publication . Article . 2013

FamilyMart: Responses to Competitive Rivalry in the Convenience Store Market in Taiwan

Yu-Ching Chiao; Keng-Hsiang Cheng; Shu-Mei Hsu;
Restricted
  • Published: 01 Jan 2013 Journal: Asian Case Research Journal, volume 17, pages 339-358 (issn: 0218-9275, eissn: 1793-6772, Copyright policy)
  • Publisher: World Scientific Pub Co Pte Lt
Abstract
<jats:p> At the end of April 2005, the 7-Eleven Corporation, with 6 months preparation, invested around $200 million N.T. dollars (NTD) ($6.35 million USD) to implement an innovative and integrated instore marketing campaign by rewarding customers with an exquisite 3D Hello Kitty magnet and coupons for 118 commodity items when they spent as much as $77 NTD ($2.44 USD). This distinguishing competitive action gained much feedback in the market. In less than 1 month, 7-Eleven had distributed 40 million Hello Kitty magnets to customers. Further, 7-Eleven forecasted that its revenue in May would reach its highest peak in recent years. In contrast, other convenience s...
Subjects
free text keywords: General Business, Management and Accounting, Rivalry, Economics, Corporation, Marketing, Marketing campaign, Commodity, Revenue, Management
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publication . Article . 2013

FamilyMart: Responses to Competitive Rivalry in the Convenience Store Market in Taiwan

Yu-Ching Chiao; Keng-Hsiang Cheng; Shu-Mei Hsu;