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7-Eleven in Taiwan: Adaptation of convenience stores to new market

environments

Student Name:Bettina Steinhauser NGX150247

Lee Yean Hong CGA130142 Tai Boon Thiam CGA140043

 Timoth Lee Te! "ang CGA13013#

"ang $a%eng CGA1400&'"ong Han Chion CGA1400&5

Strength:Operational strength1( 7)*+e,en Tai-an is the +argest .on,enient stores o%eratean/ ran.hise their usinesses in Tai-an(

Marketing!roduct2( 7)*+e,en Tai-an a+e to +o.a+ie its %ro/u.t oere/ %ro,i/ing a +o.a+ a,our to its .ustomers se++ing %ro/u.tsi(e( tea eggs antuan aoi et.

Marketing!roduct3( T)11 Tai-an a+e to %ro,i/e +o-).ost tast an/ hgieni.ast)oo/ in ni.he mar!et .om%are/ to street ,en/ors(

"ogisticsOperation4( 7)11 ran.hise its trans%ortation -here ea.h in/i,i/ua+/ri,er is res%onsi+e or their o-n ,ehi.+es an/ ensure time+/e+i,eries(

Management5( 6CSC -as %ioneer in the .on.e%t o .on,enien.e store in Tai-an(

#nternational E$pansion strateg%Management'( 7)*+e,en Tai-an +e,erage on 7)*+e,en n.8s 9:S; %aste

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-hi.h -ere .ram%e/ must an/ /ar! a+e to enhan.e.ustomer e14; ) @ar!eting Strateg 9un.tiona+)+e,e+; To s%en/ a,ai+a+e un/s rom retaine/ earnings to /e,e+o%urther mar!eting strategies to .a%ture more .onsumers tos%en/ their mone in %ur.hasing %ro/u.sts rom 7)*+e,en(3( S15 I >15 ) >%erations Strateg 9un.tiona+)+e,e+; Torein,estment retaine/ earnings in T in,estment to su%%ortthe uture o%erations in a..or/an.e to te.hno+ogi.a+ .hanges4( S13 I >5) $i,ersi.ation Strateg 9Business)+e,e+; To/u%+i.ate its e2 S& I >4 ) $i,ersi.ation Strateg 9Business)

+e,e+; :nre+ate/ $i,ersi.ation) Setu% 7)*+e,en !ios! oeringast an/ resh oo/ that .an e .onsume/ imme/iate+('( S1 I 9>13 >10; ) Coo%erati,e Strateg 9usiness)+e,e+; Aggresi,e+ i/entiing suita+e entre%reneurs to ran.hise itsstores to them7( 9S1 S' S15 S7; I >5 ) nternationa+ Strateg 9usiness)+e,e+; To enter into o,erseas mar!et i(e( Shanghai Chinaan/ other %otentia+ .ountries(&( 9S11 S12 S13 S14; I >12 ) @ar!eting Strateg9un.tiona+ )+e,e+; Targeting /ierent segments o.ustomers other than those that a+rea/ ha,e eeni/entie/(

)O Strategies:1( 9"1 "4; I 9>3 >15; ) >%erations Strateg

9Business)+e,e+; ) To intensi mar!eting or on+ine/e+i,er rom nearest a,ai+a+e stores or.ustomers8 .on,enien.e /ue to their -or! routines(2( "1 I >2 ) >%erations Strateg 9Business)+e,e+;) nstea/ o targeting the .urrent sites to o%en 7)*+e,en stores at sites -ith higher oota++s or.on,enien.e(3( "5 I 9>5 >&; ) inan.ia+ Strateg 9Business)+e,e+; ) ran.hise its stores to entre%reneursinstea/ o setting u% ne- %remises an/ oer.a%ita+ nan.ing to these entre%reneurs toen.ourage setting u% o more ne- stores(4( 9"1 "2; I >12 ) @ar!eting an/ 6ri.ingStrateg 9Business)+e,e+; To .ome u% -ith ne-

mar!eting strategies to .a%ture the oung uran%roesiona+s(

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+iera+iation o the e.onom ) he+%e/he+/ /o-n %ri.es(

$emogra%hi.a+ o%%ortunities11( High /ensit o oota++s in thestreets o Tai-an(12( Young uran %roessiona+s -ho are+ess %ri.e sensiti,e(

$emogra%hi.a+ J13( Ee+ati,e+ oung %o%u+ation 973(4Fage/ 15)'4;

4u%er !ower the are not %ri.e sensiti,e s-it.hing%o-er is high

6hsi.a+ en,ironment o%%ortunities14( Kerti.a+ oning 9high rise ui+/ings;resu+t in a o- o %otentia+ .ustomers24D7(

 Te.hno+ogi.a+ o%%ortunities15( >%%ortunit in the ourgeoninginormation te.hno+og 9T; se.tor(

Barrier to entries o%%ortunities1'( 7)*+e,en ha/ the +argest .on,enientstores in Tai-an at 4750(

5ompetitive rivalr% The street ,en/ors are not hgieni.

New EntrantLimite/ +an/ or store +o.ations /ues to Tai-ans %hsi.a+ .on/itions +imits ne-entrants .a%ai+it to enter the mar!et

 

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ThreatsCom%etiti,e ri,a+r threats1( Highest /ensit o .on,enien.e storesin the -or+/ ) ea.h store is +o.ate/a%%ro