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Introduction
stocks such as groceries, snack foods, candies, toiletries, soft drinks, tobacco
products, and newspapers. The word convenient itself, shows that the convenient
supermarket. People are getting busy in daily life with works and has no time to go to
supermarket everyday and that triggers them to approach the convenient store.
With many outlets and easy to access 24/7, 7-Eleven welcomes every
customer to get their daily needs. We are providing groceries, snack foods, candies,
instant foods, drinks, reading materials, and also services such as prepaid reload and
ATM service where customers can fulfill their daily needs even though they dont
All of our 1,497 stores are open 24 hours everyday out of 7 days in a week to
assure that customers can get anything they need anytime and anywhere.
which is very mobile and active. With our motto, 7-Eleven will Always There For
You.
History
Founded in 1927, 7-Eleven is known as The Southland Ice Company in Dallas,
Texas whom the founder is J. C. Thompson. It was started as an ice vendor which
eventually began offering milk, bread and eggs on Sundays and evenings when
grocery stores were closed. The idea managed to satisfy the customer and also
increased sales of the company. (7-Eleven Malaysia Sdn. Bhd., 2010)
The first companys convenient outlets were known as Totem stores which
named since customers toted away their purchases. It became 7-Eleven when
the stores extended its business hours from 7 a.m. until 11 p.m. and open seven
days a week. The companys corporate name was changed from The Southland
Corporation to 7-Eleven, Inc. in 1999. (7-Eleven Malaysia Sdn. Bhd., 2010)
Companys Profile
7-Eleven Malaysia Sdn. Bhd. is the owner and operator of 7-Eleven stores in
Malaysia. 7-Eleven has been a prominent icon for over 28 years. 7-Eleven is the
pioneer and the largest 24-hours convenience store operator in Malaysia. (7-Eleven
Malaysia Sdn. Bhd., 2010)
7-Eleven opened its door to local entrepreneurs through its unique franchising
program in 2009 upon achieving its 1,000 mark in stores network. 7-Eleven is the first
franchisor in the local market offers existing profit-making stores to franchisees. (7-
Eleven Malaysia Sdn. Bhd., 2010)
7-Eleven Malaysia Sdn. Bhd. has 1,497 stores nationwide which serves over 800,
000 customers daily. 7-Eleven can easily be found across bustling commercial
districts to serene suburban residential compounds throughout Malaysia, from petrol
stations and LRT stations to shopping malls and medical institutions. 7-Eleven use its
unique motto which is Always There For You. (7-Eleven Malaysia Sdn. Bhd., 2010)
Vision
To be the best retailer of convenience (7-Eleven Malaysia Sdn. Bhd., 2010)
Mission
To consistently serve the changing needs of customers for their convenience (7-
Eleven Malaysia Sdn. Bhd., 2010)
The Strength:
The first strength in this company can be seen through the brand recognition.
7-Eleven is one of the strong brand of convenient store in the world. The big sign of 7
can be recognize from far away anywhere you go. (Paradise, 2014)
Next, 7-Eleven provides franchise system which make the business expands
faster. It allows local entrepreneur to own their outlets and make profits. 7-Eleven can
be considered as the largest player in size and global reach. (Paradise, 2014)
Besides, the strength that 7-Eleven has is convenience. As the concept itself is
convenience store, 7-Eleven can easy to be approached or access by the customers.
Located all over the country, you can easily find the outlet by the alley or anywhere
you are. (Paradise, 2014)
7-Eleven also carry its strength through the geographical presence. With over
1,497 stores located all over the country, you can easily find the outlet by the alley or
anywhere you are. At the petrol stations, shop lots, in shopping malls and also in the
centre of busiest place in town. (Paradise, 2014)
At last but not least, 7-Eleven has goods marketing strategies. No matter the
where is the area, people knows the logo 7 with orange, red, white and green colour.
7-Eleven provides everything that people needs when they feel uneasy to go to
supermarket or when in a emergency especially after 10 p.m. which most of the
supermarkets and shops already closed. (Paradise, 2014)
Like every other businesses, 7-Eleven also has its weaknesses. 7-Eleven takes
high margins which means the items sell in the outlets are slightly expensive compare
to price in supermarket. (Paradise, 2014)
On top of that, 7-Eleven is not a first choice for shoppers that makes it one of
the weaknesses. For sure people will go to supermarkets or a bigger store to buy
groceries or any of the daily needs as they can have more choices and stronger power
of purchases. (Paradise, 2014)
Like many others companies, 7-Eleven also has lot of opportunities. The
opportunity in this company is fresh food provided. Every morning, fresh meal will be
available at 7-Eleven store for people to take away and get a quick breakfast.
(Paradise, 2014)
Besides, the opportunity in this company is not many convenient stores open
24 hours a day and 7 days a week. Therefore, 7-Eleven is one of the store that people
can stop by in the middle of the night only to get whatever they need. (Paradise, 2014)
The threat in this company is the intensity competitors. There are many
convenient store and other small-box retailers on the streets. In example, KK Mart is
one of the convenience store that becomes well known to people nowadays. As it is
trying to increases the numbers of outlets, KK Mart also operates 24 hours a day and
7 days a week. (Paradise, 2014)
Next, the threat that may occur in this company is lot of QSR in the market. As
people knows there are lot of quick service restaurant or also known as fast food
chains such as McDonald, KFC and also Starbucks that make people has lot of
choices to get a quick breakfast to start a daily life. (Paradise, 2014)
Products available Groceries & freshmart Groceries, fresh foods, Groceries, fresh foods,
ATM and photocopying ATM and photocopying
services. services.
Business Strategy
Bilingual support
In-store signage
Convenient stores compete with each other in coffee price, fountain drinks
price, and other private-owned products price. Prices for items that the stores buy
from vendors are not significantly different. Due to it is the top company, 7-eleven
prices its private label products relatively high compare to other convenient stores. In
addition, the company has the potential to set high price for the items that other
convenient stores do not carry (Itjhai, 2011).
The company introduced Totem store in 1927 and begun selling gasoline the
next year. Then the store name, 7-Eleven, was introduced in 1946 after changing the
store hours from 7 a.m. until 11 p.m. sharp to 24 hours store. The 7-Eleven first
campaign in 1969, the campaign was & quot. In almost 30 years, 7-Eleven focused
developing its new products and services such as ATM, Slurpee, Deli Central, World
Ovens, Caf Select, Gulp, Domo. Slurpee is one of customers favorite beverages. It
is a slushy carbonated frozen drink that serves at 28 degrees (Itjhai, 2011)
Recently, 7-Eleven started to add a bonus for everyone entering the 7-Eleven Day
instant win game on the Slurpee website. After entering the instant win game, they
will receive a code and website link to purchase $7.11 lawn tickets for concerts at
select Live Nation venues across the country. In addition, 7-Eleven made collectible
slurpee cups and slurpee straws featuring Domo & quot the fuzzy brown creature with
a trademark enigmatic open-mouth expression that is taking 7-Eleven store by storm
this fall & quot. 7-elevent also Domo-nized its food and beverages, such as the Big
Bite and hot dog. Energy drink. CEO Rich Collins of Big Tent Entertainment, the
marketing and licensing company for Domo, cmmented & quot because Domo has
such a hugely devoted, cult-like following among kids, teens and young adults, we
believe hes a perfect match for 7-Eleven and its iconic Slurpee brand & quot (Itjhai,
2011).
Marketing strategies applied by 7-Eleven clearly gives the all the information
that is necessary for the growth and development of a business
The strategies that are implemented by 7-Eleven consist many basic essentials
features like innovative ideas, market research, customers views, forecasting
consumers demand, organizing and planning.
In this modern world, the demand for goods such as groceries are increasing at
an alarming rate because it is a daily needs products that customers will always buy
and buy everyday.
Most of the companies carry different types of marketing strategies in order to
serve their customers in a more efficient and better ways than their competitors as
they want their business to be stable in the market and can survive for such a long
term.