Convenience Store in Emerging Markets:Marketing Analysis and Entry Mode Suggestion of 7-Eleven in Mongolia

• Main Authors: Shijirbold Zorigt, 士吉力
• Other Authors: Wu, Ching-Sung
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/79f4z4

碩士 === 中國文化大學 === 國際貿易學系 === 104 === Mongolia is an emerging market. With recent increase in economic flow to Mongolia, it has moved from low income country to mid-low and it’s expected to become mid-high income country in near future. Due to increase purchase power of common citizen in Mongolia many international businesses opened their doors in the country. Recent reports all suggest that economy will further develop reaching its full potential by 2020 and the arrivals of other franchises are inevitable. Among those international brands this study is focused on convenience store businesses in retailing sector. This study will cover previous cases of convenience stores of 7-Eleven in emerging markets, projecting and comparing with Mongolian store. With the accumulated information on the topic this study hoped to suggest the most suitable entry mode for Mongolian market. As a result, author has concluded that the most appropriate entry mode strategy was using Joint venture to enter Mongolian market and once it is established further expansion can be done through Franchising.