7 – Eleven | | External analysisTeam members: Number of characters (including spaces, footnotes, end notes and text boxes): _22,999_Signatures of all the participating group/team members:_____________________________ __________________________________________________________ __________________________________________________________ ____________________________ | | Project no.: 1 Class and group number:

Table of Contents Introduction 2 INTRODUCING 7-ELEVEN 3 Marketing mix 3 Product 3 Place 4 Price & Promotion 4 People 4 Process 4 Physical environment 4 Mission 5 Vision 5 Values 5 Objectives 6 Macro environment – PESTLE analysis 6 Political 7 Economical 7 Socio cultural 7 Technological 7 Environmental 8 Legal 8 Porters five forces analysis 8 Competitive analysis 11 Conclusion 12 List of sources: 13

Introduction

The retail industry in Denmark had a very good performance in 2012, after continued stagnation over the review period. In general, the retail industry is sensitive to any economic fluctuations and therefore it was very much affected by the financial crisis which occurred 3 years ago. The crisis “shattered consumer confidence dragging out through 2009-2010.” Last year, in 2012, the reduction in unemployment, growth in incomes and prospects of economic recovery all “contributed to growing value sales in the majority of retail channels. “ Despite the growth in incomes and the stabilization of economy, consumers did not really came back to their old habits, remaining rather “ price-sensitive” and cautious in terms of their spending. The report below provides an insight into the convenience retail company, 7-Eleven, focusing on the external environment analysis. The structure of the report takes the following structure,
1. A description of