convenience store sector

Analysis of Analysis of Convenience Store Convenience Store

IndustryIndustryRisa Asai

Yurina KikuchiNatsuki Shiraishi

Mizuki Yano

The Origin of Convenience Store

PrinciplesPrinciples

Analysis of current marketAnalysis of current market

Annual SalesTrillion yen

Market Size of Convenience Stores

Sales 8 trillion yen a year

Number of Stores 42,629 (2009)

① Taspo

② High Demand Products

Analysis of 4PAnalysis of 4P

PlacePlace

Place

ProductProduct

Onigiriya

http://www.google.co.jp/imgres?imgurl=http://blogimg.goo.ne.jp/user_image/2b/b4/4e8df0fd374d57e58d483a00dc231e1d.png&imgrefurl=http://blog.goo.ne.jp/zsuchida/e/3f6822692a8566ad2f592b11e82be898/%3Fymd%3D200803%26st%3D0&usg=__pSZ3JKw0Us7aUtwXaWUstkRrvuE=&h=270&w=270&sz=18&hl=ja&start=4&um=1&itbs=1&tbnid=Ht3WcyJKnx10-M:&tbnh=113&tbnw=113&prev=/images%3Fq%3Dlawson%2B%25E3%2583%25AD%25E3%2582%25B4%2B%25E7%2594%25BB%25E5%2583%258F%26um%3D1%26hl%3Dja%26sa%3DX%26rls%3Dcom.microsoft:ja:IE-SearchBox%26rlz%3D1I7ADFA_ja%26tbs%3Disch:1

“Chisan Chisyou“

http://www.google.co.jp/imgres?imgurl=http://www.to-be-kobo.com/tobenikki2/20070607.files/20070712080627.jpg&imgrefurl=http://www.to-be-kobo.com/tobenikki2/2007-07.html&usg=__tg9v2TKQedBvzCt-GptefdFj5Uc=&h=283&w=283&sz=10&hl=ja&start=2&um=1&itbs=1&tbnid=MkORShoHxjp-NM:&tbnh=114&tbnw=114&prev=/images%3Fq%3D%25E3%2582%25BB%25E3%2583%2596%25E3%2583%25B3%25E3%2582%25A4%25E3%2583%25AC%25E3%2583%2596%25E3%2583%25B3%2B%25E3%2583%25AD%25E3%2582%25B4%2B%25E7%2594%25BB%25E5%2583%258F%26um%3D1%26hl%3Dja%26sa%3DX%26rls%3Dcom.microsoft:ja:IE-SearchBox%26rlz%3D1I7ADFA_ja%26tbs%3Disch:1

Cherie Dolce

http://www.google.co.jp/imgres?imgurl=http://www.whatpercent.com/uploads/users/saito/%E3%82%B5%E3%83%B3%E3%82%AF%E3%82%B9%E3%83%AD%E3%82%B4.png&imgrefurl=http://www.whatpercent.com/opinion/business/retail/%25E3%2582%25B3%25E3%2583%25B3%25E3%2583%2593%25E3%2583%258B%25E3%2581%25AE%25E3%2583%2595%25E3%2583%25A9%25E3%2582%25A4%25E3%2583%2589%25E3%2583%2581%25E3%2582%25AD%25E3%2583%25B3%25E9%25A3%259F%25E3%2581%25B9%25E6%25AD%25A9%25E3%2581%258D%25E3%2583%25AC%25E3%2583%2593%25E3%2583%25A5%25E3%2583%25BC/445&usg=__9bSIXa0aKxgJGGJQoPpwLRdioqQ=&h=113&w=122&sz=30&hl=ja&start=19&um=1&itbs=1&tbnid=-ahLdg8aIn-euM:&tbnh=82&tbnw=89&prev=/images%3Fq%3D%25E3%2582%25B5%25E3%2583%25B3%25E3%2582%25AF%25E3%2582%25B9%25E3%2580%2580%25E3%2583%25AD%25E3%2582%25B4%25E3%2580%2580%25E7%2594%25BB%25E5%2583%258F%26um%3D1%26hl%3Dja%26sa%3DX%26rls%3Dcom.microsoft:ja:IE-SearchBox%26rlz%3D1I7ADFA_ja%26tbs%3Disch:1

Family Cafe

PricePrice

Price

• No difference in price

• Try to make difference against other stores

PromotionPromotion

LAWSON

• Tasting Party for Blogger

• Provide new products for entertainers

http://www.google.co.jp/imgres?imgurl=http://blogimg.goo.ne.jp/user_image/2b/b4/4e8df0fd374d57e58d483a00dc231e1d.png&imgrefurl=http://blog.goo.ne.jp/zsuchida/e/3f6822692a8566ad2f592b11e82be898/%3Fymd%3D200803%26st%3D0&usg=__pSZ3JKw0Us7aUtwXaWUstkRrvuE=&h=270&w=270&sz=18&hl=ja&start=4&um=1&itbs=1&tbnid=Ht3WcyJKnx10-M:&tbnh=113&tbnw=113&prev=/images%3Fq%3Dlawson%2B%25E3%2583%25AD%25E3%2582%25B4%2B%25E7%2594%25BB%25E5%2583%258F%26um%3D1%26hl%3Dja%26sa%3DX%26rls%3Dcom.microsoft:ja:IE-SearchBox%26rlz%3D1I7ADFA_ja%26tbs%3Disch:1

http://8718.teacup.com/galsone/bbs?M=IMGDT&CID=29&ID=1

Seven Eleven

• Set up Ameba Blog

• Put Blog’s URL on the receipt

• Expect customer to watch their Blog

http://www.google.co.jp/imgres?imgurl=http://www.to-be-kobo.com/tobenikki2/20070607.files/20070712080627.jpg&imgrefurl=http://www.to-be-kobo.com/tobenikki2/2007-07.html&usg=__tg9v2TKQedBvzCt-GptefdFj5Uc=&h=283&w=283&sz=10&hl=ja&start=2&um=1&itbs=1&tbnid=MkORShoHxjp-NM:&tbnh=114&tbnw=114&prev=/images%3Fq%3D%25E3%2582%25BB%25E3%2583%2596%25E3%2583%25B3%25E3%2582%25A4%25E3%2583%25AC%25E3%2583%2596%25E3%2583%25B3%2B%25E3%2583%25AD%25E3%2582%25B4%2B%25E7%2594%25BB%25E5%2583%258F%26um%3D1%26hl%3Dja%26sa%3DX%26rls%3Dcom.microsoft:ja:IE-SearchBox%26rlz%3D1I7ADFA_ja%26tbs%3Disch:1

http://www.ameba.jp/

Circle K Sunkus

• Questionnaire on the Internet

• Free Paper including their coupon

Family Mart

• Cooperate with other company

Their expectation

Cross Matrix Cross Matrix AnalysisAnalysis

Next target?

SweetsDeli

Men

Female

Family Mart

Circle K Sunkus

Lawson

7 Eleven

Conclusion

• Sales → upHowever…

– Difficulties to specialize– No store market– Severe competition

Overseas storesVariety shops

Natural Lawson100 Yen Lawson

BibliographyBibliography

8 CVSs in Ikebukuro Family Mart HP: http://www.family.co.jp/index.html LAWSON HP: http://www.lawson.co.jp/index.html Circle K Sunkus HP: http://www.circleksunkus.jp/ Seven Eleven HP: http://www.sej.co.jp/index.html Ministry of Economy, Trade and Industry:

http://www.meti.go.jp/statistics/tyo/syoudou/index.html Nikkei BP Net:

http://www.nikkeibp.co.jp/article/news/20090925/183417/ Japan Franchise Association: http://jfa.jfa-fc.or.jp/tokei.html

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