(CASE STUDY MARKETING)

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Exculative summary
7-Eleven is known in the United States as a convenience store chain where customers can
grab snacks, drinks and other everyday products on the go. The short-term objectives of
SCM are primarily to increase productivity and reduce inventory and cycle time, while
long-term objectives are to increase mar- key share and profits for all members of the
supply chain .Logistic management focus on Effective Supply Chain management and
inventory management.7 eleven have 48 millions of customer in the global business.
Macro & micro decision making which leads to reduce risk in the logistics management.
Technology has given us the ability to understand what's selling in every store, item by
item and hour by hour. Most 7-Eleven stores all over the world are conveniently located
in office areas and are open around the clock. 7-Eleven should continue to innovate its
product range and offer additional services that meet local traditions and customer needs
to stay ahead of the competition. 7-Eleven has a first mover advantage and has already
built up a strong brand name and large customer base, new competitors will come into
this market and existing ones are likely to reposition themselves. The global business
required the new market development, marketing, need to identify customer needs and
desires, to determine an organization can provide the best services, target markets, design
appropriate products, services and plans programs to meet the the needs of these markets,
which aims through with key customers to establish a specific value to the relationship
between the tendency to create customer satisfaction and profit. SCM practice is expected
to increase an organization’s market share, return on investment and improve overall
competitive position. For example, Strategic supplier partnership has been reported to
yield organization-specific benefits in terms of financial performance.

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1. Introduction
7-Eleven or 7-11 is part of an international chain of convenience stores.It was established
in 1927 in Dallas, Texas. 7-Eleven, primarily operating as a franchise, is the world's
largest operator, franchisor, and licensor of convenience stores with more than 50,000
outlets.The company was originated with the employee John Jefferson Green, started
selling milk, eggs, and bread from an improvised storefront in one of the company's ice
houses. The main business is the retail ice cream, milk, eggs .CEO ,Joseph DePinto, is
the key person of the company. lEW JOO KEN General Manager, Logistic department
responsible for the logistics and distribution of the company. His prior to joining 7-
Eleven was the Senior Manager – Logistics for LF Asia (M) Sdn Bhd for 5 ½ years. He
was also the Project Manager for New Distribution
Centre Project responsible of identifying the site,
negotiation, warehouse design and migration plan.
He successfully migrated the operation to the New
Distribution Centre without downtime to the
business. He holds a degree in International Business
Management from the Oxford Brookes University,
UK.
With the rapid globalization logistic management understanding and practicing become
an essential prerequisite for staying competitive in the global race and for enhancing
profitably. In the perspective of transportation and logistics management, SCM is
synonymous with integrated logistics systems, and hence focus on inventory reduction
both within and across organizations in the supply chain.
2. Methodology
We use secondary method only from collection information. We collect the information
from the different website and internet.

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3. Discussion
Today, the chain has grown to about 49,500 stores in 16 countries, more than 10,000 in
North America itself. Initially, 7-Eleven spread its wings slowly.7--Eleven's entry
strategy is to target urban markets and tailor stores to local tastes. 7 Eleven depends on
store managers for the accuracy of its 'centrally decentralized' system. Lets 7-Eleven
combine the management efficiency and purchasing clout of a national chain with the
entrepreneurial feel of a mom-and-pop store.7 eleven products are automatically
reordered once stocks fall below a certain level. When the customers paid for the
newspaper and coffee transaction is on its way to a data center in Dallas, to be stored and
analyzed along with those of the 6 million other U.S. customers who visit the chain's
outlets each day. In addition, the social network connectivity of visitors to 7-Eleven
stores, who tweet and post about their experience, attracts new customers. The value
proportion of the company is to provide high-availability of a variety of reasonable
quality products at reasonable prices.
Schematic Representation of Supply Chain

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SCM practices related to the partriership, customer relationship, level of information
sharing and quality of information sharing. SCM as including agreed vision and goals,
information sharing, risk and award sharing, cooperation, process integration, long-term
relationship and agreed supply chain leadership. The main reason is the 7-Eleven to
electronic communication with customer’s e strategic applications:
o fast and easy to use computer network
o using a practical method of payment, and continuously expand their scope of
business
o centralized logistics management
7 Eleven uses uses Combined Distribution Centers (CDCs) to deliver the majority of the
perishable products sold in its North American stores. 23 CDCs receive, sort and deliver
hundreds of products, including bakery goods, sandwiches, dairy products and produce,
on a daily basis to more than 4,500 7-Eleven stores in the U.S. and Canada. CDC was
operate by the third party partners.CDC efficiency, 7-Eleven would reduce operating
expenses and better manage the daily delivery of fresh food products to the stores, a key
area of growing business for the company. It would also help to ensure accurate, timely
and damage-free product delivery.
7 eleven uses technology system have following advantages:
o it can monitor the customer's requirements
o 7-Eleven's sales data and software can be used to improve the company quality
control, product pricing and product development and so on. With this system,
companies,7-Eleven stores three times a day to collect all the sales information and
analysis completed in 20 minutes.
o The adoption of the new system can help predict an annual market trends.
o 7-Eleven's electronic investment to improve the company's supply chain
efficiency.

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4. Conclusion
The increased competitiveness of a firm may enable a firm to implement higher level of
SCM practice due to the need to outperform its competitors constantly and keep its
competitive position in today’s dynamic business world.Today the business activities
needs the global markets, business competition, the direction of international
development, to the Internet, knowledge economy, high-tech as the representative to
meetconsumer demand. It comprises capabilities that allow an organization to
differentiate itself from its competitors and is an outcome of critical management
decisions.
5. Recommendation
In these global business challenges associated with getting a product and service to the
right place at the right time at the lowest cost plays the important role. Todays SCM
practices that are employed for the purpose of managing customer complaints, building
long-term relationships with customers, and improving customer satisfaction vision should
be maintain by the company.
6. Bibliography
Suhong Lia,, Bhanu Ragu-Nathanb, T.S. Ragu-Nathanb, S. Subba Raob, (29 September
2004) “The impact of supply chain management practices on competitive advantage and
organizational performance”
Margot Huber, Deike Diers and Andrea Gulisano (May 26, 2013) Business Today
Hangout Haven
BySusheel, Universal Business School, 7 eleven