A Study on the Competitive Advantage Strategy of Convenience Store (CVS) in Japan: Focusing on 7-Eleven∗1

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.