7 Eleven Entry in Germany

6402 Words26 Pages
7-Eleven: A multinational
By: Eveline M. Koster

Rijksuniversiteit Groningen
Course: International Strategic Management
By: Eveline M. Koster
S1092553

Table of Contents

Introduction 3
Chapter 1 7-Eleven and its International Expansion 4
Introduction 4
History 4
Internationalization Approach 5
Conclusion 8
Chapter 2: 7-Eleven Japan: Why has it been so successful? 9
Introduction 9
History 9
Profitability and growth 9
Differentiation 11
Conclusion 11
Chapter 3: International Expansion: Germany 12
Introduction 12
Macro- Environment 12
Convenience Stores in Germany 14
Consumer Shopping Behavior 14
US Suppliers and Products in Germany 15
Conclusion 16
Summary 17
Tabel 1: Overview of 7-Eleven Territories 18
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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. Today, 7-Eleven is the undisputed leader in convenience retailing with more than 27,900 stores operating in the U.S. and 17 other countries and total sales of more than $36 billion in 2003 .

Business Operations More than 5,800 7-Eleven and other convenience stores are operated and franchised by 7-Eleven, Inc. in the United States and Canada, and they serve approximately six million customers each day. Each store focuses on meeting the needs of busy shoppers by providing a broad selection of fresh, high-quality products and services at everyday fair prices, along with speedy transactions and a clean, safe, friendly shopping environment.

Proprietary Products 7-Eleven is known internationally for Big Gulp fountain soft drinks, Big Bite hot dogs, Slurpee beverages, and Café Select fresh brewed coffee. The stores have expanded their food service offerings with a proprietary line of deli items and baked goods, which are prepared and delivered fresh daily. 7-Eleven also offers convenient services based on each neighborhood's individual needs, including copiers, fax and automatic teller machines, long-distance phone cards and lottery tickets, where available.

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