PEST ANAYLSIS 7 ELEVEN
1.1 CompanyBackground(7-Eleven)
7-Eleven, founded in 1927 in Dallas, Texas, is the worlds largest operator and licenser of
convenience stores with more than 21,000 units worldwide and nations largest independent
gasoline retailers. The name 7-Eleven was originated in 1946 when the stores were open
from 7am to 11pm. Today, offering customers 24-hour convenience, seven days a week is
the cornerstone of 7-Elevens business.
1.2 Customer-Orientated Factors
7-Eleven focused on meeting the needs of convenience-oriented customers by providing a
broad selection of fresh, high-quality products and services at everyday fair prices, speedy
transactions and a clean, safe and friendly shopping environment. Each stores selection up
to 2,500 different products and services is tailored to meet the needs local customers.
7-Eleven is expanding its food offerings to bring consumers a proprietary line of
daily-prepared and daily delivered item and baked goods. However, its also offers
consumer a number of convenience services designed to meet the unique needs of
individual neighbourhoods including fax machines and automatic teller machine.
1.3 Major Players and Competitors
The major players of retailing industry include Coles , Franklins and 7-Eleven. Obviously,
Coles and Franklins are the major competitors of 7-Eleven. Coles is a full service
supermarket operating 431 stores throughout Australia, its offers
customers convenient shopping that aims to fulfil all of their expectations and
requirements under one roof. A major focus for Coles has been to tailor store product
ranges and concepts to meet the needs of the local residents.
Franklins is Australia largest discount supermarket, it has a well-established reputation as
“the discounter”. The major aim for Franklins is to ensure that the important factor of
freshness and quality is established within their discount-orientated format.
1.4 Target markets within the Retail Sector
From here, we can see the differences in the target markets of 7-Eleven and the
competitors. As mentioned above, 7-Eleven is focused on meeting the needs of
convenience-oriented.
Coles also holds great onus on the customer satisfaction as it offers customers cheap, broad
and convenient shopping. Franklins on the other hand concentrates more on price factors,
appealing to customers looking to save.
1.5 Critical Success Factors
7-Eleven is the worlds largest operator, franchiser and licensor of convenience stores. Its
refines the business strategy to take advantage of their widely recognized brand and to
leverage the size, technology and people, and the successful factors of 7-Eleven including
the following key elements: Information technology, provide 7-Eleven with a competitive
edge. The proprietary retail information system is designed to build efficiencies into
