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