Slogan and SWOT

Analysis of 7-Eleven

Group Members:Sharon Hung 498200458

Donna Du 498200238Xiao Bin 497752076 

Nicco Yang 595202040 Judy Duan 498300222 

OutlineI. 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 analysisV. 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

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

Grocery Store

Carrefour

7-Eleven

Price Cheaper Cheaper Higher

Product Variety

Small Largest Medium

Place

Grocery Store

7-11 Carrefour

Countryside

CityTownCountrysideSuburbsOnline shop

Suburbs

Promotion

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 MissionA.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.

MascotOpen 將 From “Always Open, 7-Eleven”

Notebook Paster Bag Memo Paster

7-Eleven: SWOT Analysis

金企四 497752076 Xiao

7-Eleven SWOT analysisStrengths Weaknesses

1. High market occupation2.  Logistics Flow system and

MIS(Management Information System)

3. Good reputation4. Diversification strategy

1. Low brand loyalty2. 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 Threats

1. Delivery service2. Occupy the most market3. Internet development

1. High rent2. Products are easy to be copy.3. Competitor such as Family

mart …4. Market saturation

7-Eleven: SWOT analysis

Strengths Weaknesses

1. 高市場占有率2. 完善的物流及情報系統3. 商譽良好4. 多角化經營

1. 品牌忠誠度低2. 同質性商品過多3. 價格較超市、全聯高4. 食品類產品品質不及專業店家

Opportunities Threats

1. 外送服務2. 佔據大部分市場3. 網路商務發展看好

1. 房租高漲2. 產品易被模仿3. 同性質競爭者多 ( 例 : 全家、萊爾

富… )4. 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/AAA

AAAAABNg/pq78Ov9eJJ4/s1600/7-11.jpg• http://www.managertoday.com.tw/?p=1170