Download 7-Eleven

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
I. 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.
Price
Product
Variety
Grocery
Store
Carrefour
7-Eleven
Cheaper
Cheaper
Higher
Small
Largest
Medium
Place
Grocery
Store
Countryside
7-11
City
Town
Countryside
Suburbs
Online shop
Carrefour
Suburbs
Promotion
Grocery
Store
Lower price
7-11
Carrefour
Breakfast set Seasonal
discount
Special
points for
great rewards
Marketing Strategies
of 7-Eleven
英文四 498200238 Donna
How do 7-11 promote through
advertising?
TV advertisings-- Seven Select/Impossible
Mission
A. Lottery
B. Coupon Collecting
for gifts
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
Paster
7-Eleven: SWOT Analysis
金企四 497752076 Xiao
7-Eleven SWOT analysis
Strengths
1. High market occupation
2. Logistics Flow system and
MIS(Management Information
System)
3. Good reputation
4. Diversification strategy
Weaknesses
1. Low brand loyalty
2. Variety of product is not as many as
supermarket.
3. Price are higher than supermarket.
4. Food product quality are not as good
as professional store such as a lunch
box store , beverage store.
Opportunities
1. Delivery service
2. Occupy the most market
3. Internet development
Threats
1.
2.
3.
4.
High rent
Products are easy to be copy.
Competitor such as Family mart …
Market saturation
7-Eleven: SWOT analysis
Strengths
1.
2.
3.
4.
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
Weaknesses
1.
2.
3.
4.
Opportunities
1. 外送服務
2. 佔據大部分市場
3. 網路商務發展看好
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
Threats
1.
2.
3.
4.
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/s160
0/7-11.jpg
• http://www.managertoday.com.tw/?p=1170