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Taiwanese 7-Eleven

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Taiwanese 7-ELEVEn

Executive Summary
The purpose of this report is to undertake industry scenario analysis of Taiwanese 7-ELEVEn strategy development in terms of chain convenience store industry. Based on the chain convenience store industry’s environment and market situation, I mainly describe 7-ELEVEn’s approach of new promotion strategy, international strategy and financial strategy. Relying on relevant references, I analyse each of them by my professional knowledge. Finally my opinions on their current situation and future development are given in conclusion.

1. Introduction 3 2. Background 4 3. Environment of convenience store in Taiwan 5 3.1 Macro-environment (PESTEL) 5 3.2 Chain convenience store Industry 5 Key competencies 5 Key resources 6 Five forces framework 7 3.3 Competitors 9 4. 7-ELEVEn’s new strategy – city café 9 4.1 Motivation 9 4.2 Action 9 4.3 Result 10 5. International Strategy 11 5.1 Market Selection 11 5.2 Competitive Advantage 11 5.3 Internationalization drivers 12 Government driver 12 Market driver 12 Competitive driver 12 5.4 Entry Mode 12 Timing 12 6. Financial Strategy 13 Stock market 13 Share price 13 7. SWOT Analysis 14 8. Strategic uses by the Art of War 15 8.1 Best plan - Uniting minor enemies to attack main enemies 15 8.2 Normal plan – Cooperating with local big companies 15 8.3 Bad plan – Establishing a new brand 16 9. Conclusion 16 Reference List 17 1. Introduction
Convenience store is a small store that stocks a variety of daily items such as groceries, toiletries, alcoholic and soft drinks, tobacco products, newspapers and may also offer money order and wire transfer services. Moreover, the industry of chain convenience store in Taiwan has the highest density of the world. Therefore, the competition of each brand is very keen. They have to

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