2Introduction Convenience stores in Taiwan A total of 9,184 stores around the countryTaiwan convenience store chains have become the densest market in the world7-Eleven is the most popular one
3The history 1980 The first 7-Eleven opened in Taiwan 27 stores NTD 1.2 billionEleven grew 62 stores33 stores had been closed in this yearStarted to work 24 hours168 storesstores NTD billionstores
4Questions 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?
7Food is important role in convenience store 1 E-IPC, the research of Taiwanese people whose frequency to visit convenience stores which stated from 19881995 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 week34% : everyday7.3%: over twice a day
8Food is important role in convenience store 2 Answered more than twice a daymostly working classthey buy two takeout meals at least per day (mostly breakfast and lunch)Example:7-Eleven,Drinks ＋ breakfasts ＝39 NTD
9The Private Brand of four big convenience stores in Taiwan (2008) CompanyBrandsMain productsNotes7-Eleven7-11做選素材原味覺醒CITY CAFÉDrinksFresh foodSnacksCoffeesDaily commoditiesAll products comefrom UPECcompany or theirown 7-ElevenbrandsFamilyMartFamiFresh food comesfrom their own FamibrandHi-lifefrom their own Hi-life brandOKfrom their own OK
11Personnel management 1The research shows consumers are satisfied by 7-Eleven’s servicesHow 7-Eleven’s service performances are evaluated by consumers?What kinds of managements do they have?
12Personnel management 2 Detailed and specific personal management i Work refinementExample: Cleaningii Core valueExample: 7-Eleven’s staff cannot answer “I don’t know” for their consumers’ question.Seven technical words
13Staff training and evaluation Doing retail sales practiceTraining materials are renewed in every six months
15Marketing 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 placeChoosing the right place
16Marketing Geographical 2 Central constructionDecreasing the budget of advertisingIncreasing the image of the businessBeing controlled better and the quality would be betterIncreasing the efficiency of delivery and decrease the amount of money and time spend on it
17The rank of Advertisement in May to October, 2009 (Unit: a thousand dollars) The rank of Advertisement effect in May to October, 2009RakingProductsAiring timesSecondsTimes on the screenEffect of ad17-11President Convenient Store29,460626,1401,057,96970,2082Family Convenient Store16,804262,650524,10232,25037-11Slurpy15,109247,160485,73830,34147-11 CITY CAFE11,162242,160414,30928,4425Welcome Supermarket7,098141,960290,31719,63167-11OPENchan recharge card5,398134,950240,82116,72977-11general lunch box9,002139,100256,97716,41787-11Onigiri6,734148,795261,23716,1179Family fabulous bread8,900119,840229,08313,659107-11SMOOTHIEphotosynthesis3,21896,510184,13713,005
18Conclusion 7-11 is still increasing Keys to Success: Understand AnalyzeStrategic thinking