1. Slogan and SWOT Analysis of 7-Eleven
Group Members:
Sharon Hung
Donna Du
Xiao Bin  
Nicco Yang  
Judy Duan  

2. Outline Background of 7-11
A. History B. Company Objectives
C. Services
D. Scale: Numbers of employee, the amount of capital…
II. 4PS of 7-11 (Price, Product, Place and Promotion)
III. Marketing Strategies
A. TV Commercial
B. Lottery
C. Coupon
D. Slogans
E. Mascot (吉祥物)
IV. SWOT analysis
V. Suggestions to 7-11

3. Background of 7-Eleven
英文四 Sharon

4. Introduction to 7-Eleven
Origin: 1927 Dellas Texas (Southland Ice Company)
Founder: Joe C. Thompson
Opening Hours: 7 a.m. to 11 p.m. 7-Eleven
Products:

5. Introduction to 7-Eleven (Cont.)
History
1962: 24-hour Seven-Eleven in Austin
1980s: financial crisis
1987: Stock market crashed
Ito Yakado as franshisee
1991:Took control, forming
 Seven & I Holdings Co.

6. Company Objectives Provide ultimate convenience
“sincere, innovative, and willing to share”
Be socially responsible

7. Products

8. Services
2009: 7-Eleven earned more than $ billion (USD) revenue and owns more than employees, becoming great model for other convenience stores to follow

9. 4PS of Grocery Stores, Carrefour (Hypermarket) and 7-Eleven(Convenience store)
英四乙 Neko
 純數四 Judy

10. Price& Product Grocery Store— Provide elasticity prices
Sell the products according to owner’s preference
Product quality is unstable
Defective rate of some products (e.g., egg, vegetable) is higher than others

11. Price& Product Carrefour— Large variety of goods
Goods are mostly in large quantity, but their unit price is cheaper than others

12. Price& Product 7-Eleven— Same goods with higher prices
The quality of products is stable
Less variety of products
Only sells some everyday items such as groceries, toiletries, alcoholic and soft drinks, tobacco products, and newspapers.

13. Grocery Store
Carrefour
7-Eleven
Price
Cheaper
Higher
Product Variety
Small
Largest
Medium

14. Place Grocery Store 7-11 Carrefour Countryside City Town Suburbs
Online shop

15. Promotion Lower price Breakfast set Special points for great rewards
Grocery Store
7-11
Carrefour
Lower price
Breakfast set
Special points for great rewards
Seasonal discount

16. Marketing Strategies of 7-Eleven
英文四  Donna

17. How do 7-11 promote through advertising?
TV advertisings-- Seven Select/Impossible Mission
Lottery
Coupon Collecting
for gifts
憤怒鳥馬克杯：
飲料抽抽樂：

18. Slogans Convenience Sensitiveness; forming the customers’ impression
a. “Your convenient good neighbors”
b. “7-11 is always there”
c. “Always Open”
Whenever you want some foods or daily necessities, 7-11 is always there, open 24 hours7 days a week.

19. Mascot Open將 From “Always Open, 7-Eleven” Memo Paster Bag Notebook

20. 7-Eleven: SWOT Analysis
金企四 Xiao

21. 7-Eleven SWOT analysis Strengths Weaknesses High market occupation
 Logistics Flow system and MIS(Management Information System)
Good reputation
Diversification strategy
Low brand loyalty
Variety of product is not as many as supermarket.
Price are higher than supermarket.
Food product quality are not as good as professional store such as a lunch box store , beverage store.
Opportunities
Threats
Delivery service
Occupy the most market
Internet development
High rent
Products are easy to be copy.
Competitor such as Family mart …
Market saturation

22. 7-Eleven: SWOT analysis
Strengths
Weaknesses
高市場占有率
完善的物流及情報系統
商譽良好
多角化經營
品牌忠誠度低
同質性商品過多
價格較超市、全聯高
食品類產品品質不及專業店家
Opportunities
Threats
外送服務
佔據大部分市場
網路商務發展看好
房租高漲
產品易被模仿
同性質競爭者多(例: 全家、萊爾富…)
市場飽和

23. Suggestions to 7-Eleven

24. Suggestions Offer delivery service. Offer bike renting.
Participate in more activity for public welfare in order to maintain and rise their Social image in public.

25. Suggestions
提供外送服務
單車租賃
多從事公益活動，以維持並提升企業社會形象

26. References http://www.7-11.com.tw/company/about/idea.asp