7-Eleven in Taiwan

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					7-ELEVEN
IN TAIWAN
Yuko Matsumuro
Introduction
 Convenience stores in Taiwan
  A total of 9,184 stores around the
 country

 Taiwan convenience store chains have become
 the densest market in the world

 7-Eleven is the most popular one
The history
1980   The first 7-Eleven opened in Taiwan
        27 stores      NTD 1.2 billion
1984   7-Eleven grew 62 stores
        33 stores had been closed in this year
1987   Started to work 24 hours
        168 stores
2010   4733 stores      NTD1017.6 billion
2011   4757 stores
Questions
Why 7-Eleven is so successful in
 Taiwan?
Does 7-Eleven’s parent’s company
 the Uni-President Enterprise
 Corporation (UPEC) role relates to
 the success of 7-Eleven?
What kinds of strategies 7-Eleven
 has?
What is UPEC?
      &
    Food
What is UPEC?
Food is important role in
convenience store                         1
E-IPC, the research of Taiwanese people
 whose frequency to visit convenience stores
 which stated from 1988
1995 Answered once a week was 53.1%
2009, Answered once a week was 84.7%
 among them…
     50% : three times a week and once a week
     34% : everyday
     7.3%: over twice a day
Food is important role in
convenience store                       2
 Answered more than twice a day
      mostly working class
      they buy two takeout meals at
  least per day (mostly breakfast and
  lunch)

 Example:7-Eleven,
      Drinks + breakfasts =39 NTD
The Private Brand of four big
convenience stores in Taiwan (2008)
Company   Brands     Main products   Notes
                     Drinks          All products come
         7-11        Fresh food      from UPEC
         做選素材        Snacks
7-Eleven                             company or their
         原味覺醒        Coffees         own 7-Eleven
         CITY CAFÉ   Daily
                     commodities     brands
                                     Fresh food comes
Family               Drinks
Mart      Fami                       from their own Fami
                     Fresh food
                                     brand
                     Drinks          Fresh food comes
Hi-life   Hi-life    Daily           from their own Hi-
                     commodities     life brand
                                     Fresh food comes
OK        OK         Fresh food      from their own OK
                                      brand
 Personal
management
 Personnel management 1
The research shows consumers are satisfied
 by 7-Eleven’s services


 How 7-Eleven’s service performances are
 evaluated by consumers?
 What kinds of managements do they
 have?
Personnel management 2
Detailed and specific personal
 management
i. Work refinement
Example: Cleaning

ii.   Core value
 Example: 7-Eleven’s staff cannot answer
  “I don’t know” for their consumers’
  question.
Seven technical words
Staff training and evaluation

Staff training
 Doing retail sales practice
 Training materials are renewed in
  every six months
  Marketing
Geographical
      &
Advertisement
Marketing Geographical 1
Geographical condition
“According to the Statistic suggested
 that the condition of location
 influences the store’s success of 60%”
 (Chen, 2006).

1. Confirmation of business place
2. Choosing the right place
Marketing Geographical 2
Central construction
1.Decreasing the budget of advertising
2.Increasing the image of the business
3.Being controlled better and the
 quality would be better
4.Increasing the efficiency of delivery
 and decrease the amount of money
 and time spend on it
The rank of Advertisement in May to
                        The rank of Advertisement effect in May to October, 2009



October, 2009    (Unit: a thousand dollars)
Rakin          Products                  Airing            Seconds              Times on    Effect of ad
  g                                      times                                 the screen

  1
        7-11President Convenient
                  Store                 29,460 626,140 1,057,96
                                                          9                                  70,208
  2     Family Convenient Store         16,804 262,650 524,102                               32,250
  3           7-11Slurpy                15,109 247,160                         485,738       30,341
  4       7-11 CITY CAFE                11,162 242,160                         414,309       28,442
  5      Welcome Supermarket             7,098            141,960              290,317       19,631
        7-11OPENchan recharge
  6             card                     5,398            134,950              240,821       16,729
  7      7-11general lunch box           9,002            139,100              256,977       16,417
  8           7-11Onigiri                6,734            148,795              261,237       16,117
  9      Family fabulous bread           8,900            119,840              229,083       13,659
           7-11SMOOTHIE
 10         photosynthesis               3,218             96,510              184,137       13,005
Conclusion
7-11 is still increasing

Keys to Success:
Understand
Analyze
Strategic thinking
Thanks!!

				
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posted:7/17/2012
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