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INTERNATIONAL BUSINESS PLAN FOR 7 ELEVEN IN GERMANY and Chile

INTERNATIONAL BUSINESS PLAN FOR 7 ELEVEN IN GERMANY AND CHILE

Fast food and convenience stores are two aspects of American life that have become nearly iconic around the world as representative of America's fast-paced lifestyle. Families no longer gather in the kitchen as meals are prepared, women no longer shop each day for the evening's meal, and convenience is sought as Americans rush from home to school to work to extracurricular activities and put in long days at the office. Convenience stores do not compete directly with supermarkets in the United States; their prices are higher and they do not carry nearly the selection of goods that are found in supermarkets. But they offer convenience in having short lines, essential items, and often include prepared meals among their products. In addition, many convenience stores are located within petrol stations, making it even more convenient for rushed Americans to pick up staples such as milk while fuelling their vehicles. Just as American fast food has spread around the world, the convenience store has also moved abroad. One of the most successful brands in the United States, 7 Eleven, has also successfully entered the Japanese market along with some European nations. This research considers the marketing strategy of 7 Eleven, and examines the possibilities for its expansion to Germany and Chile.

7 Eleven began as an ice company in the early part of the twentieth century, and was located in one of the hottest American states, Texas. The company pioneered the convenience store concept in 1927 when it began selling staples--milk, eggs and bread--to customers along with ice. Today, the company is the largest convenience store company in the world with more than 22,000 stores in 16 countries worldwide ("Annual Report" 1).

7 Eleven has identified core competencies in which it excels; these competencies are leveraged throughout the company's global operations. These compet...

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INTERNATIONAL BUSINESS PLAN FOR 7 ELEVEN IN GERMANY and Chile. (1969, December 31). In LotsofEssays.com. Retrieved 16:28, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1687607.html