By Yoshida Yuri
I read a book The Success of 7-ELEVEN JAPAN by Akira Ishikawa and Tai Nejo. We often see 7-Eleven. It had 13,306 stores at the end of May 2011. Moreover, the sales per store is the highest in major convenience store chains. That is to say, 7-Eleven is the most popular convenience store in Japan. Why does 7-Eleven succeed?
This company's origin is in 1927 in Dallas, Texas. But Japan has more 7-Elevens than anywhere else in the world. Japan's first 7-Eleven Store opened on May 15th 1974 in Toyosu, Tokyo. The convenience industry reached over 30,000 stores in 1986. 7-Eleven Japan had made an impact in the retail industry because policy, “quantitative expansion” is different from other categories of business such the supermarkets. However, competition with rival companies was heated due to the new enterprise of many other small and large convenience stores such as Lawson, and Family Mart. 7-Eleven Japan decided a new strategy which aimed to attract customers by differentiation from others. This strategy is “quality improvement” so as to offer attractive merchandise. So 7-Eleven Japan invented many successful products, ”uncooked vegetable salad served in a small plastic container” developed with Q.P. Corp. and "Calpis water” developed with the Calpis Food Industry Co., Ltd.
Parcel post, color copying, served lunch boxes ordered in advance, and printing New Year cards are some of the diverse new services offered by 7-Eleven Japan which has introduced regular intervals of new services since the 1980's. 7-Eleven Japan has been developing these new services to match customer's potential needs. I think the success of 7-Eleven Japan is “response to change”. 7-Eleven Japan is constantly developing to adapt a surrounding situation.. It is very important in business.
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