Slogan & SWOT Analysis Ann Iris Cynthia Melody 7-ELEVEN Slogan & SWOT Analysis Ann Iris Cynthia Melody

Introduction 7-Eleven was set up in 1927 at the Southland Ice Company in Dallas, Texas . At first, the name of the convenience store is Tote’m stores, they sold blocks of ice to refrigerate food . An employee began offering milk, bread and eggs on Sundays and evenings when grocery stores were closed.

This new business idea produced satisfied customers and increased sales, and convenience retailing was born! In 1946, Tote’m stores extended operating hours: from 7 a.m. until 11 p.m., seven days a week. The name “7- Eleven” replaced “Tote’m stores”.

The company's corporate name was changed from The Southland Corporation to 7-Eleven, Inc. in 1999. In 1978, Uni-President built Uni-President Convenience Store Corporation, and then introduced 7-Eleven in Taiwan in 1979.

Globally, 7-Eleven operates, franchises or licenses more than 34,800 stores in 17 countries. Such as Japan, Australia, Mexico, Taiwan, Singapore, Canada, the Philippines, Sweden, Denmark, South Korea, Thailand, Norway, Malaysia, China and the United States. Today, there are 4,794 7-Eleven in Taiwan. They offer varieties of products and services.

Slogans& Commercial films 7-11 Slogans& Commercial films

The Slogans 永不打烊的光亮。 您方便的好鄰居。 有7-ELEVEN真好(until 2006, Dec 31th) 打開你的全新生活，Open! (with the mascot, Open Chan) Always Open (using in 2007) Open小將的首次公開，是在2005年7月1日統一超商召開的Open小將發表會上。 2008年，台灣7-ELEVEn的店口海報：「打開你的全新生活，OPEN！」，到了至今改為「Always OPEN」。

There are still other slogans show up during some specific celebrations. “精彩賽事，大飽眼福” The slogan came out during the pre-games of Olympic baseball game. Since Taiwanese have been crazy about baseball games, and there was Olympic Games in this year, 7-ELEVEN released another slogans to promote their selling during the pre-game of 8 to 3 test events. The slogan came out whenever the time-out of a game to advertising.

The very first commercial film in 2008 7-ELEVEN bought the first period after the news on January 1st to celebrate for their 30th anniversary. 7-ELEVEN bought the first commercial period after the countdown night to celebrate their thirtieth anniversary. And they tried to bring us back to the time when the convenience stores just opened years ago by kids actors to emphasize the common memory that people have.

Always Open Featuring the convenience as well as the beauty of Taiwan. Cooperation with Puppet Theater Festival in Ilan. As you can see from the film, 7-ELEVEN try to feature the convenience by the branch store in Alishan since people live in the mountains may be inconvenient due to remoteness. The next one is about the cooperation with Puppet Theater Festival in Ilan. The mascot of 7-ELEVEN, Open Chan also participated in the commercial as well. The puppet was later sold as a products in 7-ELEVEN.

SWOT Analysis

Strength 1.absolutely advantage of distribution 2.strong, perfect POS and ERP system 3.the experience of globalized operation business 4.complete training system of employment 5.ability of developing their own brand 6.high quality of merchandise

Weakness 1.in order to keep the high quality, the price is too high 2.the high floating rate of personnel matters 3.branch stores spaces overlapping

Opportunity 1. 7-11 has combined more and more services you may need in daily life. 2. I-cash

Threat 1. Rental problem 2. 7-11 products has been imitated by other convenient stores.

Thank you for your attention