동아시아경상학회지 (East Asian Journal of Business Economics (EAJBE))

동아시아경상학회 (East Asia Business Economics Association)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Competitive Advantage Strategy of Convenience Store (CVS) in Japan: Focusing on 7-Eleven

  • 투고 : 2020.11.12
  • 심사 : 2020.12.08
  • 발행 : 2021.03.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose - This study aims to analyze 7-Eleven's specific competitive advantage strategy according to changes in the Japanese convenience store industry by selecting 7-Eleven, a leading company in the Japanese convenience store industry, as a representative case study. Research design, data, and methodology - Due to the current COVID-19 situation, fact-finding such as interviews with key managers through visiting surveys was not possible, so this case study was carried out based on the literature such as official and unofficial data collected from the companies through e-mail and articles that have been published outside. Result - As a result of the analysis, the researcher found that five competing strategy factors, such as dominant strategy, innovative logistics system strategy, information system development strategy, joint product development strategy, and direct communication strategy have closely maintained the mutual relation to form a combined strategy focusing on the franchise development strategy. Conclusion - The competitive advantage of 7-Eleven is thought to have secured its competitive advantage by combining the five competitive strategies complementarily for rapid response to change, cost advantage, and differentiated advantage. The management implications specified in this study can be considered a reference for establishing a competitive strategy for sustainable growth of the convenience store industry in the fierce competition and saturated market environment of Korean convenience stores.

키워드

참고문헌

  1. Akimoto, T. (1998). Analysis of competitive advantage in Seven-Eleven in Japan. Journal of Management 47(1), 147-158.
  2. Chun, T.Y. Lee, D. K., & Park, N. H. (2020). The effect of marketing activities on the brand recognition, brand familiarity, and purchase intention on the SNS of franchise companies. Journal of Asian Finance, Economics and Business, 7(11), 955-966. https://doi.org/10.13106/JAFEB.2020.VOL7.NO11.955
  3. Goldman, S. L., Nagel, R. N., & Preiss, K. (1995). Agile competitors and virtual organizations: strategies for enriching the customer. New York, NY: Van Nostrand Reinhold.
  4. Heo, C. M. (2006). Retail merchandising. Seoul, Korea: Korea Chain Store Association Press.
  5. Hwang, H. J., & Lee, S. M. (2011). A study on transferring the effects of brand reputation and level of service satisfaction of an offline channel company when it is expanding to an online distribution channel. Journal of Distribution Science, 9(2), 31-36. https://doi.org/10.15722/jds.9.2.201106.31
  6. Jung, W. B. Jung, C. M. Choi, H. Y., & Kim, B. G. (2016). Market entry strategy of LINE in Japan. East Asian Journal of Business Economics, 4(1), 16-21. https://doi.org/10.13106/eajbe.2016.vol4.no1.16.
  7. Kim, B. G., & Lee, C. S. (2019). Growth strategy of PASECO as a global electronic company: focusing on the middle east market. East Asian Journal of Business Economics 7(4), pp. 27-40. https://doi.org/10.20498/eajbe.2019.7.4.27
  8. Kim, H. C. (2009). The strategy of Korean CVS franchiser for a mature market. Journal of Channel and Retailing 14(5), 25 - 43.
  9. Kim, M. J. Oh, Y. Y., & Kim, K. S. (2010). An influence of distributor's corporate image on consumer behavior towards PB products. Journal of Distribution Science 9(4), 83-91. https://doi.org/10.15722/jds.9.4.201112.83
  10. Kim, S. H. (2018). Japan convenience store is shaking? decreased number of stores in 14 years. Chosunilbo. Retrieved November 30, 2020, from https://www.chosun.com.
  11. Kotler, P., & Keller, K. L. (2008). Principles of marketing, 12 Edition. Pearson, Prentice Hall.
  12. Lee, J. S. (2018). Analysis of international competitiveness in the aircraft industry. East Asian Journal of Business Economics 6(1), pp. 31-41. https://doi.org/10.20498/eajbe.2018.6.1.31
  13. Lee, S. Y., & Ju, K. S. (2004). A study on the competition strategies for franchisor of CVS in Korea. Journal of Distribution Science, 2(2), 85-108.
  14. Nagai, T. (2017). Current situation and challenges in the convenience store industry. Management Sensor,7(1), 16-25.
  15. Nihon Keizai (2019). Convenience stores and shrinking business areas 90% of the population "less than 3000" per store. Retrieved November 30, 2020, from https://www.nikkei.com.
  16. Porter, M. E. (1980). Competitive strategy. Free Press.
  17. Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Reviews, 86(1), 137-145.
  18. Prahalad, C. K., & Hamel, G. (1990). The core competence of the Corporation, Harvard Business Reviews, MayJune, 95-117.
  19. Reed, R., & Defilippi, R. J. (1990). Causal ambiguity, barrier to imitation, and sustainable competitive advantage. Academy of Management Reviews, 15(1), 88-102. https://doi.org/10.5465/amr.1990.4308277
  20. Rhie, J. H., & Lee, J. J. (2018). Changes in retail stores in South Korea and Japan: centered on convenience stores in both countries. Japanese Cultural Studies, 67(1), 278-292.
  21. Seo, J. H., & Youn, M. K. (2016). A study on the concepts and its vision for visual merchandising in Korean retail shops. Journal of Distribution Science, 14(8), 153-160. https://doi.org/10.15722/JDS.14.8.201608.153
  22. Seven & I Management Report (2019). Seven & I Holdings. Retrieved November 30, 2020, from https://www.7andi.com/en/ir/library/mr.
  23. Sudo, S., & Masuda, M. (2014). A convenience store's evolution in the retail business and its new challenge as the core business player in the society. Technological and Social innovation 7(1), 14-32.
  24. Usui, M. (2015). Global expansion of retail industry and success factor of Seven-Eleven. Global Business Journal, 1(1), 9-17.
  25. Youn, M. K. (1997). Determine the flow distribution industry. Seoul, Korea: KSCA Press.
  26. Youn, M. K., & Kim, Y. O. (2017). Principles of distribution. Seoul, Korea: Dunam Publishing.