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7 Eleven Analysis

In: Business and Management

Submitted By Shoq
Words 864
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7-Eleven Inc is the operator, franchisor and licensor of convenience stores. As an American company, it expanded the global market quickly and successfully, especially in Taiwan. Marketing is key to 7- Eleven’s success. In learning its global corporation’s marketing mix, I will mainly focus on following four parts. First, the company’s marketing strategy in the united state will be discussed. And then 7- Eleven’s market entry strategy in Taiwan will be focused on. Thirdly, marketing mix about 7-Eleven Taiwan will be analyzed deeply and critically. Last, some minor suggestion will be given to make 7-Elevendeveloped better in the further.

The marketing strategy in the United States is innovative and unique. A tits initial stage, the decisive factors for this company’s success are that7-Eleven launched an innovative store and service in the United States and then entered into this “Blue Ocean”. As we can see, in 1940s, the concept of convenience store was challenging because shopping in convenience store is new and unfamiliar consumer behaviour for American people. As a store, it sells convenient service more than its product. So this is an innovative marketing segmentation. Moreover, the convenience store can meet the unsatisfied demand in American market. At the second stage, when the store expanded over its original market into other districts in America, the company took the standardization of business format, including the logo, location, store’s layout and merchandising. Standardization can improve brand indentify. Furthermore, as a retail brand, the company use the franchising route can lessen capital outflow and shorten managerial time spent in monitoring operation. It’s a quick way for a fledgling company to broaden its business. All in all, Standardization and flexible franchising way made this company immediately penetrate in the United States.
In its...

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