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Running Head: The Successful Marketing Strategy of 7-Eleven Own Brand, 7-Select
The Successful Marketing Strategy of 7-Eleven Own Brand, 7-Select
A Research
Submitted by Proposal
Ruth Zeng
1098200103
Submitted to
Dr. Aiden Yeh
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Wenzao Ursuline College of Languages
November 7, 2012
Proposed Research Topic:
The successful marketing strategy of 7-Eleven own brand, 7-Select.
There are some questions to probe into this topic.
1. Why 7-Eleven needs to have their new own brand, 7-Select?
2. Dose 7-Eleven can get more marketing share among their competitor by creating
their own brand?
3. What kind of marketing strategy 7-eleven use to get more marketing share?
4. Does 7-Eleven success in their new own brand, 7-Select? If yes, what is their
successful marketing strategy and do they abide by the rules of the successful
marketing strategy to success in their new own brand?
In terms of these question, we can discuss why 7-Eleven can success in the new own
brand and do they really get more profit by their new own brand, 7-Select. Also, it is
very important point we should discuss that is does 7-Eleven abide by the rules of
successful marketing strategy to promote their goods and their new own brand, or
they have their own strategy.
Purposes:
In Taiwan, there are several retail convenience stores such as 7-Eleven, Family and
OK. They have the same advantage that is convenience. Now, however, 7-Eleven
which is one of these famous retail convenient stores is not just a retail convenience
store which is selling the retail merchandise such as food and cookies, it has its new
own brand and it can have a foothold on the marketing. Therefore, there are some
questions I want to discuss that is why 7-Eleven is more popular than other
convenience stores, the reason is because its new own brand or not, and why
7-Eleven’s own brand, 7-Select, can be successful and accepted in the retail marketing.
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So, in this research paper, the marketing strategy of new own brand would be clear
and knowing the purpose of creating the new own brand by the way.
Background:
Nowadays, the role of retail industry is more and more important in Taiwan, because
it’s low price and convenient. There is a general define from an association. National
Association of Convenience Stores defines convenience store as "a retail business
with primary emphasis placed on providing the public a convenient location to
quickly purchase from a wide array of consumable products and services". Although
the retail industry’s power is pretty strong, it needs to face the competition with other
retail convenience store. Therefore, for solving this predicament, the retail
convenience store needs to find a good solution to get more advantage position, and
that is create a new own brand to get the more marketing share. The reason why
creating a new own brand is increasing the difference from other convenience and
also having a product positioning in their customer.
In the year of 1950 to1988, Taiwan’s retail industry was belonging to a traditional and
family management, not many marketing strategy and skills and simply trading in
with the customers. Until the first one convenience store was opening in 1979, there is
huge change in retail industry. More and more retail convenience store rise and also
get the power and influence gradually. Till now, the retail convenience is popular and
you can see it everywhere. By 2012, Taiwan has high density of convenience stores
and competition is very intense. Taiwan's four leading convenience chains, namely
7-Eleven, Family Mart, Hi-Life and OK, have a total of 9,810 outlets for a population
of 23 million. Among this huge number, the store’s number of 7-Eleven is about 4,820,
Family Mart is about 2,814, Hi Life is about 1,286, and OK is about 890.
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Scope:
First, for the couple weeks, I will search the information about the marketing strategy
of 7-Eleven. For example, I will search their way of marketing such as marketing
promoting or advertisement. Second, I will compare the 7-Eleven with its competitor
to discuss what they are different in the marketing strategy and also compare their
marketing share to discuss whether 7-Eleven is more popular than other convenience
store. Is the reason because they create their new own brand, 7-Select, or not? Third, I
will make an understanding why 7-Eleven needs to create the new own brand and
what the process of creating their new own brand is. The last step, I will search a
definition to discuss what the successful marketing strategy is and then compare with
7-Eleven’s marketing strategy to see whether 7-Eleven abide by the general marketing
strategy to success in the retail industry or not. If not, I will also do the research to
discuss what other marketing strategy they use to success in this field.
After I research the useful information for my research paper, I will make the
questionnaire to do the survey in the end of semester. The object of questionnaire is
college student in Taiwan. I estimate to hang out about one hundred copy of
questionnaire. I will hang out my questionnaire in winter vacation and in the
beginning of the next semester I will withdraw my questionnaire and then gather the
statistics.
Theoretical framework:
In this research, there are two main concepts I need to understand first and then I can
move on my next steps to narrow down the topic and it would be more specific and
professional in this topic.
The first and also important concept needs to comprehend is what marketing strategy
is. Perhaps we know about it roughly; however, the more specific and clear meaning
of marketing strategy is that marketing strategy deals essentially with the interplay of
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three forces which known as the strategic three Cs: the customer, the competition, the
corporation. It is an endeavor by a corporation to differentiate itself positively from its
competitors, using its relative corporate strengths to better satisfy customer needs in a
given environmental setting. It is not just a skill of selling and promoting, it has to
satisfy the needs of customer. Also, it is important to have its product positioning in
the market, it can be similar but needs to be better with other or it can be totally
different with other competitors, using low or high price to show its unusual position.
The second concept we also need to understand is the branding. Generally speaking,
brand is a symbol of one company and it is the intangible assets. Using one brand, the
customers would know the product or make a position for one product or company.
Also, it can influence the customer’s perceptions and drive up the store choice and
loyalty.
Method:
In my questionnaire, I may ask some question about 7-Eleven new own brand and ask
the participant who are college student in Taiwan.
1. How frequently do you go to 7-Eleven to buy good?
2. Why don’t you choose Family or OK to buy goods?
3. What kind of goods do you buy in 7-Eleven? Is for food or cookies?
4. Do you buy the goods of 7-Select before, how’s feeling with it?
5. If not, why don’t you want to buy the goods of 7-Select?
6. How do you think are 7-Select goods much cheaper than other goods or not?
7. Do you think 7-Eleven become famous because their new own brand, 7-Select, or
not. Why?
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Limitations:
Now, I have the direction to fallow the question to find the answer and find the
information or definition about this topic. This information I can find on the Internet
or I can make the questionnaire to know the customer feeling of it. However, I also
want to interview with the manager of 7-Eleven or some worker in 7-Eleven to know
more about their new brand’s progress. If I can get the information from them, I think
my research paper would be completed and credible. Besides, the other difficult
problem is that although I can find the information and definition about this topic and
background on the Internet, I can’t find the material which is telling about Taiwan’s
retail convenience store, most of information about it is in Japan or the U.S. Therefore,
I think I need to look the book in the library in Wenzao, seeing if there is information
I can use and enhance my research paper data.
References:
1. Subhash C. Jain, School of Business Administration University of Connecticut.
“Marketing Planning & Strategy, sixth edition “ (September 16, 2000)
2. C. Whan Park, Bernard J. Jaworski, & Deborah J. Maclnnis. “Strategic Brand
Concept-Image Management”. Journal of Marketing , Vol. 50(October 1986)
3. Kusum L. Ailawadi, Associate Professor of Business Administration, Tuck School
of Business Dartmouth College & Kevin Lane Keller, E. B. Osborn Professor of
Marketing ,Tuck School of Business Dartmouth College. “UNDERSTANDING
RETAIL BRANDING: CONCEPTUAL INSIGHTS AND RESEARCH PRIORITIES”
(Revised September 27, 2004)
4. Wee Kheng Tan, Assistant Professor Kainan University, Dept of Information &
Electronic Commerce No 1 Kainan Road, Luchu, Taoyuan County, Taiwan & Shih
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Kuo Chen, Kainan University, Dept of Information & Electronic Commerce No 1
Kainan Road, Luchu, Taoyuan County, Taiwan. “USING SELF-SERVICE
TECHNOLOGIES (SST) IN A RETAIL SETTING: A STUDY IN TAIWAN’S
CONVENIENCE
STORE
CONTEXT”
(IADIS
International
Conference
e-Commerce 2008)
5.
全 家 便 利 商 店 企 業 網
經 營 績 效 ,
,
取 自
http://www.family.com.tw/enterprise/about_mamage.aspx
6.
7-ELEVEN
全 國 最 新 店 數 ,
營 運 概 況
http://www.7-11.com.tw/company/about/Business.asp
,
取 自