Convenience Store

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Competitor Analysis
As for competitors, C-store’s main rivals are the existing competitors and other potential competitors of convenience store market. In Guangzhou, 7-Eleven, Ok and C-store are the three pillars of convenience stores. So our project will focus on the existing competitors 7-Eleven and OK convenience stores to analyze. In this part, I am going to identify the distinctive characteristics and values of 7-Eleven and OK with the theory of brand triangle, to see what make them a brand. And then I will analyze the scale and goals of 7-Eleven and OK convenience stores with the theory of SWOT and 4P, to see how they manage theirs business.

• Corporate Brand Analysis

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C-Store started fairly late, but with its popularity consumption and low-priced strategy, it has grown rapidly in recent years, being the leading brand of convenience store in China. C-Store put themselves into customer’s shoes to see what customers need and what could make it better. Although the variety of C-Store’s products has left much to 7-Eleven and Circle K, its home-made products and popularity products can be found a ready market in our country, like fresh bakery and tomatoes kitchen, also attract customers.

Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.
Chart4.2 The Popularity of Convenience Stores
Our survey Chart4.2 has shown that 7-Eleven own 70% popularity, Circle K enjoys 14% popularity while C-Store only has 9% popularity.

[pic] Chart4.3 The Consumption Rate of Convenience Stores
Our survey Chart4.3 has shown that 66% people would like to buy things in 7-Eleven, 17% people choose Circle K while only 8% people firstly choose C-Store.
Obviously, compared with other convenience stores of this kind, 7-Eleven is well known by customers and the first choice of most customers. 7-Eleven brands help its

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