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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