1. SMGT
PROJECT REPORT
ON
COMPANY ANALYSIS
Submitted To: Submitted By:
Dr. V V Ratna Paritosh Kumar Singh JL13FS35
Prateek Chaudhary JL13PGDM095
Ankit Pandey JL13PGDM070
Omar Mustafa Khan JL13PGDM032
Ashwini Mishra JL13RM018
2. 2
Contents
Overview of Indian Retail Industry ...............................................................................................................3
Company Profile............................................................................................................................................7
ABOUT BIG BAZAAR ..................................................................................................................................7
Vision.....................................................................................................................................................7
Mission..................................................................................................................................................7
Core Values ...........................................................................................................................................7
Organizational Structure...............................................................................................................................9
Internal Leadership.....................................................................................................................................10
Work Culture...............................................................................................................................................10
Corporate Level Strategy ............................................................................................................................11
Business Level Strategy...............................................................................................................................11
Operational Level Strategy..........................................................................................................................12
PRODUCT PORTFOLIO OF BIG BAAZAR.......................................................................................................12
SWOT Analysis.............................................................................................................................................16
PORTER’S FIVE FORCES ...............................................................................................................................19
PEST Analysis...............................................................................................................................................20
Capabilities and Core Competencies ..........................................................................................................21
References ..................................................................................................................................................22
TABLE OF FIGURES
FIGURE 1: INDIAN RETAIL INDUSTRY.......................................................................................................................................6
FIGURE 2: MARKET BREAK-UP OF RETAIL SECTOR IN INDIA BY REVENUE ………………………………………………………………….6
FIGURE 3: ORGANIZATION STRUCTURE SOURCE: HTTP://FUTURERETAIL.CO.IN.............................................................................9
FIGURE 4: PORTER'S FIVE FORCE MODEL ..............................................................................................................................19
3. 3
Overview of Indian Retail Industry
Brief Introduction
India is the fifth largest retail destination globally. The Indian retail industry has experienced
tremendous growth over the last decade with a significant shift towards organized retailing
format and development taking place not just in major cities and metros, but also in Tier II and
Tier III cities. The overall retail market in India is likely to reach Rs 47 trillion (US$ 792.84
billion) by FY 17. As India’s retail industry aggressively expands itself, great demand for real
estate is being created. Further, with the online medium of retail gaining more and more
acceptance, there is a tremendous growth opportunity for retail companies, both domestic and
international. Favorable demographics, increasing urbanization, nuclear families, rising affluence
amid consumers, growing preference for branded products and higher aspirations are other
factors which will drive retail consumption in India. Both organized and unorganized retail are
bound not only to coexist but also achieve rapid and sustained growth in the coming years.
Market Size
The Indian retail market, currently estimated at around US$ 490 billion, is project to grow at a
compound annual growth rate (CAGR) of 6 per cent to reach US$ 865 billion by 2023. Food and
grocery is the largest category within the retail sector with 60 per cent share followed by the
apparel and mobile segment.
Organized retail, which constituted seven per cent of total retail in 2011–12, is estimated to grow
at a CAGR of 24 per cent and attain 10.2 per cent share of total retail by 2016–
17, according to a study titled 'FDI in Retail: Advantage Farmers' conducted by an industrial
body.
India has about one million online retailers – small and large – which sell their products through
various e-commerce portals. The online retail industry in the country touched US$ 12.6 billion in
2013, according to a recent report by the Internet and Mobile Association of India (IAMAI).
Investments
The foreign direct investment (FDI) inflows in single-brand retail trading during the period April
2000 – March 2014 stood at US$ 106.66 million, as per data released by Department of
Industrial Policy and Promotion (DIPP).
The Indian online retail industry is on the rise and has attracted a cumulative funding of US$
1,650.5 million since 2009. Out of the total funding, 65 per cent has gone to horizontals and 25%
to fashion & apparels including jewellery. Flipkart & Myntra, who are now a single entity
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(though they will operate differently), have together garnered 40 per cent of the total funding
invested in Indian e-commerce so far, according to Juxt Data.
The following are the key investments and developments in the Indian retail industry:
Marks and Spencer (M&S) plans to go up to 100 outlets in India within the next two
years following a 13 per cent growth in their sales in the Indian market.
Flipkart.com has recently acquired fashion e-retailer Myntra.com for a sum of around
US$ 3 billion. This deal will help Flipkart garner a larger market share in the e-commerce
segment.
Metro AG plans to increase the number of its wholesale stores in India from 16 to 50 by
2020 and make the country one of its focus expansion markets.
Reliance Industries plans to open 2,000 exclusive outlets, Digital Xpress Mini, in FY 15
to sell the company's telecom services, smart phones, tablets and also accessories of other
brands.
Private equity (PE) firm Texas Pacific Group (TPG) Growth and India's Smile Group will
jointly invest US$ 100 million to help internet and e-commerce companies build and
scale their businesses across the Asia–Pacific region and West Asia.
Ilex-London plans to invest around Rs 5 crore (US$ 843,397.17) over the next five years
to open 10 exclusive stores in India. Stores will have an average size of 500–600 square
feet (sq ft), with an investment of around Rs 5 million (US$ 84,332.95) per store.
Government Initiatives
The Government of India has allowed 100 per cent FDI in Single-Brand Retail Trading (SBRT)
and has allowed 51 per cent FDI in Multi-Brand Retail Trading (MBRT). Just recently, the
Competition Commission of India (CCI) approved the proposal of Tesco buying 50 per cent
equity in Trent, which is the first-ever FDI proposal in multi-brand retail trade.
According to the extant policy, foreign retailers investing more than 51 per cent can open outlets
across the country on the condition that 30 per cent of their sourced sales would come from small
to medium-sized domestic enterprises. Further, global chains will now need to invest only 50 per
cent of the initial compulsory investment of US$ 100 million in setting up cold storages and
warehouses in India.
The Confederation of All India Traders (CAIT) has signed a Memorandum of Understanding
(MoU) with eBay to train domestic retailers to use the online market space as an additional tool
for expanding their business. The agreement will enable Indian traders to export via eBay to 201
countries and sell at 4,306 Indian locations.
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Road Ahead
India remains a largely untapped and unorganized retail market, with several international retail
companies yet to commence operations in the country. India holds a substantial advantage over
other emerging retail destinations owing to its strong domestic consumption and low rate of
market penetration by overseas retailers.
“India's new middle class is increasingly becoming brand conscious and willing to spend on
quality goods, a trend which is creating numerous business opportunities for mid-range
international brands. With political and economic sentiments already showing signs of
improvement, we believe this is the right time for international retailers to look at India for
expansion into the region," as per Mr Anshuman Magazine, Chairman and Managing Director,
CB Richard Ellis (CBRE), South Asia.
E-commerce is also expected to be the next major area for retail growth in India. E-commerce
companies are increasingly going beyond digital marketing and targeting
offline customers as well. With this growth in the e-commerce industry, online retail is estimated
to reach US$ 70 billion by 2020 from US$ 0.6 billion in 2011.
The retail market in India is expected to touch US$ 1.3 trillion by 2020. Organized retail is
expected to account for 20 per cent by 2020. Rapid emergence of mega malls and hypermarkets
are augmenting the growth of organized retail in the country.
India’s strong growth fundamentals along with increased urbanization and consumerism have
opened immense scope for retail expansion for foreign players. The Government of India has
approved 51 per cent foreign direct investment (FDI) in multi-brand retail and increased FDI
limit to 100 per cent in single brand retail and cash and carry operations.
With growing investment in infrastructure, retailers will be able to increase their access to high-
growth potential rural market. The market constitutes over 33 per cent of the FMCG consumer
base in India. Further, E-commerce is expected to be the next major area for retail growth in
India with online retail estimated to reach US$ 70 billion by 2020.
The opportunities in food and grocery retail are immense, given that it constitutes about 69 per
cent of the country’s total retail market, according to panel members at the seventh Food and
Grocery Forum India.
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Figure 1: Indian Retail Industry
Market break-up of retail industry in India by revenues
In 2012, ‘Food and Grocery’ accounted for nearly 60 per cent of total revenues in the retail
sector followed by Apparel (8 per cent).
Figure 2: Market break-up of retail sector in India by revenue
Source: http://www.ibef.org/industry/retail-india/showcase
Retail Sector
Organized
Sector
Supermarket Hypermarket Speciality Store Cash and Carry
Department
Store
Unorganized
Sector
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Company Profile
ABOUT BIG BAZAAR
The retail format of the Big Bazaar group includes Aadhar, Rural & Home-Town retail chain,
Ezne home-improvement chain, sportswear retailer, depot and music chain. This retail store is a
subsidiary of Future group, Pantaloons Retail India Ltd. Big Bazaar group offers more than 136
stores all over the country. Every Big Bazaar outlet is owned by the company, and not franchised
out to anyone to ensure quick changes to its entire retail chain. Kishore Biyani, the promoter of
the group likes to address himself as ―Chief Knowledge Officer.
Vision
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the
most profitable manner.
Mission
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development. We will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost-
conscious and committed to quality in whatever we do. We shall ensure that our positive attitude,
sincerity, humility and united determination shall be the driving force to make us successful.
Core Values
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
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Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
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Organizational Structure
Figure 3: Organization Structure
Source: http://futureretail.co.in
Managing
Director
Chief Marketing
Officer
Chief
Operational
Officer
Chief Financial
Officer
Area Manager
Store Manager
Assistant Store
Manager
Marketing
Manager
HR Manager
Accounts
Manager
Logistics
Manager
Operational
Manager
Asst. Dept.
Manager
Team Leader
Sales Executive
CEO Retail
10. 10
Internal Leadership
Kishore Biyani is the Managing Director of Future Retail Ltd and the Group Chief Executive
Officer of Future Group. Considered a pioneer of modern retail in India, Kishore’s leadership has
led Future Retail’s emergence as India’s leading retailer operating multiple retail formats that
cater to the entire basket of Indian consumers.
Mr. Rakesh Biyani is a Joint Managing Director of Future Retail Limited. He has been
associated with the company for over 20 years.
In his executive role as the Joint Managing Director, Mr. Rakesh Biyani leads the management
and expansion of the company’s flagship formats, Central, Big Bazaar and Food Bazaar. Rakesh
is actively involved in Category Management, Retail stores operations and Information
Technology.
S Doreswamy is a Non-executive Independent Director of the Company. He has vast experience
in banking and finance. He retired as Chairman and Managing Director of Central Bank of India.
He is on the Boards of various public companies including Ceat Ltd., Hexaware Technologies
Ltd., and Sakthi Sugars Ltd.
Anil Harish is a Non-executive Independent Director of the Company. He is a partner at D.M.
Harish & Co., Advocates & Solicitors. He specializes in Income Tax, FEMA and property
matters. He is on the Board of a number of public limited companies like Hotel Leela Ventures
Ltd. and Mahindra Life space Developers Ltd. among others.
Bala Deshpande is a Non-executive Independent Director of the Company. She has multi-
industry exposure and has worked with FMCG companies like Bestfoods, Cadburys Ltd. and
ICI. She was also nominated to the Women Leadership forum held in Best foods, New York. She
is on the Board of Info Edge (India) Ltd.
Vijay Biyani is an Executive Director of the Company. He brings more than 25 years of
experience in textile, yarn and ready-made apparels business. He is actively involved in the
financial and administrative functions of the Company.
Work Culture
At Big Bazaar, Empowerment is what employees acquire and freedom at work is what
employees get. They believe their most valuable assets are their People. Young in spirit,
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adventurous in action, with an average age of 27 years, their skilled & qualified professionals
work in an environment where change is the only constant. Powered by the desire to create path-
breaking practices and held together by values, work in this people intensive industry is driven
by softer issues. In their world, making a difference to Customers’ lives is a passion and
performance is the key that makes it possible. Out of the box thinking has become a way of life
at Big Bazaar and living with the change, a habit. Leadership is a value that is followed by one
and all at Big Bazaar. Leadership is the quality that motivates employees to never stop learning,
stretching to reach the next challenge, knowing that employees will be rewarded along the way.
In the quest of creating an Indian model of retailing, Big Bazaar has taken initiatives to launch
many retail formats that have come to serve as a benchmark in the industry. Believing in
leadership has given them the optimism to change and be successful at it. They do not predict the
future, but create it. At Big Bazaar employees will get an opportunity to handle multiple
responsibilities, and therein, the grooming to play a larger role in the future. Work is a unique
mix of preserving their core Indian values and yet providing customers with a service, on par
with international standards. At Big Bazaar employees will work with some of the brightest
people from different spheres of industry. They believe it’s a place where employees can live
their dreams and pursue a career that reflects their skills and passions.
Corporate Level Strategy
Corporate level strategy for big bazaar is growth. They are following intensification strategy in
growth as they are looking to increase their market share by opening more stores in the tire II and
tire III cities.
Tactics involved in their intensification strategy are:
Offering products at low price.
Offering huge discount on one day in week.
Following franchise model to open more stores in a short time.
Bringing more products in their product portfolio.
Business Level Strategy
• Cost Leadership
They have positioned themselves as a low cost provider for a broad market to increase
the conversion rate of footfalls into buying. By offering wide range of products at a low
cost they are differentiating themselves from the other players in the market.
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• Focused Differentiation
Aadhaar : agri-service cum rural retail
Brand factory- factory outlets for particular market segment
Operational Level Strategy
The Company’s focus on optimizing the store network, increasing store efficiencies along with
higher store productivity and upgraded product offering resulted in higher operating margins.
The Company undertook various initiatives to strengthen its technology platform at the store
level as well as at the back end. This resulted in improved efficiencies at the store level through
faster check-outs for customers, optimized resource planning, and reduced time-to-market of
new stores.
PRODUCT PORTFOLIO OF BIG BAAZAR
Depot
1) General books
2) Office stationary
3) Children stationary
4) Film VCD’s & DVD
NBD (New Business Development)
1) Watches
2) Fashion Jewellery
3) Sunglasses
4) Auto accessories
5) Car audio systems
Gold Bazaar
Navras Gold Jewellery
(This is a separate unit not related 25000 of
different companies. to Big Bazaar they share
profits on percentage basis).
Mobile Bazaar
1)All kinds of mobile handsets ranging from
Rs 1000 to Rs25000 of different companies
2) All mobile accessories
3) All major prepaid sim cards
4) All post paid connections
5) Cordless phones & landline phones
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machine covers, Micro s, T.V covers,
Saree covers, C.D Pouch, Shoe Covers
- etc
8) Water Falls (artificial)
9) Birthday items
Food Bazaar
1. Beverages
1) Soft drinks
2) Mineral water
3) Health drinks
4) Fruit Juices
5) Frozen items
Staples Dept
1) Dals, Rice, Wheat, Ragietc,
2) Atta, Rava items, Sugar, Salt etc
3) Cooking Oils, Masala items
4) Dry fruits
5) Ready to cook foods & mixes
6) Spices
7) Breakfast Cereals
2. Confectionaries
1) All kinds of Chocolates and
Confectionaries.
2) Cakes and other sweets
Home Care
1) Phenyl, Detergents etc
2) Washing powder etc
3) Dish wash, Tissue papers
4) Scratch, Shoe cases, Fresh wrap
Electronic Bazaar
1) Televisions, DVD Players
2) Home Theatre Systems, Audio Systems
3) Refrigerators
4) Washing Machines
5) Microwave Owen
6) Mixers, Irons & Grinders
7) Computers, Laptops, Printers.
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SWOT Analysis
Strengths
Everyday low prices, which attracts customers. The Big Bazaar Outlets sell a variety of
products at prices which is lower than the market price. Almost every product has some
kind of discount in Big Bazaar.
High brand equity is enjoyed by big bazaar because it showcases 20,000 products at one
place. It offers most exclusive brands under all the categories.
Biggest value retail chain in India. Big Bazaar is definitely the number one retailer in
India. It has built an emotional as well as cordial relationship with its customers. It is also
intending to build long term relationship with all its stakeholders which is very essential
for a successful business venture.
It offers a family shopping experience, where entire family can visit together. Ambience
of Big Bazaar is not like the hypermarket in West, which follows liner layout. It is not
only providing good parking ,AC ambience to create a “ no hassle” shopping experience
but also designed in such a way that it provides a traditional bazaar like environment,
where the Indians feel comfortable.
It also has facilities such as online booking and delivery of goods. It is basically retailing
through Internet & web based technologies.
Highly dedicated, responsive & young management team. It is found that more than 60%
of employees are of the age group of 20-35. From this it reveals that company is having a
young and energetic workforce who are very creative, enthusiastic and also very
determined to grow in their career and in turn helping the company to grow.
Almost all big bazaar outlets are Located in the city. Customers are delighted with the
location of Big Bazaar as it is located in the city.
Utilization of latest technology retailing through Internet & web based technologies.
Huge display area both outside and inside the store. Big Bazaar displays all their grocery
and all other product that customer can touch and feel the quality. They also offer self
service.
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Well designed Infrastructure which helps in easy navigation for the customers as well as
staff. They have a huge flooring area in an average of 30,000 square feet.
Product diversity, There are more then 20000 thousand type of products in the store. Big
Bazaar offers the maximum variety for each category of products.
Free services like home delivery, gift wrapping and alteration are provided by the store.
The home delivery service is provided within the range of 5KM.
Healthy and positive relationship between employees and managers. The employees of
the company are satisfied with their job profile which in turn increases efficiency of the
company.
Weakness:
General perception: ‘Low price = Low quality’. In general Big Bazaar is positioned as a
low priced and good quality store. But it is only the low price which has clicked with the
customers i.e. the consumer regards Big Bazaar as a store for reasonable price and not
good quality.
Overcrowded during offers (Big 6 Days). During Big 6 days it was noticed that
customers were waiting in queue. These queues deter many customers to make a
purchase, even worse enter into the store.
Long lines at billing counters which are time consuming. During the
peak hours (weekends & evenings) the customers face problems due to less billing
counters.
Limited only to value offering low price products. A number of branded products are still
missing from Big Bazaar’s line of products. E.g. Jockey, Van heusen,
Store is unable to meet the growing consumer demand. The demand for stores like big
bazaar is growing day by day and stores are not fully meeting their needs.
No Seating arrangements are made for customers as well as for employees. Some of the
elderly customers were facing problem after the shopping to take some rest.
Employees’ knowledge about the product is not satisfactory. They do not have
complete knowledge about the products and the promotional offers running in the store.
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Opportunity
A lot of scope is there in the organized Indian retail business. The unorganized retail
sector in India is 97% were as organized is only 3%. There is a lot of scope in future for
organized sector.
Increasing mall culture in India. More people these days prefer to visit big stores where
they can find large variety of products under one roof.
II tier cities will open up new world of opportunities.
The company recognizes the tremendous potential in the food industry is seeking to
venture into rice & other food grain products.
Global Expansion: There are the some untapped, developing and under developing
countries where it can enter.
Threats
Competition from other value retail chains such as Shoprite, Reliance (Fresh and trends),
Hyper city and D mart.
Unorganized retail also appears to be a threat to Big Bazaar’s business. A large
population still prefers to visit local convenient stores for daily purchases
Changing Government policies. Every year the government policies are changed and the
companies should frame the policies matching with government policies.
Large Foreign Competitors like Wal-Mart are entering to the Indian retail market.
Burgeoning real estate prices which leads to high rentals. Some of the stores are owned
by the company but for some store they need to pay rent and because of the growing real
estate prices it may leads to high rental.
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PORTER’S FIVE FORCES
Figure 4: Porter's Five Force Model
Threat Of New Entrant
Threat of new entrant is high as after seeing the growth in retail sector Domestic
conglomerates are looking to start retail chain. International players are also looking to open
retail outlets by tying up with Indian brands. Like Wal-Mart. Barriers to open retail outlets is
not so high which is allowing new players to come in easily.
Threat of Substitute
The tendency in retail is not to specialize in one good or service, but to deal in a wide range
of products and services. This means that what one store offers you will likely find at another
Competitive
Rivalry Within
Industry
(High)
Threat Of
New Entrant
(High)
Bargaining
Power Of
Suppliers
(Low)
Threat Of
Substitute
(High)
Bargaining
Power Of
Buyers
(High)
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store so this means that substitutes are easily available so threat is on higher side. On-line
retailers are now a day’s biggest threat of substitute.
Bargaining power of suppliers
Bargaining power of suppliers is low as in today’s highly competitive world in comparison to
organized retailers number of suppliers are more and moreover they get a good platform to
sell their goods in a large amount at one place which will reduce their cost.
Bargaining power of Buyers
Bargaining power of customer is high as they have got various options for buying the
products whether from organized or unorganized retailers.
Competitive Rivalry
Competition is very high in this industry because of more players coming into organized
retail segment and on-line retailers are also putting more pressure on the off-line retailers like
Big Bazaar. Foreign players are making this industry more competitive by bringing in more
advanced technology.
PEST Analysis
Political
Political stability is there in the country which is good for whole industry as new government
in the centre is promoting business and looking for growth. This will increase the disposable
income of individuals hence consumption will go above. Government is promoting foreign
technology which will increase the operational efficiency.
Economical
India is one of the fastest growing economies, next only to China (7-7.5% GDP
growth rate). Retail Industry to grow leaps and bounds by 2015 due to the
consumption driven economy of the country. Increase in the percentage contribution
of the service sector to GDP. Increased emphasis on infrastructural growth in the
current 5 year plan will help reduce some of the bottlenecks in the retail segment.
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Technological
Technological development for fast billing and the service will increase operational
efficiency.
Better applications of information technology in the modern retail industry, like in
supply chain management, store management, point of sale and customer
relationship management will enhance the customer experience and increase
profitability. Use ERP module for handling inventory and finance also helps in smooth
running of the day to day operation.
Social Culture
Number of nuclear family is increasing in India and it has increased the consumption.
Lifestyle is changing because of which people prefer to buy from organized retail at a
reasonable price. Increase in Young population giving the country a demographic advantage
as they prefer to buy more frequently.
Capabilities and Core Competencies
Best pricing throughout the year.
A choice of more than 20,000 products.
Delivery across more than 1500 cities and towns in India covering around 16,000 pin codes.
Fast deliveries – tie ups with world leaders in logistics & transportation services.
A dedicated Customer Care helpline for any queries.
Always offering Manufacturer’s guarantee as opposed to Seller’s guarantee, which most of
the other online shopping sites offers
Talks of Quality and Cost
Special emphasis on apparels and life style products
Providing interesting discounts
