7 Eleven Case Study

1293 WordsOct 30, 20146 Pages
1. Use the web to find out more about the company and discuss its history and changes over time. World’s largest operator, franchisor, and licensor of convenience stores (21,000 stores in 18 countries). Japan is the largest, and 7-Eleven serves over six million customers per day. Southland Ice Company started in 1927 by John Jefferson Green 1927 in Dallas, Texas. Sold blocks of ice to refrigerate food, and a single employee started selling milk, bread and eggs in addition to the ice on Sundays and evenings when grocery stores were closed. This “convenience offering” took flight and expanded from there. Great Depression in 1931 caused Southland to file for bankruptcy. Sales continued to climb, success soared, and repeal of Prohibition caused ice and alcohol sales to rise. By 1945 Southland stores were covering north-central Texas and were open from 7am to 11pm, 7 days a week. In 1946 Southland hired a firm to rebrand and rename them into something more along the lines of their business model, and the name ‘7-Eleven’ was born out of representing their operating hours. Throughout the end of the 1950s, John Thompson began to expand his 7-Eleven stores outside of Texas: in Virginia, Maryland, and eastern Pennsylvania. Suburb sprawl promoted need for more expansion and stores. 7 Eleven started franchising licenses in 1964, creating a robust system that supported local business owners in communities across America. By 1969, 7 Eleven was known for Slurpee drinks and grew to approximately 3,500 stores in the United States. International expansion plans grew by opening stores in Canada. The company spread south to Mexico and signed a licensing agreement where in 1974 the company reached its 5,000th-store. Its monumental addition was it’s proposed international expansion overseas in Japan. These conveniences quickly became popular in other countries. 7

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