7-ELEVENSlogan & SWOT

AnalysisAnnIris

CynthiaMelody

Introduction

• 7-Eleven was set up in 1927 at the Southland Ice Company in Dallas, Texas .

• At first, the name of the convenience store is Tote’m stores, they sold blocks of ice to refrigerate food .

• An 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!

• In 1946, Tote’m stores extended operating hours: from 7 a.m. until 11 p.m., seven days a week. The name “7- Eleven” replaced “Tote’m stores”.

• The company's corporate name was changed from The Southland Corporation to 7-Eleven, Inc. in 1999.

• In 1978, Uni-President built Uni-President Convenience Store Corporation, and then introduced 7-Eleven in Taiwan in 1979.

• Globally, 7-Eleven operates, franchises or licenses more than 34,800 stores in 17 countries. Such as Japan, Australia, Mexico, Taiwan, Singapore, Canada, the Philippines, Sweden, Denmark, South Korea, Thailand, Norway, Malaysia, China and the United States.

• Today, there are 4,794 7-Eleven in Taiwan.• They offer varieties of products and

services.

7-11

Slogans& Commercial films

The Slogans

• 永不打烊的光亮。 • 您方便的好鄰居。 • 有 7-ELEVEN 真好 (until 2006, Dec 31th)

• 打開你的全新生活， Open! (with the mascot, Open Chan)

• Always Open (using in 2007)

• There are still other slogans show up during some specific celebrations.

• “ 精彩賽事，大飽眼福”The slogan came out during the pre-games of Olympic baseball game.

The very first commercial film in 2008

• 7-ELEVEN bought the first period after the news on January 1st to celebrate for their 30th anniversary.

Always Open

• Featuring the convenience as well as the beauty of Taiwan.

• Cooperation with Puppet Theater Festival in Ilan.

SWOT Analysis

Strength

1.absolutely advantage of distribution

2.strong, perfect POS and ERP system

3.the experience of globalized operation business

4.complete training system of employment

5.ability of developing their own brand

6.high quality of merchandise

Weakness

1.in order to keep the high quality,

the price is too high

2.the high floating rate of personnel

matters

3.branch stores spaces overlapping

Opportunity

1. 7-11 has combined more and more

services you may need in daily life.

2. I-cash

Threat1. Rental problem

2. 7-11 products has been imitated by other convenient stores.

Thank you for your attention