• Shell looks to strengthen its market position in Thailand by opening new sites and upgrading existing locations, marking a new retail era for the brand.
  • Shell Retail’s business strategy in Thailand focuses on three key areas: fuel innovation and technology; providing customers with a world-class retail experience; and supporting the growth of its people and partners.
  • As Thailand is positioned in Shell Retail’s top 10 markets worldwide, Shell has identified strong opportunity for growth and potential to position Thailand as its regional hub of retail.

According to Department of Energy Business, Shell Thailand holds a 12.5% market share in the country’s fuel retail sector, with 500 retail sites and more than 10,000 staff conducting over 2 million transactions per week.

International executives of Royal Dutch Shell Plc the world’s largest branded fuel retailer and global No. 1 preferred brand, Mr. István Kapitány, Executive Vice President - Retail, and Mr. Asada Harinsuit, Vice President – Retail, East and Country Chairman of Shell Companies in Thailand jointly shared details of the brand’s successful global retail strategy and the elements that have ensured it has maintained its competitive edge in a highly competitive fuel retail market such as Thailand.

Shell Retail’s global strategy is focused on continuing to deliver in its three key areas of success: innovative, technology-driven fuel products; world-class retail facilities with an emphasis on personalised customer service; and supporting the growth of its people and partners who will continue to drive its business forward.

“We believe Shell is good for Thailand and Thailand is good for Shell. The global and regional demand for premium quality fuel products is set to remain high and we expect this will grow exponentially in the coming years. This is set to position Thailand as a critical development hub of the ASEAN Economic Community,” said Mr. István Kapitány, Executive Vice President – Retail, Royal Dutch Shell plc.

“Based on the successful application of our global retail model in Thailand, we are in a strong position to continue to drive the growth of our retail business in Thailand to make sure that we reach more customers and continue to deliver the highest quality products and services to meet their everyday motoring needs.”

Mr. Asada Harinsuit, VP Retail East, Royal Dutch Shell and Country Chairman of the Shell Companies in Thailand reinforced the uniqueness of Shell Retail’s business in Thailand, which has celebrated 123 years of success and boasts Shell’s Global Retailer of the Year 2012, Global Best Practice Sharing 2014 and Global Territory Manger of the Year 2013.

“To date, our team in Thailand has dedicated its efforts on expanding and upgrading the existing 500 Shell service stations and their facilities to further improve our retail offering and maintain our competitive edge. The growth of our retail network is a testament to the success of the application of our global retail strategy in Thailand,” he said.

“The Shell brand is synonymous around the world with passion and expertise in developing high quality and technologically advanced fuels for the benefit of our consumers and their vehicles, while providing unparalleled customer service. In Thailand, we are a trusted international brand with a long heritage.”

According to Mr. Kapitány, Shell invests more than any other international oil and gas company to research and develop innovative technology – more than $1 billion annually since 2007.

“For over a century, Shell scientists have worked relentlessly to create technologically advanced fuels for our customers, with the flagship of Shell’s fuels offering, Shell V-Power, being the result of our constant innovation and passion for both our customers and for driving. Our most advanced generation of premium performance fuels, Shell V Power Nitro+, was launched in April 2012 and is now available in 14 countries, including Thailand which launched in July 2012,” Asada said.

Shell believes the key to its retail success is rooted in collaboration with its staff and business partners to consistently deliver customer service excellent and world-class retail experiences. Customer service and improving drivers’ experience is Shell’s number one priority and is intrinsically linked with supporting employees’ growth and development.

“Our site people are the face of Shell, and they remain committed to delivering first class customer service. We invest in all levels of our workforce to help us deliver an even better on-site experience for drivers. Every member of our leadership team has had experience of working on our forecourts, which helps them understand our retail operations and how they work to understand our customers’ needs,” said Mr. Kapitány.


For media enquiries, please contact:

Bongkod Paebunyong

General Manager – Communications & Corporate Affairs, the Shell Company of Thailand LTD

Telephone: +662 262 6389

Mobile: +66 (0) 81-751-8976

Email: bongkod.paebunyong@shell.com


Orawan Chuenwiratsakul

Account Director, H+K Strategies Thailand

Telephone: +662 627 3501 ext. 212

Mobile: +66 (0) 81-303-1680

Email: OChuenwiratsakul@hkstrategies.com