7 Eleven Target Market

7 Eleven Target Market This investigation of the small business, 7-Eleven chain store, was conducted over two month period from July, with many sources of information, such as the actual stores and the information from internet. The 7-Eleven chain store was established as an ice house in Dallas, Texas in 1927, and it is one of the world’s largest operator, franchisor and licensor of convenience stores. This article seeks to explore a comprehensive description and understanding about 7-Eleven and try to find out the secret of success, as well as giving some suggestions. The 7-eleven chain store was started out in 1927 and was introduced to Australia in 1977. An ice dock employee in the Southland Ice Company began to offer milk, bread and eggs on Sundays and evenings when grocery stores were closed. This new business idea produced satisfied customers and then the chain store was established. In November 2005, 7-Eleven, Inc. became an indirect subsidiary of Seven & I Holdings Company, a Japan-based or ganization. Their prime function is to consistently serve the changing needs of customers for their convenience. The store can always adapt quickly to meet the customer’s changing needs. It is the most obvious feature that makes it different from other convenience stores. With the newest products and services applying in the store, and the newest ways of business operation, the store can be operated more efficiently than others. For short, the perpetual improvement made the store keeping ahead in so many brands of chain stores. As a convenience store, 7-Eleven mainly faces three types of competitors. The first on is supermarkets, such as Wal-Mart. Second, small shops (probably not has a brand). Third, other brands of convenience stores, such as Lawson (founded in 1975 in Japan). The targeted customer is young single working people, usually un-married, as a result, the location of 7-Eleven always near office buildings, shopping malls, parking lots, subway station, et al. Besid es the traveler is also its main customer. In Australia, â€Å"stores in suburban areas often operate as petrol stations† (wikipedia.org, 2010). 7-eleven, Inc. is the word’s largest convenience retail chain. The company operates franchises and licenses more than 7,100 stores in the U.S. and 7-Eleven licensees and affiliates operate approximately 31,400 7-Eleven and other convenience stores in countries including Japan, Taiwan, Thailand, South Korea, China, Australia, et al (7-eleven.com, 2010). The main distribution of 7-eleven around the word can be seem in the table bellow fig.1 Fig.1 the main distribution of 7-Eleven around the word Territory First Store Opened Number of Locations United States 1968 584 Canada + 1969 457 Mexico 1971 1,180 Japan 1971 12,753 Australia 1977 397 Sweden 1978 191 Taiwan 1980 4,735 China (Hong Kong, Shenzhen, Guangzhou & Macau) 1981, 1992, 1996, and 2005, respectively 1,680 Singapore 1983 493 Philippines 1984 469 Malaysia 1984 1,115 Norway 1986 177 South Korea 1989 2,282 Thailand 1989 5,409 Denmark 1993 126 Beijing, PRC 2004 93 Shanghai, PRC 2009 20 Indonesia 2009 5 Rsource: http://corp.7-eleven.com/AboutUs/InternationalLicensing/tabid/115/Default.aspx (4) Suppliers It can be seen from the table bellow that the most commodity of 7-Eleven is food, in which the processed food account most. As a result, the main supplier of 7-Eleven is food maker, especially who produce the processed food. The non-food products suppliers is various, such the provider of a variety of prepaid card.