7-Eleven Taiwan

7-Eleven in Taiwan Case Study

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1. How has the convenience-store concept evolved in the United States?

7-Eleven adopted the convenience store concept after beginning to provide daily consumption groceries to consumers during hours that extended beyond that of a regular grocery store. The article explains that 7-Eleven’s new store hours (24/7) were popular for several reasons. One reason being that more than 10 million people in the United States were awake at 3 a.m., 7 million of whom were gainfully employed in some kind of work. Consumers were working late-nights and early mornings and factories were running three full shifts. The American work routine was changing and 7-Eleven was able to use this trend to their advantage and meet the needs of convenience-oriented shoppers.

2. Is the concept universal across all countries, including Taiwan?

Yes, convenience stores outside of the United States were presented in a similar fashion. The company was making successful strides in the stores they were opening despite their growing competition. Interior arrangements of each store was similar, as well as the consistency in the color separation of its signage and the presentation of its logo. Taiwan’s concept drifted slightly from the rest and did not mirror the concept being displayed the United States.

3. How do 7-Eleven stores in Taiwan compare with their counterparts in the United States?

Consumers behavior in Taiwan did not match that of the United States, with their high need for immediacy and less time spent waiting. These stores in Taiwan are not only tight on space but are generally located in the basement or a floor of the high rises. This is because of their vertical zoning of property in Taiwan, versus the United States horizontal zoning of property. Separate from the core services, a variety of supplementary services were also introduced in Taiwan 7-Eleven stores like I-Bon, pre-ordering,...