7-Eleven Franchise Case Study Analysis
Background
7-Eleven is a leading convenience store in the world. The product brand of the 7-Eleven Franchise has been the greatest influence in the culture of the American people. The Franchise, founded in 1927, has evolved over the years to become a global enterprise. Since then, 7-Eleven has been able to franchise its services and activities in over seventeen countries across the globe with over sixty thousand stores being operational (7-Eleven.com n.p). Additionally, nearly 10,700 Franchise business stores are located in North America. To meet the needs of its wide market, the enterprise operates seven days a week around the clock in the main franchise stores.
The corporation started as an ice cream company in the year 1927 in Texas, Dallas where it first coined the concept of a convenience store. Further, it had many other small retail outlets that commenced by selling milk, bread, and eggs to sell the concept of convenience. The name 7-Eleven can be traced back to 1946, when the operations of the corporation commenced at 7:00 A.M in the morning and culminated at 11:00 P.M.at night. Initially, the 7-Eleven Franchise Store ran under the name of Southland Corporation but changed the name to 7-Eleven on April, 28, 1999 after the approval by the shareholders. In 2005, the 7-Eleven was privatized under the Japan Co., Ltd in Tokyo including its affiliate companies.
Vision: 7-Eleven focuses on becoming the best retailer of convenience (“7-Eleven Mission, Vision, and Culture” n.d.).
Mission: 7-Eleven’s mission is to become closer to customers and offer a high level of convenience by being where consumers need its stores (“7-Eleven Mission, Vision, and Culture” n.d.).
Goals
- Become sustainable and help reduce environmental pollution
Based on the several challenges that the 7-Eleven Inc. has been facing during its operations, the company has set social corporate responsibility goals to maintain the intrinsic reputation it has gained from its customers globally. Ultimately, the company has been collaborating with the Conservation International, an NGO that dedicates its efforts to establishing a healthier and more prosperous as well as productive planet through scientific orientation, policies, and collaborations (“Corporate Social Responsibility” n.p). The company also aims at reducing the carbon traces in the environment through focusing on energy use and re-use strategies as well as engaging communities in environment conservation programs.
Further, 7-Eleven Inc. has three main specific goals:
- Minimize carbon emission in stores and offices by a rate of 20% by 2025.
- Focus energy on the packaging of the footprint by 20% by 2025.
- Increase the corporate donations to 1% out of the net earnings in a year from 2017 (“Corporate Social Responsibility” n.p).
The most remarkable thing about these specific goals is that they are both testable and measurable. Notably, 7-Eleven has been capable of reducing utilization of the electric energy in the operations of the store by approximately 21% in seven years through programs such as LED lighting and energy management systems. Also, to regulate energy use, 7-Eleven has partnered with the CI’s Business and Sustainability Council that enhances effective actions regarding the environment (“7-Eleven Sets Corporate Social Responsibility Goals” n.p). Additionally, the goal of reducing packaging of waste has been at the heart of the company’s program through the creation of an eco-friendly packaging, all of which are intended to safeguard the environment.
- Offer servant leadership to foster convenience for customers
The company has focused on training its employees to embrace servant leadership while offering services to customers. Thus, the company focuses on achieving high levels of customer satisfaction through a customer-oriented approach to service delivery.
- 3. Encourage teamwork among employees and reward excellent performance to become a leading employee destination hub.
Objectives
As the world’s largest and convenient store, 7-Eleven has various objectives that it works on to ensure that it provides the best services to its clients than any other store globally.
- To ensure that it can address the everyday needs and preferences of their internal and external customers (“7-Eleven Profile” n.p). To achieve this objective, 7-Eleven has strategized on an effective size of each store, which usually fluctuates from 2,400 to 3,000 square feet. Also, the same objective is achieved through strategic location of the stores at the corners so that almost everyone can easily locate and access them.
- To achieve high customer satisfaction levels through the establishment of equipment that maintain the natural form of the products as it is possible.
- To ensure that transactions are made faster and at fair prices in a friendly environment (“7-Eleven Profile” n.p).
- To adopt legal measures that will protect the image and reputation of its name across the globe (“7-Eleven Faces More Franchisee Issues” n.p). To accomplish this objective, the company will follow procedures duly in a court of law to terminate any unhealthy relationship with any of their franchisees.
Works Cited
“7-Eleven Mission, Vision, and Culture” 7 Eleven Corporate. http://corp.7-eleven.com/corp-BAK/mission. Accessed May 2, 2017.
“7-Eleven Faces More Franchisee Issues.” Convenience Store News June 6, 2014, http://www.csnews.com/industry-news-and-trends/corporate-store-operations/7-eleven-faces-more-franchisee-issues. Accessed May 2, 2017.
“7-Eleven Profile – 7-Eleven Corporate.” 7-Eleven, http://corp.7-eleven.com/corp-BAK/7-eleven-profile. Accessed May 2, 2017.
“7-Eleven Sets Corporate Social Responsibility Goals.” Convenience Store News, July 27, 2016, http://www.csnews.com/industry-news-and-trends/corporate-responsibility/7-eleven-sets-corporate-social-responsibility-goals. Accessed May 2, 2017.
“Corporate Social Responsibility.” 7-Eleven, http://corp.7-eleven.com/corp-BAK/corp-social-responsibility. Accessed May 2, 2017.
