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Time：第 164 次例會，2008年7月12日（週六）下午2:30 ~5:30
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Topic：7-Eleven
( Source: http://en.wikipedia.org/wiki/7-11 )
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.[1] 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.
Among 7-Eleven's offerings are private label products, including Slurpee, a partially frozen beverage introduced in 1967[2], and the Big Gulp introduced in 1980[2] that packaged soft drinks in large cups ranging in size from 20 to 64 fluid ounces.
History
The company has its origins in 1927 in Dallas, Texas, USA, when an employee of Southland Ice Company started selling milk, eggs and bread from an ice dock.[3] The original location was an improvised storefront at Southland Ice Company, an ice-manufacturing plant. Although small grocery stores and general merchandisers were present in the immediate area, the managers of the ice plant discovered that selling "convenience items" such as bread and milk was popular. Eventually, several locations would open up in the Dallas area. Initially, these stores were open from 7 a.m. to 11 p.m., hours unprecedented in their length, hence the name. The company began to use the 7-Eleven name in 1946. By 1952, 7-Eleven opened its 100th store.
In 1962, 7-Eleven first experimented with a 24-hour schedule in Austin, Texas.[4] In 1963, 24-hour stores were established in Las Vegas, Fort Worth, and Dallas.[5]
In 1987, John Thompson, the founder of 7-Eleven completed a $5.2 billion management buyout of the company he founded.[6] The buyout suffered from the 1987 stock market crash and after failing initially raise high yield debt financing, the company was required to offer a portion of the company's stock as an inducement to invest in the company's bonds.[7][8]
In the 1980s, the company ran into financial difficulties and was rescued from bankruptcy by Ito-Yokado, its largest franchisee. The Japanese company gained a controlling share of 7-Eleven. Ito-Yokado formed Seven & I Holdings Co. and 7-Eleven became its subsidiary. In 2007, Seven & I Holdings announced they would be greatly expanding their American operations, with an additional 1,000 7-Eleven stores in the U.S.
Marketing strategy
7-eleven is known as "7-11 Day" in the USA, during which participating 7-Eleven stores offer up to 1,000 customers a free 7.11-oz. Slurpee of their choice. [9] In Australia this occurs on November 7.
7-Eleven is the sponsor of the 7-Eleven Cycling Team and the #11 Tony Kanaan Andretti-Green Racing IndyCar in the Indy Racing League.
On November 9, 2006, 7-Eleven announced that it has signed on as a major sponsor of the Dallas Mavericks for the next three seasons and as title sponsor of its popular Street Team. As part of that agreement, 7-Eleven will give free coupons to Mavericks fans as they leave American Airlines Center following each of the 41 home games during the 2006–2007 season.
Starting in the 2007 season, 7-Eleven has begun a partnership with the Chicago White Sox to begin home night games at 7:11 Central Time. The agreement pays the team $1.5 million over three years to move their game times ahead one minute from the traditional Midwestern start time of 7:10.[10]
A Seattle 7-Eleven store transformed into a Kwik-E-Mart.
In anticipation for the July 2007 release of The Simpsons Movie, 7-Eleven turned a dozen of its North American stores into Kwik-E-Marts.[11] Those stores, plus most of the over 6,000 other stores in North America, sold Buzz Cola, KrustyO's cereal (a version of Fruit Loops), Squishees, pink donuts, and other items from the show.[12] Also, many regular items, such as coffee and sandwiches, had special Simpsons-themed wrapping and packages. As part of the movie promotion, 7-Eleven held Simpsons contests as well, which one entered by buying certain products in 7-Eleven stores. The "Kwik-E-Mart" promotion turned out to be a huge success for 7-Eleven, with Simpsons fans driving as far as hundreds of miles to buy the special themed merchandise.[13] It also resulted in a 30% increase in profits for the converted 7-Elevens.
7-Eleven around the world
Japan
7-Eleven in Niigata, Japan
Japan has more 7-Eleven locations than anywhere else in the world, where they often bear the title of its holding company "Seven & I Holdings". Of the 28,123 stores around the globe, 11,500 of them are located in Japan. 1,396 are in Tokyo alone.
The feel and look of the store is somewhat different from that of the U.S. 7-Elevens in Japan offer a wider selection of products and services. Japanese 7-Elevens offer not only food, drinks, and magazines, but also video games and consoles, music CDs, DVDs, digital cardreaders as well as seasonal items like Christmas cakes, Valentine's Day chocolates, and fireworks. Slurpees and Big Gulp super size soft drinks are no longer sold in Japan; these products were not popular when 7-Eleven originally opened in Japan.
On September 1, 2005, Seven & I Holdings Co., Ltd., a new holding company, became the parent company of 7-Eleven, Ito Yokado, and Denny's Japan.
Taiwan
With the highest 7-Eleven outlet density in the world, it is not an unusual scene in Taiwan for two 7-Eleven shops to stand face to face across an intersection.
In Taiwan, the 7-Eleven is one of the most popular convenience stores, and is owned by The Uni-President Chain Store. The first store opened in 1980 and since then has grown to cover 4,807 stores as of June 9, 2008.[16] Taiwan has the world's third largest collection of 7-Eleven convenience stores. With 6200 potential shoppers per store, Taiwan also has the smallest number of potential shoppers per 7-Eleven convenience store (compared to Japan's 14,946 potential customers for each 7-Eleven and the U.S.'s 48,359 customers for each store).
Canada
A Canadian 7-Eleven Store with Gas in Woodstock, Ontario.
In Canada, a limited number of 7-Eleven locations have gas stations with gasoline distributed by Shell Canada or Petro-Canada, and some are combined with an Esso. In November 2005, 7-Eleven started offering a wireless service called 7-Eleven Speak Out Wireless. They also usually have ATM service through Canadian Imperial Bank of Commerce. The first 7-Eleven store to open was in Calgary on June 29, 1969. There are currently 466 7-Eleven stores as of January 1, 2008.
Questions:
1.What are the market strategies of 7-11 in Taiwan ? Which one do you think to be the most successful ?
2.If you were the manager of a 7-11 store in downtown Taipei, which strategy would you like to implement in order to attract more customers ?
3.Have you ever been to any other 7-11 outside Taiwan ? How are they different from those in Taiwan ?
4.Do you know any other successful chain stores in Taiwan ? In your opinion, what makes them successful ? Please share with us.
References:
http://www.7-11.com.tw/
http://www.ibon.com.tw/
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