シャドーイング練習: Why 7-Eleven Failed In Indonesia - YouTubeで英語スピーキングを学ぶ
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There are more than 60,000 7-Elevens across the planet, but there is one country where the convenience store chain flopped.
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There are more than 60,000 7-Elevens across the planet, but there is one country where the convenience store chain flopped.
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Indonesia.
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In 2017, the chain of mini markets closed all of its stores there.
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Here's why 7-Eleven failed in Indonesia.
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Let's go back to 2009 when 7-Eleven got its start in the country.
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7-Eleven's Indonesian rollout was run by a local operator, PT Modern International.
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Contrary to its American counterpart that capitalized on to-go items and late-night munchies, 7-Eleven in Indonesia became a trendy hangout spot for locals.
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It offered traditional 7-Eleven items like Slurpees and snacks, but also fresh local food and alcohol.
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and alcohol.
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7-Eleven was very popular with university students, we have the 18 to 25 age range.
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It was a place for them to hang out at all hours of the day, all hours of the night, before the alcohol ban that was imposed in 2015.
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This was a very popular spot to hang out, have a beer after class or after work, have free Wi-Fi, have a bite to eat.
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As the business took off, Modern soon started to expand within the capital, Jakarta.
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It opened its 21st store by 2010, and it hit 100 locations in 2012.
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In 2014, the company hit peak sales of around 78 million with 190 stores.
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The future of 7-Eleven in Indonesia seemed promising.
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The stores remained crowded, but there was one problem.
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People weren't spending money.
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where actually there are some comments that, yes, there's a huge crowd in 7-Eleven, but they might just buy one drink, one fret and sit for three hours.
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The company also attributed its lack of sales to intense competition from existing and new competitors.
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By 2016, the number of retail outlets in Indonesia had grown from 12,000 to 40,000 in just under a decade, with many markets being the sector's fastest growing segment.
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Two of 7-Eleven's biggest competitors were Indonesian convenience stores Indomerit and Alphamart.
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Both chains have a long history in the country and are top players in Indonesia's convenience store market.
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7-Eleven had 190 stores in the country, but its competitor store count absolutely squashed that.
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As of 2017, there were more than 10,000 Alphamarts and roughly 15,000 Indomerits in Indonesia, giving Alphamart a 38% share of the market and Indomerit 47%.
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That was the year 7-Eleven closed all of its shops.
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But before that, it held just 0.7% of the market.
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Regulatory issues also posed a major problem for 7-Eleven.
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In 2015, Indonesia banned the sale of alcoholic beverages in convenience stores and minimarts.
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After the alcohol ban took effect, 7-Eleven's net sales dropped by nearly 24 percent over the next year.
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Unlike 7-Eleven, its rivals Indomerit and Alphamart actually reported revenue gains that year.
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Alphamart and Indomerit were able to withstand the ban because they offered a wider range of products and services.
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7-Eleven's geographic reach posed another big problem.
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The convenience store chain never managed to expand beyond Jakarta and its surrounding cities, but its rivals did.
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They are located in Jakarta, whereas other mini-marties can expand outside Jakarta.
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One is, I think, the regulations for foreign ownership or foreign franchise of convenience stores.
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Because Inumar and Alphamart, Alphamart and Inumar are basically local brands.
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So they have less restriction in terms of expansion to other cities and regions.
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Modern also cited Indonesia's economic slowdown as a reason for its diminishing revenue.
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The chain closed down 25 underperforming stores in 2016 to cut down operation losses.
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And Modern closed the remainder of its 7-Eleven stores in 2017.
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However, a spokesperson from 7-Eleven said, Indonesia is an important country for us.
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This is not the end for 7-Eleven's business.
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The company is hoping to find a new partner to renew its efforts, and it has good reason to believe the right international partner will make all the difference.
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Take Japan.
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7-Eleven entered the country in 1974.
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It partnered with Japanese chain Ito Yukato, forming York 7 Company to operate its stores.
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It was so successful that in 2005 it bought out the company.
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7 & I Holdings became the global owner of the American chain.
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Today, there are more than 20,000 7-Elevens in Japan.
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The U.S.
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has less than 9,000.
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So seeking a new international partner may be the key to its success.
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Indonesian consumers will just have to wait and see.
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なぜこのビデオを使ってスピーキングを練習するべきなのか？
このビデオは、インドネシアにおける7-Elevenの失敗という興味深いケーススタディを通じて、スピーキングの技術を向上させる素晴らしい機会を提供します。異なる文化やビジネス環境についての理解を深めることで、英語での会話力を高められます。また、実際のナレーションを聞くことで、より自然に英語を話すための表現力も強化されます。このビデオを使って、shadowing siteを利用し、英語シャドーイングに取り組むことで、自分の発音やイントネーションを向上させられます。
文法と表現の文脈
ビデオの中で登場する重要な文法構造や表現をいくつか分析してみましょう。
- 過去形の使用: 例文「7-Elevenは2017年に全店舗を閉鎖した」は、出来事の明確な時点を示しています。
- 比較級の構造: 「7-Elevenは0.7%の市場シェアしか持っていなかった」が示すように、競争相手との比較を行うことで、状況を理解させています。
- 原因と結果の表現: 「規制の問題が大きな問題だった」とありますが、因果関係を示すことで論理的な流れを作り出しています。
これらの構造を学ぶことで、英語のスピーキングにおける表現力を広げ、より効果的なコミュニケーションができるようになります。
一般的な発音の罠
ビデオ内には発音の際に注意が必要な単語やフレーズがいくつかあります。
- スラングや口語表現: 「hang out」や「munchies」はカジュアルな表現ですが、正しい発音が求められます。
- 競争相手の名前: 「Indomaret」や「Alphamart」は発音が難しく、特にいくつかの母音が連続しているため、注意が必要です。
- 複雑な単語: 「convenience」や「market」は長い単語で、発音の際にはリズムとフローを意識する必要があります。
これらの単語に対して正しい発音をすることで、あなたの声の明瞭さを改善し、相手に伝えやすくなります。YouTubeで英語学習をする際には、これらのポイントを踏まえながら練習することをお勧めします。
シャドーイングとは？英語上達に効果的な理由
シャドーイング（Shadowing）は、もともとプロの通訳者養成プログラムで開発された言語学習法で、多言語習得者として知られるDr. Alexander Arguelles によって広く普及されました。方法はシンプルですが非常に効果的：ネイティブスピーカーの英語を聞きながら、1〜2秒の遅延で声に出してすぐに繰り返す——まるで「影（shadow）」のように話者を追いかけます。文法ドリルや受動的なリスニングと異なり、シャドーイングは脳と口の筋肉が同時にリアルタイムで英語を処理・再現することを強制します。研究により、発音精度、抑揚、リズム、連音、リスニング力、そして会話の流暢さが大幅に向上することが確認されています。IELTSスピーキング対策や自然な英語コミュニケーションを目指す方に特におすすめです。