Summary

The case depicts 7-Eleven's extension to Taiwan and its local franchisee's adjustment of the shop
layout to a fresh market environment. 7-Eleven was established in Dallas, Texas, in 1927 as the
Southland Ice Company. It was started with name Tote'm but later in 1946 they changed it to 7-
Eleven.The local 7-Eleven franchisee in Taiwan re-formatted almost all elements of the shop
system, including its placement, place, design, item features, etc., keeping only the shop name
and comfort idea that was well-established in the United States. In addition, 7-Eleven in Taiwan
introduced a wide variety of new supplementary services to handle daily chores for its
customers, ranging from e-payment, mobile communications, and pickup/delivery to taxi
services.Due to such variety of services they had a competitive advantage over their competitors
and It has grown to approximately 5,000 shops in Taiwan in about three decades, with more
than 50% of the industry extending its scope to China and Thailand.