Expanding 7 Eleven in Brazil: Cultural Elements and Importance of Cultural Literacy

7 Eleven in Brazil

Contents
Introduction.................................................................................................................... 1
Cultural elements of the host country.................................................................................... 2
Importance of cultural literacy............................................................................................. 3
Conclusion..................................................................................................................... 5
Reference...................................................................................................................... 6

Introduction
Background of the company
7-Eleven is a subsidiary retail convenience store that was founded in year 1927 by Joe C.
Thompson, Gordon Cheung, Cynthia Ma. Its headquarter is in Dallas, Texas, U.S. The number
of employees in 7 Eleven are more than 10,000 across the stores in different countries. The
products which are available for customers in convenience stores are beverages, prepared foods,
gasoline, dairy, snacks and many more. The number of stores is available around the world. The
first outlet was named as the ‘Totem’ stores because customers toted away their purchases. The
name of the chain was changed in 1946 to 7 Eleven as they had changed their timing to 7 a.m. to
11 p.m. seven days per week and the corporate name was also changed to 7 Eleven Inc
(Ardichvili, et al., 2012). The vision of the organization is to be the best retailer of convenience
and the value the customers by consistently services the customers as per their requirement. 7
eleven believe in understanding, simplifying, solving and connecting with the customers. It has
more than 2,287 outlets globally and serves millions of customers daily.
It was started as an ice vendor and began with offering milk, bread and eggs on Sundays.
A founder has changed the business idea and it produced the customer's satisfaction and
increased sales with the concept of convenience retailing. In Malaysia, 7 eleven is the pioneer
which is the largest retail store. In 7 Eleven, along with the food products, other facilities and
services are available for customers like bill payment service via Astro, U Mobile, and TM), sell
mobile phones with reloading cards, internet games, fax, photocopying and ATM services
(Olson, et al., 2013). The competitors of 7 Eleven are Walmart, Safeway, and Taco Bell.
In the beginning, Slurpee drinks were introduced in US and Big Gulp beverages were
introduced in 1976. Private brand products are available in 7 Eleven and also include coffee,
fresh-made daily sandwiches, juices, financial services, and product delivery services for
customers' satisfaction (Ardichvili and Jondle, 2009). Its global operations in Asia are in Hong
Kong, Indonesia, Japan, Macau, Malaysia, Singapore, Philippines, Thailand, and UAE. In
Europe, it is in Denmark, Norway, Sweden, and the UK. The business strategies of 7 Eleven
include the improvement in assortment, supply chain, enabling digitalization, growth, and
improvement in-store base and driving operational excellence (Sparks, 2013). It is analyzed that