Slogan and SWOT Analysis of 7-Eleven
Outline
I. Background of 7-11
A. History B. Company Objectives C. Services D. Scale: Numbers of employee, the amount of capital…
4PS of Grocery Stores, Carrefour (Hypermarket) and 7-Eleven(Convenience store)
英四乙 595202040 Neko 純數四498300222 Judy
Price& Product
Grocery Store—
•Provide elasticity prices •Sell the products according to owner’s preference •Product quality is unstable •Defective rate of some products (e.g., egg, vegetable) is higher than others
II. 4PS of 7-11 (Price, Product, Place and Promotion) III. Marketing Strategies
A. TV Commercial B. Lottery C. Coupon D. Slogans E. Mascot (吉祥物)
IV. SWOT analysis V. Suggestions to 7-11
Introduction to 7-Eleven (Cont.)
History • 1962: 24-hour Seven-Eleven in Austin • 1980s: financial crisis • 1987: Stock market crashed Ito Yakado as franshisee • 1991:Took control, forming Seven & I Holdings Co.
Company Objectives
• Provide ultimate convenience
• “sincere, innovative, and willing to share” • Be socially responsible
Products
Services
2009: 7-Eleven earned more than $16.681 billion (USD) revenue and owns more than 45000 employees, becoming great model for other convenience stores to follow
Mascot
Background of 7-Eleven
英文四 498200458 Sharon
Introduction to 7-Eleven
• • • • Origin: 1927 Dellas Texas (Southland Ice Company) Founder: Joe C. Thompson Opening Hours: 7 a.m. to 11 p.m. 7-Eleven Pote through advertising?
TV advertisings-- Seven Select/Impossible Mission A. Lottery B. Coupon Collecting for gifts
Slogans
Convenience Sensitiveness; forming the customers’ impression a. “Your convenient good neighbors” b. “7-11 is always there” c. “Always Open” Whenever you want some foods or daily necessities, 7-11 is always there, open 24 hours7 days a week.
Price& Product
Carrefour— •Large variety of goods •Goods are mostly in large quantity, but their unit price is cheaper than others
Price& Product
• • • • • 7-Eleven— Same goods with higher prices The quality of products is stable Less variety of products Only sells some everyday items such as groceries, toiletries, alcoholic and soft drinks, tobacco products, and newspapers.
Promotion
Grocery Store 7-11 Carrefour
Lower price
Breakfast set Seasonal discount Special points for great rewards
Marketing Strategies of 7-Eleven
英文四 498200238 Donna
Grocery Store Price Cheaper
Carrefour Cheaper
7-Eleven Higher
Product Variety
Small
Largest
Medium
Place
Grocery Store Countryside 7-11 City Town Countryside Suburbs Online shop Carrefour Suburbs