INTRODUCTION

Nowadays, convenient store becomes the famous store to purchase daily stock such
as groceries, snack foods, candies, toiletries, soft drinks, tobacco, products, and
newspaper. The word ‘convenient’ itself, shows that the convenient store concept is
easy to be accessed by customer which it is different from supermarket every day
and that triggers then to approach the convenient store.

With many outlets and easy to access 24/7, 7-eleven welcomes every day customer
to get their daily needs. They are providing groceries, snack foods, candies, instant
foods, drinks, reading material, and also service such as prepaid reload and ATM
service where customers can full fill their daily needs even thought they don’t have
time to shop.

All of their 1,497 stores are open 24 hours every day out of 7 days in a week to
assure that customers can get anything they need anytime and anywhere. They
create a simple and convenient as an adjustment toward people’s lifestyle which is
very mobile and active. With their motto, 7-eleven Will Always There For You.
COMPANY BACKGROUND

History

7-Eleven was founded by J. C. Thompson in 1927 as The Southland Ice

Company in Dallas, Texas. Started as an ice vendor, the company eventually 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,
spawning the precursor of the modern convenience retail concept. The company's
first convenience outlets were known as Tote'm stores since customers "toted" away
their purchases, and some even sported genuine Alaskan totem poles in front. In
1946, Tote'm became 7-Eleven to reflect the stores' new, extended hours - 7 a.m.
until 11 p.m., seven days a week. The company's corporate name was changed from
The Southland Corporation to 7-Eleven, Inc.

In 1999 there are the pioneer and the largest 24-hours convenience store
operator in Malaysia. Upon achieving its 1,000 mark in stores network, 7-Eleven
Malaysia opened its door to local entrepreneurs through its unique franchising
program in 2009. We are the first franchisor in the local market to offer existing profit-
making stores to franchisees. 7-Eleven stores can be found across bustling
commercial districts to serene suburban residential compounds throughout Malaysia,
from petrol stations and LRT stations to shopping malls and medical institutions. 7-
Eleven is Always There For You.

Each 7-Eleven store carries over 2,200 SKUs, including our proprietary
brands such as Slurpee frozen beverages and Big Gulp fountain soft drinks. The
variety of services available at 7-Eleven include the bill payment service, sale of
mobile phone reload cards, IDD/STD, Touch N Go reload, internet games' starter
packs, reloads via MOL Point top-up, ink cartridge refill, photocopying, fax,
automated teller machine (ATM), and bulletin board for neighbourhood community
notices.

In 2009, 7-Eleven introduced fresh brewed coffee and other hot beverages
together with packaged fresh food and bakery for the convenience of customers
looking for ready-to-eat hot food. All food items sold in 7-Eleven are certified HALAL
and undergo stringent quality control to ensure tastefulness and freshness.
Being the premier neighbourhood convenience store, community building is in the
heart of 7-Eleven’s corporate social responsibility framework. 7-Eleven Community
Care is a non-profit entity set up to implement 7-Eleven Malaysia’s corporate social
responsibility and philanthropic initiatives. We believe in giving back to the society
we operate in, with a commitment to support the underprivileged groups and to
sustain environmental conservation effort at the local community level across all
regions.

In 2009, 7-Eleven introduced fresh brewed coffee and other hot beverages
together with packaged fresh food and bakery for the convenience of customers
looking for ready-to-eat hot food. All food items sold in 7-Eleven are certified HALAL
and undergo stringent quality control to ensure tastefulness and freshness.

Being the premier neighbourhood convenience store, community building is in

the heart of 7-Eleven’s corporate social responsibility framework. 7-Eleven
Community Care is a non-profit entity set up to implement 7-Eleven Malaysia’s
corporate social responsibility and philanthropic initiatives. We believe in giving back
to the society we operate in, with a commitment to support the underprivileged
groups and to sustain environmental conservation effort at the local community level
across all regions.
2. Organization vision and mission

2.1 Vision

To be the best retailer of convenience.

2.2 Mission

To consistently serve the changing needs of customers for their convenience.

2.3 Value

2.3.1 Understand: We seek to understand the needs of stakeholders & the company to
make the best (balanced) decisions.

2.3.2 Simplify: We work towards making things convenient for people to increase the
effectiveness of our solutions.

2.3.3 Solve: We find ways to resolves issues that prevents us from delivering value to those
we serve.

2.3.4 Connect: We communicate to manage people’s expectations in the most effective

manner.

3. Why the vision and mission is important to the company?

Vision and mission help the company to focus on their goals. The objective of the vision is to
provide the direction in which the company wants to go. While the objective of the mission
helps the company to focuses on more tactical aspects of the business. The mission and vision
of a company help direct the organizational strategy. Both provide purpose and goals, which
are necessary elements of a strategy. They outline the audience for the business, and what
that audience finds important. By identifying these elements, the business executives can
develop a more step-by-step strategy that helps the company achieve its mission in the short
term, and its vision in the long term. Mission and vision help businesses to outline
performance standards and metrics based on the goals they want to achieve. They also
provide employees with a specific goal to attain, promoting efficiency and productivity.

The Vision Statement focuses on the future. It is a source of inspiration and motivation. Often
it describes not just the future of the organization but the future of the industry or society in
which the organization hopes to effect change. The vision statement is, in a sense, loftier. It
outlines the worldview of the organization and why it exists. It attracts people not just
employees but also customers and vendors who believe in the vision of the organization. As
the vision of the 7-Eleven is to be the best retailer of convenience.

The Mission Statement concentrates on the present it defines the customers, critical processes
and it informs you about the desired level of performance. The mission of 7- Eleven is to
consistently serve the changing needs of customers for their convenience. As the 7-Eleven’s
mission is to give the customer what they want, when and where they want it. One of the
company objectives is to make daily life easier by providing modern convenience. 7-Eleven
was made to created new ideas, especially those that meet customer’s needs.

SWOT ANALYSIS 7-ELEVEN

STRENGTHS
 Franchise system which makes
the business expands faster. It
allow local entrepreneur to own
their outlet and make profits.
 This company can be
through the brand recognition.7-
eleven is one of the strong brand
of convenient store in Malaysia.
WEAKNESSES
 7-eleven take high margins
which means the items sell
in the outlets are slightly
expensive compare to the
seen price in supermarket.
 7-eleven is well-known but
many of the employees turn
out the job as working with
  As the concept itself is 7-eleven requires them to in
7-ELEVEN convenience store, 7-eleven can shift which is in the morning
easy to be approached or access or at the night.
by the customers because they  7-eleven is limited
can easily find the outlet by the assortment offering. You
alley or anywhere you are. might find the items you
need but you can have only
small choices as they does
not provides all the brands
that people want.
 It danger for the workers
that have night shift
because many cases like a
robbery and murder at the
convenient store 24 hours.
OPPURTUNITIES THREAT
 The opportunity in this  There are many convenient
company is fresh food store and other small-box
provided. Every morning, fresh retailers on the streets. In
meal will be available at 7- example KK Mart is one of
eleven stores for people to the convenience store that
take away and get a quick becomes well known to
breakfast. people nowadays.
 The opportunity is not many  As people knows there are
convenient stores open 24 lot of quick services
hours a day and 7 days a restaurant or also known as
week. fast food chains such as
 7-eleven is one of the stores McDonald, KFC and also
that people can stop by in the Starbuck that make people
middle of the night on to get has lot of choices to get
whatever they need. quick breakfast to start a
daily life.
THE STRENGTHS

The first strength for this company can be seen through the brand recognition.
7-Eleven is one of the strong brands of convenient store in the world. The big sign of
7-Eleven can be recognize from far away anywhere you go. Next, 7-Eleven provides
franchise system which make the business expands faster. It allows local
entrepreneur to own their outlets and make profits. 7-Eleven can be considered as
the largest player in size and global reach.

Besides, the strength that 7-Eleven has is convenience. As the concept itself
is convenience store, 7-Eleven can easy to be approach or access by the customers.
Located all over the country, you can easily find the outlet by the alley or anywhere
you are.7-Eleven also carry its strength through the geographical presence. With
over 1,497 stores located all over the country, you can easily find the outlet by the
alley or anywhere you are. At the petrol stations, shop lots, in shopping malls and
also in the center of busiest place in the town.

At last but not least, 7-Eleven has goods marketing strategies. No matter the
where is the area, people knows the logo ‘7’ with orange, red, white and green
color.7-Eleven provides everything that people needs when they feel uneasy to go to
supermarket or when in an emergency especially after 10 p.m. which most of the
supermarkets and shops already closed.
THE WEAKNESSES

Like other businesses, 7-Eleven also has its weaknesses. 7E-eleven takes
high margins which means the items sell in the outlets are slightly expensive
compare to price in supermarket. Besides, the weakness of 7-Eleven is because of
high employee turnover rate. Even, 7-Eleven is well-known , many of the employees
turn out as working with the company requires them to work in shift which is in the
morning or at night. Its danger for the employees when they work in shift because
nowadays too many cases happen at that convenient store such as robbery and
murder because they open 24 hours per day. Moreover, most of the employees quit
the jobs because they want to find a more stable job as they take this as part-time
job.

Furthermore, the weakness has in 7-Eleven is limited assortment offering.

You might find the items you need but you can have only small choices at 7-Eleven
does not provides all the brands that people want. For sure people will go to
supermarket or a bigger store to buy groceries or any of the daily needs as they can
have more choices and stronger power of purchases.

THE OPPURTUNITIES

The opportunities for this company are fresh food provided. Every morning,
fresh meal will be available at 7-Eleven stores for people to take away and get a
quick breakfast. Next, the appearance of freebies and discounts is also opportunity
in this company. Discounts are gives depends on what its business partners offer.

Sometimes when it comes to certain seasons, 7-Eleven will has its own
attraction as it is giving out freebies to customer when they purchase a certain
amount. It is because the new trend is increasing among the customers that they like
freebies and discounts. Even it is not what they need it or whether they want to use
these freebies after, they still want to have it.

7-Eleven also accept bills payment for electric, water, Wi-Fi, Astro and so on.
That can be easy for people they didn’t need to go at the TNB Centre or SYABAS for
pay the bills, they can through go to 7-Eleven and pay the bills.
THE THREATS

The threat in this company is the intensity competitors. There are many
convenience store and other small-box retailers on the streets. For examples, KK
Mart is the one of the convenience store that becomes well known to people
nowadays. As it is trying to increases the numbers of outlets, KK Mart also operate
24 hours a day and 7 days a week.

Next, the threat that many occur in this company is lot of QSR in the market.
As people knows there are lot of quick services restaurant or also known as fast food
chain such as McDonalds, KFC, and also Starbucks that make people has lot of
choices to get a quick breakfast to start a daily life.

Besides, higher shrinkage on fresh food could potentially impact margins.

Some people might think the foods sell at 7-Eleven are not fresh as sometimes foods
are place in the own. Lack of fresh food supplier also becomes factor for this threat.
 SWOT ANANLYSIS FOR FAMILY MART

STRENGTHS WEAKNESSES

 Strong finance and many  Small spaces to expand

experience in this field  Several target customers
 Position of stores is close to  Cost money to equip
school or resident area. stores, train stuffs.
 Cheap labor (students working
as part time job) without
demanding high qualification.
FAMILYMART

OPPURTUNITIES THREAT

 Brand popularity goes through  High level competition.

with the trends.
 The strategic place which is the
convenience store open in an
urban place.
 Near by the student and the
people who like the fast food
like Korean style and Japanese
style.

THE STRENGTHS

Strength is a characteristic that adds value to something by making it more

special, unique and advantageous when compared. In this element of SWOT the
abilities and the key properties of organization are discussed that gives an
organization an advantage over other organizations by making it more competitive. It
defines the characteristics and situations of an organization which makes it more
effective and efficient when compare with its competitors.
 It defines the areas in which the organization hold a command or is good at
doing it and that provides the organization and important capability. It can be a skill,
a resource, image, market leadership, relation with buyer or supplier or any other
advantage relative to its competitors that fulfil the needs of the market by providing
the organization with a comparative advantage.

THE WEAKNESSES

Family Mart Convenience Store Weakness refer to the situation in which the
existing capabilities and the resources the company holds are weaker or not
sufficient compared to others organizations in the market. In other words it means
the aspects in which the organization is less efficient and needs to improve in order
to align with the market trends. As these aspects negatively affect the overall
performance of the organization by making it weaker compared to its competitors.

These are the factors that an organization lacks and does poorly in
comparison to the organizations operating in the same market at the same level. It is
a deficiency or limitation of resources, capabilities, skills that majorly affect the
organizations effective performance. Management capabilities, Facilities, financial
resources, marketing skills and the weak brand image can be the sources of
weakness.

THE OPPORTUNITIES

Family Mart Convenience Store Opportunity is an advantage and the driving

force for an organization. It is the convenient time or situation that is present in the
environment and will help the organization in achieving its goals. It is a factor that
contribute positively towards the growth of the organization. It is a condition existing
in the external environment that allow the organization to take an advantage of the
organizational strengths, and help in overcoming the weaknesses and to neutralize
the threats present in the environment.
THE THREATS

Threats are the factors that prevent the organization from the actualization of
an activity. It is an unfavorable situation that exist in the environment making it
difficult for the organization to achieve its defined goals. It is a situation that arises as
a result of the changes that took place in the immediate or distant environment,
preventing the organization from maintaining its existence and superiority in the
growing competition and are disadvantageous for the organization.

All the environmental factors are consider as a threat to an organization that

could affect the efficiency and effectiveness of the organization .

CONCLUSION
 In conclusion, the convenience store like 7-eleven sector is becoming an
increasingly important entity in our society and the number of convenience stores
throughout the UK is destined to increase substantially.

Whilst most of the focus in the property press relates to the major food store
operators, Tesco, Sainsburys, Asda, Morrisons and Waitrose together with what are
termed the discounters, Aldi and Lidl, such reporting pays insufficient regard to the
other operators within this sector which include very importantly the Co-operative
Group, Budgens, Costcutter, Spar, Londis, Premier Foods etc. and thousands of
non-multiple convenience stores with co-operative buying such as Nisa.

Operators such as McColls, 99p Stores, Poundland, Poundworld and B&M

Stores now provide a significant convenience store offer and the market share taken
by these operators must be taken in to account when evaluating the market share
which might be available to a new entrant to a location – or when valuing an existing
convenience store which might now face significantly more competition than it did
historically. By virtue of the fact that there has been such rapid growth in recent
years and by virtue of the fact that there is now substantial competition between the
major and non-major food store groups convenience store rental levels now span a
very wide range.The convenience store sector is one of significant importance and
significant interest.