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Taiwanese 7 Eleven Essay

2990 words - 12 pages

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) ...view middle of the document...

7-ELEVEn is the leader of chain convenience store in Taiwan. However, it has to face an increasing number of challenges because of other competitors, such as Family Mart, Hi-Life and OK convenience store. Hence, 7-ELEVEn has to keep improving strategies to confront potential problems and challenges of the market. According to Table.1, Taiwanese prefer to shop at convenience store than supermarket. That is way convenience stores still have great potential market to develop. Also, Table.2 (Annual Growth Rate of convenience store, 2012) shows that the annual growth of recent five years.
Table.1 | Sales (NT$ Million) |
Year | 2007 | 2008 | 2009 | 2010 | 2011 |
Convenience Stores | 209 653 | 211 994 | 212 066 | 230 456 | 245 985 |
Supermarkets | 110 902 | 121 201 | 126 665 | 133 345 | 143 087 |

Table.2 | Annual Growth Rate (%) |
Year | 2007 | 2008 | 2009 | 2010 | 2011 |
Convenience Stores | 209 653 | 211 994 | 212 066 | 230 456 | 245 985 |
Annual Growth Rate (%) | 1.98% | 3.06% | 0.03% | 7.98% | 6.31% |
Source from Ministry of Economic Affairs, R.O.C

In terms of convenience store industry, from the figure (Market share in 2011) above, we can see 7-ELEVEn’s stores are widely distribution in the market. However, Family Mart (2811 stores) is trying to catch up with 7-ELEVEn (4819 stores). Nevertheless, 7-ELEVEn strongly believes its new strategy could keep forward in convenience store industry.

2. Background of 7-ELEVEn
7-ELEVEn was established from U.S. and Uni-President organisation got the license to the market of Taiwan in 1979. 7-ELEVEn took some time and efforts with using experience from U.S. to operate convenience store. Gradually, Taiwanese become more rely on convenience store than past when the economic development has boomed. Therefore, 7-ELEVEn follows this trend and occupied dominant market share (49.6%) in 2011.

3. Environment of convenience store in Taiwan
3.1 Macro-environment (PESTEL)

3.2 Convenience store industry
* Key competencies
A competence is defined as the ability to successfully meet complex demands in a particular context through the mobilization of psychosocial prerequisites. This represents a demand-oriented or functional approach to defining competencies (Illeris 2009, p.56). Following are some of the key competencies which are essential in specific for the convenience store industry to meet the challenges in the present.
1. Innovative and open-minded management philosophy improves a key competency of strategic management in convenience stores.
2. Optimized logistics and supply chain management strengths a key competency of logistics and distribution in convenience stores.
3. Integrated information system strengthens a key competency of information management in convenience stores.
4. Franchise system improves a key competency of partnership and finance in convenience stores.
5. location orientated expansion strategy improves a key competency of operational flexibility in...

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