7-ELEVEN
Slogan & SWOT
Analysis
Ann
Iris
Cynthia
Melody
Introduction
• 7-Eleven was set up in 1927 at the
Southland Ice Company in Dallas, Texas .
• At first, the name of the convenience store
is Tote’m stores, they sold blocks of ice to
refrigerate food .
• An employee began offering milk, bread
and eggs on Sundays and evenings when
grocery stores were closed.
• This new business idea produced satisfied
customers and increased sales, and
convenience retailing was born!
• In 1946, Tote’m stores extended operating
hours: from 7 a.m. until 11 p.m., seven
days a week. The name “7- Eleven”
replaced “Tote’m stores”.
• The company's corporate name was
changed from The Southland Corporation
to 7-Eleven, Inc. in 1999.
• In 1978, Uni-President built Uni-President
Convenience Store Corporation, and then
introduced 7-Eleven in Taiwan in 1979.
• Globally, 7-Eleven operates, franchises or
licenses more than 34,800 stores in 17
countries. Such as Japan, Australia, Mexico,
Taiwan, Singapore, Canada, the Philippines,
Sweden, Denmark, South Korea, Thailand,
Norway, Malaysia, China and the United
States.
• Today, there are 4,794 7-Eleven in Taiwan.
• They offer varieties of products and
services.
7-11
Slogans& Commercial films
The Slogans
•
•
•
•
永不打烊的光亮。
您方便的好鄰居。
有7-ELEVEN真好(until 2006, Dec 31th)
打開你的全新生活，Open! (with the
mascot, Open Chan)
• Always Open (using in 2007)
• There are still other slogans show up
during some specific celebrations.
• “精彩賽事，大飽眼福”
The slogan came out during the pregames of Olympic baseball game.
The very first commercial film in
2008
• 7-ELEVEN bought the
first period after the
news on January 1st
to celebrate for their
30th anniversary.
Always Open
• Featuring the convenience as well as the beauty
of Taiwan.
• Cooperation with Puppet Theater Festival in Ilan.
SWOT Analysis
Strength
1.absolutely advantage of distribution
2.strong, perfect POS and ERP system
3.the experience of globalized operation
business
4.complete training system of employment
5.ability of developing their own brand
6.high quality of merchandise
Weakness
1.in order to keep the high quality,
the price is too high
2.the high floating rate of personnel
matters
3.branch stores spaces overlapping
Opportunity
1. 7-11 has combined more and more
services you may need in daily life.
2. I-cash
Threat
1. Rental problem
2. 7-11 products has been imitated by other
convenient stores.
Thank you for your attention