7-Eleven in Taiwan transformed from a convenience store to a community service center by offering additional services like ATMs, online ordering and payment, event space rentals, and information kiosks. This raised customer expectations but also increased profits and attracted more customers. Key lessons from 7-Eleven's success include carefully choosing strategic partners, understanding the local market and customer needs, franchising to expand internationally, and combining retail with financial services.

1. FROM CONVENIENCE STORE TO COMMUNITY
SERVICE CENTRE:
THE TRANSFORMATION OF
TAIWAN 7-ELEVEN
Group presentation:
Bùi Vân Anh – 1304000001
Lê Thị Mai Anh - 1304000003
Hoàng Thị Kim Huệ –1304000029
Lại Thị Mến - 1304000056

2. OUTLINE
 Background- summary case study
 Answering 6 questions
1. Bottom line mentality
2. CPR emergency and voting site services
3. 2 new services
4. Promotion mix
5. Solutions for customer satisfaction
6. 5 lessons learned
 Application

3. I. BACKGROUND
1. History
- 7-Eleven, Inc., is the world’s largest operator, franchisor
and licensor of convenience stores.
- 1972 : Founded in Dalas, Texas, when an employee of
Southland Ice Company, Joe C. Thompson, started
selling milk, eggs and bread from an ice house.

4. -1980, 7-Eleven opened its first store in Taiwan. President
Convenience Stores Corporate (PCSC) owns the “7-
eleven” brand in Taiwan.
-The local franchisee of 7-Eleven reformatted almost all
aspects of store chain, including its positioning, location,
layout, product offering,…

5. In 1990, 7-Eleven
became a giant in
the Taiwanese
convenience store
industry with revenue
of US$ 0.36 billion
per year.

6. 2. The journey of transformation
- In the mid-1990s, the convenience store market in
Taiwan reach the saturation stage.
- Taiwan 7-Eleven tried to provide additional services:
*Core business: convenience store – selling lots of
products.
*Supplementary services:
+ Payment : set up ATMs in stores, introduction of icash.

7. + Order – taking: 7-eleven employed a well designed
point-of-sale (POS) system

8. + Information: ibon

9. + Billing
+ Safe – keeping: increase distribution sites, deliveries
were also categorized into four groups according to
storage temperature.

10. Obstacles during the
transformation journey:
-Choosing the right
strategic partners
-Dealing with franchise
resistance
- Technical challenges
- HR issue
- Dealing with legal issues
- Promoting new services.

12. QUESTION 1
Advantages and disadvantages
of fostering
this “bottom line mentality

13. -Motivating employees
--> Making employess to
complete company goal
--> Increasing
competitiveness between
employees
- Increasing creation,
enthusiasm, conscientious
- Increasing profit
-causes employee social
undermining
--> employees want their
co-worker to fail.
--> employees want
others bad to make them
better

14. QUESTION 2:
Advantages and disadvantages of
offering
CPR emergency
and
Voting site services

15. Advantages
Increasing
diverse
service
Attracting
more
customer
Increasing
profit

16. Disadvantages
Increasing the
burden on the
existing shop
assistants
Increasing
customers waiting
time
Increasing cost for
new equipment

17. QUESTION 3
Can 7-Eleven stores generate more
convinience
for the customers?
2 new services may offer in the next two
years
and justify the suggestions

19. QUESTION 4
As over 80% of 7-Eleven stores are franchised,
communicating with franchisees has become crucial.
However, this communication strategy may differ from
communicating with customers. Suggest an effective
marketing communication mix for 7- Eleven in Taiwan
if it has decided to introduce voting site services.

20. Advertising
Personal
sellings
Direct
marketing
Sales
promotion
Public
relations
Promotion mix
Website( 7- Election)
Personal meeting
Telemarketing
Direct mails
Email
-Royalty
rebate
Share cost of
promotion
PR agency

21. QUESTION 5
The success of 7-Eleven has set high expectations among
its customers. While it has created a good brand, based on
the disconfirmation model, as expectations rise it will be
harder for 7-Eleven to satisfy its customers. Discuss how
7-Eleven may address this issue.

22. Connect-
ing
Caring
Creative

23. Connecting
website
Everyday
reward card
www.7elevencares.com

24. Caring
Rich protein
Lunch

25. Creative
Distribution
network
Secure
payment
Internet marketing

26. QUESTION 6: What are
the five most important
lessons that we can learn
from the success of 7-
Eleven in Taiwan?

27. 1. Choose partnerships carefully.
2. Product - convenient to the target
customer – they already go to 7-11
3. Franchise-expend business to other
countries when the business is very
cohesive to the life style.
4. Understand where the host country
is, who the residents are and what
really need.
5. Combining financial services

28. 7-ELEVEN
Analysis: market customer culture
Trend + strategy + differentiate to suit with
each country

29. 7 eleven in the world

30. In America
7 eleven
In taiwan

31. In Japan

32. 10/2005, Seven-Eleven
company moved from a
corporation to a fully private
company in Japan, with Seven-
Eleven Japan's name.
1991, nearly 40% of the system
store operations 7-Eleven
Japan Ito-Yokado as the
Company acquired the majority
system from Southland
Corporation (USA)
50000 stores for 130 million people

33. 1. Quickly
capture
consumer
trends
2. Provide
strategic
products
3. Hold a leadership
role during the
development
Suceess of 7-
eleven japan

34. Story of Japan 7-11 success

35. Seven
eleven
In viet
nam
2017
???
Competitors
In viet nam