NUS BBA 21 October 2015

A case study comes alive

7-11 Henri & Marlene front of classStudents of Associate Professor (Strategy and Policy) Marleen Dieleman’s class got a chance to get up close with a CEO when Henri Honoris, CEO of PT Modern Internasional, the franchise owner of 7-Eleven Indonesia, was invited to speak in her class.

While introducing the 7-Eleven franchise to Indonesia in 2009, Honoris created a new business model – he added a café concept into what was originally just a regular convenience store. This move turned 7-Eleven into a popular hangout for youths and young adults in Jakarta. Today, there are over 190 stores in Jakarta.

Honoris shared with the students some of his current challenges. For their part, the students gave Honoris suggestions as to how he could handle issues such as regulations, high real estate costs, distribution, scaling up, labour retention, dealing with local competition, and even to improve the ambience of the stores.

It was clearly a “win-win” session. The students got to interact with a real-life entrepreneur still lodged in daily battles to protect and expand his business, while Mr Honoris was pleased with the suggestions from the students, commenting, “all of you are very in tune with business aspects in retail.”

Watch the session on