ABSTRACT
The home plant at Tainan, Taiwan, made most of the products. There were 4,600 workers in 1985, making it one of the largest employers in Taiwan. The management of President Enterprises devoted a good deal to setting up a marketing channel for its products, as the marketing channel is the key success factor in the food industry. At the beginning, the president’s sales force sold to food wholesalers, who, in turn, sold to grocery stores and other retail stores within a limited area. When President Enterprises entered the retailing industry, it maintained the same strategy for 7-Eleven that was being followed in the United States. Housewives were selected as the target market, stores were set up in residential areas, and traffic flow determined how sites were selected. The management technology of 7-Eleven had to be adjusted to meet Taiwan’s particular situation.
