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  • Peculiarities of the Market Entry Strategies Used by Japanese Convenience Store Chains in Northeast and Southeast Asia: the Case of 7-Eleven and FamilyMart

Peculiarities of the Market Entry Strategies Used by Japanese Convenience Store Chains in Northeast and Southeast Asia: the Case of 7-Eleven and FamilyMart

Student: Gavrilova Dayana

Supervisor: Evgeny Kanaev

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

The relevance and significance of the topic “Peculiarities of the Market Entry Strategies Used by Japanese Convenience Store Chains in Northeast and Southeast Asia: the Case of “7-Eleven” and “FamilyMart” are expressed in the fact that many international companies operating in convenience store industry failed to successfully enter the markets of Northeast and Southeast Asia, however Japanese corporation have shown great result and succeeded in expanding their networks. The retail market, in particular the convenience store sector, has shown rapid growth worldwide over the past few years. The regions of Southeast and Northeast Asia with their strong retail sector as well as significant levels of GDP growth, are not an exception. In this regard, the economies of the countries of Southeast and Northeast Asia are a very attractive area for investments by foreign companies, including Japanese ones. However, many foreign companies, in particular Western ones, find it difficult to enter the Asian markets. According to many researchers, foreign companies sometimes had a misconception about Asian markets due to the lack of analysis of its economic and cultural background. Thus, the companies were unable to localize their products, and also to establish strong partnerships with local companies that could share expertise and knowledge of the local market and the consumer needs. At the same time, Japanese companies, which are innovators of the convenience store management system, are being absolute leaders in many Asian markets of convenience stores industry and are successfully expanding their geographic presence, entering new foreign markets. The stage of foreign market entry is one of the key moments that determine the further success of the company in the foreign market. In order to find out the reasons for the successful entry of Japanese convenience store chains into the overseas markets of Southeast and Northeast Asia, as well as the specifics of their entry strategy, a research was conducted on this topic using the example of two leaders of the convenience store industry - 7-Eleven and FamilyMart.

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