Slogan and SWOT Analysis of 7-Eleven Group Members: Sharon Hung 498200458 Donna Du 498200238 Xiao Bin 497752076  Nicco Yang 595202040  Judy Duan 498300222 

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

Background of 7-Eleven 英文四 498200458 Sharon

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:

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.

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

Products

Services 2009: 7-Eleven earned more than $16.681 billion (USD) revenue and owns more than 45000 employees, becoming great model for other convenience stores to follow

4PS of Grocery Stores, Carrefour (Hypermarket) and 7-Eleven(Convenience store) 英四乙 595202040 Neko  純數四498300222 Judy

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

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

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.

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

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

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

Marketing Strategies of 7-Eleven 英文四 498200238 Donna

How do 7-11 promote through advertising? TV advertisings-- Seven Select/Impossible Mission Lottery Coupon Collecting for gifts 憤怒鳥馬克杯： http://www.youtube.com/watch?v=qUW16UtTf0Q 飲料抽抽樂： http://www.youtube.com/watch?v=HijEJnxgpIg

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.

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

7-Eleven: SWOT Analysis 金企四 497752076 Xiao

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

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

Suggestions to 7-Eleven

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.

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

References http://www.7-11.com.tw/company/about/idea.asp http://www.7-11.com.tw/company/about/History.asp http://2.bp.blogspot.com/-wyFkeyG8qrM/T06zzcL6qKI/AAAAAAAABNg/pq78Ov9eJJ4/s1600/7-11.jpg http://www.managertoday.com.tw/?p=1170