7 eleven full hd
TRANSCRIPT
FROM CONVENIENCE STORE TO COMMUNITY SERVICE CENTRE:
THE TRANSFORMATION OF TAIWAN 7-ELEVEN
Group presentation:Bùi Vân Anh – 1304000001Lê Thị Mai Anh - 1304000003
Hoàng Thị Kim Huệ –1304000029 Lại Thị Mến - 1304000056
OUTLINE Background- summary case study Answering 6 questions1. Bottom line mentality2. CPR emergency and voting site services3. 2 new services4. Promotion mix5. Solutions for customer satisfaction6. 5 lessons learned Application
I. BACKGROUND1. History- 7-Eleven, Inc., is the world’s largest operator, franchisor
and licensor of convenience stores.- 1972 : Founded in Dalas, Texas, when an employee of
Southland Ice Company, Joe C. Thompson, started selling milk, eggs and bread from an ice house.
-1980, 7-Eleven opened its first store in Taiwan. President Convenience Stores Corporate (PCSC) owns the “7-eleven” brand in Taiwan.
-The local franchisee of 7-Eleven reformatted almost all aspects of store chain, including its positioning, location, layout, product offering,…
In 1990, 7-Eleven became a giant in
the Taiwanese convenience store
industry with revenue of US$ 0.36 billion per
year.
2. The journey of transformation- In the mid-1990s, the convenience store market in
Taiwan reach the saturation stage.- Taiwan 7-Eleven tried to provide additional services:*Core business: convenience store – selling lots of
products.*Supplementary services:+ Payment : set up ATMs in stores, introduction of icash.
+ Order – taking: 7-eleven employed a well designed point-of-sale (POS) system
+ Information: ibon
+ Billing
+ Safe – keeping: increase distribution sites, deliveries were also categorized into four groups according to storage temperature.
Obstacles during the transformation journey:-Choosing the right strategic partners-Dealing with franchise resistance- Technical challenges - HR issue- Dealing with legal issues- Promoting new services.
Answer the
Questions
QUESTION 1
Advantages and disadvantages of fostering
this “bottom line mentality
-Motivating employees--> Making employess to complete company goal--> Increasing competitiveness between employees- Increasing creation, enthusiasm, conscientious- Increasing profit
-causes employee social undermining--> employees want their co-worker to fail.--> employees want others bad to make them better
QUESTION 2:
Advantages and disadvantages of offering
CPR emergency and
Voting site services
Advantages
Disadvantages
Increasing the burden on the existing shop
assistants
Increasing customers
waiting time
Increasing cost for new
equipment
QUESTION 3
Can 7-Eleven stores generate more convinience
for the customers?2 new services may offer in the next
two years and justify the suggestions
QUESTION 4
As over 80% of 7-Eleven stores are franchised, communicating with franchisees has become crucial. However, this communication strategy may differ from
communicating with customers. Suggest an effective marketing communication mix for 7- Eleven in Taiwan if it has decided to introduce voting site services.
Advertising
Personal sellings
Direct marketin
g
Sales promotio
n
Public relations
Promotion mix
Website( 7- Election)
Personal meetingTelemarketing
Direct mailsEmail
-Royalty rebateShare cost of promotion
PR agency
QUESTION 5
The success of 7-Eleven has set high expectations among its customers. While it has created a good brand, based on the disconfirmation model,
as expectations rise it will be harder for 7-Eleven to satisfy its customers. Discuss how 7-Eleven may address this issue.
Connect-ingCaringCreativ
e
3 C
Connectingwebsite
Everyday reward card
www.7elevencares.com
Caring Rich protein
Lunch
Creative
Distribution network
Secure payment
Internet marketing
QUESTION 6: What are the five most important lessons that we can learn from the success of 7-Eleven in Taiwan?
1. Choose partnerships carefully. 2. Product - convenient to the target customer – they already go to 7-113. Franchise-expend business to other countries when the business is very cohesive to the life style.4. Understand where the host countryis, who the residents are and what really need. 5. Combining financial services
7-ELEVEN
Analysis: market customer culture
Trend + strategy + differentiate to suit with each country
7 eleven in the world
In America 7 eleven
In taiwan
In Japan
10/2005, Seven-Eleven company moved from a corporation to a fully private company in Japan, with Seven-Eleven Japan's name.
1991, nearly 40% of the system store operations 7-Eleven Japan Ito-Yokado as the Company acquired the majority system from Southland Corporation (USA)
50000 stores for 130 million people
1. Quickly capture
consumer trends
2. Provide strategic products
3. Hold a leadership role
during the development
Suceess of 7-eleven japan
Story of Japan 7-11 success
Seven eleven In viet nam 2017???
CompetitorsIn viet nam