Expansion of Wawa to Canada Proposal
Jill Woodruff, Scot Sullivan, Aidan Seefried, & Patricia Sensenig
Group 5
Wawa Expansion to Canada
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Memorandum
TO: Chris Gheysens
FROM: Jill Woodruff, Scot Sullivan, Aidan Seefried, & Patricia Sensenig
DATE: 9/26/17
SUBJECT: Expansion to Canada
Here is the report you requested September 24 on Wawa’s analysis of expansion to Canada.
Based on our team’s analysis, expansion to Canada or any other international market is not possible. We still need to
compete though with our top competitor, 7-Eleven, who has already expanded into Canada in March 2016 with 148
convenience and fuel retail sites. In order to stay competitive, expansion within the United States is a possibility.
International expansion is not possible due to our extremely regulated market. Our dairy products that we sell are
manufactured by approval from the United States Department of Agriculture and US Food and Drug Administration.
Expansion internationally including to Canada would require following other approvals from other countries dairy
guidelines, thus require selling potentially different products. Also the minimum wage in Canada is higher than in the
United States, so costs would increase to run those stores.
The solutions to this problem need your immediate attention to begin this process of potential expansion within the
United States. The expansion will surely increase profits and ensure the continuing success of the company.
My team has done a thorough and excellent job of researching the company’s data to come this conclusion. Attached is
the research completed by my team regarding expansion to Canada.
Thank you for giving us this opportunity to work on this assignment. If you have any questions, please let me know.
Wawa Expansion to Canada
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CONTENTS
Executive Summary…………………………………………………………………………………………………………..4
Business Description & Vision/Mission Statement …………………………………………………………………… 4
Market Analysis ……………………………………………………………………………………………………………… 4
Cultural Analysis …………………………………………………………………………………………………………….. 6
Competitive Analysis ……………………………………………………………………………………………………….. 7
Marketing Plan …………………………..………………………………………………………………………………….. 8
Operational Plan …………………………………………………………………………………………………………….. 9
Financial Plan…………………………………………………………………………………………………………………10
Wawa Expansion to Canada
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Executive Summary
This report analyzes Wawa’s market, cultural, and competitive analysis to recommend expansion is
not possible Canada or any international market, but instead possible expansion within the United
States to compete with one of the top competitors, Seven Eleven.
Business Description & Vision/Mission Statement
Wawa, Inc. (Wawa) owns and operates a chain of convenience stores and gas stations in the US including
Delaware, Florida, Maryland, New Jersey, Pennsylvania, and Virginia. Wawa has a total of 750
convenience retail stores and 500 gasoline stations within these states. Wawa offers breakfast, coffee,
non alcoholic beverages, soups, sides and bowls, salads and wraps hoagies and sandwiches, and snacks.
In some locations, Wawa also provides fuel stores. In all locations a surcharge free ATM is available.
The company headquarters is located in Wawa, Pennsylvania. Wawa has credit cards and fleet cards that
allow customers to earn reward points for available discounts and offers through its stores. Wawa
provides various real estate services that include site acquisition, engineering, construction, and property
management.
Wawa’s mission is to simplify the lives of their customers. We are evaluating the possibility of expand
