Research Paper Proposal UE4B Ruth Zeng

Proposed Research Topic Topic : The successful marketing strategy of own brand, 7-Select 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?

Purposes Make clear why 7-Eleven is more famous than other convenience store? Is the reason because their new own brand or not? Discuss why 7-Select is successfully accepted in the retail marketing? Is because the low price or goods variety?

Background 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". Total number of convenience in Taiwan : 9,810 7-Eleven : 4,820 Family Mart : 2,814 Hi Life : 1,286 OK :890

Scope 1.Search the information about the marketing strategy of 7-Eleven. 2.Compare the 7-Eleven with its competitor. 3.Make clear why 7-Eleven needs to create the new own brand. 4.Discuss whether 7-Eleven abide by the general marketing strategy to success in the retail industry or not. Questionnaire : object - college student in Taiwan quantity of questionnaire : 100

Theoretical framework Marketing strategy - 1. Strategic three Cs: the customer, the competition, the corporation. 2. Product positioning. Branding – 1. A symbol of one company. 2. The intangible assets 3. influence the customer’s perceptions and drive up the store choice and loyalty.

Method Question in questionnaire: 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?

Limitations 1.Want to interview the worker or manager in 7-Eleven to know more detail about their marketing strategy. 2.There is not much information about Taiwan’s retail convenience store and marketing strategy; therefore, I will look for the information and material from books in Wenzao library.

reference 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 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 ELEVEN 全國最新店數, 營運概況, 取自 11.com.tw/company/about/Business.asp