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CASE STUDY

7-ELEVEN STORES
PRESENTED BY:
HARSHITA KAKAR
HIREN TRIVEDI RINKAL SONI

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AKSHAT KAPADIA
PRATIK NAIK

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JAYDEEP DHRANGA 37

INTRODUCTION TO 7-ELEVEN STORES


Started in 1927 in TEXAS, U.S.A. Worlds largest retail convenience chain store with outlets around the world. Leader and innovator in using technology to serve customers. Focuses on paying attention to the fine details of customers buying preferences to decide which products are carried in the store. Communicates both with the large suppliers as well as with the small suppliers by employing different modes of technology.

CASE SUMMARY

7-Eleven was unable to determine which items were selling well or which items were most profitable to sell in the 1st place. This made a difference to the companys bottom line because of missed sales opportunities, lower profits & excess store inventory.

In 2004, 7-eleven installed Hewlett-Packard servers & networking switches in all its US stores to implement a retail Information System. Management uses this information to identify sales trends, improve product assortment, eliminate slow-moving products from inventory & increase same-store sales by stocking products that are high in demand.
Due to Information technology, 7-Eleven has come full circle in its ability to respond to the needs of the customer by tracking & analyzing its data, it knows its customers as intimately as it did when store owners talked to each customer face to face.

IMPACT OF INFORMATION SYSTEM ON 7-ELEVEN STORES

Provides Franchisees with a proprietary retail computer system that gives them valuable store information in an accurate, timely manner. It includes a state-of-the-art ordering system and electronic scanning cash registers. Is a sophisticated system that automatically collects daily merchandise sales, plus money order and other transaction information, and uses it to prepare sales and inventory reports. Tracks employee payroll information and helps prepare daily cash reports. It automates much of the store's daily record keeping and provides Franchisees with information on product sales so they can do a better job of ordering the products their customers want.

Q1.Why is knowing about the customers so important to a company such as 7-eleven?


7-Eleven

stores are not alike. What customers want depends a great deal on the neighborhood & region of the country where they are located. Eg: What sells well in Boston may not work in Texas.

Q2.What are the benefits of 7-Elevens Retail Information System?


Keeps track of its purchase transactions &
analyzes them to collect information about customer demand, pricing & interest in new products.

Analysis of the data shows which items are selling well in which stores, which items customers are most interested in, seasonal demand for item & which items are most profitable to sell in the first place.

Q3. Which of the strategies described in the chapter does the Retail Information System support?

Product differentiation:
7eleven keeps track of its purchase transactions & analyzes them to collect information about customer demand, pricing & interest in new products through its retail information system

Market Focus Niche:


7eleven stores are not all alike. What their customers want depends a lot on the neighbourhood and region of the country where they are located.

Q4. In terms of Porters model, what strategic forces does the Retail Information System seek to address?
PORTERS MODEL FOR 7-ELEVEN STORES NEW ENTRANTS
(A Small Threat by New Entrants)

S E L L E R

(Bargaining power is weak) Mainly medium & small sized companies Major markets.

COMPETITORS (Competition is fierce)

Major 3 companies Middle sized companies Other medium & small companies.

B U Y E R
(Bargaining power is strong) Young people, housewives, single men & women.

(A big threat by substitute merchandise) Department store Supermarket Discount Store

SUBSTITUTE MERCHANDISE

CONCLUSION
According to seven-eleven CEO and President : Now we can use technology as a surrogate for being able to talk to every customer who walks in the door.

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