3 Background info Began operations in 1951. Originally called Kay’s Food Stores; opened in El Paso Texas.Has more than 3,500 stores internationally.2,400 stores in the U.S.The name Circle K was bought out in 2003 by a Canadian Company.
4 Company Mission Statement Circle K Mission Statement:“To grow the Circle K brand by granting franchise agreements to individuals who are dedicated to winning long-term customers by providing high-quality products and services, fully utilizing the operating system and taking full advantage of our ongoing support.”
5 Corvallis Customer Profile College Students age 18-26Tailgaters and Misc. AlumniPrimarily shoot for 21 and over crowd; most of sales are alcohol.Early morning and late night shoppers-it’s open 24hours.
6 What do they offer? Convenience goods Prepaid phone cards Money orders Cash payroll checksPay as you go wirelessATMBEERYou know what you will find when you go in…that’s why people like it.
7 S.W.O.T. Analysis Strengths: Always open Consistency in products and store arrangement.Great locationsLarge scale purchasing powerCustomer focus
8 S.W.O.T. Analysis Contd. Weaknesses: Not a lot of available parking Hard to access during big eventsLimited product capacity
9 S.W.O.T. Analysis Contd. Opportunities: Build more locations-compete with dorms.International franchise opportunities.Increase purchasing power; were bought out by a larger corporation.
10 S.W.O.T. Analysis Contd. Threats: 7-eleven Superette Dairy Mart Grocery StoresGas Station Mini Marts
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