1. 7-ELEVEN IN TAIWAN
Yuko Matsumuro

2. Introduction Convenience 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

3. The history 1980 The first 7-Eleven opened in Taiwan
27 stores NTD 1.2 billion
Eleven grew 62 stores
33 stores had been closed in this year
Started to work 24 hours
168 stores
stores NTD billion
stores

4. 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?

5. What is UPEC?
&
Food

6. What is UPEC?

7. Food is important role in convenience store 1
E-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

8. Food is important role in convenience store 2
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

9. 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 food
Snacks
Coffees
Daily commodities
All products come
from UPEC
company or their
own 7-Eleven
brands
Family
Mart
Fami
Fresh food comes
from their own Fami
brand
Hi-life
from their own Hi-
life brand OK
from their own OK

10. Personal management

11. 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?

12. Personnel management 2 Detailed and specific personal management
i Work refinement
Example: Cleaning
ii Core value
Example: 7-Eleven’s staff cannot answer “I don’t know” for their consumers’ question.
Seven technical words

13. Staff training and evaluation
Doing retail sales practice
Training materials are renewed in every six months

14. Marketing
Geographical
&
Advertisement

15. Marketing Geographical 1
Geographical condition
“According to the Statistic suggested that the condition of location influences the store’s success of 60%” (Chen, 2006).
Confirmation of business place
Choosing the right place

16. Marketing Geographical 2
Central construction
Decreasing the budget of advertising
Increasing the image of the business
Being controlled better and the quality would be better
Increasing the efficiency of delivery and decrease the amount of money and time spend on it

17. The rank of Advertisement in May to October, 2009 (Unit: a thousand dollars)
The rank of Advertisement effect in May to October, 2009
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
134,950
240,821
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
7-11SMOOTHIE
photosynthesis
3,218
96,510
184,137
13,005

18. Conclusion 7-11 is still increasing Keys to Success: Understand
Analyze
Strategic thinking

19. Thanks!!