IDEAS home Printed from https://ideas.repec.org/a/wsi/acrjxx/v22y2018i01ns0218927518500086.html
   My bibliography  Save this article

Central Food Retail: Business Expansion and Brand Architecture Strategy

Author

Listed:
  • Piya Ngamcharoenmongkol

    (NIDA Business School, Bangkok, Thailand)

Abstract

The retail store market in Thailand continued to grow with more intense competition from key players expanding their operations across retail grocery market segments. Central Food Retail Company Limited (CFR) was the market leader in the supermarket segment targeting the middle to high income groups. As part of the company’s long-term strategy, CFR planned to expand the business into other retail sectors by launching new store formats to capture other customer segments, especially middle- and lowincome groups. These customer segments had been largely served by operators in the hypermarket segment. The challenges and opportunities that CFR faced and the decisions on brand extension strategy and brand architecture strategy were discussed.

Suggested Citation

  • Piya Ngamcharoenmongkol, 2018. "Central Food Retail: Business Expansion and Brand Architecture Strategy," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 22(01), pages 199-218, June.
    • Handle: RePEc:wsi:acrjxx:v:22:y:2018:i:01:n:s0218927518500086
    DOI: 10.1142/S0218927518500086
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S0218927518500086
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S0218927518500086?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:22:y:2018:i:01:n:s0218927518500086. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/acrj/acrj.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.