The Localization Process of FamilyMart in Thailand

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  • ファミリーマートのダイナミック・ケイパビリティの形成とタイにおける現地化プロセス
  • ファミリーマート ノ ダイナミック ・ ケイパビリティ ノ ケイセイ ト タイ ニ オケル ゲンチカ プロセス
  • the Relationship with the Formation of the Dynamic Capabilities

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Abstract

This paper investigates the localization process of FamilyMart in Thailand using a convenience store business model and applying the dynamic capabilities concept. The establishment of the Japanese convenience store franchise in Thailand can be divided into three stages: market entry （1992 to 1998）, the first stage of growth （1999 to August 2012）, and the second stage of growth （September 2012 to 2015）. This paper discusses how Japanese FamilyMart transferred its expertise and know-how to the Thai market and demonstrated other success factors that were critical for the convenience store’s internationalization. This study’s research method uses survey analysis, with data collected through frequent interviews with company executives in Japan and Thailand between 2013 and 2015. Additionally, historical information from newspapers and magazines, FamilyMart corporate news releases, public websites, and other corporate documents are utilized. The results of this study show that FamilyMart could not reach break-even point in Thailand until 2009 due to financial risks, political instability, and lack of a suitable local partner. The requisite dynamic capabilities were gradually formed through experience, learning, and organizational restructuring. Eventually, in 2012, FamilyMart found a good local partner in Thailand, Central Group, and successfully transferred its expertise and know-how to the Thai market.

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