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4 Era
th

Aiming to

Excellence Era

(2003-2007)

“This era for C.P. Retailing
and Marketing was considered the era

to revolutionize information system

and implemented TQA framework
to assess the organization

towards excellence.” The factory gave importance to all aspects of development and not only in production technology, research & development
and factory management but included communication and quality management at the operational level. This era for C.P.
Retailing and Marketing was considered the era of Information System revolution to accomplish the goal towards excellence
as C.P. Retailing and Marketing’s old information system was disintegrated. In this era, the system had become integrated
using the ERP (Enterprise Resource Planning) system which was international management system. SAP program had
integrated the information system and made it real time. The Total Quality Management (TQM) and Thailand Quality Award (TQA)
were also seriously implemented throughout the organization resulting in C.P. Retailing and Marketing to achieve the award for
organization management toward excellence or Total Quality Class (TQC) in 2005.

In 2004, C.P. Retailing and Marketing had increased the registered capital to 350 million Baht and opened bakery factory,
Chiang Mai branch as well as developed “Baker Land” to be exclusive brand in 7-Eleven which focused to elevate convenient
rd
stores to become food stores. In the ready to eat food business, the factory expanded the 3 frozen ready to eat food factory
in Lat Lum Keao District, Pathum Thani Province causing C.P. Retailing and Marketing’s market share to grow more. Moreover,
the factory also developed new innovation product under Japanese onigiri category brand “O! Arochan”.

In the following year 2006, the company increased the registered capital to 600 million Baht and in 2007 had expanded the 2 nd
bakery factory in Lat Krabang. At the same time the ready to eat food business started to produce and distribute chilled ready
to eat foods for convenient stores and various catering events.