Market Penetration Strategy of 7-Eleven in Indonesia

• Main Author: JULIANA
• Other Authors: Chao, Chuang-Min
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/uq22c2

碩士 === 國立臺北科技大學 === 管理國際學生碩士專班 (IMBA) === 103 === Indonesia convenience store industry is growing in recent years, due to stable economic and rising disposable income. The goal of this research is to find a market penetration strategy for 7-Eleven to keep compete with the competitor. In order to achieve the research goal of market penetration strategies for 7-Eleven, this paper firstly analyzed by using 3 important keys drivers which is urbanization, disposable income and lifestyles. Secondly, using five forces analysis to evaluate the competitiveness and attractiveness of the market. Finally, used the SWOT analysis and matching stage to evaluate the potential market and strategies for companies to compete with competitor. Based on the analysis on the challenges that 7-Eleven might face in Indonesia, this paper suggest some solution to minimize the potential issues.