More importantly, it combined the standardization with localization. When analyzing the marketing mix, product strategy and place strategy are outstanding. For instance, in addition to some standard products,it also provides some local foods. Moreover, it reinforces the level of technology so that the stores can provide more convenient service for target consumer. Diverse products and services make people live more conveniently so that the stores can attract more consumers. As place strategy, we can see7-Eleven located in high-density location and it had already accomplished island-wide network, and its worth noting that it has a non conventional channels of distribution, which play a decisive role in its successful operating activities. Internal services in logistics generate immediate efficiency in the supply chain while PSCS franchise the transportation to drivers will lower the transportation cost. Last but not least, innovation brings more profit for the company. The mobile office platform enabled the franchisees, company and customers get closer 7-Eleven Taiwan is an excellent company experiencing nearly no problem. According to Hsieh said, it place no limit to the extent to which 7-ElevenTaiwan could expand and diversify its offering.This year it makes a further step on product diversity. 7-eleven Taiwan begin to sale 7-Eleven-branded TVs,which can place orders on the on the 7-Eleven website or at more than 4800 outlets in Taiwan. It sales is significant and the company plans to launch its tablets and smart phones in the further. What makes me concerned is that howa 700-square-meters store can provide so many products and services. The diverse product may blur the brand position. Like supermarkets, 7-Eleven provides foods and grocery; Like BEST-BUY, 7-Eleven provides TVs and smart phones. Like Amazon, it provides the online sales so many functional districts in a limited space. And it even provides tickets and delivery service. Maybe one day it can provide all the activities the citizens need and then it became a big mall or city hall. Thats unpractical. So I think 7-eleven need to expand blindly. That is to say, in pursuit of diversification, the company should pay more attention on the service quality and its capacity. And on the other aspects, when 7-Eleven Taiwan enter into mainland China market, it cannot take the same steps as 7-eleven operate in Taiwan because the demographic and geopolitical environment have a big different. There are some risks in the further

development as the needs of people are changing. In conclusion, 7-eleven Taiwan adapts to the changing market quickly and it can also adjust its marketing strategy to changing demands. As a global enterprise, it gives us a deep insight into global marketingmission to make life a little easier for our guests.vision is to be the best retailer of convenience give services payment of bills,payment for internet shopping .oil and gas services,automobile parts and services,atms at almost all the stores,meal delivery service,ticket sales,photocopying,pick up location for parcel delivery,video rental service.(stores were able to)reduce their cost and enhance the quality of their operations refuse rapid growth strong profits.-evaluated strategic functions such as product distribution advertising and procurement,identify outside partners with greater expertise& scale.strengths:geographic presence,strong brands,franchise system,convenience.weaknesses :high margins,limited assortment offering,not perceived as a place to buy a complete meal,not a first choice destination for shoppers. opportunities:fresh food offering,increase share of meals,private label development,growing demand for organic products .threats:intense competition,low consumer confidence,regulatory issues,c-store competition and other small-box retailers,highe shrinkage on fresh food could potentially impact margin.Core Values 7-Eleven is a customer-preferred convenience store which value customer expectations through quality, speed, selection and value safe and pleasant environment. The company treats employees with dignity and respect the company also recognizes franchisees and suppliers as business partners. In addition, the company strives to be a good corporate citizen. -when it came to pricing strategy, the local franchise followed the company's traditional model. It leveraged the fact that its stores are open 24/7, even when other food retail competitors are closed, and priced products at the upper end.The stores are located in commercial and office areas, but not public transport stations because they are not seen as premium locations. Although 7-Eleven has a first mover advantage and has already built up a strong brand name and large customer base, new competitors will come into this market and existing ones are likely to reposition themselves. 7-Eleven should continue to innovate its product range and offer additional services that meet local traditions and customer needs to stay ahead of the competition.

c-273 Part 2 Cases in crafting and Executing Strategy