Seven Eleven (7 11) A Case study (Academics Purpose)

Convenience stores are adjusting to new market environments in order to survive.
Seven Eleven (7 11) A Case study (Academics Purpose)

1. SEVEN eleven INC. Submitted by : Elva Allen Gomes MBA | Presidency University CASE STUDY Adaptation of Convenience Stores to New Market Environments

2. Content Basic Facts History Around the World Mission & Vision Fun Facts Products & Services Position in the Market

3. 7-Eleven, Inc., is the world's largest operator, franchisor and licensor of convenience stores. Founder : Joe C. Thompson Current CEO : Joseph De Pinto Founded :   1927 more than 43,500 stores more than 45 , 000 employees Revenue: 17 , 000 billion US dollar Net income: 2 , 000 billion US dollar Basic Facts

4. 1927: Founded in Dallas, Texas, when an employee of Southland Ice Company , Joe C. Thompson, started selling milk, eggs and bread from an ice house . 1946: All stores were open from 7 am to 11 pm, hence the company began to use the 7-Eleven name. 1 952 : 100th store opening 1960 : 500th store opening 1963 : 1,000th store opening 1974: First 7-11 convenience store opened in Tokyo. History

5. In 1980: The company ran into financial difficulties, selling off its ice division, and was rescued from bankruptcy by Ito-Yokado Southland Corporation entered into bankruptcy protection. In 1991, IYG, The Japanese company gained a controlling share of 7-Eleven,acquired 70% of Southland’s common stock. 2005: Ito-Yokado formed Seven & I Holdings Co. and 7-Eleven became its subsidiary. 2011: Celebrated the opening of 40.000th store at its hometown, Dallas.

6. Mission At 7-Eleven, we are on a mission to make life a little easier for our guests . Vision Our Vision Is to Be the Best Retailer of Convenience. Mission & Vision

7. World Wide Network

8. Interesting Facts Enough fountain drinks are sold at 7-Eleven stores in a year to fill Walt Disney World’s Typhoon Lagoon twice. Approximately 25 percent of the U.S. population lives within one mile of a 7-Eleven store. 7-Eleven stores sell almost 38 million gallons of fountain drinks a year – enough to fill approximately 51 Olympic-size swimming pools. 7-Eleven has the largest ATM network of any retailer in United States.

9. S ervices Payment of Bills Payment for internet shopping Oil and gas services Automobile parts and services ATMs at almost all the stores Meal Delivery service for aging population of Japan Ticket Sales, Photocopying Pick up location for parcel delivery. Video rental service Products Food Items Fresh Hot Off the Shell Beverages Cold From the fridge Hot Magazines Soaps, Detergents etc. Game, Software Products and Services

10. Products & Services

11. 7-Eleven Taiwan Case Study Analysis 7-Eleven Inc is the operator, franchisor and licensor of convenience stores. As an American company, it expanded the worldwide market quickly and successfully, especially in Taiwan. Marketing is key to 7-Eleven's success. In learning its worldwide corporation's marketing mix, I will mainly focus on following four parts. First , the company's marketing success plans/ways of reaching goals in the United States will be discussed. And then 7-Eleven's market entry success plans/ways of reaching goals in Taiwan will be focused on. Thirdly, marketing mix about 7-Eleven Taiwan will be carefully studied deeply and critically. Last, some minor suggestion will be given to make 7-Eleven developed better in the further.

12. The Problems 1. How has the convenience-store concept evolved in the United States? 2. Is the concept universal across all countries, including Taiwan? 3. How do 7-Eleven stores in Taiwan compare with their counterparts in the United States? 4. Has localization of 7-Eleven in Taiwan strengthened - or weakened - the concept of convenience stores? 5. Does the service differentiation offered by 7-Eleven in Taiwan deliver competitive advantages to the Store chain? If so, how? 6. Can the operational format of 7-Eleven in Taiwan be expanded to other countries? Why or why not ?

13. Case Solution The case illustrates the expansion of 7-Eleven in Taiwan and adaptation format stores its local franchisee under the new market conditions. The main issue here is the balance between standardization and localization in business format franchising across national borders. Leaving only the logo and the convenience store concept is well known in the United States, the local 7-Eleven franchise in Taiwan reformatted almost all aspects of a chain of stores, including its positioning, location, location, product offerings, etc. In addition, 7-Eleven in Taiwan introduced a wide range of new services for handling daily responsibilities to their customers, ranging from e-commerce train or movie tickets, electronic payment, mobile, pickup / delivery of taxi services.

14. Calculation 7-eleven Taiwan adapts to the changing market quickly and it can also adjust its marketing strategy to changing demands. As a global enterprise, it gives us a deep insight into global marketing. Globalization has opened trade opportunities for different corporations. 7-Eleven is one of these corporations that opened 4,600 storehouses, bringing the trade brand to 46,000 locations and more across the globe. Convenience in terms of location is one of the most important factors that should be considered.

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