7-ELEVEN IN TAIWAN Yuko Matsumuro

Introduction Convenience stores in TaiwanConvenience 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 billion1984 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

billion2011 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 1E-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

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

Food is important role in convenience store 2

The Private Brand of four big convenience stores in Taiwan (2008)Company Brands Main products Notes

7-Eleven

7-11做選素材原味覺醒CITY CAFÉ

Drinks Fresh foodSnacks Coffees Daily commodities

All products comefrom UPEC company or their own 7-Eleven brands

Family Mart Fami

Drinks Fresh food

Fresh food comes from their own Fami brand

Hi-life Hi-lifeDrinksDaily commodities

Fresh food comesfrom their own Hi-life brand

OK OK Fresh foodFresh food comes 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 refinementExample: 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 1Geographical 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

Raking Products Airing

times Seconds Times on the screen

Effect of ad

1 7-11President Convenient Store

29,460

626,140

1,057,969 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

6 7-11OPENchan recharge card 5,398 134,95

0240,82

1 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

10 7-11SMOOTHIEphotosynthesis 3,218 96,510 184,13

7 13,005

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

Conclusion

7-11 is still increasing

Keys to Success:UnderstandAnalyzeStrategic thinking

Thanks!!