Goes to Peru BU616 GLOBAL MARKETING WRITTEN BY: NATALIE ADIS

Agenda Company Overview/Operations Company Overview/Operations Provide Examples of Types of Products Sold Provide Examples of Types of Products Sold Country & Travel Information on Peru Country & Travel Information on Peru Target Market and Competitive Analysis Target Market and Competitive Analysis Exporting Strategy Exporting Strategy Marketing Promotion of New Product for Peru Marketing Promotion of New Product for Peru Conclusion and Cost Conclusion and Cost

Company Overview Started as an ice house in Dallas, Texas in 1927 Started as an ice house in Dallas, Texas in 1927 Since then they have grown and evolved into the world’s largest operator, franchisor and licensor of convenience stores. Since then they have grown and evolved into the world’s largest operator, franchisor and licensor of convenience stores. They have franchised and licensed over 8,500 stores in just the U.S and Canada They have franchised and licensed over 8,500 stores in just the U.S and Canada Outside of the U.S. and Canada there are over 40,900 stores in Japan, Taiwan, Thailand, South Korea, China, Malaysia, Mexico, Singapore, Australia, Philippines, Indonesia, Norway, Sweden and Denmark. Outside of the U.S. and Canada there are over 40,900 stores in Japan, Taiwan, Thailand, South Korea, China, Malaysia, Mexico, Singapore, Australia, Philippines, Indonesia, Norway, Sweden and Denmark. Company Honors: No. 3 on Fast Company's "World's Top 10 Most Innovative Companies in Retail" for 2013 No. 4 on Entrepreneur magazine's "Top 10 Franchises" for 2013 No. 1 in Store Growth by Convenience Store News for 2012 No. 2 on Forbes magazine's "Top Franchise for the Money" for 2012

FOR CUSTOMERS: Fast Convenient On the go items PRODUCTS: Food Drinks Lottery Tickets Toiletries Cigarettes Gift Cards Prepaid Phone Cards Types of Products Sold

International Licensees Territory First Store OpenedNumber of Locations More Information Canada About 7-Eleven Canada Mexico19711,498Web siteWeb site* Japan197414,807Web siteWeb site* Australia Web siteWeb site* Sweden Web siteWeb site* Taiwan19804,852Web siteWeb site* Hong Kong/ Macau1981/ Web siteWeb site* Singapore Web siteWeb site* Philippines Web siteWeb site* Malaysia19841,407Web siteWeb site* Norway Web siteWeb site* South Korea19896,986Web siteWeb site* Thailand19896,822Web siteWeb site* Guangdong (China) Denmark Web siteWeb site* Beijing Web siteWeb site* Indonesia Web siteWeb site* Chengdu (China) Shanghai Qingdao (China) Eleven has been the leader in franchising and licensing in the convenience store industry for 48 years The company entered franchising in 1964, signed its first United States area licensing agreement in 1968 and signed the first international licensing agreement with Mexico in 1971.

Product Examples

Mission Statement, Vision & Culture Our Mission is to be Your Convenient Neighborhood Store. Our Mission is to be Your Convenient Neighborhood Store. At 7-Eleven, our purpose and mission is to make life a little easier for our guests by being where they need us, whenever they need us. At 7-Eleven, our purpose and mission is to make life a little easier for our guests by being where they need us, whenever they need us. Our Vision Is to Be the Best Retailer of Convenience. Our Vision Is to Be the Best Retailer of Convenience. That means listening to our guests and changing to meet their changing needs. That means listening to our guests and changing to meet their changing needs. Our Servant Leadership Culture Helps Us Realize Our Vision and Achieve Our Daily Mission. Our Servant Leadership Culture Helps Us Realize Our Vision and Achieve Our Daily Mission.

Fun Facts of Industry Firsts 7-Eleven was the first to … operate 24 hours a day … sell fresh-brewed coffee 7-Eleven was the first to … operate 24 hours a day … sell fresh-brewed coffee into-go cups... have a self-serve soda fountain … and offer super-size fountain drinks. 7-Eleven aired the first television advertising by any convenience store; 7-Eleven aired the first television advertising by any convenience store; the animated commercial featuring a singing owl and rooster ran in Eleven was the first retailer to offer fresh-brewed coffee in to-go cups, 7-Eleven was the first retailer to offer fresh-brewed coffee in to-go cups, introducing it in their Northeast stores in And now is the first retailer to add functional, herbal enhancements to its coffee to go. 7-Eleven was the first c-store retailer to give guests “freedom of choice” by offering 7-Eleven was the first c-store retailer to give guests “freedom of choice” by offering all major soft drink brands at the fountain. 7-Eleven was the first convenience store to sell pre-paid phone cards. 7-Eleven was the first convenience store to sell pre-paid phone cards.

Company History 1927 A man by the name of “Uncle Johnny” Jefferson Green began to sell milk, bread, and eggs from a Southland Ice Company ice house A man by the name of “Uncle Johnny” Jefferson Green began to sell milk, bread, and eggs from a Southland Ice Company ice house. Realized the need for these staples and numerous amount of these products that sold particularly on Sundays and days that the grocery stores were closed. Realized the need for these staples and numerous amount of these products that sold particularly on Sundays and days that the grocery stores were closed The Southland Ice Company begins to sell gasoline The Southland Ice Company begins to sell gasoline. By 1936, people would come from miles to shop at the ice plant/retail shop combo that offered curb service, staples, canned goods and in season, ice-cold watermelon. By 1936, people would come from miles to shop at the ice plant/retail shop combo that offered curb service, staples, canned goods and in season, ice-cold watermelon. In 1946, the Tote'm name changed to 7-Eleven to reflect the stores' new, extended hours - 7 a.m. until 11 p.m., seven days a week. In 1946, the Tote'm name changed to 7-Eleven to reflect the stores' new, extended hours - 7 a.m. until 11 p.m., seven days a week Eleven grew to over 1,000 stores Eleven grew to over 1,000 stores 1965-Icee was introduced which later became known as the Slurpee 1965-Icee was introduced which later became known as the Slurpee Eleven grew to over 3500 stores Eleven grew to over 3500 stores. 2000s, 7-Eleven focused on bringing this value to the customer and grew to 25,000 stores around the time the company celebrated its 75th anniversary. 2000s, 7-Eleven focused on bringing this value to the customer and grew to 25,000 stores around the time the company celebrated its 75th anniversary.

Peruvian Country and Travel Information Location: South America Location: South America Capital: Lima Capital: Lima Climate: Varies from tropical in east to dry desert in west; temperate to frigid in Andes Mountains Climate: Varies from tropical in east to dry desert in west; temperate to frigid in Andes Mountains Population: 29,399,817 Population: 29,399,817 Currency: Peruvian Sol (PEN) Currency: Peruvian Sol (PEN)

Peruvian Business Information Industries in Peru: mining and refining of minerals; steel, metal fabrication; petroleum extraction and refining, natural gas and natural gas liquefaction; fishing and fish processing, cement, glass, textiles, clothing, food processing, beer, soft drinks, rubber, machinery, electrical machinery, chemicals, furniture. Industries in Peru: mining and refining of minerals; steel, metal fabrication; petroleum extraction and refining, natural gas and natural gas liquefaction; fishing and fish processing, cement, glass, textiles, clothing, food processing, beer, soft drinks, rubber, machinery, electrical machinery, chemicals, furniture. Business Hours: Monday-Saturday 8am to 6pm Business Hours: Monday-Saturday 8am to 6pm Lunch is anywhere from 1pm to 3pm Lunch is anywhere from 1pm to 3pm Business Etiquette: Proper etiquette also means not dropping in on a client in this country, this can often be found to be inconsiderate and rude. Business Etiquette: Proper etiquette also means not dropping in on a client in this country, this can often be found to be inconsiderate and rude.

Peru Business Information Continued Gift Giving Gift Giving In regards to gifts there is no expectation to give or receive gifts in this culture. In regards to gifts there is no expectation to give or receive gifts in this culture. Therefore, buying a gift doesn’t mean it will help the chances of you closing a deal. Therefore, buying a gift doesn’t mean it will help the chances of you closing a deal. Negotiation Negotiation Negotiation in Peru isn’t the same when it comes to the US. Negotiation in Peru isn’t the same when it comes to the US. It is in your best interest to learn about the culture/society in Peru. It is in your best interest to learn about the culture/society in Peru. Ex. Cuisine/Traditions Ex. Cuisine/Traditions In Peru they are often more relationship oriented than goal oriented. In Peru they are often more relationship oriented than goal oriented. WomenMen Bottoms:Pant/Skirt SuitPant Suit TopsBlack/Brown TopsCoat Accessor y Gold Jewelry in Moderation Acceptable Tie Business Attire:

Peruvian Sports/Recreation

Official Language The official language of Peru is: Spanish The official language of Peru is: Spanish Other Languages include: Other Languages include: Quechua Quechua Aymara Aymara Urarina (Amazonian Language) Urarina (Amazonian Language) Jibaro Jibaro Arawak Arawak

TARGET MARKET The target market for the 7Eleven franchise would include: Business People Who may need to stop in and get a coffee/quick bite to eat on the way to work Students/Young Adults Who wish to have a Slurpee as a new frozen beverage item in the are Athletes Who would be able to pick up quick drinks like Gatorade and Powerade for their matches/games. COMPETITIVE ANALYSIS Other competitors in the same market as 7Eleven would be: Wawa Royal Dutch Shell Exxon Mobil Corporation Target Market & Competitive Analysis

PORTER’S FIVE FORCES Substitutes -There is a moderate risk for substitutes since 7Eleven sells products that other retailers can carry. -However, Slurpees is a trademark product. Suppliers -Have strong bargaining power since 7Eleven needs products like Coke and Pepsi to entice customers to come for convenience in there stores. Competing Sellers -There is a moderate risk with Wawa and Exxon Mobil who have the same concept. -However, 7eleven has the branding and is the leading convenience store chain in the world. Buyers -Have a low bargaining power since when they will be shopping at 7eleven it will be to stop for one or two items that are needed at that moment in time. Potential New Entrants -There is a low threat for new entrants since 7eleven has the concept of quick, convenient one the go shopping down to a science and has the reliability of their brand.

SWOT Analysis Strengths *Diverse product offerings of beverages and snack items *Leadership position in market *Low Cost Promotion Weaknesses *Limited offer of large quantity products *No Self Checkout *Only offer staple items Opportunities *Creating more of their own 7eleven brand product line *Possibility of having a self-checkout Threats *There is an increase in competitors *A bad economy will keep consumers from buying for convenience

SOUTH AMERICAN LOTTERY LICENSE 7eleven would need a South American Lottery license in order to sell lottery tickets to the general public. Lottery Tickets attract many people both young and old in Peru. Since it is a form of gambling for the chance to possibly win a huge amount of money. In order to coordinate this they would need to work with government of Peru in order to share in the profits of ticket sales. Exporting Strategy

Tinka Megabol

Marketing & Promotion of New Product Lottery Tickets Social media can also assist in advertising the new Megabol Lottery tickets that would be made available at all Peruvian 7eleven locations. Satellite Radio can be used to advertise the Megabol Lottery being available in all 7eleven locations in Peru.

Megabol Ticket Promotion Oh thank heaven! Oh thank heaven!

Megabol and 7eleven Commercials Megabol Commercial 7Eleven Commercial Campaign for lottery will have to incorporate both themes of the ticket sales and the attractiveness of fun, fast, and convenient.

Conclusion & Cost In order to succeed in Peru, 7eleven will have to worry about location as their In order to succeed in Peru, 7eleven will have to worry about location as their number one priority. They will need to be in centrally located areas like business districts They will need to be in centrally located areas like business districts universities, sports stadiums, or schools. However, they could also look at locations that do not have a local market nearby. This would also present a great opportunity for people looking for something to pass This would also present a great opportunity for people looking for something to pass their time with purchasing these Tinka Megabol Lottery tickets. It is something that can be purchased by those who are on a budget and yet adds some fun to the consumer’s life.

TINKA MEGABOL The ticket sales will range just as the tickets range in price here in the US. Tickets will cost about the equivalent to $1.00US to $20.00US, dependent on the prize the individual is trying to win. PERUVIAN GOVERNMENT Therefore, an agreement with licensing will need to be reached in order for all franchise locations to be able to check the tickets for winners. Cost

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