7-Eleven's lessons from Japan
In today's world economy is unstoppable trend toward the integration of the global market, international competition in business direction, the Internet, knowledge-based economy, as represented by the Internet, knowledge-based economy, high and new technology to meet the needs of consumers at the core of the new economy to develop rapidly. The new economic development requirements that the marketing must be met the needs of new market development, marketing needs to identify customer needs and desires, to identify an organization can best serve the target market, design the appropriate products, services and plan to meet the needs of these markets. With the aim to build a specific value of the relationship between customer satisfactions and to create profits. Network marketing is a series of market behavior, which to use on-line networks, computer communications and interactive digital media to achieve the goal What is the reason for 7-Eleven Japan led the company to achieve such impressive results? The main reason is 7-elevn could be communicated with consumers by e-business strategy.
History of 7-eleven stores
The Story of Convenience Shopping
7-Eleven pioneered the convenience store concept way back in 1927 at the Southland Ice Company in Dallas, Texas. In addition to selling blocks of ice to refrigerate food, an enterprising ice dock employee began offering milk, bread and eggs on Sundays and evenings when grocery stores were closed. This new business idea produced satisfied customers and increased sales, and convenience retailing was born! The company's first convenience outlets were known as Tote'm stores since customers "toted" away their purchases, and some even sported genuine Alaskan totem poles in front. In 1946, Tote'm became 7-Eleven to reflect the stores' new, extended hours - 7 a.m. until 11 p.m., seven days a week. The company's corporate name was changed from The Southland Corporation to 7-Eleven, Inc. in 1999. 7-Eleven stores Japan
In May 1972, Japan 7-Eleven's first store opened in Tokyo.
Since then, Japan's 7-Eleven entered the high-speed growth, was opened on 15 stores. At the same time, the 7-Eleven in the United States is at the crossroads of destiny, that the first failure is the development of the market in the city, Followed by irrational investment mistakes, The crux of the problem is the 80's white-hot competition in the convenience stores and shopping malls in the suburbs and the emergence of discount stores, so that they mistakenly take the form of price discounts to rush to fight, the result is bound to make a convenience store lost its competitive edge. 7-Eleven Japan in a very short time, rapidly becoming stronger. 1987's 7-Eleven of the United States’ life was in danger, the United States for 7-Eleven out of the woods; they mortgaged the concession contract to the leasing company, 1989 also had to paid appeal to the transfer the Ownership Of 7-11 of united stated in Hawaii and Canada 7-Eleven stores to Japan's 7-Eleven. In 1992, 7-Eleven Japan completely took over all its work from the headquarters. 7-Eleven is a worldwide chain of convenience stores. It is, since March 2007, the largest chain store in any category, beating McDonald's by 1,000 stores. Its stores are located in eighteen countries, with its largest markets being Japan, the United States, Taiwan, and Thailand. 7-Eleven is a subsidiary of Seven & I Holdings Co. of Japan. Today, 7-Eleven is the undisputed leader in convenience retailing. Based in Dallas, Texas, 7-Eleven operates franchises or licenses approximately 7,600 7-Eleven® stores in North America. Globally, 7-Eleven operates franchises or licenses more than 34,800 stores in 17 countries with its largest markets being Japan, the United States, Taiwan, and Thailand. During 2007, 7-Eleven stores worldwide generated total sales of more than $46.6 billion.
Chapter 2: Literature review
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