7-Eleven in Taiwan
7-Eleven in Taiwan
7-Eleven in Taiwan
Marketing Management
OUTLINE
History
Company Profile:
SWOT
Problem Statement
Problem Solution
Summary
Company Profile
Mission
Meeting the
needs
of
convenience-oriented
customers by providing a broad selection of fresh, highquality products and services at everyday fair prices,
speedy transactions and a clean, friendly shopping
environment.
Because:
American buyer behavior
Need daily-use item
Weekly monthly supplies
International Expansion
In 1969, 7-Eleven opened its first store outside US
In 1974 Asian region by entering Japan
In 1980, it opened the first store in Taiwan, Thailand, and
South Korea
7-eleven In Taiwan
PCSC launch of 7-Eleven stores in Taiwan
technology
Service offerings :
1. Pre-Order
2. Delivery and Pick Up
3. Telecom
4. I-Cash
5. Coffee Counter
6. Seating Areas
7. Taxi Services
Infrastructure Of HQ
6 major businesses of UPEC:
Provisions
Dairy
Logistic
Consumer
Health
UPEC
General
Foods
Instant
Foods
Beverage
SWOT
Strength
- Brand recognition
- Convenience
- Franchise system
- Geographical presence
- Marketing strategies
Opportunities
- Provide fresh food
- Open 24 hours
- Increase share of meal
- Promotion/discount
Weakness
- High margins
- Not gain top-of-mind recall
- Limited assortment offering
- Not first choice of shopper
Threats
- Intensity competitors
- Low consumer confidence
- Served fast food
Problem Statement
What kind of marketing strategy that 7-Eleven
Problem Solution
Marketing mix: 4P
Product
Price
Place
Promotion
Analyzed the market, target segment, and
understanding demand
Franchise model, allow local entrepreneur to invest
Provide daily necessities and supplementary service
There is standardization and localization in Taiwan
Core service in Taiwan (Innovation)
Summary
7-Eleven in Taiwan, had to adapt to the market very
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