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5
4.1 Summary and Conclusion
The researchers analyzed the internal environment of Philippine Seven Corporation through its political,
economic, social, technological, environmental, and legal environment, the industry and finally the
competing firms. Thus, with the use of Internal Factor Evaluation Matrix, findings for this paper will be
summarized and will properly reflect the performance of Philippine Seven Corporation in terms of strengths
and weaknesses.
STRENGTHS
1 24/7 Operation
2 Convenient Locations 0.0800 4.00 0.32
3 Overall Brand Equity 0.0900 4.00 0.36
4 Increasing Franchise Outlets 0.0700 4.00 0.28
5 Low Barriers of Market Entry 0.0500 4.00 0.20
6 Individually Branded Products 0.0500 4.00 0.20
7 7-Eleven's Loyalty Program 0.0500 4.00 0.20
8 Good Customer Service 0.0400 3.00 0.12
9 Highly Visible Websites 0.0200 3.00 0.06
10 Increase advertising for Private Brands 0.0300 3.00 0.09
11 Technology Used by 7-Eleven 0.0300 4.00 0.12
WEAKNESSES
1 Untrained Employee Issues 0.0600 1.00 0.06
2 Pricing 0.0800 1.00 0.08
3 High Staff Costs 0.0600 2.00 0.12
4 High Capital Expenditure 0.0600 2.00 0.12
5 CLiQQ App Issues 0.0500 2.00 0.10
6 Large Team of Franchisees 0.0500 2.00 0.10
STRENGTHS
24/7 Operation
This is one of the major strengths of 7/11 stores. Operating 24/7 is not an easy task which poses a great
competitive advantage in the market. With this nature of business, PSC is able to bring convenience to their
market any time of the day compared to other retail stores in the Philippines.
Convenient locations
7-Eleven has over 50,000 outlets throughout the world, which gives them a significant location and
convenience advantage. Obviously, being a convenience store, their primary benefit to consumers is that
commonly purchased products are located at nearby stores. Therefore, greater market coverage through a
greater number of outlets will provide increase convenience to more consumers.
In the Philippines, the affordable PSC franchising package was viewed as the main factor of the increasing
number of PSC franchise outlets. The country’s leading convenience store operator Philippine Seven Corp.
(PSC) has rolled out its simplest and most affordable franchising package to date – one that requires only
P300,000 in cash outlay from franchisees willing to run these stores on a full-time basis. With this new
scheme, PSC seeks to farm out mature corporate-owned stores to franchisees, in turn freeing up more
resources to open more stores and cement its market-leading position in the local convenience store
business.
After opening 318 new stores in 2017, Philippine Seven Corp. (PSC), the exclusive local licensor of global
convenience store (C-store) chain 7-Eleven, steps up its momentum with more strategic franchising
initiatives as part of its aggressive expansion plan (Business Mirror, 2016, paragraph 1).
As it embarks for long-term profitability and strong leadership this 2018, PSC, with a C-store fleet now
pegged at 2,285, is targeting to open 375 new stores in various strategic locations this fiscal year (Business
Mirror, 2016, paragraph 2).
Areas up for expansion include Region 2 (namely, Isabela, Tuguegarao, Nueva Vizcaya and also Mindoro).
For the Visayas, PSC will be starting expansion in Leyte, Tacloban and the rest of Eastern Visayas. In
Mindanao the company is planning to open stores in Surigao del Sur and Norte and Sultan Kudarat
(Business Mirror, 2016, paragraph 3).
“This year’s plan for the Visayas and Mindanao is to open 75-percent franchise stores. Also, we have
formulated a new franchise offer, the FC3, which is a lower investment compared to our existing franchise
package. From P3.5 [million] to P5- million investment, we came up with the new franchise package, which
is around less than half a million,” revealed Francis Medina, Business Development Unit head. (Business
Mirror, 2016, paragraph 4). Via the FC3 package, the company is targeting to have “a franchise ratio from
54 percent to 60 percent.” (Business Mirror, 2016ph)
“Hi, Kristi! Thank you for bringing this to our attention and sorry you experienced this. Rest assured that we
will be investigating this concern. Please send us the full details of the incident. Kindly include your name
and contact info so we can keep you posted. Thanks again!”
In addition, 7-Eleven in the Philippines Boosts Customer Service Using the QuickScan QW2100 Linear
Imager from Datalogic to Scan Mobile Phones.
7-eleven has hired Big Data For Humans, an automated customer insight firm, to automate some of its
customer data decisions, as part of a strategy to upgrade its customer marketing (McEleny 2017 paragraph
1). Jose Victor Paterno, president at Philippine Seven Corporation (7-eleven), said: ‘We want to generate
more customer insights from our data-stream and use these effectively to improve our marketing, and we
were impressed by the potential of Big Data for Humans’ Customer Graph to help us achieve this. Their
cost effective and insightful approach to customer marketing made them the right partner for our customer
marketing strategy.’ (McEleny 2017 paragraph 6).
In addition, the warehouse management system includes physical Windows-based application servers
and Linux-based database servers. The database servers are running Oracle 10g Standard Edition and
store around 900GB of data, with a weekly growth rate of approximately 3GB. The system maintains a daily
volume of around 14GB of transactional data, and archive logs of approximately 100GB, all of which need
to be replicated to the standby database. This is a large volume of data to be kept replicated across
multiple servers without impacting performance.
WEAKNESSES
Pricing
Consumers view the prices of 7/11 to be of a high price. According to a research, this may be caused by
such factors/expenses by Philippine Seven Corporation: marketing costs, maintenance of machines, rental
costs, 24/7 staffs and cost for convenience.
All their stores require overnight staff, unlike supermarkets, where majority of their outlets are not open
24/7. This means that 7-Eleven has to hire a few hundred staff to cover the night shift, which wages,
logically, should be higher than day shift staff. This contributes to cost for the company, more so when
there are rarely any customers making purchases in the wee hours of the night.