The case depicts the expansion of 7 Eleven to Taiwan as well as the version of the store arrangement by its local franchisee to brand new market environment. The core issue in this case is the equilibrium between localization and standardization in business-format franchising across national borders. Keeping only the store symbol and the benefit concept which was well-established in the USA, the local franchisee of 7-Eleven in Taiwan re-formatted practically all aspects of the shop chain, together with its placement, location, layout and product offerings, etc. Furthermore, 7 Eleven in Taiwan launched a wide diversity of fresh services to hold daily chores for its consumers, ranging from the e-commerce (train or movie ticket), epayment, mobile communications, pick-up/delivery to taxi services.
The neighborhood franchisee, President Chain Store Corp. (PCSC), appeared to have struck the right balance between standardization and localization that permitted it to use service differentiation to obtain competitive advantages over its rivals. Its reach to China and Thailand., in around three decades, it nurtured from zero to approximately 5,000 stores in Taiwan with an exceeding 50 per cent of the marketplace while expanding its contact to China and Thailand.
PUBLICATION DATE: March 16, 2012 PRODUCT #: W12804-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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