wawa in taiwan

1. Wawa In Taiwan Punam Brahmbhatt Lorian Kowalski Mathew Kurian Hader Mureikhi Jennifer Scaria Jeffrey Walter

3. Company Background In 1902, George Wood opened a small milk plant in Wawa, PA that specialized in the processing and home delivery of �doctor certified� milk. Wawa is a Lenni Lenape Indian word for the Canadian goose that was found in the Delaware Valley. �value people, delight customers, embrace change, do the right thing, and passion for winning.�

4. Taiwan �A beautiful island� Language: Mandarin Chinese Capital: Taipei Population: 23 million Religion: Buddhism, Taoism, Christian, etc. Land Area: 13,900 sq. miles

5. Taiwanese food About 2.7 billion dollars worth of fish are what Taiwan produces. The Taiwanese food, at its core is shown to be austere and immersed with cultural history. The significant amount of value placed upon certain foods that has aided in survival of the Taiwanese people is demonstrated to visitors of the country.

6. Why Wawa in Taiwan? The enjoyment of foods during the night and throughout the day is based upon the way of convenience for the Taiwanese people. Our interest sparked to expand the Wawa business abroad and specifically to Taiwan based on our top competitor, 7-Eleven .

7. Competitor Background 7-Eleven as a company as a whole was created in 1927, and the name was originated due to their 7 a.m. to 11 p.m. operation hours. Products and Service are two of the most important factors in productivity and satisfaction for 7-Eleven.� 7-Eleven operates more than 3,000 stores throughout Taiwan.

8. 7-Eleven and Wawa �a small retail store that is open long hours and that typically sells staple groceries, snacks, and sometimes gasoline � "I think of our strategy as a three-legged stool--the best people, world-class facilities and an overpowering offer,�

9. Company Strategy "It's not just a cup of coffee, it's not just a convenience store, it�s a way of life. I can't live without Wawa,�. Wawa set to become a retail brand customers can't live without. Happy associates make for happy customers.

10. Situational Analysis The country of Taiwan has a dynamic capitalist economy. Taiwan's economy and financial performance is defined by their small to medium-sized businesses . Taiwan dollars per US dollar is approximately -34.42.

11. Situational Analysis Taiwan is a multicultural nation; her people share a common heritage with the people of the South Pacific. Chinese and Japanese influence has helped to shape the island of Taiwan into a strategic trade center in Asia. Taiwan is a country based on civil law.

12. Market Entry Strategy Establishing a fully integrated local production unit is the greatest commitment a company can make for a foreign market. Many of the products Wawa offers can be produced in Taiwan itself. By creating a full scale integrated production unit we would not have to deal with the high transportation costs and tariffs that can be incorporated with imported goods.

13. Product Branding Launch Wawa stores throughout Taiwan with existing products as well as bringing in new minor discretionary changes in order to appease to the Taiwanese. Items included would be: pre-packaged items, instant noodles such as rice noodles, egg noodles, soy sauce, and mustard oil. The deli will still prepare original fresh Wawa made to order sandwiches along with seafood sandwich varieties and a fresh cold noodle bar. The Wawa coffee line will be extended to include Wawa flavored teas to accustom to the local culture.

14. Product Break Down Groceries-26% Drinks-12% Dairy- 10% Deli Items- 7% Cookies/ Snacks-7% Frozen Snacks-7% Non-Foods- 5% Magazines-5% Ice Cream-4% Produce-3% Candy-3% Tobacco-2% Other-2%

15. Pricing Strategy The success of Wawa in the US has given us reason to keep our prices aligned with the stores that we are introducing into Taiwan. We plan to use uniform pricing strategy because we are early in international development and also because our pricing is similar for food in both countries.

16. Distribution Strategy Wawa�s products in Taiwan will be divided into four major categories. Fresh foods and current publications (highly perishable and short shelf-life), need a distribution channel that is exclusive, intense and short in length. Room-temperature goods and low temperature goods) have low perish-ability and longer shelf-lives

17. Promotion There is a Taiwan folklore that says a crane is symbolic of fortune and good luck. Wawa in Taiwan�s promotional strategy is going to be a pull strategy, targeted at the end user.

18. Promotional Strategy Wawa will issue a press release that they will be opening in Taiwan when all negotiations have been made. We will focus on market research collecting information on successful advertising in Taiwan. The number 8 in Taiwan is a number symbolizing prosperity. The week of the grand opening Wawa will run the most advertisements including 6 one-minute television and radio commercials, full page newspaper inserts, and local billboard advertisements.

19. Conclusion beneficial to both Taiwan and the Wawa Corporation variety of choices and freshness to its market �To Simplify our Customers� Daily Lives�

20. Questions/Comments