹¢Í§¼ÙéºÃÔâÀ¤

“«Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇ蹔 ´Óà¹Ô¹â¤Ã§¡ÒÃà¾×èÍÊѧ¤Áâ´Â¤Ó¹Ö§¶Ö§¾×é¹°Ò¹ Other Social Services by 7-Eleven


¢Í§Êѧ¤Áä·Â äÁèÇèÒ¨ÐÍÂÙè ³ ·Õèã´ àÃÒÁØè§à¹é¹¡ÒÃàÊÃÔÁÊÃéÒ§¡Ô¨¡ÃÃÁ
Íѹ·Ã§¤Ø³¤èÒ à¾×èÍÃèÇÁ¾Ñ²¹ÒÊѧ¤Áä·ÂÍÂèÒ§ÊÁèÓàÊÁÍ ´éǵÑé§ÁÑè¹ã¹ C.P. Seven Eleven has, through its extensive 7-Eleven
»³Ô¸Ò¹ “...¡ÒôÓà¹Ô¹¸ØáԨ ¤Çº¤Ùäè »¡Ñº¡ÒþѲ¹ÒÊѧ¤Áä·Â...” nationwide network, rendered numerous social
services for the benefit of both Thai people and
government agencies. Projects include: water
conservation, cheap products (Blue-Flag), distribution
of sugar in the advent of scarcity, selling electricity-
saving light bulbs, pre-election campaign, drinking
water for police officers throughout the country, and
a customer hot-line.
C.P. Seven Eleven has staged numerous social
development projects, adapting and integrating them
on the fundamentals of Thai society. No matter where
we are, we are committed to creating value-added
activities, with the aim to enhance the well-being of Thai
society. In so doing, we hope to achieve our humble
mission of: "doing business together with developing
Thai society".

49
À Ò ¤ ã µé
¤ÇÒÁÊдǡʺÒ¨ҡ¡ÒúÃÔ¡ÒÃÊдǡ«×éͧ͢à«àÇè¹ÍÕàÅ¿àÇè¹´Óà¹Ô¹µèÍä»ÊÙè
·Ø¡¨Ñ§ËÇÑ´ã¹ÀÒ¤ãµé ´Ô¹á´¹Êͧ½Ñ觷ÐàÅÍѹ´ÒÁѹ·Õ觴§ÒÁ´éÇÂËÒ´·ÃÒ¢ÒÇ
à¾×èÍà»ç¹Êèǹ˹Öè§ã¹Ãкº¸ØáԨ·Õè´Óà¹Ô¹ä»ÍÂèÒ§ÁÑ蹤§ã¹ÍÒ³ÒࢵÀÙÁÔÀÒ¤áË觹Õé
¨¹¨Ã´à¢µá´¹ãµéÊØ´¢Í§»ÃÐà·Èä·Â ¤ÇÒÁÊآ㹪ÕÇÔµ»ÃШÓÇѹ¡ÓÅѧ´Óà¹Ô¹ä»
¾Ãé Í Áæ ¡Ñ º àÃÒ à«àÇè ¹ ÍÕ à Å¿àÇè ¹ à¾× è Í ¹Ê¹Ô · ¼Ù é à ٠é ã ¨·Õ è Á Ø è § ÁÑ è ¹ à¾× è Í ÁÕ Ê è Ç ¹Ãè Ç Áã¹
¡ÒþѲ¹Ò¤Ø³ÀÒ¾ªÕÇÔµ¢Í§¤¹ä·Â ´éÇ¡ÒúÃÔ¡Ò÷Õèà»ÕèÂÁ´éÇÂäÁµÃÕ¨ÔµáÅÐ
¸ØáԨÊдǡ«×éÍÂؤãËÁè·Õèà¢éÒ¶Ö§¤¹ä·ÂÍÂèÒ§á·é¨ÃÔ§

Southern Region
Following excellent responses to convenience stores elsewhere in
Thailand, 7-Eleven expanded its horizons to the South, a region
famous for its beautiful white sandy beaches along the Andaman
Sea, with the aim of becoming an integral part of the region’s
business community. With a mission to spread a little extra pleasure
in people’s lives, 7-Eleven stands by Thai society and helps
communities improve their well-being, just as true friends help friends
in need. 7-Eleven pledges to continue to provide convenience
shopping services to meet the needs of ever faster-paced lifestyles
with a sincerity and warm hospitality that is second to none.
à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹ Ê Ãé Ò § Ê Ã Ã ¤ì ÊÔè § ã Ë Áè à ¤Õ Â § ¤Ùè ÊÑ § ¤ Á ä · Â
7 - E L E V E N ... C R E A T I N G I N N O V A T I O N S F O R T H A I S O C I E T Y

¡ÇèÒ·ÈÇÃÃÉ·Õè¼èÒ¹ÁÒ ¤¹ä·ÂÃÙé¨Ñ¡¤Øé¹à¤Â¡ÑºÃéÒ¹Êдǡ«×éÍ㹪×èÍ Throughout its decades of history, the bright and cozy
“à«àÇè¹ÍÕàÅ¿àÇ蹔 ÃéÒ¹¤éÒ·ÕèãËéºÃÔ¡Òà 24 ªÑèÇâÁ§ ´éǺÃÃÂÒ¡ÒȢͧ 24-hour 7-Eleven store has become a well-known part
¡Òõé Í ¹ÃÑ º ·Õ è Í ºÍØ è ¹ à»ç ¹ ¡Ñ ¹ àͧáÅÐÊÔ ¹ ¤é Ò ¤Ø ³ ÀÒ¾ ·ÓãËé ã ¤Ãæ of Thai life. With a warm, friendly atmosphere, and a
¹Ö ¡ ¶Ö § àÃÒµÅÍ´àÇÅÒ à¾ÃÒÐ·Ø ¡ ͧ¤ì » ÃСͺ¢Í§à«àÇè ¹ ÍÕ à Å¿àÇè ¹
wide range of quality products, 7-Eleven is remembered
by customers round the clock, with its carefully
Åéǹà¡ÕèÂÇ¢éͧ¡Ñº»Ñ¨¨Ñ¾×é¹°Ò¹¢Í§¡ÒôÓà¹Ô¹ªÕÇÔµ»ÃШÓÇѹ¢Í§¤¹ä·Â thought-out products that are ideally suited to the Thai
way of living.

51
à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹ Ê Ãé Ò § Ê Ã Ã ¤ì ÊÔè § ã Ë Áè à ¤Õ Â § ¤Ùè ÊÑ § ¤ Á ä · Â

¨Ò¡ÇѹÇÒ¹¶Ö§Çѹ¹Õé «Õ.¾Õ. à«àÇè¹ÍÕàÅ¿àÇè¹ Âѧ¤§ÁØè§ÁÑ蹾Ѳ¹ÒÃٻẺ


¡ÒúÃÔ¡ÒÃáÅÐÊÃÃËÒÊÔè§ãËÁèæ à¾×èÍÊÃéÒ§ÊÃäì¤ÇÒÁÊØ¢ãËéá¡è¤¹ä·Âã¹
·Ø¡·éͧ¶Ôè¹ ÀÒÂãµé¡ÒúÃÔËÒáÒèѴ¡ÒÃÃéÒ¹·Õè·Ñ¹ÊÁÑ ¾Åѧã¨áÅСÒÂ
¢Í§·ÕÁ§Ò¹·ÕèÁÕ»ÃÐÊÔ·¸ÔÀÒ¾ ÁØè§ÊÃéÒ§ÊÃäì§Ò¹¤Ø³ÀÒ¾ÊÙè»ÃЪҪ¹
¾ÃéÍÁæ ¡Ñº¡ÒþѲ¹ÒÀÒÂã¹Í§¤ì¡Ã¤Çº¤Ùè仡Ѻ¡ÒÃÃèÇÁ¾Ñ²¹ÒÊѧ¤Á
»Ñ¨¨ÑÂàËÅèÒ¹Õé ·ÓãËéà«àÇè¹ÍÕàÅ¿àÇ蹡éÒÇä»ÍÂèÒ§äÁèËÂØ´ÂÑ§é ¡ÒÃÁØ§è ¾Ñ²¹Ò
·Ñ¡ÉÐáÅÐàÊÃÔÁÊÃéÒ§¤ÇÒÁÃÙéãËéá¡èºØ¤ÅҡûÃШÓÃéÒ¹à¾×èÍ¡ÒúÃÔ¡ÒÃ
ÅÙ¡¤éÒ ¡ÒÃÊÃéÒ§¢ÇÑ­¡ÓÅѧ㨠áÅСÒûÅÙ¡½Ñ§¤ÇÒÁÃѡͧ¤ì¡ÃãËé¡Ñº
¾¹Ñ¡§Ò¹ ´éÇ¡ÒáÂèͧªÁàªÂ¾¹Ñ¡§Ò¹·ÕèÁռŧҹ´Õà´è¹ à¾×èÍãËéÁÑè¹ã¨
ä´éÇèÒÅÙ¡¤éҢͧàÃÒ¨Ðä´éÃѺºÃÔ¡Ò÷Õè´ÕáÅÐÊдǡʺÒÂÍÂèÒ§á·é¨ÃÔ§

¡Ô¨¡ÃÃÁµèÒ§æ ÃÇÁ·Ñé§ÃٻẺ¡ÒÃãËéºÃÔ¡Òâͧà«àÇè¹ÍÕàÅ¿àÇè¹·Õè¾Ñ²¹Ò Day in, day out, C.P. Seven Eleven is committed to
ä»ÍÂèÒ§äÁèËÂØ´¹Ôè§ Åéǹà»ç¹¼Å¨Ò¡¤ÇÒÁ¤Ô´áÅÐÇÔÊÑ·Ñȹì¢Í§¼ÙéºÃÔËÒà developing innovative services that bring happiness to
·Õè¤Ó¹Ö§¶Ö§¼ÙéºÃÔâÀ¤à»ç¹ËÅÑ¡ ¨Ö§ÁÕá¹Ç·Ò§ÊÃÃËÒÊÔ¹¤éÒáÅкÃÔ¡ÒÃãËÁèæ Thai people throughout the country. Unprecedented,
à¾×è͵ͺʹͧ¤ÇÒÁµéͧ¡Òâͧ¼ÙéºÃÔâÀ¤ ·Ñé§ã¹»Ñ¨¨ØºÑ¹áÅÐ͹Ҥµ continuous expansion of 7-Eleven is the result of a
äÇéËÅÒ»ÃСÒÃ
modern store layout and management practices,
helpful staff who unfailingly seek to create quality
services, internal organizational development, and
extensive social contributions. Furthermore, 7-Eleven is
working to develop employees' skil s and knowledge
stil further, to ensure more effective services. The company
promotes amongst employees a culture of integrity
and organization, in addition to establishing a merit
and reward system, with the aim to ensure high-quality
services and utmost customer convenience.
Ongoing social development activities and
emerging new types of service are the product of
the company's customer-oriented management
team. They have tirelessly searched for new products
and services to best fulfill customers' present and
future needs and wants.

52
7 - E L E V E N ... C R E A T I N G I N N O V A T I O N S F O R T H A I S O C I E T Y

7- Catalog ËéÒ§ÊÃþÊÔ¹¤éÒã¹Á×ͤس
à¾× è Í ãËé à ¡Ô ´ ¤ÇÒÁËÅÒ¡ËÅÒ áÅÐà¾Ô è Á ¤ÇÒÁÊдǡãËé á ¡è Å Ù ¡ ¤é Ò
¢Í§à«àÇè¹ÍÕàÅ¿àÇè¹ã¹¡ÒÃàÅ×Í¡áÅÐÊÑ觫×éÍÊÔ¹¤éÒ·Õèµéͧ¡Òà ¹Í¡à˹×Í
¨Ò¡·ÕèÇÒ§¨Ó˹èÒÂã¹ÃéÒ¹ ÍÒ·Ô ÍØ»¡Ã³ìà¤Ã×èͧãªéÀÒÂ㹺éÒ¹áÅÐã¹Êǹ
¢Í§àÅè¹ ¢Í§·ÕèÃÐÅÖ¡ àÊ×éͼéÒ ÍØ»¡Ã³ìÊÓËÃѺáµè§¡Ò ÍØ»¡Ã³ìÊÓËÃѺ
ö¹µì ¡ÒÃÊÓÃͧËéͧ¾Ñ¡ã¹âçáÃÁ ʶҹ¾Ñ¡¼è͹áÅÐáËÅ觷èͧà·ÕèÂÇ
µèÒ§æ â´Â´Ùä´é¨Ò¡Ë¹Ñ§Ê×Í 7-Catalog «Öè§ÁÕÃÒ¡ÒÃÊÔ¹¤éÒãËéàÅ×Í¡
ÁÒ¡¡ÇèÒ 5,000 ÃÒ¡Òà ·Ñ駹ÕéÊÒÁÒöªÓÃÐà§Ô¹ áÅÐÃѺÊÔ¹¤éÒä´é·Õè
ÃéÒ¹à«àÇè¹ÍÕàÅ¿àÇè¹ÊÒ¢Òã¡ÅéºéÒ¹µÅÍ´ 24 ªÑèÇâÁ§

7-Catalog ... a Shopping Mall in


Your Hands
To create diversity and enhance shopping
convenience for 7-Eleven customers, the company
has launched its 7-Catalog. With this value-added
service, 7-Eleven customers can order products that are
not on display at the store. Products such as home
appliances, garden accessories, toys, souvenirs,
clothes, accessories and car accessories, as well as
such services as hotel reservations, are carefully
selected to ensure quality first and foremost. With more
than 5,000 products to choose from, the catalog
offers utmost shopping convenience, enabling
customers to pay and collect their ordered products
anytime at any 7-Eleven stores - for their greatest
convenience.

53
à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹ Ê Ãé Ò § Ê Ã Ã ¤ì ÊÔè § ã Ë Áè à ¤Õ Â § ¤Ùè ÊÑ § ¤ Á ä · Â

ÊÙ¸è ÃØ ¡Ô¨Ë¹Ñ§Ê×ÍáÅСÒÃÊ×Íè ÊÒÃ·Õ·è ¹Ñ ÊÁÑ ´éÇ 7-Today


¨Ò¡¤ÇÒÁÊÓàÃç¨ÍÂèÒ§´ÕÂÔ觢ͧÊÔ¹¤éÒã¹ËÁǴ˹ѧÊ×Í ËÁÇ´ºÑ¹à·Ô§
áÅÐÊ×èÍÊÒÃã¹ÃéÒ¹à«àÇè¹ÍÕàÅ¿àÇè¹ ºÃÔÉÑ·Ï ä´é¾Ñ²¹ÒÃٻẺ¡ÒÃãËé
ºÃÔ¡ÒÃã¹ËÁÇ´´Ñ§¡ÅèÒÇ â´Â¡ÒÃà»Ô´à»ç¹¸ØáԨãËÁè㹪×èÍ 7-Today
«Öè§à»ç¹Ãéҹ˹ѧÊ×ÍÊ×èͤÇÒÁÃÙéáÅÐÊÒÃкѹà·Ô§·ÕèÁդسÀÒ¾ ´éǤÇÒÁ
ÁØè§ÁÑ蹤ѴÊÃÃ˹ѧÊ×Í·ÕèÁդس»ÃÐ⪹ì à¾×èͤÇÒÁÃÙéáÅФÇÒÁºÑ¹à·Ô§á¡è
¼ÙéºÃÔâÀ¤ äÁèÇèÒ¨Ðà»ç¹¹Ç¹ÔÂÒ ÇÃó¡ÃÃÁ µÓÃÒ áººàÃÕ¹ ÃÇÁ·Ñé§
Ê×èͺѹà·Ô§ã¹ÃٻẺ¢Í§à·» «Õ´Õ ÇÔ´ÕâÍ áÅÐÊÔ¹¤éÒà·¤â¹âÅÂÕ àªè¹ PDA,
Organizer, Internet Kit áÅÐÍ×è¹æ ÍÕ¡ËÅÒÂÃÒ¡Òà «Öè§ÅÙ¡¤éÒãËé
¡ÒõͺÃѺà»ç¹ÍÂèÒ§´Õ ÃéÒ¹ 7-Today ¨Ö§ä´é¢ÂÒÂÊÒ¢Ò·ÑèÇ¡Ãا෾Ï
áÅШТÂÒÂÊÒ¢ÒÊÙèµèÒ§¨Ñ§ËÇÑ´ã¹Í¹Ò¤µ

7-Today: Latest Book & Entertainment


Business
With great success in book, entertainment and
communication in 7-Eleven stores, C.P. Seven Eleven
developed new business “7-Today” in line with those
product categories. 7-Today is book store business
selling novels, literature, textbooks, multimedia CDs
and videos, PDAs, organizers and Internet kits.
7-Today was established with an aim to deliver quality
knowledge and entertainment. To date, 7-Today has
received a warm welcome from customers and is
now in the stage of expanding throughout Bangkok
and other provinces.

54
7 - E L E V E N ... C R E A T I N G I N N O V A T I O N S F O R T H A I S O C I E T Y

Digital Purse ¡ÃÐà»ëÒà§Ô¹ÍÔàÅç¡·Ã͹ԡÊì


´é Ç ÂÈÑ ¡ ÂÀÒ¾¢Í§Ãé Ò ¹à«àÇè ¹ ÍÕ à Å¿àÇè ¹ «Ö è § ÁÕ Á Ò¡¡Çè Ò 2,000 ÊÒ¢Ò
ÍÂÙè·Ø¡¨Ø´·ÑèÇ»ÃÐà·Èä·Â áÅÐÁÕÅÙ¡¤éÒà¢éÒÁÒãªéºÃÔ¡ÒÃã¹ÃéÒ¹ÁÒ¡¡ÇèÒ
2 ÅéÒ¹¤¹µèÍÇѹ ¹ÑºÇèÒà»ç¹ªèͧ·Ò§ã¹¡Òë×éÍ¢ÒÂÊÔ¹¤éÒ·ÕèÊӤѭ¢Í§
»ÃÐà·È ·ÓãËéÁÕà§Ô¹ËÁعàÇÕ¹ã¹ÃкºàÈÃÉ°¡Ô¨à»ç¹¨Ó¹Ç¹ÁÒ¡ ºÃÔÉÑ·Ï
¨Ö§ä´é¹Ó Digital Purse ËÃ×Í¡ÃÐà»ëÒà§Ô¹ÍÔàÅç¡·Ã͹ԡÊìà¢éÒÁÒãªéà»ç¹
¤ÃÑé§áá㹻ÃÐà·Èä·Â â´ÂÃèÇÁŧ·Ø¹¡ÑºÊ¶ÒºÑ¹¡ÒÃà§Ô¹áÅкÃÔÉÑ·
ªÑé¹¹ÓËÅÒÂáËè§ã¹¡ÒþѲ¹ÒÇÔ¸Õ¡ÒêÓÃÐà§Ô¹¢Í§¼ÙéºÃÔâÀ¤ â´Â¡ÒÃ
ãªé Digital Purse á·¹à§Ô¹Ê´ «Ö觨ЪèÇÂÅ´ÀÒÃÐ㹡Òö×Íà§Ô¹Ê´
·Ñ駼Ùé«×éÍáÅмÙé¢Ò Ê觼ÅãËéà¡Ô´¤ÇÒÁáÁè¹ÂÓáÅФÇÒÁ»ÅÍ´ÀÑÂà»ç¹
ÍÂèÒ§ÂÔè§ã¹Ãкº¡ÒêÓÃÐà§Ô¹¢Í§»ÃÐà·È

Digital Purse
With more than 2,000 stores nationwide, and two million
customers each day, 7-Eleven is considered one of the
country's prime retailing channels. Helping to generate a
huge cash flow within the Thai economy, C.P. Seven
Eleven, decided to launch its Digital Purse onto the
Thai market. As a co-investment project, with financial
institutions and leading companies, this service
revolutionizes customer payment services. Instead of
using cash, customers are provided with a Digital Purse,
which can be used instead of cash for payment.
The system helps lower the burden of both buyers and
sellers dealing with cash, while increasing both accuracy
and safety to payment system of the country.

55
áʧ·Í§áË觤ÇÒÁÊÓàÃç¨ áÅÐ͹Ҥµ·ÕèÊ´ãʢͧà«àÇè¹ÍÕàÅ¿àÇè¹ The golden ray of success and bright future of 7-Eleven
¨ÐàÃ×ͧÃͧáÅÐÊèͧÊÇèÒ§ ¹Ó·Ò§ÊÙè¸ØáԨÂؤãËÁè is shining and guiding towards a new way of doing
à¾×èÍÃèÇÁ¼¹Ö¡¤ÇÒÁà»ç¹»Ö¡á¼è¹ãËéá¡èÊѧ¤Áä·Â...·ÑèÇ·Ñé§á¼è¹´Ô¹ business... integrating solidarity in Thai society,
throughout the nation.
àÊÕ§·Ñ¡·Ò “ÊÇÑÊ´Õ¤ÃѺ/ÊÇÑÊ´Õ¤èД Greetings "Sawasdee Krub, Sawasdee Ka",
áÅФӡÅèÒÇ “¢Íº¤Ø³” ¨Ò¡àÃÒ·ÕèÁͺãËé¼ÙéÁÕÍØ»¡Òäس and thanks from us to our customers are uttered from
¤×ÍàÊÕ§·Õèà»Å觨ҡ㨢ͧªÒÇà«àÇè¹ÍÕàÅ¿àÇè¹·Ø¡¤¹ the bottom of the hearts of each and every staff.
àÊÕ§áËè§ÁÔµÃÀÒ¾áÅÐäÁµÃÕ¨Ôµ This is the voice of friendship and companionship,
¨Ð»ÃÒ¡®ÍÂÙèàªè¹¹ÕéµÅÍ´ä»...µÃÒº¹Ò¹à·èÒ¹Ò¹ which wil shine on forever.
¢ÍãËé...à«àÇè¹ÍÕàÅ¿àÇè¹ Let 7-Eleven be a close friend to all Thais, regardless of
à»ç¹¼ÙéÃѺãªéáÅÐà»ç¹à¾×è͹·ÕèÃÙé㨢ͧ¤¹ä·Â·Ø¡ÇÑÂ....·Ø¡¤¹.... age or gender, for we will help create a simple
à¾×èÍãËé¡ÒôÓà¹Ô¹ªÕÇÔµ·ÕèàÃÕº§èÒÂáÅÐÊдǡʺÒ¢ͧ¤¹ä·Â and more convenient life for Thai people,
¡éÒÇä»ÍÂèÒ§ÁÕ¤ÇÒÁÊØ¢ ¾ÃéÍÁæ ¡ÑºàÃÒ and help them on their life journey...
walking along with them, side by side...

“ à « à Çè ¹ ÍÕ à Å ¿ à Çè ¹ ” “7-Eleven”

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