A Marketing Study
7-ELEVEN
A Marketing Study on 7-Eleven’s E-Commerce Expansion
Prepared by: Bernardo, Maruh Michelle Cord-Cruz, Ivana Feliz Cruz, Justine Timothy Ortiz, Frances Sophia
October 04, 2012
1|Page
TABLE OF CONTENTS
I. Executive Summary ……………………………………………………………………………. II. Situation Analysis ……………………………………………………………………………….. B. Market and Industry Analysis ……….…………………………………………………….. 1. Market Trends ……….………………………………………………………………… 2. Market Needs & Wants ……….………………………………………………………. 3. Target Market and Market Size ..…….……………………………………………….
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5
A. Company Background & Introduction ……….……………………………………………. 5 6 6 6 7
C. Competitive Analysis……….……………………………………………………………….. 7 1. Marketing Mix …………………………………………………………………………… 7 2. Business Performance Summary ……………………………………………………. 3. Industry Attractiveness……………….. ………………………………………………. III. SWOT Analysis …………………………………………………………………………………. A. Strengths …………………………………………………………………………………… B. Weaknesses ………………………………………………………………………………… 8 9 11 11 11
C. Opportunities ………………………………………………………………………………… 11 D. Threats ……. ………………………………………………………………………………… 12 IV.Current Situation & Problem Statement ……………………………………………………….. 13 V. The Future ……. ………………………………………………………………………………….. 14 A. Vision Statement…………………………………………………………………………….. 14 B. Mission Statement…………………………………………………………………………… 14 C. Goals/ Objectives………………………………………………………………………….… 14 D. Key Strategies & Programs……………………………………………………………….… 14
VI.The Marketing Plan………………………………………………………………………….……. 15 A. The Product Offered……………………………………………………………….………… 15 B. The Brand………………………………………………………………………….…………. 16 C. Unique Selling Position……………………………………………………………….…….. 17 D. Target Market……………………………………………………………….……………….. 18 2|Page
1. Customer Demographics & Psychographics……………………………………….... 19 2. Key Customers………………………………………………………….……………….. 19 3. Key Channels .………………………………………………………….……………….. 19 4. Customer Management……………………………………………….………………… 20 5. Competitors
A Marketing Study on 7-Eleven’s E-Commerce Expansion
Prepared by: Bernardo, Maruh Michelle Cord-Cruz, Ivana Feliz Cruz, Justine Timothy Ortiz, Frances Sophia
October 04, 2012
1|Page
TABLE OF CONTENTS
I. Executive Summary ……………………………………………………………………………. II. Situation Analysis ……………………………………………………………………………….. B. Market and Industry Analysis ……….…………………………………………………….. 1. Market Trends ……….………………………………………………………………… 2. Market Needs & Wants ……….………………………………………………………. 3. Target Market and Market Size ..…….……………………………………………….
4
5
A. Company Background & Introduction ……….……………………………………………. 5 6 6 6 7
C. Competitive Analysis……….……………………………………………………………….. 7 1. Marketing Mix …………………………………………………………………………… 7 2. Business Performance Summary ……………………………………………………. 3. Industry Attractiveness……………….. ………………………………………………. III. SWOT Analysis …………………………………………………………………………………. A. Strengths …………………………………………………………………………………… B. Weaknesses ………………………………………………………………………………… 8 9 11 11 11
C. Opportunities ………………………………………………………………………………… 11 D. Threats ……. ………………………………………………………………………………… 12 IV.Current Situation & Problem Statement ……………………………………………………….. 13 V. The Future ……. ………………………………………………………………………………….. 14 A. Vision Statement…………………………………………………………………………….. 14 B. Mission Statement…………………………………………………………………………… 14 C. Goals/ Objectives………………………………………………………………………….… 14 D. Key Strategies & Programs……………………………………………………………….… 14
VI.The Marketing Plan………………………………………………………………………….……. 15 A. The Product Offered……………………………………………………………….………… 15 B. The Brand………………………………………………………………………….…………. 16 C. Unique Selling Position……………………………………………………………….…….. 17 D. Target Market……………………………………………………………….……………….. 18 2|Page
1. Customer Demographics & Psychographics……………………………………….... 19 2. Key Customers………………………………………………………….……………….. 19 3. Key Channels .………………………………………………………….……………….. 19 4. Customer Management……………………………………………….………………… 20 5. Competitors