How Kerry express becomes Thailand’s no.1 non-governmental parcel delivery company: a case study of Kerry express

Abstract

The primary goal of this research is to evaluate how Kerry Express becomes Thailand’s No.1 non-governmental parcel delivery company. For investigation, the author studies the history of the parcel delivery industry in Thailand and Kerry Express’s success factors. Kerry entered to Thailand in 2006, but the firm just started to expand its parcel delivery business in 2014 after the market liberalization in 2013 and in fact the first private firm to offer parcel delivery service to the C2C segment in the country. Thailand's parcel delivery industry was formerly monopolized and dominated by Thailand Post for many decades; the organization was originally part of two departments under the Communications Authority of Thailand (CAT Telecom). However, a re-organization happened in 2003 and the organization became a state-owned enterprise. Thailand Post was affected by the entry of privately-owned after market liberalization in 2013, an event that Thailand's government developed a more flexible regulatory environment for private parcel delivery businesses to enter the market which is the beginning of declination of Thailand Post. In this study, the author applies PEST analysis to analyze Macro-environment factors, Porter's five forces model to understand the parcel delivery industry factors in Thailand and determine the successful strategy execution by Kerry Express through Ansoff Matrix model. Our conclusion for this study is that Kerry Express's successes come from macroeconomic factors, microenvironment factors, and their business strategies.