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7 Eleven Entry In Germany

7-Eleven: A multinational
By: Eveline M. Koster

Rijksuniversiteit Groningen
Course: International Strategic Management
By: Eveline M. Koster
S1092553

Table of Contents

Introduction 3
Chapter 1 7-Eleven and its International Expansion 4
Introduction 4
History 4
Internationalization Approach 5
Conclusion 8
Chapter 2: 7-Eleven Japan: Why has it been so successful? 9
Introduction 9
History 9
Profitability and growth 9
Differentiation 11
Conclusion 11
Chapter 3: International Expansion: Germany 12
Introduction 12
Macro- Environment 12
Convenience Stores in Germany 14
Consumer Shopping Behavior 14
US Suppliers and Products in Germany 15
Conclusion 16
Summary 17
Tabel 1: Overview of 7-Eleven Territories 18
Literature 19

Introduction

7-Eleven pioneered the convenience store concept way back in 1927 at the Southland Ice Company in Dallas, Texas. In addition to selling blocks of ice to refrigerate food, an enterprising ice dock employee began offering milk, bread and eggs on Sundays and evenings when grocery stores were closed. This new business idea produced satisfied customers and increased sales, and convenience retailing was born.
Today, 7-Eleven is the undisputed leader in convenience retailing with more than 27,900 stores operating in the U.S. and 17 other countries and total sales of more than $36 billion in 2003. Approximately 3,200 of the company's 5,300 stores in the United States are operated by franchisees, and an additional 485 are operated by licensees. 7-Eleven, Inc., its licensees and affiliates operate more than 27,900 7-Eleven and other convenience stores in a.o. Japan, Australia, Mexico, Taiwan, Sweden, Turkey, Malaysia, China .

The purpose of this paper is twofold: examining the internationalization process of 7-Eleven as a whole and assessing if 7-Eleven would be able to enter the German market. I have chosen Germany as a new market because of the fact that 7-Eleven is already present in a few European...