International Business Plan for 7 Eleven

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 locate

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stomer service and in operating stores that meet the company's standards with regard to safety and cleanliness. In addition, signage, store layout and even canopies over the fuel pumps are indicative of the drive toward a modern--and convenient--layout of stores and services ("Annual Report" 4). The franchise model of 7 Eleven is different from the franchise model of many companies. At 7 Eleven, the franchisor7 Eleven Corporation--owns or leases the stores and equipment that the franchisee operates. The royalties that are paid to the corporation are also based on a store's gross profit. In this way, the needs of the franchisee and the needs of 7 Eleven Incorporated are more closely aligned than in situations where the franchisee simply pays an annual royalty regardless of sales. In addition, since the corporation owns or leases the stores and equipment, there is greater standardisation and consistency across the company as a whole, and franchisees can benefit from the economies of scale available to 7 Eleven corporation ("Annual Report" 4). THE GERMAN MARKET Convenience stores are often located in petrol stations in Germany, and the fact that this is part of 7 Eleven's strategy suggests that Germany would be a good fit f
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Approximate Word count = 2077
Approximate Pages = 8 (250 words per page)

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