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Introduction
Today’s business environments have been characterized by business enterprises going “global” to maximize on the many opportunities manifest in international trading. In their efforts to reach many markets, many businesses have encountered stiff challenges, amongst them stiff competition. To succeed in the current competitive markets, managers of business enterprises have been called on to establish unique strategies that match the needs of their varying market places; thus enhancing firm performance (McDaniel & Gates, 1998, p.14).
In their efforts to establish and implement the best strategies, business managers have adopted the use of Information Technology to lower the costs of services and goods; by providing easy access to information in various company departments. The useful role played by IT in the running of businesses was highlighted by Plunkett (2007) when he postulated that, “computerizing business departments through electronic data interchange ensured that inventories and shipments were well managed to prevent companies from running out of fast moving stocks” (p.1).
In analyzing the useful role of IT and other transportation drivers to businesses, this paper discusses 7 eleven success stories.
Brief Company History
7 Eleven was formed by a chain of international convenience stores in 18 countries (History of Business, 2008). The multinational corporation has gained popularity due its famous products that included amongst others Big Gulf fountain soft drinks, Slurpee beverages, Cafe Select and The Big Bite hot dogs (7 Eleven Homepage, 2011). The company established its first store in Dallas, USA, in 1927, when it was founded by Jefferson Green. Starting as a small-scale retail store, 7 eleven has undergone rapid expansion to become the undisputed convenience retailing leader (7 Eleven Corporation, 2011).
Contribution of IT to the corporation
7 Eleven invented powerful and comprehensive technological infrastructure, starting with its Japanese operations, to fasten and improve the accuracy of its multiple operations (Wilk, 2006, p.136). This infrastructure linked manufactures, corner stores and distributors to the Japanese-based firm. Though manually operated in its early days, the system has been upgraded 8 times in recent times to act as a computerized point of sales terminal: capable of relaying sales information in real time to the distantly located stores (Wilk, 2006, p.138). This has enabled the giant retailer to manage easily its expanded operations in short durations, for example, within a 24 hour period.
The system has also ensured that highly demanded products are steadily supplied on the market (Review Essays, 2010). To ensure steady supplies, the system monitors consumption patterns of consumers by providing summarized charts and graphs that assist managers to determine the production levels of their workers. Likewise, IT has made it possible for the company’s management to analyze customer needs across various departmental stores. This has been possible through information sharing. In easing information sharing, the invented IT systems keep track of the sales and allow stores to collect consumption data at every transaction (Kemer, 1998, p.173).
Contribution of other transportation drivers
Other than adopting and implementing IT processes, 7 eleven has carried out the following unique strategies that have acted as transportation drivers:
The company re-engineered its distribution and manufacturing processes by establishing cooperative associations that were of great benefit to its then small-scale firms. The established associations helped small scale retailers to standardize their products as well as improve on the freshness of their pre-made food products (Wilk, 2006, p.136).
In addition, the introduction of numerous innovations, for instance, in the packaging, display and production departments helped 7 Eleven to broaden its products’ appeal. The packaging innovation involved the introduction of an advanced packaging system called “parachute wrap”, which had a plastic layer separating seaweed crisp from the rice in the populous “Ongiri” brand. The separation of the two layers prevented the mixing of contents of the brand; thus ensuring that they maintained their original tastes until the time of their consumption.
Furthermore, in meeting the convenience-oriented needs of its customers, the company provided high quality products and services to its customers. In addition, the company set competitive prices for its products and provided safe, clean and friendly shopping environments (Review Essays, 2010).
Lastly, 7 eleven installed fax machines and ATM machines in all departmental stores; thus ensuring conveniences at times of shopping.
The 7 Eleven success story stresses the fact that business organizations, in their efforts to achieve growth, should continue to improve by innovating to meet their set goals.
References
7 Eleven Corporation. (2011). History. Web.
History of Business. (2008). History of 7-Eleven.
Kemer, C.F. (1998). Information technology and industrial competitiveness: How IT shapes competition. Massachusetts: Springer.
McDaniel, C.D. & Gates, R.H. (1998). Marketing research essentials. Ohio: Taylor & Francis.
Plunkett, J.W. (2007). Plunkett’s food industry almanac 200: Food industry market research, statistics, trends and leading companies. Texas: Plunkett Research, Ltd.
Review Essays. (2010). 7 Eleven pest analysis. Web.
Wilk, R.R. (2006). Fast food/slow food: The cultural economy of the global food system. UK: Rowman Altamira, 2006.
Do you need this or any other assignment done for you from scratch?
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