7-ELEVEN IN TAIWAN Yuko Matsumuro
Introduction Convenience stores in TaiwanConvenience stores in Taiwan
A total of 9,184 stores around the country
Taiwan convenience store chains have become the densest market in the world
7-Eleven is the most popular one
The history
1980 The first 7-Eleven opened in Taiwan
27 stores NTD 1.2 billion1984 7-Eleven grew 62 stores 33 stores had been closed in this
year 1987 Started to work 24 hours 168 stores 2010 4733 stores NTD1017.6
billion2011 4757 stores
Questions Why 7-Eleven is so successful in Taiwan?
Does 7-Eleven’s parent’s company the Uni-President Enterprise Corporation (UPEC) role relates to the success of 7-Eleven?
What kinds of strategies 7-Eleven has?
What is UPEC?&
Food
What is UPEC?
Food is important role in convenience store 1E-IPC, the research of Taiwanese people
whose frequency to visit convenience stores which stated from 1988
1995 Answered once a week was 53.1%2009, Answered once a week was 84.7% among them… 50% : three times a week and once a
week 34% : everyday 7.3%: over twice a day
Answered more than twice a day mostly working class they buy two takeout meals
at least per day (mostly breakfast and lunch)
Example:7-Eleven, Drinks + breakfasts = 39
NTD
Food is important role in convenience store 2
The Private Brand of four big convenience stores in Taiwan (2008)Company Brands Main products Notes
7-Eleven
7-11做選素材原味覺醒CITY CAFÉ
Drinks Fresh foodSnacks Coffees Daily commodities
All products comefrom UPEC company or their own 7-Eleven brands
Family Mart Fami
Drinks Fresh food
Fresh food comes from their own Fami brand
Hi-life Hi-lifeDrinksDaily commodities
Fresh food comesfrom their own Hi-life brand
OK OK Fresh foodFresh food comes from their own OK brand
Personal management
Personnel management 1
The research shows consumers are satisfied by 7-Eleven’s services
How 7-Eleven’s service performances are evaluated by consumers?
What kinds of managements do they have?
Personnel management 2
Detailed and specific personal management
i. Work refinementExample: Cleaning
ii. Core value Example: 7-Eleven’s staff cannot
answer “I don’t know” for their consumers’ question.
Seven technical words
Staff training and evaluation
Staff training Doing retail sales practice Training materials are renewed in
every six months
Marketing Geographical
&Advertisement
Marketing Geographical 1Geographical condition“According to the Statistic suggested that the condition of location influences the store’s success of 60%” (Chen, 2006).
1. Confirmation of business place
2. Choosing the right place
Marketing Geographical 2
Central construction 1.Decreasing the budget of advertising
2.Increasing the image of the business
3.Being controlled better and the quality would be better
4.Increasing the efficiency of delivery and decrease the amount of money and time spend on it
Raking Products Airing
times Seconds Times on the screen
Effect of ad
1 7-11President Convenient Store
29,460
626,140
1,057,969 70,208
2 Family Convenient Store 16,804
262,650
524,102 32,250
3 7-11Slurpy 15,109
247,160
485,738 30,341
4 7-11 CITY CAFE 11,162
242,160
414,309 28,442
5 Welcome Supermarket 7,098 141,960
290,317 19,631
6 7-11OPENchan recharge card 5,398 134,95
0240,82
1 16,729
7 7-11general lunch box 9,002 139,100
256,977 16,417
8 7-11Onigiri 6,734 148,795
261,237 16,117
9 Family fabulous bread 8,900 119,840
229,083 13,659
10 7-11SMOOTHIEphotosynthesis 3,218 96,510 184,13
7 13,005
The rank of Advertisement effect in May to October, 2009 The rank of Advertisement in May to October, 2009 (Unit: a thousand dollars)
Conclusion
7-11 is still increasing
Keys to Success:UnderstandAnalyzeStrategic thinking
Thanks!!