Index: Item Page NumberExecutive SummaryIntroductionThe CompanyCustomer BaseCompetitorsTechnologyMarket ModelDemand and Cost EstimatesSpecial Pricing Strategies for Imperfect CompetitionConclusionExecutive SummaryIntroduction7 Eleven Whitsunday's is a convenient store operating as a franchisee through 7-Eleven Store Pty. Ltd Australia, which will be located around several islands in the region. These stores will focus on meeting the needs of convenience-oriented customers, who vacation on the islands or reside there, through a 24-hour operating system and a range of products that will meet their needs. The Whitsundays region contains eight islands that are popular tourist destinations without convenience stores that can be a strong competitor to 7-Eleven in terms of opening hours, pricing strategy and brand strength. The standardized product range is able to satisfy the tourist traffic generated by the variety of accommodation facilities scattered along the islands. Across the coast, on the mainland, there are two of the largest players in the retail sector (Coles and Woolworth) with a competitive advantage using technology to provide online delivery to each island. However, the concentration ratio of the four firms was difficult to predict due to the different factors that contributed to the retail sector. Considering the high barriers to entry, the new stores are unlikely to have any competition in the meantime. Additionally, franchise start-ups will receive financial and advertising support from the region's local council and the 7 Eleven company. General information about the 7-Eleven business: 7-Eleven began operations in Australia in 1977, through its franchisee sold to the Withers/Barlow family as a private company. Since then the company has achieved, through its affiliates across Australia, an annual turnover estimated at $1.4 billion and has become a leader in the convenience store sector. For two consecutive years 7-Eleven has retained the title of "Franchisor of the Year" through local voting, demonstrating the level of satisfaction of the corporate structure. (7elevenfranchise.com.au, 2014) The company has adopted a global business model that has built a global brand through excellent management and business development. (7elevenfranchise.com.au, 2014) Brand strength is recomposed among tourists, which can create a memorable memory and experience. A 7-Elevn real estate expert chooses the most profitable locations for their franchisee through professional market research. In the meantime, the company will provide its stores with the layout designed in collaboration with the marketing and construction teams. However, 7-Eleven is very well known for its performance and images, so every franchisee must respect these rules.