FAR EASTERN UNIVERSITY

INSTITUTE OF ACCOUNTS, BUSINESS AND FINANCE

STRATEGIC MANGEMENT PAPER FOR

7-ELEVEN PHILLIPPINES

Submitted by:

Agcaoili, Justine Vincent

Chua, Charles Matthew

Dela Rosa, Von Joven

Dela Torre, Andrei

Hernandez, Luis Angelo

Perol, Ryan Christian

Villon, Jhoyzelin Mari

1. Case Background
7-11 is an American convenience store that opened it’s first branch in the Philippines on February
29, 1984, at the corner of Kamias Road and EDSA Quezon City, Metro Manila. But two years prior, on
November 23, 1982, Philippine Seven Corporation or the PSC was registered with the Securities and
Exchange Commission. Through this they acquired the license to use the 7-11 convenience store in the
Philippines. The incorporators were Jose T. Pardo, Vicente T. Paterno, and Francisco R. Sibal. The
company’s chief mission during that time was to provide a new retailing concept to Filipino consumers
which is the 24 hours convenience stores. 7-11 in the Philippines is a well-known go to convenience store
in the Philippines because of the variety of products that they offer, which range from the typical snacks,
beverages, ready to eat meals such as their sisig and tuna omelet to name a few, their own ice cream
and even utilities such as toiletries and batteries. Also, because of modernization 7-11 also introduced
their CLiQQ kiosks where customers can do an array of things such as paying their electric bills, cashing
in for digital wallet funds and even being able to do bank transfers without going to the banks. Like any
other business 7-11 took a hit from the COVID-19 pandemic. According to CNN, PSC saw a net loss of
₱419.7 million from a ₱1.44-billion profit in 2019 after the economy suffered due to the COVID-19
pandemic. Along with the decline in income Philippine Seven Corporation opened 50% less stores in
2020 where they ended with 2,940 stores. However, as the situation began to stabilize Philippine Seven
Corporation braved uncertainties and managed to open 200 new stores in the first half of 2021 despite
the existing COVID-19 pandemic along with its restrictions.

Vision Statement: Our vision is to be the best retailer of convenience for emerging markets.
Mission Statement: To make daily life easier by providing modern convenience.
Proposed Vision Statement: To maintain being a top competitor in customer preference and market share
by continuously providing our consumers with high-quality products and innovative services while taking
into consideration our environmental and ethical responsibilities as a corporation.

Proposed Mission Statement: To make consumers’ daily lives easier by offering convenience with
continuous innovation such as consistent improvements and innovations of products and services and the
implementation of modern technology to our services so that our corporation would remain competent in
the modern era and achieve sustainable economic growth.
2. Environment Analysis
PESTLE analysis is one of the important tools to use to consider the environment of an
organization. This includes considering the political, economic, social, technological, legal and
environmental factors surrounding a business.

A. General Environment
A.1 Opportunities
A.1.1. Socio-Cultural-Demographic Forces

Modern day collaboration with the local delivery industry can be an opportunity
for 7-11. With this they can further provide for customers who are still hesitant of going
out. Also the use of the ever growing social media through it’s different platforms can
allow 7-11 to connect more with their customers which are primarily adults and youth who
want the convenience of buying a product that is normally available in the supermarket.
Through social media they can also formulate strategies for them to be more preferred by
their target market. They can also identify market trends with the help of social media and
use this towards their advantage. These socio-cultural-demographic forces can be
utilized by 7-11 by considering the population, gender, education, age and the existing
norms and values to further grow themselves especially the Philippine economy is slowly
going back to it’s pre-pandemic state.

A.1.2. Technological Forces

With the ongoing modernization of almost everything mostly because of the

COVID-19 pandemic, 7-11 can provide a more powerful version of their self-service
kiosks, CLIqQ, in administering not just bill payments but as well as in store transactions.
This will reduce over-the-counter transactions, and this lessens the risk of passing
COVID-19. This can also be used by 7-11 to minimize costs and make in store
transactions faster and more efficient. The use of self-service kiosks is becoming more
prominent, this promotes faster service, reduced waiting time, operation efficiency,
improved accuracy and more accurate data capturing (Oracle). Another technological
opportunity for 7-11 is more efficient utilization of their data since they have stated that
they are a data driven company. They can adapt the use of AI which will use the data
from different 7-11 stores and identify the optimal assortment and distribution of products
for each store. 
A.1.3. Economic Forces
The gradual opening of the Philippines Economy is an opportunity for 7-11. In
2021 7-11 narrowed it’s loss by 7%. This is a good indicator because along with the
narrowing of loss 7-11 can also expect an increase in sales per store affecting their
SSSG or same store sales growth because of the lowering of restrictions and gradual
increase of foot traffic of 7-11. If the situation gets even better NEDA predicts the
Philippine economy to go back to pre-pandemic levels which is beneficial for 7-11.

A.1.4. Environmental Forces

Environmental forces can also post an opportunity for 7-11. This is in relation to
7-11’s adaptation of their AI to know optimal product distribution in each store. 7-11 can
also take into consideration the climate and condition on what to focus on bringing in a
store (Bush,2016). An example of this is the availability of ice and cold drinks during the
summer season. Taking into consideration environmental forces will also allow 7-11 to
further understand the needs of their customers.

A.1.5. Politico-Legal Forces

The recent election in the Philippines may pose an opportunity to 7-11. This is
because a new administration can improve the different regulatory bodies when it comes
to businesses in the Philippines. If the government can make regulations that can make
costs lower through different programs 7-11 can benefit from this. 7-11 also follows the
minimum health standards set by the DOH and DTI, this serves as an opportunity during
this time because as the COVID-19 pandemic continues customers would be more
inclined in supporting a business where they know they are safe, in this case 7-11, an
example of this is 7-11 having employees who are fully vaccinated. This allows 7-11 to
continue operating and have them attract customers since they have made themselves
known as a safe establishment. 7-11 also follows the minimum health standards set by
the DOH and DTI, this serves as an opportunity during this time because as the COVID-
19 pandemic continues customers would be more inclined in supporting a business
where they know they are safe, in this case 7-11, an example of this is 7-11 having
employees who are fully vaccinated. This allows 7-11 to continue operating and have
them attract customers since they have made themselves known as a safe
establishment. 
 A.2.Threats
A.2.1. Socio-Cultural-Demographic Forces

The COVID-19 pandemic brought through changes in what is normal. Lockdowns

and restrictions prevented people from going out making it the new normal. In response
to this, people would tend to order online from numerous restaurants and fast-food chains
available in different delivery applications such as Foodpanda and Grab. This being the
new normal, 2020 alone saw 57% of Filipinos ordering more food through these delivery
applications (Statistica, 2021). This is a threat to 7-11 because instead of people going to
them to get a quick meal or a quick purchase of goods people would be more inclined to
use a delivery app to do that for them especially if there isn't a 7-11 near them.  They
would rather stay in the comfort of their own homes and use a delivery app rather than go
out and go to a 7-11 store to purchase what they need.

A.2.2. Technological Forces

7-11’s own machines such as their refrigerators, dispensers and CliQQ kiosk
machines are also a threat to their own. This is because it is very usual for 7-11 branches
to have technical difficulties that would last for days, and this costs them sales for the day
and money for fixing it. Breakdown of 7-Eleven’s business, general merchandise
accounts for 78.88 percent of sales, food service and cup drinks at 17.60 percent, while
bills payments and ICT services at 3.52 percent (Caña, 2019). By looking at the
breakdown of the percentage of sales it can be implied that if something breaks regarding
a certain component the percentage of sales concerned with that will decrease. If a
branch can’t resolve this immediately and the problem persists for days, there is money
being lost due to not having a machine working for certain products.

A.2.3. Economic Forces

According to the PSA inflation in the Philippines has increased to 6.1% as of June
2022 and this is the highest inflation rate since 2019 after the consumer price index was
 rebased. This is a threat to 7-11 because when inflation rises prices increase. Increase in
inflation means that people will not be able to afford the increasing prices of goods unless
income increases at the same rate. If this continues the price that 7-11 gets their goods
will also increase making their high costs even higher. This will also reduce the
purchasing power of consumers which will most likely affect the sales of 7-11. Demand
and supply will also become a threat to 7-11 because of inflation since the costs will be
higher. 7-11 will opt to obtain less inventory than they usually do to be able maximize
profits, and this will lead to a further increase in price for consumers with the principle of
supply and demand.

A.2.4. Environmental Forces

COVID-19 is still a threat for 7-11. Pre-pandemic 7–11-foot traffic would be

around 900-1,000 customers per day for a single store (Caña, 2019). Spending of
customers also changed, pre-pandemic saw a P64 average transaction per customer,
during the pandemic the average amount per transaction increased to P89 however it is
to note that because of the low foot traffic of 7-11 stores due to lockdowns and imposed
quarantine the average daily sales of pre pandemic 7-11 was still higher even if the
average amount spent per person is lower. Another environmental threat to 7-11 is the
increase in the number of it’s competitors. 7-11 alone has 2,940 branches back in 2020
(Statista), which is the highest number of convenience stores in the Philippines, however
it is to note that when the number of branches their fellow convenience store have are
combined they would reach around 1,600 this is also still not considering the new
entrants to the Philippine convenience store scene and other competitors such as sari-
sari stores which Jose Paterno, CEO of Philippine Seven Corporation, consider as their
largest competitors wherein they lose to them not in terms of price but in size. Paterno
also mentions that it is about who is being the most convenient to the customers. 

A.2.5. Politico-Legal Forces

The recent election in the Philippines may pose a threat to 7-11. This is because
a new administration can implement changes in regulatory policies such as in tax, laws,
wages, prices, and the market in general. These changes may affect costing for 7-11.
According to 7-11 Philippines, that majority of their stores were open during the ECQ but
they would have to comply with the regulation of the LGU they are under, furthermore
they closed some branches especially those that are close to each other. This is a threat
to 7-11 because the limited number of hours open (depending on the LGU) and the
 temporary closing of some stores will affect their profits come the end of the year. The
curfew that was implemented during the ECQ played a threat to 7-11. According to 7-11
Philippines, that majority of their stores were open during the ECQ but they would have to
comply with the regulation of the LGU they are under, furthermore they closed some
branches especially those that are close to each other. This is a threat to 7-11 because
the limited number of hours open (depending on the LGU) and the temporary closing of
some stores will affect their profits come the end of the year.

B. Operating Environment
B.1 Opportunities

B.1.1. DENR honors environmental achievements

11 "ECO-FRIENDLY" BUSINESSES, INDIVIDUALS are recognized by Philippine
organizations including the DENR. The Philippine Environment Partnership Program
(PEPP) and the Philippine Chiller Energy Efficiency Project (PCEEP) of the Department
of Environment and Natural Resources (DENR) have both awarded recognition to nine
commercial businesses and two individuals for their excellent performance (PEPP).
Awards like this help PSC build a solid reputation in the industry, which is excellent for
business.
B.1.2. Promote private brands more aggressively

This is a chance to enhance the attraction of the brand associated with 7-11
Eleven. The number of Philippines Seven Corporation’s devoted consumers may rise as
a result of successful marketing of these private brands, in addition to your business's
financial line. For instance, Philippines Seven Corporation uses social media sites to
distribute information on its proprietary brands, like Slurpees and Big Bites. They were
considered by the researchers as a superior reaction to this opportunity because of the
great prominence of their websites.

B.1.3. New markets are opening as a result of government settlement

7-Eleven now has the opportunity to enter a brand-new, rapidly expanding

market thanks to the implementation of the most recent generation preferred and
government free exchange agreement.
B.1.4. New markets are opening as a result of government settlement

Due to the additional opportunities, all participants in the industry will have
access to some form of gambling. It offers 7-Eleven a fantastic chance to maintain its
performance in the contemporary day and grow its market share inside the new product
category.

B.1.5. New technology

7-Eleven has the chance to use a distinct pricing approach in the new market
thanks to the new technology. It will allow the business to attract new clients with various
value-oriented offerings while retaining its existing ones with excellent service.

B.1.6. Additional clients from internet channel

The business has made significant financial investments into the web platform
over the last few years. With this investment, 7-Eleven now has access to new sales
channels. The business may take advantage of this potential in the coming years by
employing big data analytics to better understand its customers and meet their demands.
B.1.7. Shareholders' Actions

Due to the idea that people's purchasing power would improve as their
disposable income increased, this is in relation to the prior opportunity. Philippines Seven
Corporation received a score of 3.0 for this chance. As a result of the TRAIN Law's
passage, the corporation will raise the prices of the majority of goods. Additionally,
customers have a reputation for finding 7/11's pricing strategy to be expensive. Given the
market's present purchasing power, Philippines Seven Corporation may choose to
execute this. The price hike may, however, somehow come at the expense of earnings
potential.

B.1.8. Loyal coin

Customers can earn reward points from loyalty programs like CLiQQ Rewards in
addition to exclusive access to certain services, including Wi-Fi. In comparison to the
greatest loyalty rewards in the nation, Loyal Coin has the full benefit of being the first
mover in this market. Not just in the Philippines but internationally, we have witnessed a
remarkable rise in mobile smart phones and the usage of technology. It is the first
blockchain-based digital loyalty reward that you may use both locally and internationally,
 outside of the Philippines. It offers a broader range of uses, a more satisfying customer
experience, and a motivation for customers to stick with the companies. The utilization of
this block chain could be advantageous to Philippines Seven Corporation. Its acceptance,
nevertheless, had not yet been formally put into effect. It is accepted at a variety of
Philippine stores as well as abroad. Approximately 2 million clients have already been
serviced by this as of the time of writing in the following Philippine businesses, including
Petron, Bench, FamilyMart, and other names.

B.2 Threats

B.2.1. Price
Due to their price sensitivity, most consumers are less devoted to the 7-ELEVEN
brands and opt to buy cheaper goods

B.2.2. Increasing competitor in the retail sector

The Japanese colossus LAWSON has been planning market entry into the
Philippines' c-sector for some time. There were several LAWSON stores in the
Philippines nowadays. Due of potential future expansions, the researchers regard this as
a danger to Philippines Seven Corporation. Additionally, Circle K opened last year, while
FamilyMart and Robinsons Retailed-owned domestic business Ministop both want to
grow their footprint, according to recent searches. Additionally, "Mini-marts" are popular
as retail behemoths compete for a larger market share. In the upcoming years, 7-Eleven
will experience unheard-of levels of competition.
B.2.3. Tax Reform for Acceleration and Inclusion (TRAIN) Law
It is the first part of the President Duterte administration's comprehensive tax
reform program (CTRP), which aims to make the tax system simpler, fairer, and more
effective by addressing a number of flaws. Due to the fact that some commodity prices
may rise, this is one of the Philippines Seven Corporation’s threats. Consumer behavior
might be badly impacted by this. For example, this may lead to more prospective
switchers.

B.2.4. Unusual advancement in product delivery

The company has improved its products over the years, but customers frequently
respond to the advancement by utilizing various players. Second, the timing of the delivery of
the newest products isn't always consistent, which causes excessive and irregular
fluctuations in the revenue range over time.

B.2.5. Security

The Philippine Seven Corporation's line of work makes it a constant target for
theft and armed robberies. The company has undoubtedly installed a variety of security
systems throughout the globe, including cameras, safes, window barriers, and so on.
Generally speaking, the Philippines has a sizable market for safety and security goods.
Many airports and other facilities in the Philippines require security enhancements.
Electronic monitoring is becoming more and more popular for use in deterring and
preventing crime. Another crucial factor to take into account when it comes to security
concerns is shoplifting. The number of theft cases in the Philippines is increasing,
according to the Philippine publication Manila Bulletin. Like other establishments, 7-
Eleven will continue to face the threat of small-scale theft and larceny. These shops can
have a small staff and a tight budget, which gives certain customers the chance to
shoplift sometimes. Similar to the security risk mentioned earlier, video cameras might be
useful here.

B.2.6. Urban market saturation and rural market stagnation

This tendency presents a constant challenge for 7 Eleven in the retail (grocery)
market. The sluggish rate of product uptake in rural markets is one of the causes. Due to
 the great distances and inadequate infrastructure, serving rural clients is more expensive
for 7 Eleven than serving urban ones.

B.2.7. High rental costs

The requirement to place 7-Eleven stores in extremely handy locations old

definitely result in increased leasing prices. Due to their greater operational cost
structure, they will have to use a premium pricing strategy. Some customers are content
to pay a little bit more for speed and convenience, whereas other price-conscious
customers are more sensitive to pricing. 

During the first quarter of 2022, the monthly cost of renting office space in Metro
Manila in the Philippines was 1,045 Philippine pesos per square meter. The minimum
requirement of 7-eleven was 130 square meters. While in nearby provinces like Laguna
and Cavite, the monthly rent for an office ranges from PhP 10,000 to PhP 424,000.

B.2.8. Seasonal

Because the demand for the highly profitable items is seasonal, any unusual
occurrence during the busiest time of the year might have a short- to medium-term

negative influence on the company's profitability.

C. Internal Environment
C.1 Strengths
C.1.1. Marketing

As of January 2020, 7-Eleven has over 70,200 stores all through the world, which
offers them a vast region and comfort advantage. As of December 2020, there are 2,978
7-Eleven shops within the country. A total of 1,610 of those are franchise shops, and the
closing 1,368 are company-owned. According to 7-Eleven Philippines, its marketplace
proportion within the neighborhood comfort shop enterprise is round 30 percent as of
2020. Obviously, being a comfort store, their number one gain to purchasers is that
usually bought merchandise are placed at close by shops. Therefore, more marketplace
insurance through a more variety of retailers will offer expanded comfort to greater
purchasers.

C.1.2. Production/Operations
 7/11 offers everything from on-the-by skip heat meals, drinks, snacks like Busog
meals, fried chicken and more. Aside from this, 7-Eleven moreover offers e-services and
bills-price facilities to their customers. This services allows you to pay the Electric and
Water bills, Loans, Insurance, and more. They are opened for 24 hours a day and seven
days a week.

C.1.3. Finance
Philippine Seven Corporation (PSC) president and chief executive officer Jose
Victor Paterno stated due to the fact only 20% to 30% of their network is positioned in
residential areas, he sees a “blue ocean opportunity” for 7-Eleven. This is a bonus to
PSC, Paterno added, as lease is likewise less expensive in comparison to business
spaces.

C.1.4. Organization & Management

7-Eleven is the biggest chain shop in any category, starting with about six shops
according to day someplace in the world. Originally, the enterprise was referred to as The
Southland Corporation (of Dallas, Texas) and became based in1927. In the end it is
called to 7-Eleven Inc.

C.1.5. Human Resources

The Company provides supplemental benefits or incentives to its employees
such as: retirement benefit plan, health card group life and accident insurance plan,
various employee programs and recognition of top performing employees and service
awards among others. 7-Eleven is a part of Seven & I Holdings Co., Ltd. They spent
under $100 million on advertising on digital, print, and country-wide TV within the
 remaining yr. They spend money on top-class ad devices and marketed on over 250
specific Media Properties in the remaining year throughout a couple of media platforms.
7-Eleven finally advertised a brand new product in June 2021. The Company offers
supplemental benefits or incentives to its personnel which include retirement gain plans,
health card organization lifestyles and accident insurance plans, various employee
programs, and identification of top-performing employees and service awards among
others.

C.1.6. Research & Development

Paterno stated the organization is now running on the capability purchases of

clients of their subsequent visit. He stated the organization is presently running with some
of facts agencies to assist them tool an synthetic intelligence (AI) software with a purpose
to useful resource the organization in predicting buyers’ subsequent shopping for
decision. “Basically, we’re identifying AI. That’s in the last 3 years. Before, people thought
this thing’s by no means gonna work. Now, have a take a observe Google Translate and
appearance how excellent it is. I haven't any doubt that it's going to begin identifying stuff
like what's the most beneficial assortment for every store, like what product have to you
convey in every store. How a lot of this product may be offered on a given day given this
weather,” he explained.

C.1.7. Information Systems 

At 7-ELEVEN stores, every swipe of a barcode represents a chunk of income

transaction being stored in the massive database of the POS(Point of Sale) gadget,
which collects records from the seven million customers who store at 7-ELEVEN each
day. The POS gadget, which manages hundreds of products, the processing of orders
from stores, and the gathering and evaluation of each day’s income data, is an critical
device that enables the operation of 7-ELEVEN. The new gadget updates
instantaneously income and stock records hourly, publishes climate forecasts 4 instances
a day, and transfer consolidated product records for multi-media presentation. This
gadget has enabled us to control records in a strategic manner and boom our
productivity.

C.2 Weaknesses
C.2.1. Marketing
 Even though the product is a success in terms of sale, its positioning and unique
selling proposition isn’t constantly actually defined which can reason the attacks in this
segment from the competition. Furthermore, Seven-Eleven has a high margin. In other
words, the products sold at outlets are a little more expensive than the prices at
supermarkets.

C.2.2. Production/Operations
One of the motives why the 7-Eleven’s inventory is excessive in comparison to
its competition is that 7-Eleven isn't always excellent at call for forecasting accordingly
finishing up retaining better stock each in-residence and within the channel. 7-Eleven is
a constraint of offering. You would possibly find the product you want however you may
have only small choices as 7-Eleven now no longer offers all of the brands that humans
want. Philippine Seven Corporation suggested that it opened 174 new stores and closed
60 stores in 2020, ending the year with 2,978 7-Eleven convenience stores. The
employer stated the majority of the 7-Eleven stores are open 24/7, and the rest are
open throughout the daytime. Less than 7%of the stores are short-term closed.

C.2.3. Finance
In 2020, Philippine Seven Corporation noticed a internet loss of ₱419.7 million
from a ₱1.44-billion earnings in 2019 after the economic system suffered because of the
COVID-19 pandemic. Despite posting internet losses final year, Paterno stated the
institution has a sturdy unfastened coins go with the drift of ₱1.2 billion. Paterno
quoted, “We hope to move to profitability, not a big one but it’s been improving as we
pass through the pandemic.” “We believe we're better prepared for today’s situation
and tomorrow’s,” he added. According to the company, the average number of
customers per day at all stores has dropped by 41%.

C.2.4. Organization & Management

 Not rather a hit at integrating corporations with the unique work culture. Even
though 7-Eleven is a hit at integrating small corporations it has its proportion of failure to

merge corporations which have distinctive culture. 7-11 has a excessive worker turnover
rate. Even though 7-Eleven is well-known, a number of the personnel turn out the task as
running with 7-Eleven calls for them to work in shift that's in the morning or at night,
Moreover, most of the personnel quit the jobs due to the fact they need to find a extra
solid job as they take this as a part-time job.

C.2.5. Human Resources

The Human Resources Team quotes 7-Eleven an F in assessment to

departments at corporations of comparable size. The human resources group ranks their
universal lifestyle 38/100 that is 18% decrease than the common universal lifestyle score
of 56/100 supplied through the whole company.7-Eleven's human resources department
has an immediate effect at the work environment. Employees price their environment a
C- and aren't so satisfied at 7-Eleven.

C.2.6. Research & Development

Investment in Research and Development is below the fastest growing game

enthusiasts in the company. Even though 7-Eleven is spending above the company not
unusual place on Research and Development, it has now not been able to compete with
the principle game enthusiasts within the company in terms of innovation. It has
encountered a mature agency looking beforehand to bring products based totally mostly
on tested competencies within the marketplace.

C.2.7. Information Systems

Need more investment for brand new era. Given the dimensions of boom and
unique geographies, the organization is planning to increase into; 7-Eleven wants to
function extra money within the technology to mix the tactics for the duration of the board.
Right now the investment in era is not at par with the creativeness and prescient of the
organization.
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