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Global Marketing

7-Eleven Glocalization

7-Eleven is a staple in the everyday life for some. A convenience store can supply beers, food, stationery for some in the U.S. but it is unlikely that a patron would really enjoy the hot dog. In Japan, we see a huge difference in how 7-Eleven approaches satisfying customers. The food ranges from corn dogs to sushi and ramen. From beer to 50 dollar whisky. Glocalization is when a company thinks global, but acts locally. 7-Eleven is an example of a company that does a good job of executing this. One example of how 7-Eleven is able to adapt to the locations is its execution of Japanese stores. Convenience stores (or konbini) in Japan are very different from those in the US. 7-Eleven boasts the highest number of stores in Japan. Its private label, Seven Premium, is known for its rich variety of products and high quality that is even comparable to specialty stores. Japanese konbini are open 24 hours and have everything you could want such as prepared food, drinks, alcohol, and living essentials. Not only that they have many services such as copy machines, ticket reservations, and postal services. The perception of 7-Elevens in Japan is very positive. Taking the U.S version of 7-Eleven and putting it into Japanese culture the way it was would have been far less successful.

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