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7-Eleven in Taiwan Yuko Matsumuro National Chengchi University Abstract At present, convenience stores are getting to be more and more common in Taiwan. If you simply look around just about everywhere, you will rapidly find there are a great number of convenience stores adjacent your area. Among a number of convenience shop chains, 7-Eleven, or the Leader Chain Retail outlet Corporation, is considered the most popular a single now.

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The paper is targeted on why 7-Eleven is so good in Taiwan and uses what is to it.

At the beginning, to know the position of 7-Eleven’s parent company Uni-President Enterprise Firm (UPEC) in Taiwan, and investigate just how it effect the success of 7-Eleven. Also, based on the data which in turn showed the consumers’ pleasure towards 7-Eleven’s service, to consider how 7-Eleven’s assistance performances happen to be evaluated by simply consumers and what kinds of management manuals they have. In last, the daily news will discuss the impact on of 7-Eleven’s special marketing geographical approach and their advertisement effects about consumers.

These kinds of information may help us understand why 7-Eleven can continue to increase. Why 7-Eleven succeed in Taiwan? Introduction In line with the article “Taiwan Convenience Stores 2010, “In 2009, Taiwan’s 4 major comfort store restaurants such as 7-Eleven, Family Mart, Hi-life, and OK managed a total of 9, 184 stores throughout the country, a density of 1 store every 2, five-hundred people, making Taiwan the densest industry in the world when it comes to convenience stores.  Among a lot of convenience retail store chains, 7-Eleven is the most well-liked one in Taiwan now.

To take into account the history of Taiwanese convenience stores, according to the content “The Advancement and Trend for Convenience Stores coming from Managing Convenience Stores Theories, the Uni-President Organization Corporation (UPEC) had added the great position to the advancement convenience store in Taiwan (Department of Economy, 2000). “In May 27, 1979, UPEC explained with just fourteen chain stores and in this season, UPEC cooperated with the Southland Corporation, getting the longest history and the biggest sequence convenience store Company in South America, brought in 7-Eleven to Taiwan (Department of Economy, 2000).

The first 7-Eleven in Taiwan opened in 1980 with 27 shops and the sale of this year was just just NTD 1 ) 2 billion dollars. Although 7-Eleven grew 62 stores in 1984, someone buy still would not improve a lot, and thirty-three stores have been closed in this season (Lu and Luo, 2010). Nevertheless, the 7-Eleven company did not quit to increase the amount of stores, in 1987 they started to function 24 hours using 168 retailers. Since this turning point, 7-Eleven begun to expand all their business in addition to April 2010, 7-Eleven expanded with 4733 chain stores with a sale for NTD1017. 6th billion in a year (Lu and Luo, 2010).

This daily news will explore these pursuing questions: 1 . Why 7-Eleven is so successful in Taiwan? 2 . Really does 7-Eleven’s parent’s company the Uni-President Venture Corporation (UPEC) role pertains to the success of 7-Eleven? 3. What kinds of strategies 7-Eleven has? It really is valuable to study why 7-Eleven can continue to boost and figure out their tactics and skills. What is the Uni-President Enterprise Corporation (UPEC)? First of all, to understand the position of 7-Eleven’s parent or guardian company Uni-President Enterprise Organization (UPEC) in Taiwan, and investigate just how it affect the success of 7-Eleven.

According to the content “The Income for UPEC in The spring is forty one. 92 billion dollars and increasing annually by 7. 41%, “The entire profit-making of UPEC in April recorded NT41. 80 billion, it is increased several. 41% coming from last year perfectly time (Yang, 2011). Uni-President Enterprise Company (UPEC) is definitely the only organization in Taiwan, which has different categories of food production branches, and dozens of products can be made through only one department (Chang, 2006). Major household subsidiaries of UPEC are such as 7-Eleven, Starbucks Coffee Business, Mister Donuts, Muji (Taiwan) Co., Leader Drugstore Business Corp. COSMED), President Transnet Corp., Semeur De Pain and so on. We can see there are so many subsidiaries under the UPEC and each of them quite popular firms in Taiwan now. “While adequately developing the subsidiaries of selling, logistics and recreational assistance companies within the group, speedily expanding their business territory (Uni-President, 2007). The subsidiaries of UPEC’s business tie-up increased their very own business place, and made UPEC more powerful organization. In 2005, the profit-making of the food industry UPEC exceeded above NTD you, 000 billion (Chang, 2006).

The food sector of UPEC is one among famous firm in Taiwan, if you look around 7-Eleven’s food categories, you can expect to soon found a lot of them will be from its company. Now, we all know such big food sector behind 7-Eleven, is it linked to the success of 7-Eleven? Food is important role in convenience shop In the content “The Changeless Convenience Retail store, 7-11 and Family Mart Competes, E-IPC, the research of Taiwanese persons whose consistency to visit convenience stores which mentioned from 1988, suggested individuals who answered once per week was 53. % in 1995, last year, those who clarified to go presently there every week was 84. seven percent, among them, the sum of these who answered three times every week and once weekly was fifty percent, answered heading everyday was 34%, remarkably, those who clarified visited more than twice each day was several. 3% (Marketing. chinatimes. com, 2010). The age of main buyers who spend some money in ease store is definitely 13 to 64, the E-IPC in 2006 to 2009, shown those who answered visiting presently there every day was increased 35. 8 to 34% (Marketing. hinatimes. com, 2010). From the data, we can see nowadays people visit the grocery stores more often than previously. Then, the type of people are becoming regulars today? The article demonstrates that the Taiwanese population is mainly working school, they in least purchase two takeout meals each day, and those two meals are generally breakfast and lunch (Marketing. chinatimes. com, 2010). Right now, we know the main consumer of convenience shop is the the working class and their requires are foodstuff.

According to the document “Local Ease Stores’ creation and long term in 2008, the data of “The Private Brand of 4 big convenience stores in Taiwan(Table 1) implies that 7-Eleven’s main products just like “Drinks, fresh food, snacks, capuccinos, daily commodities, all of them originates from UPEC business or their own 7-Eleven brands (Wang. 2008). As to Family members Mart, their main items are the “Fresh food and drinks, Hi-Life’s are the “Fresh food and dairy products, and OK is the “Fresh food (Wang. 2008).

Simply Fresh food originate from their own brands in Family mart, Hi-Life, and OK, and we can see 7-Eleven has more many kinds of main products than others because of the support of UPEC. Stand 1 The Private Brand of four big convenience stores in Taiwan (2008) |Company |Brands |Main goods |Notes | |7-Eleven |7-11 |Drinks |All products come from UPEC firm or their particular | | |?? |Fresh food |own 7-Eleven brands | | |?? Snacks | | | |CITY CAFE |Coffees | | | | |Daily commodities | | |Family |Fami |Drinks |Fresh food originates from their own Fami brand | |Mart | |Fresh foodstuff | | |Hi-life |Hi-life |Drinks |Fresh food originates from their own Hi-life brand | | | |Daily goods | | |OK |OK |Fresh meals |Fresh foodstuff comes from their particular OK brand | “Extended menu offerings have successfully increased the importance of grocery stores foodservice giving. The company derives its talk about from its grocery stores, under the brand 7-Eleven. Towards the end of 2009, there were some, 750 retailers,  7-Eleven may be regarded as the leader in introducing convenience stores take out in Taiwan, and offers since continuously innovated with all the launch of new products (Euromonitor international. 2010). Besides, “Family Mart explained the sale of fresh food products currently makes up only 12 percent of its earnings. In Taiwan, the market average is 20 percent (Business weekly. 010), compared with other convenience stores, Family Mart provides less food and it may offer distance with 7-Eleven’ high sale because people’s requires are foodstuff. Then, how can the CVS chain retail outlet attracts the shoppers and makes non halting motives to enable them to buy? You will discover two possible on this, one is the products that they are currently selling. With the transmission of the retailers, expanding their particular takeout meals market is also an important marketing strategy (Marketing. chinatimes. com, 2010). Therefore , the convenience stores’ targets the time to do sales strategies or other promotional ideas. For example , in 7-Eleven, beverages and breakfasts are only 39 NTD to promote their products (Marketing. chinatimes. com, 2010). Interior business management of 7-Eleven

According to the particular date of “The Benchmarking Firms of Digital Service in 2011, 7-Eleven, or the Leader Chain Retail store Corporation, rated the top in retailer category, it can say consumers are pleased to the providers of 7-Eleven (He and Yang, 2011). From this date, we can consider why 7-Eleven’s service shows are assessed by consumers and what types of management guides they have. Based on the book of “Successful CVS Strategies by simply Chen Kuang in 2006, mentioned the in depth and specific personal supervision is 7-Eleven’s basic idea. There are 3 main administration concepts of 7-Eleven just like work refinement, formal administration, and the primary value for the consumers. Firstly, the feature of 7-Eleven’s staff supervision is refinement work.

For instance , as to cleaning, “there are numerous stores have to do washing but fewer stores have cleaning procedure and every section has its own regulations, 7-Eleven is certainly convenience store(Chen, 2006). Despite the fact that cleaning which will parts about what time, how or the order to clean, using which equipment to clean, all of these are created in their supervision regulation, and workers ought to be follow it every day. Their legislation is which includes such as washing of doors, flooring surfaces, around of sales counter-top, electric signals, parking areas, public telephone outside the store, and so on (Chen, 2006). About formal management, “Working Improvement reports happen to be written by every single staff every day, which can make the staff clearly understand when should you do what at in which and how (Chen, 2006).

Also, 7-Eleven execute doing work progress statement for every member of staff once a time, which includes analysis of one self or different workers (Chen, 2006). Also, the customers’ core value is to present and support how 7-11 should operate the business. They consider to receive the customers’ heart is very important for their worth and the growth for the company. “For example, 7-Eleven’s staff cannot answer “I avoid know because of their consumers’ problem. They should declare ‘Could waiting me for a while, I’ll verify it’, or perhaps ‘Can My spouse and i ask the phone number? I’ll contact you if I know the result’ (Chen, 2006). They also have eight technical words which should claim if they meet the buyers such as standard greetings, please watch your step, and take good care.

We can see the 7-Eleven’s personal management is absolutely detailed which increase their job efficiency, as well their control requires staff to be precise in work and enjoying the right habit toward the consumers. Such 7-Eleven’s administration may lead to the consumers’ fulfillment. Staff schooling and analysis are also the important part of 7-Eleven’s internal administration. 7-Eleven offers three training center in Taiwan just like Taipei, Taizhong, and Kaoshiung, where locomotives the new staff’s knowledge, attitude, skills, and abilities. “The new staffs take training classes pertaining to the initial four . 5 day and one still left to do selling sales practice(Chen, 2006).

Additionally , “7-Eleven schooling materials happen to be renewed in every single six months which you observe 7-Eleven alterations their management manual depends on the society condition or householder’s need. Concerning managers’ teaching and analysis of marketing promotions, “the 80% to 90% of 7-Eleven’s senior administration employees had been raised through the basic device staff to be promoted (Chen, 2006). For instance , if a graduate student college offers performed well at the basic unit staff, he can be the vice administrator in 3 years (Chen, 2006). Employing people in the promoting way, which will maintain secure management, reduce employees’ fluidity. The workers done need to worry of their future simultaneously training abundant experience personnel workers. Marketing Geographical of 7-Eleven Taiwan is a substantial dense populated region, it has limited intended for the growth of massive stores, and in addition they cannot build their firms easily. However small retailers, especially comfort store, recieve more possible to get future creation mainstream (Department of Overall economy, 2000). To be sure convenience stores in Taiwan has been increasing their marketing place nowadays. According to the article “The Comparison of 7-11 President Convenient Chain Stores, Family Mart Convenient Sequence Stores and Hi-life Practical Chain Stores, the research with the main hassle-free chain retailers in Taiwan in 3 years ago showed that “7-11 President Convenient String Stores was on the top of the rank, which in turn owned fifty-one. 87% in the market, Relatives Mart Easy Chain Shops owned twenty-four. 6% in the market, and Hi-life Hassle-free Chain Shops owned 18. 33% from the market (Workshop of Starting your own business with joining Chain Stores, 2008). 7-Eleven stocks and shares more than half with the convenience retail store market in Taiwan, and has raised its advertising. However , not only are they increasing the amount of stores, yet also getting the strategies to set up it. “According to the Figure suggested the fact that condition of area influences the store’s achievement of 60% (Chen, 2006). To see 7-eleven’s geographical state and learn their three essential strategies including confirmation of business place, Choosing the right place, and talk about and reviews.

Confirmation of business place refers “the basic investigation of organization place and know their particular competitive market (Chen, 2006) For example , the residential area is far more stable pertaining to stores’ income. The next, deciding on the best place ensures that 7-Eleven usually set in the consumers’ daily routes including on the way of going to the job or school, parks, and so forth. Also, treat and reviews is that the current condition of population density or making use of the rate of success to calculate if the store should be establish or not (Chen, 2006). 7-Eleven always check out the place deeply, to understand possibly the place can lead 7-eleven’s success or not really. Moreover, the central building is also one of 7-Eleven’s physical strategies.

It will eventually consider several major effects from central construction that is certainly decreasing this of promoting, increasing the image of the business, being managed better plus the quality would be better, and increasing the efficiency of delivery and minimize the amount of money and time invest in it (Chen, 2006). For example , our institution National Chengchi University, we could find 3 7-eleven inside the school grounds and two outside of school. There are five 7-Eleven about our institution, some of retailers are running collectively because we all sometimes start to see the employees get 7-Eleven in this store or perhaps move to that a person. It can help each stores business and can trigger great marketing effect to get 7-Eleven. Advertisements

If you view any commercials on TV for a while, you will soon be aware that you can actually find 7-Eleven advertisements. Lately, 7-Eleven’s commercials have increased, do these types of advertisements really influence the increasing with their profits? This article indicated that “After a number of failed endeavors, 7-Eleven came out with the low cost City Bistro in 2005. However , with the success of commercial advertisements in 2007, 7-Eleven has been selling 30 , 000, 000 cups of coffee a year (Taiwan insights, 2010). Whatever strategy does 7-Eleven used and rises up its earnings? Since The fall of of 2009, the usage of employing celebrities based on a impressions to be with representatives, to get a strong stands in the caffeine market.

In line with the article “The Report of Reaching ‘The effect of advertisement’(Table 2), inside the data of December, 2009, “the ranking of ‘Effective dose of advertisement’ in coffee from chain shops and fast food restaurants, ‘7-11 CITY CAFE’ is on top.  With the airing 157, 846 occasions on screens 7-11 TOWN CAFE’ industrial have the greatest budgets of 9, 710, 000 NTD. In return, TOWN CAFE’ has helped 7-11 to gain back a revenue of 17 instances bigger compared to the actual costs being used for the campaigns. Yet , Family Mart has simply an shoqing of sixty five, 670 about screens, their advertisement effect is positioned the fourth (Liao, 2010). From your data, you observe 7-Eleven’s commercial on the display increases their very own profits. Stand 2 The ranking of effect of ad in January, 2009 Rating |Products |Airing times |Seconds |Times on the screen|Effect of ad | |1 |7-11 CITY COFFEE SHOP |2, 974 |89, 205 |157, 846 |9, 707 | |2 |Mc BISTRO |2, 268 |68, 040 |145, five-hundred |8, 378 | |3 |Hi-life Darkish CAFE |2, 532 |53, 175 |130, 442 |7, 717 | |4 |Family Brown BISTRO |3, 159 |32, 880 |65, 670 |4, 124 |

Additionally, according to the particular date from “CVC industries coming from May to October last season ‘The rank of Advertisements effect in 2009’(Table 3), top ten amongst seven happen to be UPEC, the most notable is 7-Eleven’s advertisement whose airing is 1, 057, 969 occasions, compared with the 2nd rank 524, 102 times of Family Mart, it is significantly high (Liao, 2010). To be sure commercials costs money, but if you do not put action to boost your marketing, you will decrease the opportunity to bring in your items to people, and also cannot make a lot of revenue. The data shows many 7-Eleven’s promotions for TV, plus they make use of advertisements sufficiently to lead their effective of organization. Table three or more The ranking of Ad effect in-may to Oct, 2009 Raking |Products |Airing times |Seconds |Times for the screen |Effect of ad | |1 |7-11President Convenient Store |29, 460 |626, 140 |1, 057, 969 |70, 208 | |2 |Family Practical Store |16, 804 |262, 650 |524, 102 |32, 250 | |3 | 7-11Slurpy |15, 109 |247, 160 |485, 738 |30, 341 | |4 |7-11 CITY BISTRO |11, 162 |242, 160 |414, 309 |28, 442 | |5 |Welcome Supermarket |7, 098 |141, 960 |290, 317 |19, 631 | |6 |7-11OPENchan recharge card |5, 398 |134, 950 |240, 821 |16, 729 | |7 |7-11general lunch package |9, 002 |139, 90 |256, 977 |16, 417 | |8 |7-11Onigiri |6, 734 |148, 795 |261, 237 |16, 117 | |9 |Family fabulous loaf of bread |8, nine hundred |119, 840 |229, 083 |13, 659 | |10 |7-11SMOOTHIE |3, 218 |96, 510 |184, 137 |13, 005 | | |photosynthesis | | | | | Summary After the exploration of 7-Eleven, we can understand the 7-Eleven’s background there are many varieties of strategies to their rear.

The 7-Eleven’s parent organization Uni-President Business Corporation (UPEC) has a lots of subsidiaries whose business tip-up make every company’s expansion. For example , the food industry of UPEC helps 7-Eleven’s selection of food products, and increases their particular outlets than other convenience stores. Specifically, for the working class persons whose goal to visit ease store is perfect for the food, it could say the meals industry of UPEC’s support relate to the achievements of 7-Eleven. As well, the comprehensive internal business management of 7-Eleven makes worker can easily understand plainly how they work and act, and subsequent its polices which raise the efficiency of every stores.

Using people in the promoting method also provide them with more beliefs for their function. If the supervision does not give the stable work condition for employee, they also cannot offer a good response to the upper amounts. Moreover, 7-Eleven’s geographical advertising or numerous advertisements which also increasing up their particular publicity and be the one of strategy for the success. Whenever we do not know what is hiding in back of 7-11, we will never realise why they are a favourite in Taiwan and how that they succeed. To the success of 1 company, the managements should consider a lot of possibilities to generate their business more efficient and always observe people’s mind.

For example, “7-Eleven’s teaching materials will be renewed in every six months (Chen, 2006), from there you observe they usually change their very own materials depending on passage of the time, it also makes 7-Eleven’s continual improvement. In 1984, 7-Eleven shut down up thirty-three stores as a result of crisis of management, and their brand of City Cafe in 2004 registered low prize, nevertheless, a history of 7-Eleven is not always successful but they come up with fresh ideas to resolve the issues. What can we learn from 7-Eleven is the fact even though the end result is a failing, you move ahead and try subsequent without stopping. References Chang, A., Roquet, H., , Hsu, L. (2010, 06 30). Taiwan Convenience Stores 2010.

Retrieved by http://www. chilealimentos. com/medios/Servicios/Normas_internacionales/Normaotros_paises/Normativa_Taiwan/Taiwan_Convenience_Stores_2010_Taipei_ATO_Taiwan_USDA. pdf Business Each week. (2010, January 31). Mag digest , Convenience stores’ new emphasis. Focus Taiwan. Retrieved coming from http://focustaiwan. tw/ShowNews/WebNews_Detail. aspx? ID=201012310013, Type=aMAG Chang, C. (2006, April 21).?????? 58????? “UPEC’s food sector profiting great rooting in China.??. Recovered from http://tw. nextmedia. com/applenews/article/art_id/2552607/IssueID/20060421 Chen, K. (2006, April). 7-11???. Taiwan:?????. Department of

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