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7-ELEVEN IN TAIWAN

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 .

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7-ELEVEN IN TAIWAN

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  1. 7-ELEVEN IN TAIWAN Yuko Matsumuro

  2. 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-Elevenis the most popular one

  3. The history • 1980 The first 7-Eleven opened in Taiwan 27 storesNTD 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 storesNTD1017.6 billion • 2011 4757 stores

  4. 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?

  5. What is UPEC? & Food

  6. What is UPEC?

  7. 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 weekand once a week 34% :everyday 7.3%:over twice a day

  8. 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

  9. The Private Brand of four big convenience stores in Taiwan (2008)

  10. Personal management

  11. 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?

  12. 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

  13. Staff training and evaluation • Staff training • Doing retail sales practice • Training materials are renewed in every six months

  14. Marketing Geographical & Advertisement

  15. Marketing Geographical 1 • Geographical condition • “According to the Statistic suggested that the condition of location influences the store’s success of 60%” (Chen, 2006). • Confirmation of business place • Choosing the right place

  16. Marketing Geographical 2 • Central construction • Decreasing the budget of advertising • Increasing the image of the business • Being controlled better and the quality would be better • Increasing the efficiency of delivery and decrease the amount of money and time spend on it

  17. The rank of Advertisement in May to October, 2009 (Unit: a thousand dollars) The rank of Advertisement effect in May to October, 2009

  18. Conclusion 7-11 is still increasing Keys to Success: Understand Analyze Strategic thinking

  19. Thanks!!

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