Group 2

GEDE PRIMA DATU : F08200005

MADE ARI APSARI : F08200010
MUHAMAD FITRIADI EKA PUTRA : F08200009
MOHAMAD KHOIRUN NIZAR : F08200013
BACKGROUND

• Member of PCSC (President Chain Store Corp)

• Continue innovation : introduce a broad selection
of products, new convenient services, and
thematic marketing campaigns
• Vision : First in Taiwan, Top in the World
• Mission : Meeting the needs of convenience-
oriented customers by providing a broad
selection of fresh, high-quality products and
services at everyday fair prices, speedy
transactions and a clean, friendly shopping
environment”
Product & Services

• Fresh high-quality Product: deli foods

are all certified GMP, CAS, HACCP.

• High-quality services: Expanding

Services.
 NUMBER OF OUTLETS CONVENIENCE STORES IN TAIWAN 2018
6000

5406
5000

4000

3000 3326

2000

1000 1321
879

0
7-Eleven Family Mart Hi-Life OK Mart

Source: Taiwan Chain Store Almanac 2018

MACRO ENVIRONMENT

 Business place (Store, Café, etc) must  Efficient bureaucracy - ease of doing
provide a parking area business in Taiwan.
 Limiting license for selling alcoholic  Good diplomatic and economic
POLITICAL & drinks relationship with U.S.
LEGAL  Efficient bureaucracy - “on progress”  The territory claimed by China
 New Metropolitan cities program being
proposed by President.

o Threats: increase cost, limited product,

complicated o Threats: cold war, decrease economic partner
IMPACT : o Opportunity: expanding in new metropolitan cities o Opportunity: Easy for build new business place
MACRO ENVIRONMENT
 Lower-middle-income economy
 The unemployment rate 2016 – 2019 is
ECONOMIC decrease: 6.3% - 5.28%
The spread of the Coronavirus  GDP growth has moved up sharply as
Disease 2019 (COVID-19) well during the past five years.
(TEMPORARY)
o Threats: increased the domestic and
IMPACT : international economic uncertainties
o Opportunity: increase purchase power
 High-income economy
 The unemployment rate remained
steady at 3.8% in 2019, pretty good
when compared to the world average of
7.7%.
 GDP growth over the past five years
has been steady.
o Threats: increased the domestic and
international economic uncertainties
o Opportunity: High purchase power
MACRO ENVIRONMENT
 Consumers in Indonesia are price
sensitive
 Halal Concept
SOCIOCULTURAL  Young Gen. consumer prefer e-
commerce, tend use e-payment
 Low public transportation users
o Threats: Customer loyalty low
IMPACT :
o Opportunity: big market opportunity if
offering halal certificate
 Tend to be less concerned about costs
when shopping.
 influenced by traditional Japanese
culture
 Tend use money payment when
shopping
 High public transportation users
o Threats: -
o Opportunity: provide national and Japanese
food, Healthy image, and provide product or
services near public transportation
MACRO ENVIRONMENT
 Active on social network
penetration
 >60% Population uses Internet
TECHNOLOGICAL
 Less Public internet access (not
free)
 The government is actively making
a comprehensive plan to expand
internet infrastructure investment
o Threats: e-commerce become a threat for retailer
IMPACT : o Opportunity: advertising, services, marketing
research
 Active on social network penetration
 > 80% Population uses Internet
 Lots of Public Internet Access (bus,
etc)
 Taiwan Top 10 most technological
nation
 The government is actively making a
comprehensive plan to expand digital
infrastructure investment
o Threats: e-commerce become a threat for retailer
o Opportunity: advertising, services, marketing
research
MACRO ENVIRONMENT
 Top 5 Biggest Population in The
World
ECOLOGYCAL  14th largest country by land area, at
1,904,569 square kilometers
 Young population, High birth rates
 Until now the government focus on
infrastructure
 High risk disaster
o Threats: disaster affect loss profit
IMPACT :
o Opportunity: Big market, expand in new
location
 High Population Density (1.739
people/sq mile)
 Ageing population, low birth rates
 The government is actively making
a comprehensive plan to expand
railway projects to provide safe and
fast transportation
 High risk disaster
o Threats: disaster affect loss profit, decrease
consumer and labor
o Opportunity: Expand in new location
MICRO ENVIRONMENT

“MODERATE” “LOW”
 Sales in minimarket increase cause  Taiwan second highest in world for
mid-low class usually shopping in ratio of convenience stores per
minimarket than supermarket to population
THREAT OF NEW find daily necessity (Basic Shopper)
ENTRANTS  Convenience stores industry still
concentrated in Java and Bali
MICRO ENVIRONMENT

“HIGH” “LOW”
 Most of products supplied by  Convenience stores Industry has a
Unilever large logistic systems nationwide.
BARGAINING
 Suppliers have a lot of channels  A lot of suppliers
POWER OF other than convenience stores.
SUPLIERS
MICRO ENVIRONMENT

“HIGH” “HIGH”

 Indonesians are prefer the closest
BARGAINING convenience store to buy things.
POWER OF  Low switching cost
BUYERS  Product and services are
standardized and quite similar
 Taiwanese are prefer the closest
convenience store to buy things.
 Low switching cost
 Product and services are
standardized and quite similar
MICRO ENVIRONMENT

“HIGH” “LOW”
 “Warung” (mom-and-pop shops)  E-commerce (Uber Eats and
FoodPanda)
THREAT OF  E-commerce
SUBTITUTE
PRODUCT OR Majority of Indonesian customers tend
Majority of customers prefer to buy
SERVICES to buy daily needs (like rice, personal
deli foods and beverages
care, toiletries, etc.) rather than deli
food.
 Annual Sales of Retailers in Taiwan (By Sector) Convenience Stores/Hypermarket/
Supermarkets/Others (US$ billion)
2015 - 2019
12

11,3
10,9
10 10,3 10,3
9,8

7,3
7,6 Convenience Stores
7 6,9
6 6,5 6,4 6,5 6,6
6 6,1
5,8 5,9 5,8 5,9 Supermarkets
5,6

4 Hypermarkets

eCommerce, Mom-and-Pop shops and

2
wet markets

2015 2016 2017 2018 2019

Source: Ministry of Economic Affairs, Department of Statistics Taiwan

MICRO ENVIRONMENT

“MODERATE” “HIGH”
 Alfamart, Indomaret  Taiwan have several big
convenience store e.g. 7-eleven,
RIVALRY AMONG Family Mart, Hi-Life, and OK Mart.
EXISTING FIRM
 No Determinant V R I O Competitive Advantage
7-Eleven can be found everywhere with Sustained Competitive
1 √ √ √ √
the largest outlet numbers Advantage

7-Eleven cooperate with famous brand Temporary competitive

2 √ √ X √
(Muji, Apple, Samsung etc.). advantage

7-ELEVEN owns a partnership with Coca

3 √ X X √ Competitive Parity
cola, Heineken, and Maserati.
7-ELEVEN owns the largest logistic
Sustained Competitive
VRIO 4 system nationwide with efficiently √ √ √ √
Advantage
delivering goods

Temporary competitive
7-ELEVEN has innovative marketing
5 √ √ X √ advantage
model with cartoon character mascot
 Geography Demography

Urban Area Rural area:

Social class : Age Group :
• Public transportation / station • Mountain
• Low • Kids
• School or campus • Tourist Destination
• Middle • Teenagers
• Commercial or office
• High • Adult
• Tourist Destination
SEGMENTATION
Gender : Occupation :
Psychographic & Behavior • Male • Student
• Female • Employee
• Basic Shopper • Dine in • Tourist/Traveller
• Others
• Brand Oriented • Take away

• Window shopper
 Low and middle social class

Basic shopper customer (daily needs), and Dine

in (food product)

All gender
Target Market
Student, employee, traveller/tourist

Teenagers and adults

Urban area and Rural area

 Closer store to the customer

7-Eleven cooperate with famous brand

Positioning
Integrated logistic system to provide all
customer needs in all store with the same good
quality

Innovative marketing Champaign to make 7-

eleven become top of mind
THANK YOU