7 eleven(CASE STUDY MARKETING)

7 eleven(CASE STUDY MARKETING)

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  1 Exculative summary 7-Eleven isknown in the United States as a convenience store chain where customers can grab snacks, drinks and other everyday products on the go. The short-term objectives of SCM are primarily to increase productivity and reduce inventory and cycle time, while long-term objectives are to increase mar- key share and profits for all members of the supply chain .Logistic management focus on Effective Supply Chain management and inventory management.7 eleven have 48 millions of customer in the global business. Macro & micro decision making which leads to reduce risk in the logistics management. Technology has given us the ability to understand what's selling in every store, item by item and hour by hour. Most 7-Eleven stores all over the world are conveniently located in office areas and are open around the clock. 7-Eleven should continue to innovate its product range and offer additional services that meet local traditions and customer needs to stay ahead of the competition. 7-Eleven has a first mover advantage and has already built up a strong brand name and large customer base, new competitors will come into this market and existing ones are likely to reposition themselves. The global business required the new market development, marketing, need to identify customer needs and desires, to determine an organization can provide the best services, target markets, design appropriate products, services and plans programs to meet the the needs of these markets, which aims through with key customers to establish a specific value to the relationship between the tendency to create customer satisfaction and profit. SCM practice is expected to increase an organization’s market share, return on investment and improve overall competitive position. For example, Strategic supplier partnership has been reported to yield organization-specific benefits in terms of financial performance.
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  2 1. Introduction 7-Eleven or7-11 is part of an international chain of convenience stores.It was established in 1927 in Dallas, Texas. 7-Eleven, primarily operating as a franchise, is the world's largest operator, franchisor, and licensor of convenience stores with more than 50,000 outlets.The company was originated with the employee John Jefferson Green, started selling milk, eggs, and bread from an improvised storefront in one of the company's ice houses. The main business is the retail ice cream, milk, eggs .CEO ,Joseph DePinto, is the key person of the company. lEW JOO KEN General Manager, Logistic department responsible for the logistics and distribution of the company. His prior to joining 7- Eleven was the Senior Manager – Logistics for LF Asia (M) Sdn Bhd for 5 ½ years. He was also the Project Manager for New Distribution Centre Project responsible of identifying the site, negotiation, warehouse design and migration plan. He successfully migrated the operation to the New Distribution Centre without downtime to the business. He holds a degree in International Business Management from the Oxford Brookes University, UK. With the rapid globalization logistic management understanding and practicing become an essential prerequisite for staying competitive in the global race and for enhancing profitably. In the perspective of transportation and logistics management, SCM is synonymous with integrated logistics systems, and hence focus on inventory reduction both within and across organizations in the supply chain. 2. Methodology We use secondary method only from collection information. We collect the information from the different website and internet.
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  3 3. Discussion Today, thechain has grown to about 49,500 stores in 16 countries, more than 10,000 in North America itself. Initially, 7-Eleven spread its wings slowly.7--Eleven's entry strategy is to target urban markets and tailor stores to local tastes. 7 Eleven depends on store managers for the accuracy of its 'centrally decentralized' system. Lets 7-Eleven combine the management efficiency and purchasing clout of a national chain with the entrepreneurial feel of a mom-and-pop store.7 eleven products are automatically reordered once stocks fall below a certain level. When the customers paid for the newspaper and coffee transaction is on its way to a data center in Dallas, to be stored and analyzed along with those of the 6 million other U.S. customers who visit the chain's outlets each day. In addition, the social network connectivity of visitors to 7-Eleven stores, who tweet and post about their experience, attracts new customers. The value proportion of the company is to provide high-availability of a variety of reasonable quality products at reasonable prices. Schematic Representation of Supply Chain
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  4 SCM practices relatedto the partriership, customer relationship, level of information sharing and quality of information sharing. SCM as including agreed vision and goals, information sharing, risk and award sharing, cooperation, process integration, long-term relationship and agreed supply chain leadership. The main reason is the 7-Eleven to electronic communication with customer’s e strategic applications: o fast and easy to use computer network o using a practical method of payment, and continuously expand their scope of business o centralized logistics management 7 Eleven uses uses Combined Distribution Centers (CDCs) to deliver the majority of the perishable products sold in its North American stores. 23 CDCs receive, sort and deliver hundreds of products, including bakery goods, sandwiches, dairy products and produce, on a daily basis to more than 4,500 7-Eleven stores in the U.S. and Canada. CDC was operate by the third party partners.CDC efficiency, 7-Eleven would reduce operating expenses and better manage the daily delivery of fresh food products to the stores, a key area of growing business for the company. It would also help to ensure accurate, timely and damage-free product delivery. 7 eleven uses technology system have following advantages: o it can monitor the customer's requirements o 7-Eleven's sales data and software can be used to improve the company quality control, product pricing and product development and so on. With this system, companies,7-Eleven stores three times a day to collect all the sales information and analysis completed in 20 minutes. o The adoption of the new system can help predict an annual market trends. o 7-Eleven's electronic investment to improve the company's supply chain efficiency.
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  5 4. Conclusion The increasedcompetitiveness of a firm may enable a firm to implement higher level of SCM practice due to the need to outperform its competitors constantly and keep its competitive position in today’s dynamic business world.Today the business activities needs the global markets, business competition, the direction of international development, to the Internet, knowledge economy, high-tech as the representative to meetconsumer demand. It comprises capabilities that allow an organization to differentiate itself from its competitors and is an outcome of critical management decisions. 5. Recommendation In these global business challenges associated with getting a product and service to the right place at the right time at the lowest cost plays the important role. Todays SCM practices that are employed for the purpose of managing customer complaints, building long-term relationships with customers, and improving customer satisfaction vision should be maintain by the company. 6. Bibliography Suhong Lia,, Bhanu Ragu-Nathanb, T.S. Ragu-Nathanb, S. Subba Raob, (29 September 2004) “The impact of supply chain management practices on competitive advantage and organizational performance” Margot Huber, Deike Diers and Andrea Gulisano (May 26, 2013) Business Today Hangout Haven BySusheel, Universal Business School, 7 eleven