what strategies can a local supermarket such as shivraj super shoppee use to compete with a huge...

7/23/2019 What strategies can a local supermarket such as Shivraj Super Shoppee use to compete with a huge hypermarket

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What strategies can a local supermarket such as

Shivraj Super Shoppee use to compete with a huge

hypermarket such as Star Bazaar?

Submitted by:

Name:Anam Ankolkar

S..! No.: 53002130004"lass: S.Y.B.M.S A

#ate: February 23, 2014

$%S%$"& '%(&)# *N B+S*N%SS,-/ 0 ,-1


2/21

Anam Ankolkar - 53002130004 R.M.B - S.Y.B.M.S

A

(B2% )3 ")N(%N(S

*ntroduction4444444444444444444444444444444.5

'ethodology4444444444444444444444444444444./

'arket $esearch6 'ain 3indings444444444444444444444........1

!orter7s 3ive 3orce nalysis444444444444444444444444....8

!ricing444444444444444444444444444444444..-

Competton-ba!e" pr#n$%%%%%%%%%%%%%%%%%%%%%%%%%.....10

&r#e ela!t#ty o' "eman"%%%%%%%%%%%%%%%%%%%%%%%%%%..10

!romotion44444444444444444444444444444444...

Belo(-t)e-lne promoton!%%%%%%%%%%%%%%%%%%%%%%%%%......11

"onclusion and $ecommendation444444444444444444444....4,

%valuation444444444444444444444444444444.....4..,

Summary4444444444444444444444444444444.........5

$e9erences444444444444444444444444444444......4../

ppendices4444444444444444444444444444444.......1

Appen"* + ue!tonnare 'or #u!tomer! an" Analy!! o' an!(er!%%%%%%%%%.......15

Appen"* ++ ue!tonnare $en to S)ra/! mana$er%%%%%%%%%%%%%%......1


3/21

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*N($)#+"(*)N

Background o9 Shivraj

S)ra/ ! a lo#al !upermarket (t) n#rea!n$ #ompetton all aroun" not /u!t by )yper market!

lke Star baaar but al!o ot)er !upermarket! n t)e area. +t (a! e!tabl!)e" n 2000, t)en ben$ one

o' t)e only !upermarket! n t)e area. o(eer, !oon a number o' !mlar bu!ne!!e! entere" t)e

market. t) t)e entry o' )yper market, Star Baaar !tarte" by rent n 2004 ()#) o''er! an

e#le#t# array 'or pro"u#t! to #u!tomer!, #ompetton )a! be#ome tou$)er.

$ationale o9 the study

S)ra/ re6ure! promotn$ t!el', 'o#u!n$ on t! !tren$t)! an" alter t! pr#n$ !trate$e! n or"er

to re"u#e #ompetton 'a#e" by Star Baaar.

'ethodology

+n or"er to "o !o t ! mperal to #on"u#t a market re!ear#) to 'n" out t)e #u!tomer! nee"! an"

(ant!, by $n$ out 6ue!tonnare!. +n a""ton to t)! t)e mana$er an" employee! o' S)ra/ (ll

al!o be ntere(e" to un"er!tan" t)e !trate$e! t)ey u!e #urrently. Furt)ermore !e#on"ary "ata

!u#) a! art#le! 'rom t)e (eb an" ne(!paper! (ll be $at)ere". )! n'ormaton (ll t)en beanalye" an" ealuate" u!n$ t)e &orter! Fe For#e Analy!!, ealuatn$ #orre#t pr#n$

!trate$e! ba!e" on t)e #ompettor! pr#e! an" t)e pr#e ela!t#ty o' pro"u#t!. Furt)er

#on#entratn$ on promoton! o' t)e !tore to bul" an" mantan t)e #u!tomer ba!e.

im o9 study

en#e t)e purpo!e o' t)! !tu"y ! to #on"u#t #ompette analy!! 'or S)ra/ to 'n" out What

strategies can a local supermarket, Shivraj adopt to reduce its competition with the hypermarket,

Star Bazaar?


4/21

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A

'%(&)#)2);

!rimary research:

+ntere( S)ra/! mana$er!. )! ame" to "!#oer7

o )e !tore! #urrent problem!

o )e #urrent !trate$e! employe" to re"u#e #ompetton.

S)ra/! potental an" e*!tn$ #u!tomer! (ere $en 6ue!tonnare! !ele#te" ran"omly to

note t)er pre'eren#e! an" e*pe#taton! o' t)e !tore n #ompar!on to ot)er!.

Secondary research:

Strate$e! u!e" by Star Baaar (ere obtane" t)rou$) t)e nternet.

)! "ata (ll be analye" u!n$ !eeral tool!. Fr!t ben$ 8&orter! Fe For#e Analy!! to

pro"e an n!$)t to t)e "e$ree o' #ompetton pre!ent. Sutable pr#n$ !trate$e! (ll t)en be

apple", !u#) a! #ompetton-ba!e" pr#n$, ()le t)e pr#e-ela!t#ty o' pro"u#t! (ll )elp

"etermnn$ !utable pr#e!. 9a!tly, promotonal !trate$e! (ll be "ent'e" to market t)e !tore.


5/21

5


A

'$


6/21

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From t)e #)art aboe, t ! note" t)at S)ra/! key !tren$t)! are t! )ome "elery !er#e,

#onenen#e an" #u!tomer loyalty. en#e, S)ra/ mu!t play on t)e!e 'a#tor! to re"u#e

#ompetton.

When asked what 9actors in9luence customers to shop 9rom Star Bazaar:

C)art 3

Compare" to C)art 2, t)e #)art aboe not'e! t)at t)e a!t pro"u#t ran$e, !er#e! an" lo( pr#e!

pro"e" by Star Baaar a#t a$an!t S)ra/. )ere'ore #on!"ern$ t)e!e 'a#tor! S)ra/ mu!t u!e

!utable promotonal !trate$e! an" alter t)er pro"u#t an" pr#e ran$e to attra#t #u!tomer!.


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When asked i9 #iscount rates a99ect where the customer shops 9rom =*n percent>

C)art 4

A! not#e" n C)art 3, Star Baaar! man !tren$t) ! t! pro"u#t! pr#e!. )ere'ore S)ra/ mu!t

employ !utable "!#ount !#)eme! to $an #lentele.

When asked i9 &ome #elivery makes a shop more attractive to the customer

=*n percent>

C)art 5


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A

From C)art 1, t! "e#p)ere" t)at ome :elery play! a lar$e role n attra#tn$ #u!tomer! to

S)ra/. )e #)art aboe !ere! a! e"en#e; )en#e S)ra/ mu!t market t)! !er#e e*#lu!ely

a! t (ll al!o be ery #onenent 'or many #u!tomer!.

!orter7s 3ive 3orce nalysis

&orter! 'e 'or#e analy!! #on!"er! t)e nature o' #ompetton (t)n t)e n"u!try. )ere are 'e

#ompette 'or#e! t)at )elp "etermne t)e lon$-term attra#tene!! an" pro'tablty o' a

#ompany. )! (ll )elp S)ra/ un"ermne ()at !trate$e! to apply.

3igure :A "a$rammat# repre!entaton o' &orter! Fe For#e!

(he threat o9 new entrants t)! n#rea!e! #ompetton an" #an al!o re"u#e S)ra/! market

!)are. A ne( !tore #alle" 89a*m re#ently opene" n t)e lo#alty !elln$ !mlar pro"u#t! a!

S)ra/. )! )a! re!ulte" n re"u#ton o' #lent! ()o!e re!"ent! are #lo!er to 9a*m. yper

market! lke Star Baaar an" :-Mart po!e a )u$e t)reat to S)ra/ !n#e t)ey pro"e a lar$e

pro"u#t ran$e un"er one roo', makn$ t ea!er 'or #u!tomer! to !)op, !an$ tme an" money.

Anot)er t)reat ! t)e entran#e o' Fore$n :re#t +ne!tment! !u#) a! almart. almart ! a

$lobally re#o$ne" bran" an" m$)t re!ult n a lo!! o' #u!tomer! a! t (ont only #on!!t o' a

lar$e pro"u#t ran$e but a""tonally )ae lo(er #o!t! an" a bran" name n t! 'aour.

(hreat o9 substitutes#an al!o re"u#e t)e attra#tene!! o' t)e !)op. :ue to t)e pre!en#e o' a

lar$e #)o#e 'or #u!omer!, t may re!ult n re"u#e" #lentele. Alt)ou$) S)ra/ ! t)e lar$e!t


9/21

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!upermarket n t)e area t !nt t)e ol"e!t. on-pr#n$ !trate$e! #oul" al!o be u!e" lke t)e u!e o' loyalty

!#)eme!; 'ree )ome "elery a! promoton!.

)! tool )elpe" to "ent'y t)e e*!tn$ an" po!!ble t)reat! t)at S)ra/ 'a#e!, )en#e a"n$ to

$enerate !trate$e! t)at (oul" )elp re"u#e #ompetton. o(eer, t la#k! n 'o#u! on #ompettor

analy!! ()#) ! e!!ental 'or S)ra/ to be a market lea"er.


10/21

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A

!$*"*N

&r#e "e#!on ! a #ru#al part o' any marketn$ #ampa$n. :e#"n$ t)e 8#orre#t pr#e ! not

ea!y.

"ompetition6Based !ricing

Competton-ba!e" pr#n$ re'er! to t)e pr#n$ !trate$e! o' a 'rm n re!pe#t to t! #ompettor!

pr#e!. S)ra/ 'a#e! a )$) "e$ree o' #ompetton by Star Baaar. 9ookn$ at C)art 2 an" 3, t)e

man rea!on! ()y #u!tomer! pre'er !)oppn$ 'rom Star Baaar ! "ue to t! pr#e!. 42? o'

#u!tomer! pre'er Star Baaar 'or t! pr#e! a! #ompare" to 11? 'rom S)ra/.

)e #ompany #an employ t)e 8&re"atory pr#n$ !trate$y ()#) nole! temporarly re"u#n$

pr#e! to remoe ral!, )o(eer !n#e Star Baaar ! a lar$e e!tabl!)ment t)! m$)t not be

'ea!ble. +t (oul" be rea!onable 'or S)ra/ to a"opt t)e 8@on$ rate pr#n$ ()#) re'er! to

#)ar$n$ a !mlar pr#e a! to Star Baaar! $oo"! an" !er#e!, a! t)! (oul" not n#ur n lo!!e!,

)o(eer ! un#ertan o' )o( mu#) t)e #ompetton m$)t re"u#e, )en#e alon$ (t) t)! !utable

promotonal !trate$e! mu!t be employe".

Furt)ermore, !een n C)art 4, 2? o' #u!tomer! pre'er to !)op at a !tore (t) $oo" "!#ount

o''er!. en#e, S)ra/ mu!t #on!"er o''ern$ $oo" "!#ount! on t)er pro"u#t! n or"er to lure

#u!tomer!; t)! #an al!o be u!e" a! a promotonal te#)n6ue. )! #an be a#)ee" by !trkn$

$oo" "eal! (t) !uppler!.

!rice6%lasticity o9 demand

&r#e-ela!t#ty o' "eman" ! t)e mea!ure o' "e$ree o' re!pon!ene!! o' 6uantty "eman"e" "ue

to a !l$)t #)an$e n t)e pr#e o' pro"u#t!. Alt)ou$) S)ra/ pro"e! a lar$e pro"u#t ran$e t)ey

"o not "''er 'rom t)e pro"u#t! Star Baaar an" ot)er lo#al !upermarket! !ell. en#e t !

mportant t)e !tore a""! alue to t)e!e tem!, by !ettn$ r$)t pr#e!, $oo" pa#ka$n$ an" e*tra


11/21

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!er#e! to be a market lea"er, attra#tn$ #u!tomer!, alt)ou$) t)! may )ae an mpa#t on t)e

pro't ma"e.

!$)')(*)N

&romoton re'er! to met)o"! o' #ommun#atn$ me!!a$e! to t)e market (t) t)e ntenton o'

!elln$ a 'rm! pro"u#t!. &romotonal #ampa$n! #on#entrate on t)ree ob/e#te!; to n'orm t)e

market about a 'rm! pro"u#t, to per!ua"e #u!tomer! to buy t)er pro"u#t! an" to remn"

#u!tomer! o' t)e !tore.

&romoton ! tal 'or !prea"n$ a(arene!! o' a bu!ne!! an" to $an #lentele. S)ra/ )a! not

#on"u#te" any promotonal a#tte! yet, t)ere'ore mu!t #on#entrate on promotn$ t! !tren$t)!.

Seen n C)art 2, S)ra/! man attra#ton ! t! #onenen#e a! t ! ba!e" #entrally, !e6uentally

t! #u!tomer loyalty. en#e 'o#u!n$ on t)!; above6the6line promotions!u#) a! bllboar"! #oul"

be !et-up a#ro!! t)e area, to remn" #u!tomer! o' S)ra/. Anot)er ma/or a"anta$e t)at t)e !tore

)ol"! ! t! 8ome :elery !er#e. >ote" n C)art 5, 1? o' #u!tomer! 'aour !)op! t)at o''er

"elery !er#e!; t)ere'ore S)ra/ mu!t )$)l$)t t)! 'eature to make #u!tomer! #on!#ou! o' t.

Below6the6line promotions

Belo(t)e-lne promoton! n#lu"e t)e u!e o' non ma!!-me"a promotonal a#tte!. Sn#e

S)ra/ "oe! not )ae a lar$e bu"$et 'or marketn$, t)! met)o" (oul" be "eal. 3lyers#an be

$en-out n t)e area; re$ar"n$ t)e pro"u#t! t)ey !ell, 'o#u!n$ on t! )ome "elery !er#e.

Slo$an! #an be 'orme" ba!e" on t)! to attra#t attenton. A""tonally, t)ey #an a"opt 8!ale!

promoton! to boo!t !ale! an" attra#t ne( buyer! temporarly. Small token! #oul" be $en at t)e

!ale! #ounter. Con!"ern$ t! lar$e #u!tomer-ba!e; loyalty !#)eme! #an be $en 'or e*ample,

!pe#al "!#ount!. )e!e (ll )elp attra#t #u!tomer! to t)e !tore, lo(ern$ t)e "e$ree o'

#ompetton.


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")N"2+S*)N N# $%")''%N#(*)N

)le an!(ern$ t)e 6ue!ton What strategies can a local supermarket, Shivraj adopt to reduce

its competition with the hypermarket, Star Bazaar? t )a! been not#e" t)at S)ra/ )a! not

a"opte" any promotonal a#tte!, t)! ben$ one o' t! rea!on! 'or 'a#n$ n#rea!e" #ompetton.

Anot)er ben$ t)e pr#n$ !trate$e! employe", ()#) are not a! e''e#te #ompare" to t! man

#ompettor, Star Baaar. >et)er )a! t)e !tore 'o#u!e" on t! !tren$t)! !u#) a! t! )ome "elery

!er#e!, #u!tomer loyalty an" #onenen#e to mantan an" $an #lentele. )e #ompany )a!nt

enture" nto o''ern$ any "!#ount !#)eme! or a""n$ alue to t)er pro"u#t! !n#e t)e

be$nnn$.

+t ! re#ommen"e" t)e #ompany re-ealuate! t! pr#n$ !trate$y, a! t)! play! a ma/or role n

n'luen#n$ ()ere a #u!tomer !)op!. )! #an be "one by 'ormn$ a better relaton!)p (t) t)e

!tore! !uppler, a! pr#e! !et 'or pro"u#t! rely on t)e !uppler! pr#e. Furt)er, t)e #ompany mu!t

#on#entrate on belo(-t)e-lne promoton!, a! t la#k! 'nan#e 'or aboe-t)e-lne promoton!. )ey

mu!t 'o#u! on ra!n$ a(arene!! to e*!tn$ an" potental #u!tomer!. )e #ompany #an al!o te-up

(t) Su"e*o to "!trbute $'t pa!!e! to attra#t #u!tomer!. Anot)er !u$$e!ton ! to )ol" "!#ount

!#)eme! !u#) a! a #ombnaton o'


13/21

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t)er promotonal m* an" a"opt !utable pr#n$ !trate$e! to attra#t an" n#rea!e #lentele,

re!ultn$ n re"u#e" #ompetton.

%@2+(*)N

)e !ampln$ !e #an re"u#e t)e relablty o' t)e !tu"y. Ba!e" an!(er! $en n ntere(! #an

lea" to na##urate re!ult!. Furt)er t)e nternet ! a!t, an" #annot be #ompletely tru!te".

S+''$;

S)ra/ Super S)oppee, a lo#al !uper market ! no( 'a#n$ n#rea!e" #ompleton by t)e )yper-

market Star Baaar. )e am o' t)! report ! to "e!e an" analy!e !utable !trate$e! t)at S)ra/

#an u!e to re"u#e #ompetton.

$esearch Auestion

What strategies can a local supermarket, Shivraj adopt to reduce its competition with the

hypermarket, Star Bazaar?

'ethod

Man analy!! ! ba!e" on prmary re!ear#). ue!tonnare! (ere $en to ran"omly-!ele#te"

potental an" e*!tn$ #lent! o' S)ra/ to $an n!$)t nto t)er e(! an" pre'eren#e! #ompare"

to Star Baaar. S)ra/! mana$er (a! ntere(e" to obtan n'ormaton on t)e #urrent !trate$e!

employe". Some n'ormaton (a! taken 'rom t)e nternet.

'ain 3indings

S)ra/ )a! not employe" any promotonal !trate$e! tll-"ate to re"u#e #ompetton.


14/21

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+t! pr#n$ !trate$e! are not a! e''e#te a! #ompettor!.

ome :elery !er#e!, 9o#aton an" Cu!tomer loyalty are S)ra/! 'o#al !tren$t)!.

$ecommendations

A$$re!!e promoton mu!t be #on"u#te" to make people a(are o' t)e !tore.

:!#ount !#)eme!, loyalty !#)eme! an" 8Buy-more-$et !ome 'ree !#)eme! mu!t be

apple" to attra#t an" retan #u!tomer!.

)e !tore mu!t try re"u#n$ nterme"are! to a#)ee lo(er pro"u#t pr#e!.

%valuation)e retal market ! $ro(n$ rap"ly; )en#e t)e !ample !e taken #an )ae t)er o(n

$eo$rap)#al an" 'nan#al lmtaton!.

$%3%$%N"%S

*nternet $e9erences

@r1212. +ntro"u#ton. Scribd. >.p., n.". eb. 02 Au$. 2012.

)ttp7DD(((.!#rb".#omD"o#D204012ED+ntro"u#ton.

ttp!""www#business$standard#com. >.p., n.". eb. 21 Au$. 2013. )ttp7DD(((.bu!ne!!-

!tan"ar".#omDn"aDne(!D!tar-baaar-pat!-t!el'!lo("o(n-!trate$yD423123D.

Future @roup. %uthorS&'(%). >.p., n.". eb. 24 Guly 2012.

)ttp7DD(((.aut)or!tream.#omD&re!entatonD!)pal-2332-'uture-$roup-retal-ot)er!-m!#-ppt-

po(erpontD.

ue!"ay Mar 5.*nvestopedia. >.p., n.". eb. 04 Au$. 2012. )ttp7DD(((.ne!tope"a.#omD.

&orterH! Fe For#e!. +ector Study. >.p., n.". eb. 02 Mar. 2013. )ttp7DDe#tor!tu"y.#om.

Strate$y ool!. )ind &ools ew %rticles 'SS. >.p., n.". eb. 23 >o. 2012

)ttp7DD(((.mn"tool!.#omDpa$e!DmanDne(M>ISR.)tm.

&orter! Fe For#e! Mo"el o' Competton. -orters .ive .orces )odel o/ 0ompetition. >.p.,

n.". eb. 01 Mar. 2013. )ttp7DD(((.mana$ement!tu"y$u"e.#omDporter!-mo"el-o'-

#ompeteton.)tm.


15/21

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o( to Stru#ture a Bu!ne!! an" Mana$ement +nternal A!!e!!ment. &im Woods 'SS1. >.p., n.".

eb. 02 Guly 2012. )ttp7DD(((.tm(oo"!.or$D2012D10D02D)o(-to-!tru#ture-a-bu!ne!!-an"-

mana$ement-nternal-a!!e!!mentD.

Strate$# Mana$ement. Strategic )anagement $ % 0omplete Study 2uide. >.p., n.". eb. 0J

Mar. 2013. )ttp7DDmana$ement!tu"y$u"e.#omD!trate$#-mana$ement.)tm.

"Star Bazaar | About Star Bazaar." Star Bazaar | About Star Bazaar. N.p., n.d. Web.

10 ar. 2013. !ttp#$%%&&&.#tarbazaar'nd'a.(o)%about*#tarbazaar.t)+.

Books $e9erences

Stmp!on, &eter, an" Ale* Smt). Business and )anagement /or the *B 3iploma. Cambr"$e7

Cambr"$e K&, 2011. &rnt. n.". 0 Au$. 2012.

oan$, &aul.Business 4 )anagement. LMelton, #.N7 +B+:, 200J. &rnt. n.". 02 Au$u!t 2012

Barratt, M#)ael, an" An"y Motter!)ea".Business Studies %S %3 % 5(+(5S. arlo(7 &ear!on

O"u#aton 9mte", 2000. &rnt.

!!%N#* * Auestionnaire given out to potential and eCisting customers and analysiso9 answers

Auestionnaire 9or "ostomers:

>ame o' Cu!tomer7 A$e7 >umber7

1 )ere "o you u!ually buy your )ou!e)ol" $oo"! 'romP

IIIIISae Money Supermarket

IIIIIS)ra/ Super S)oppee

IIIII Anot)er 9o#al Supermarket

IIIII :-MartIIIII Star Baaar

IIIII Anot)er ypermarket

2 )at ! t)e rea!on you )ae been !)oppn$ 'rom t)! !)opP

IIIII @oo" &r#e!

IIIII@oo" 6ualty pro"u#t!

IIIIIStore loyalty

IIIII Conenen#e


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3 )#) QOR !)op (oul" be your 'r!t pre'eren#e ' your #urrent !)op !)ut "o(nP

IIIIISae Money Supermarket

IIIIIS)ra/ Super S)oppee

IIIIIStar Baaar

IIIII:-Mart

IIIII Qt)er 9o#al Super Market

IIIII Qt)er yper Market

4 )at ! t)e ran$e o' your n#omeP

IIIII R! 1000 - 3000IIIII R! 3000 - 000

IIIII R! 000 - 15000

IIIII R! 15000 - 25000

IIIII R! 25000 50000

5 +! your pre'eren#e ba!e" on t)e !er#e pro"e" by t)e !toreP

IIIII Ye!

IIIII >o

E o( o'ten "o you "o your )ou!e)ol" !)oppn$P

IIIII eekly

IIIIIQn#e n t(o (eek!

IIIII Mont)ly

J +! your !)oppn$ planne"P

IIIII Ye! + $o mont)ly or (eekly

IIIII >o Mo!t o' t)e !tu'' + buy ! /u!t a p)one #all a(ay

:o you t)nk t)at t)e )ome "elery !er#e ! )elp'ul an" one o' t)e man rea!on! ()y !)oppn$

! le!! planne"P

IIIII Ye!

IIIII>o


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:oe!


18/21

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nswer to Auestion /: )e aera$e n#ome o' t)e !ample !e (a! 1J,00. )! t)ereby

a''e#tn$ ()ere t)e n""ual !)op! 'rom, n"#atn$ t)at t)e !tore! pr#e! 'or pro"u#t! play a

#ru#al role n "etermne ()ere t)ey !)op 'rom.

nswer to Auestion 1:J0 ? o' #u!tomer! !a" t)at t)e !er#e! pro"e" by t)e !tore "" not

"etermne ()ere t)ey !)oppe" 'rom.

nswer to Auestion D:45 ? o' t)e n""ual! part o' t)e !ample !a" t)ey $o )ou!e)ol"

!)oppn$ on#e eery t(o (eek!, ()le 25 ? $o on#e a (eek an" 30 ? on#e a mont).

nswer to Auestion E:20 ? o' n""ual! !a" t)er !)oppn$ (a! bot) planne" at tme! an"unplanne" ()en re6ure", ()le 45 ? !a" t (a! planne". )e remann$ 35 ? !a" t)er

)ou!e)ol" !)oppn$ (a! unplanne" an" t)ey u!ually #alle" 'or ()at t)ey nee"e" oer t)e p)one

or (alke" "o(n to t)e !tore n t)e #nty.

nswer to Auestion 8:Ma/orty o' t)e n""ual! E ? !a" t)ey t)ou$)t )ome "elery

!er#e! (ere ery )elp'ul.

nswer to Auestion F:JE ? o' t)e n""ual! !a" planne" !)oppn$ turn! out to be #)eaper.

nswer to Auestion -:Mo!t n""ual! !a" t)ey pre'er !)oppn$ un"er one roo' J5 ? ()le

25 ? !)op 'rom "''erent pla#e! on t)e ba!! o' ()at t)ey re6ure.

nswer to Auestion :A a!t number o' n""ual! !a" t)e "!#ount rate! an" ot)er attra#te

pr#n$ !#)eme! o''ere" by a !)op, a##ount 'or ()ere t)ey pre'er !)oppn$ 'rom.

nswer to Auestion ,:)e aera$e amount t)at n""ual! are (lln$ to !pen" on t)er )our-

)ol" !)oppn$ 'or t)e mont) le! bet(een t)e ran$e o' ,000 to 10,000 rupee!.


19/21

19


A

!!%N#* **0 Auestionnaire given to Shivraj7s manager

Shivraj Auestionnaire

1 o( lon$ )ae youll been part o' t)e marketP

a. Sn#e 2000, !o about 12 an" a )al' year!.

2 a! #lentele re"u#e" !n#e !tar baaar or :-MartP

a. Ye!, t )a! relately.

3 +' ye!, )o( are you #opn$ (t) tP

a. e )ae brou$)t n a 'e( more pro"u#t!; (e )ae not "e!e" anyt)n$ el!e a! (e )ae a

lar$e number o' re$ular #u!tomer! ()o !)op 'rom u! !n#e year!.

4 )at are t)e pr#n$ !trate$e! youll u!eP


20/21

20


A

a. e u!e mark-up pr#n$ !trate$e!, a""n$ a 1.5 rupee pro't to t)e #o!t o' pur#)a!e o' t)e

pro"u#t 'rom our !uppler.

5 :o youll !ell at t)e normal MR&P

a. Ye!, (e "o.

E Are t)ere any :!#ount !#)eme!P

a. >ot unle!!, t)e #ompany t)e pro"u#t! t)at (e n#lu"e n our !)op are runnn$ !u#) a

!#)eme.

J )at ot)er marketn$ te#)n6ue! "o youll u!eP

a. e "o not u!e too mu#) a! (e )ae a ery lmte" bu"$et, (e !en" out o##a!onal 'lyer!

n ne(!paper!, but manly rely on (or" o' mout).

)at ! your tar$et au"en#eP

a. Qur tar$et au"en#e ! a!t 'rom lttle #)l"ren to a"ult!.

Are t)ere any ne( !)op! t)at po!e a t)reatP

a. A !)op #alle" 9a*m )a! re#ently opene", ()#) !eem! to )ae $ane" lar$e #lentele.

10 :o #u!tomer! bar$anP

a. Q##a!onally, ()en t)ey t)nk t)ey #an $et better pr#e!.

11 :o youll 'o#u! on )ome "eleryP

a. Ye!, (e "o )ae t)e !er#e.

12 )at ! t)e KS& o' your !toreP


21/21

21


A

a. +t ! )o( (e retan our #u!tomer! an" t)e a!t pro"u#t ran$e (e n#lu"e n #ompar!on to

ot)er lo#al !uper market!.

13 )at are t)e !pe#al tem! youll !ellP

a. e !ell eeryt)n$ 'rom #)l"ren toy!, #o!met#! an" )ou!e)ol" $oo"!.

what strategies can a local supermarket such as shivraj super shoppee use to compete with a huge...

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