Gather inputs to propose strategy committee

Input Process

1 Vi i Mi i C V l

SWOT Analysis

1.Vision, Mission, Core Value2.Past Performance3.Martet & Customer Data4.Steakholder Requirements5.Requlatory Environment, Business Ethic

Define corporate strategic objective(Short & Long-Term

Develop corporate strategic objective and

5.Requlatory Environment, Business Ethic6.Long-Term organizational sustainability7.Ability to execute the strategic plan8.Compettitive Environment & Data9.Innovation & Technology

Develop corporate strategic objective andAction plan (Short & Long-Term)

YesRisk Assessment and Develop

No

10.Risks11.Market Trends12.Econonic Data13.Khowledge Assets

ApprovedYes

and Developcontingent plan

-Develop line goals and Action plan -Develop budgetary and workforce capacity planAnalyze workforce capacity, budget,

Approved

Yes

p g y p y p

No

Financial and investment

ApprovedYes

-Develop department goals, and action plan-Develop budgetary and workforce capacity plan

Deploy action plan to workforce and announce yearly company policy

RETAILINK Strategy Map 2010RETAILINK Strategy Map 2010Increase net profits and Salesp

FinancialPerspective Increase

revenueIncreaseEBITDA Cost Reduction

Increase customer satisfactionCustomer

and social

Increase societal satisfaction

Increase customer satisfaction (Product

Increase market share for food

Retain and existing

customer and i

Create a good image related to

social and

Improve process by value chainI l

Perspective(

& Service) and beverage segment

acquire a new customer communities

Improve process by value chainInternal

processperspective

Manageoutsourcing

Design and innovate service

work system (5GAPs)

Merchandise a good quality

products (QFD)Create CRM Create CSR

Increasedistribution to

coveri id

Develop organization by TOM

(5GAPs) nationwide

Learning

and Growth perspective

Createorganizational culture to meet

customer

Increasepotential of workforce

Increase IT efficiencies for

KM

Createcontinuousinnovation

Enhance workforce capability by

approaching to p p customerrequirements

workforce innovation TQM & TQA

Retailink (Thailand) Company Limited

Strategic Planning Strategy Deployment

RTL conducts Strategic Planning Process (see figure 2.1) that begins with a review and validation of the vision,

mission, former strategic objective, including external inputs such as regulatory environment, competitive environment,

market trends, economic data etc. Information is gathered to analyze SWOT to define a competitive advantage and

strategic challenge which are developed corporate strategic objective both short and long-term. The short-term planning

and long-term planning are 1-2 years and 3-5 years, respectively.

RTL develops corporate strategic objective by determined strategy map (see figure 2.2) The strategy map consists of

4 Balanced Scorecard objective (financial, customer & social, internal process, learning and growth) to describe the

integration of corporate strategic objective to meet all stakeholders requirement and expectations.

Figure 2.1 Strategy Deployment Process Figure 2.2 Strategy Map

Action plan Development and Deployment

Corporate strategic objective and action plan are deployed to each line manager. After that line strategic objective

and action plan are deployed to each department manager. RTL conducted operational meeting by using x-Matrix tool

(see figure 2.3). To be organizational alignment, RTL communicates to all employee via yearly policy announcement.

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Thailand Quality Class 2010

Figure 2.3 X-Matrix to deploy corporate goal (CG)

Figure 2.4 Example for Initiative Project (short and long-term plan)

RTL develops strategic objective for short-term and long-term plan to align with corporate strategic objective and

challenge (see figure 2.4) SLT will consider the result of risk assessment and monitor monthly actual performance

compare with the target. In case of the environment changed that might be risk associated with the organizational plan,

Management committee will rapidly conduct meeting to evaluate the situation .Then, contingent plan will be developed for

decision making.

5/2

Develop strategic objective for Long-Term (3-5 years) Develop strategic objective for Short-Term (1-2 years)

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Customer Focus

Customer Engagement

To engage customers, RTL engages customer by using the requirement of customer group and key target market that

is convenience stores’ customer who develop to convenience food store that more emphasize on food and beverage. So,

all equipments could be always available and no any problem that lose sale opportunity and effect the food quality. So,

the service innovations were created and targeted on service call decreasing by doing the preventive maintenance.

Equipments refurbish was also an innovation that make equipments new and also extend the operation life time. For

product innovation, the merchandising procedure was used to select the equipment innovation that response the

customer requirement.

In addition to increase the communication efficiency and support the customer business by identify the easily access

mechanism, quick response and convenience time as customer requirement, the channel and procedure for customer

contact as Figure 3.1-1. Customer focus was also set as one item in corporate value that will develop to Customer-focused

culture.

RTL builds and manages relationships with customers as Figure 3.1-2 after customer groups are identified according

to customer potential and revenue by following up the requirement and expectation of each customer group from 13

channels frequently to collect information for planning and setting up activities those are in line with customers

requirement and the activities have to evaluate and feed back information to Customer relationship committee to review

procedures and activities that build relationship with customers.

Figure 3.1-1 8-channels mechanism for customer to contact RTL and procedure for customer contact

Objective

Channel

Dat

are

ques

t C

ondu

ct

busi

ness

Com

plai

nt

recipient / contact time Procedure

1. Customer Relationship Dept.

Customer relationship Dept.(Everyday)

- receive customer complaint at Tel. 02-792-6834 and record in complaint form.

2. Sales Team Sales (everyday)-receive complaint, suggestion from customer and write in logbook and send to Customer Relationship Dept. For data recording. - provide product and service data.

3. Business Review meeting and Follow up meeting

Management and KeyAccount (Every Meeting)

- receive complaint, suggestion from customer and send to Customer Relationship Dept. For data recording.

4. Technician Technician(Everyday)

- receive complaint and suggestion from customer and Service Report- Technician provides direct data such as operation instruction. - report complaint to Customer Relationship Dept.

5. Call Service Call Service Personal (24 hours)

- provide all data both product and service data. - receive complaint and record data via online form SM7 and send to Customer Relationship Dep. For data recording.

6. RTL Web Site(www.retailink.co.th)

Sales team (24 hours)

- complaint will send to Customer Relationship Dept. For recording and responding at customer address or telephone number.

7. Dealer Dealer(Everyday)

- Dealer send complaint via dealer sales team and sales team provide direct data to customer - complaint is sent to Customer Relationship Dept. For data recording.

8. Customer Satisfaction Survey

Marketing Dept. (Every year)

- the third party company surveys customer satisfaction provide and collect data direct from customer. - send complaint to Customer Relationship Dept. For data recording.

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Thailand Quality Class 2010

Voice of the customer

RTL have customer listening and customer requirement learning process as Figure 3.2-1. The result from identification of customer groups was used to determine the customer 13 listening channels as Figure 3.2-2 those are appropriate to customers, customer groups or different market segments covering former customers and potential customers to obtain the customers requirement and expectation information for product and service development.

Otherwise, RTL surveys the customer satisfaction, customer engagement and customer loyalty and keeps information as the input of organization strategic planning and the feedback of customer relationship process development and all related process those build the customer engagement.

Figure 3.1-2 Customer Relationship Process

Figure 3.2-1 Customer listening and customer requirement learning process

Figure 3.2-2 13 channels mechanism for customers listening

Improve any key process and collect

organizational knowledge in RTL Think Tank or ISO to roll-out

throughout organization

Not achieve

Achieve

Monitoring & Measurement

1.Knowledge Found

Collect and review revenue from each

customer group

Set priority (ABC) of customer groups according to revenue or sale in Key Account system

Customer requirement information from 13

channels

Requirement and expectation analyzed according to

customer life cycle

Set up activities to build relationship and response to customer expectation

Root cause analysis

2.Implementation & Measurement

Customer Requirement

13 Channels

Marketing Dept - Collect - Execute - Analyze - Requirement Conclusion

Existing Customer

7-Eleven and Non 7-Eleven

Potential Customer

Utilization *Input to strategic planning and Marketing plan *Determine key process -Merchandise and purchasing process -Sale and Marketing process -Service and Maintenance process -etc.

Analyze root cause for Improvement Monitored by Process Owner Conclusion No

Yes

Roll-out throughout organization

Collect organizational knowledge in RTL Think Tank

4.Publish and share knowledge 3.Select and collect knowledge

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