Chapter 1

I. EXECUTIVE SUMMARY
7-Eleven is a subsidiary of “Seven and I” Holdings Co. of Japan, founded in
1927, is an international chain of convenience and supply stores and has been
operating under the banner of 7-Eleven ever since 1946. 7-Eleven, Inc. also once
popularly known as “The Southland Corporation” till’ April 1999 is indisputably
the largest international corporation, operating, franchising, and licensing the 7-
Eleven stores, with over 18,200 stores in 18 nations, primarily under the 7-Eleven
banner.
Approximately, 2,200 of the outlets proffer self service for gasoline, mostly sold
under the “Citgo” brand of the Citgo Petroleum Corporation. The company
operates 5,560 7-Eleven stores in 30 states of America and five provinces of
Canada. The largest area licensee of the 7-Eleven Corporation is the “Seven-
Eleven Japan Co., Ltd. which manages 7,605 stores of 7-Eleven in Japan along
with 48 store in Hawaii.
7-Eleven is the longest operator and franchisor of convenience stores in the world,
with more than 46,000 outlets and currently selling 500 million liters of petrol,
$500 million of merchandise and serving almost 80 million customers worldwide.
With figures like this, have you ever wondered they did it? Aside from the fact
that the stores operate 24 hours a day, 365 days a year and hence adhere to the
convenience store level.
7-Eleven address some of the key aspects that often other organization overlook.
According to 7-Eleven CEO Joe De Pinto “We must be open to change to remain
successful” at the conclusion of his key note address at the IFA 2011 annual
convention. Noticing a need to change, 7-Eleven turned their outlook around,
focusing on the franchisees instead of focusing on the headquarters of the
organization. After all, the franchisees are the ones that work ground level with
customers on a day-to-day basis, establishing relationships and recognizing
customer needs.
II.EXPECTATIONS ON THE BUSINESS
From its humble beginning as the world’s first convenience store, 7-Eleven, Inc.,
continues its pursuit of innovative ways to cater to a new digital – savvy
generation of shoppers. As technology redefines how customers shop, the
company make sure to remain two steps ahead. Although we cannot deny the fact
that 7-eleven is one of the most popular and the best convenience store not just
here in the Philippines but all around the world where they also provide their
customers a great products and service just to satisfy their wants and needs in very
convenient way as possible yet we cannot also deny the fact that there still a
dissatisfaction in terms to their pricing strategy and store layout.
7-Eleven provides quality products and service, yes but personally with my own
experience it’s not always like that. Ther are sometimes the price of their products
is quite high compare to its quality their prices are double and even triple compare
to the products that has the same quality and brand as what they have but also
other groceries store also have like bottled water, junk foods, liquors and beer yet
it’s cheaper compare to them. So, sometimes 7-Eleven is just an option to me
although it is really convenient and easy access, I prepared to just search store that
has a cheaper price compared to them.
When it comes also to their store layout, I think its better if they put more space
inside the store because honestly it is very thick inside like in every franchise they
have in different places. Students are more often to buy to their store especially
during lunch and break time and considering the space inside it is really thick
especially when there’s a lot of customers not just students but a lot of people. So,
I expect that they also able to improve not just their products and service but also
the store itself as they continue to serve customers over the next many more years.

III.BUSINESS HIGHLIGHTS
The convenience store concept began in 1927 at the Southland Ice Company in
Dallas, Texas. An enterprising ice dock employee, who in addition to selling
blocks of ice to refrigerate food, began offering customers milk, bread and eggs
on Sundays and evenings, when grocery were closed. They are known as they
providing the needs and wants of their customers 24/7 whenever they need it.
Aside from the good quality of their products and services 7-Eleven also make
everyone’s day to day life easier as possible as they can just like what is being
stated in their mission “We make our customers’ day a little more awesome by
delivering fast, personalized convenience – when, where and how they want it.
And we can say how really convenience it is when it comes to providing good
quality products that makes their customers satisfy and loyal to them.
How

IV.MISSION AND VISION OF THE BUSINESS

MISSION
We make our customers’ day a little more awesome by delivering fast,
personalized convenience – when, where and how they want it.
 VISION
Be the first choice for convenience. Anytime. Anywhere.