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7-Eleven in Taiwan

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7-Eleven in Taiwan: Adaptation of convenient stores to new market environments – CASE –

1. How has the convenience-store concept evolved in the United States?

The convenience store concept began when an enterprising employee of one of Tote’ms stores (now 7-Eleven), began offering milk, bread and eggs on Sundays. Customers found the service very convenient, thus the stores started opening for extended hours (from 7 am to 11pm) and therefore the name changed to 7-Eleven. In 1962, the stores started opening 24 hours 7 days a week, and this became increasingly popular due to the new working schedules of Americans. More than 10 million people in the U.S. were awake at 3 am, 7 million of whom were employed in some kind of work. This new American work style needed exactly what 7-Eleven was offering: a convenient store open at all times, offering fresh-high quality products and services at everyday fair prices, speedy transactions and a clean environment.

2. Is the concept universal across countries, including Taiwan?

The concept of convenience stores follows similar lines in different countries outside the United States. In 1969, 7-Eleven opened its first international store and from them on, the company followed a successful global expansion that seemed to follow positive trends despite the local competition. Wherever a franchisee opened a 7-Eleven store, they had to follow some norms that the Americans found to be very important in representing its brand like the logo and store interiors. However, in Taiwan the American concept could not be exactly replicated as zoning was vertical (the opposite of America), thus most stores were smaller and had different distributions. Nonetheless, the differences showed to be very successful for a Taiwanese consumer.

3. How do 7-Eleven stores in Taiwan compare with their counterparts in the United States?

The main...

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