The first Japanese convenience store has been started for forty years since 1969. From 1970 to 1990, the surging development of convenience store is obvious. In view of the convenience and product variety, the age group of consumers has been spread well from the youngsters to the elderly, that’s why it has become one of the main retail businesses type. However, the number of convenience stores has been increasing to over 50 thousand stores every year, the market of the stores is mature.
Even the 7-Eleven, which has the most market share, the growth of stores and its turnover is slowly developed. Owing to the market is more and more competitive, the 7-Eleven is not as popular as before. In addition, in June, 2000, since the enforcement of Large-Scale Retail Stores Location Law, especially large size super market, the shop hours are lengthening to midnight. It is also one of the factors which threaten the convenience stores. Nowadays, 7-Eleven Japan still monopolizes the market even although products and service of convenience stores are inclined to be homogeneous. Thus, other competitors intend to develop the advantageous management modes which different from 7-Eleven.
The study is to investigate what the successful factors of the convenient store industry in Japan. By the study is to analyze LAWSON convenient store, the second at this filed, how to make the strategies and enhance itself in order to face the mature environment and keen competition. Also its’ strength, weakness and potential opportunity and threat will be taken into consideration.