Presentation on theme: "7-ELEVEN IN TAIWAN Yuko Matsumuro. Introduction Convenience stores in Taiwan A total of 9,184 stores around the country Taiwan convenience store chains."— Presentation transcript:
7-ELEVEN IN TAIWAN Yuko Matsumuro
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
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 1987 Started to work 24 hours 168 stores stores NTD billion 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 1 E-IPC, the research of Taiwanese people whose frequency to visit convenience stores which stated from 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) CompanyBrandsMain productsNotes 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 Drinks Fresh food Fresh food comes from their own Fami brand Hi-life Drinks Daily commodities Fresh food comes from their own Hi- life brand OK Fresh food Fresh food comes from their own OK brand
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 refinement Example: 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 1 Geographical 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
Rakin g Products Airing times Seconds Times on the screen Effect of ad President Convenient Store 29,460626,140 1,057, ,208 2 Family Convenient Store 16,804262,650524,10232, Slurpy 15,109247,160485,73830, CITY CAFE 11,162242,160414,30928,442 5 Welcome Supermarket 7,098141,960290,31719, OPENchan recharge card 5,398134,950240,82116, general lunch box 9,002139,100256,97716, Onigiri 6,734148,795261,23716,117 9 Family fabulous bread 8,900119,840229,08313, SMOOTHIE photosynthesis 3,21896,510184,13713,005 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: Understand Analyze Strategic thinking