A FIELD REPORT ON“STUDY OF ORGANISATIONAL STRUCTURE OF HYPER MARKET,

SUPER MARKET & SPECIALISED STORE”

SUBMITTEDTO

PUNE UNIVERSITY

IN PARTIAL FUFILLMENT OF 2 YEARS FULLTIME

COURSE -MMM

(2009-2011)

UNDER THE GUIDANCE OF

PROF. Mrs. MADHURI SHETE

SUBMITTED

BY

AASHAY GADGE

MMM 2ND SEMESTER

MATRIX BUSINESS SCHOOL

AMBEGAON(Bk), PUNE-411041

Declaration:-I, Aashay Gadge, student of MMM 2nd Semester of Matrix Business

School, Pune, hereby declare that the project report entitled “STUDY OF

ORGANISATIONAL STRUCTURE OF HYPER MARKET, SUPER MARKET &

SPECIALISED STORE” is submitted by me in the line of partial fulfillment

of the course objectives for the MMM. Whatever data collected by me

is my original work.

Date: (………………………)

Place: Pune AASHAY GADGE

ACKNOWLEDGEMENT

It is indeed a moment of great pleasure to express my sense of

profound gratitude & indebtedness to all the people who have been

instrumental in making this field report a rich experience.

I got the opportunity to do a challenging field report in “STUDY OF

ORGANISATIONAL STRUCTURE OF HYPER MARKET, SUPER MARKET &

SPECIALISED STORE”. It is a great pleasure for me to put on records my

appreciation

And gratitude towards PROF.Mrs. MADHURI SHETE

(Project guide) for his valuable support and suggestions for the

improvement of this field report.

CERTIFICATE

This is to certify that AASHAY GADGE, student of M.M.M. Second Semester, has

submitted the Field Work Report entitled “STUDY OF ORGANISATIONAL

STRUCTURE OF HYPER MARKET, SUPER MARKET & SPECIALISED

STORE” in the line of partial fulfillment of the course objectives for the MMM

( University of Pune ), under my guidance.

I wish him all the best for his future endeavor.

Date:

Director Project Guide

Dr. J N POL Mrs. MADHURI SHETE

CONTENTS

Chapter 1 Executive Summary

Chapter 2 Introduction to Company Profiles

Chapter 3 Organizational Structures

Chapter 4 Research Methodology

Chapter 5 Data Analysis and Interpretation

Chapter 6 Bibliography

Chapter 1:-

EXECUTIVE SUMMARY

‘An organization is the rational co-ordination of the activities of a number of people for the achievement of some common explicit purpose or goal, through the division of labour and a hierarchy of authority.’ ----Edgar ScheinFunctional groupingThis was a very common organizational structure, widely used by British companies up to the 1960s. In recent years it has largely been replaced by divisional grouping based on product or service (as described below). This is where the activities in an organization are grouped into departments based on similar skills, expertise and resource used. The functional departments most commonly found in modern organizations include:• Marketing• Human Resource Management• Finance• Operations• Research and Development• Administration.

Functional activities of organizations

Functional relationships within organizations exist when people, who perform similar tasks, and use similar skills or resources, are grouped into sections or departments. These functional activities are all essential to the organization, each section or department contributing to the overall performance of the organization. Each may have its own manager or section head. Departments can be large or small, with few or many employees. For example, in a retail organization such as Tesco there will be far more sales staff than administration staff in eachStore, yet both are essential to the efficient running of the store. Grouping employees together in departments based on skills or use of similar resources, or similarity of work has a number of advantages for the organization.

· There is efficient use of resources;• Individuals develop in-depth skills in one area of work;• Individuals have specific expertise or training in one area of work;• Career progress is often based on functional expertise – therefore employees are motivated to develop their skills in one particular field (think of teachers who most often get promotion firstly to assistant principal teacher then to head of department in their own subject);• This structure provides a way of centralizing decision-making because there are only a few managers who between them may be responsible for a large number of employees;

• Communication and co-ordination between members of a department are excellent;• The idea of working as a member of a team often motivates individuals to work harder;

• Individuals will be working with others who are also ‘experts’ in one particular area of work –problem sharing and problem solving is greatly improved. However, having a number of functional departments within an organization can also lead to problems.• There are often barriers and rivalries between departments;• Communication between departments can be slow, resulting in poor coordination of the organization’s activities;• This can also lead to a slow response time to external factors, such as changes in customer demand;• Decision-making can be a long and slow process as each department is consulted and responds with information or suggestions which then have to be passed onto other departments for consideration;• Work in individual departments can be so specialized that it becomes routine and meaningless. Being such a small part of the whole operation, employees may only see departmental goals and lose sight of the organization’s goals;• It may be difficult to pinpoint responsibility for problems within departments.

Forms of organizational structure

Hierarchical structure:

This is the traditional structure for many medium and large organizations. It is also sometimes called a pyramid structure because of its shape – like a pyramid. Decisions and instructions are passed down from the senior staff of the organization to the workforce, and information passes back up the pyramid. Position in the pyramid indicates the level of responsibility the individual has – the higher up the pyramid the greater the responsibility. Members of the organization have clearly defined roles and procedures – often laid down to define their behavior at work. Specialization of tasks is very common, and this is often combined with a breaking up of the organization into functional departments. This specialization allows the organization to benefit from economies of scale in its operations. In recent years this type of organization has been criticized for its inability to respond quickly to changes in market and consumer demands. It is also often felt that such structures suffer from time delays, both in communications passing up and down the structure and in the decision-making process, when many individuals on different levels are required to provide input. Some large organizations – the Civil Service, the Armed Services, the Police, and the National Health Service – may have a very large number of layers in the pyramid – 20 to 30 layers is not uncommon.

Flat structure:

The flat structure is just what it says – flat. There are very few levels in the hierarchy. This has a number of significant benefits for the organization. The main one is that communications are passed quickly from one level to another. This speeds up the processing of information and any decision-making. Many small organizations, such as professional partnerships of doctors, dentists or lawyers, use this type of structure.

Matrix structure:

This structure emphasizes getting people together who have particular specialist skills and placing them in project teams to complete specific tasks. Individuals have their own areas of functional responsibility within the overall remit of the project. Many people argue that this is the best way to organize individuals, as it is based on the expertise and skills of the people involved. In its favors, the matrix structure gives scope for ALL individuals to use their talents effectively. There is no hierarchy – everyone in the project team has the same level of responsibility and authority. It is also likely that all individuals will get the opportunity to work in a variety of project teams over a period of time. This variety of work promotes personal staff development, and increases job satisfaction and motivation. Against its use lie the arguments that it is costly in terms of support staff (for example, secretaries and administration staff) as each project team may need its own dedicated back-up. There are also problems with coordinating a team made up of individuals from different functional departments.

Entrepreneurial structure:

This is a common structure in many small businesses and in those organizations where decisions have to be made quickly, such as in the production of daily newspapers. Decisions are made centrally with very little input from staff, and are based on the expertise of only one or two individuals. There is a great reliance on a few key workers. There can be problems with this structure as the organization grows. Too heavy a workload is placed on too few individuals who have responsibility for decision making. This can lead to inefficiency.

Centralized structures:

Here all of the control and decision-making lies with the most senior directors or managers or the owners of the organization. Subordinates have little or no authority at all. This type of structure is often associated with a hierarchical structure and has several key advantages:• Organizations may benefit from strong leadership from the top;• Senior management has control of all aspects of finance and budgeting;

• Procedures, such as ordering, purchasing and storage can be standardized – this can lead to the organization benefiting from economies of scale;• Decisions are made from the point of view of the business as a whole, not for the particular benefit of one department or another;• Managers are likely to be more experienced and skilled in the role of management and the decisions they make will be of better quality;• It is easier to promote a corporate image if the organisation adopts a centralised approach, as all external communications can be done in a standardised format.

Decentralized structuresIn these organizations decision-making and control are delegated to and carried out by subordinates. This relieves senior management of having to make many of the routine operational decisions required by the organization. This structure is often associated with a flat structure and also has several key advantages:• The delegation of authority is felt by many to be a key motivator for subordinates and allows them to be groomed for senior positions when they become available;• Subordinates often have better first-hand knowledge of the requirements of their departments or customers, and can therefore make better quality decisions based on this knowledge;• Delegation allows a more proactive approach and much greater flexibility of roles;• Decision-making is quicker and more responsive to external changes. There is no ‘right’ form of organizational structure. For each organization the structure it adopts must reflect its aims and objectives and be the best – at that moment in time – to fulfill these. It may well be the case that an organization will change its structure as it grows and responds to changes in its external environment.

Chapter 2:-

INTRODUCTION OF THE COMPANIES:-1} BIG BAZAAR:-

Details about the Founder & Origin of the Company.Mr. Kishore Biyani, Managing DirectorKishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group ChiefExecutive Officer of Future Group. A quintessentially Indian experience, it doesn’t promise more than it delivers. Basic worth allied with reasonable pricing is their USP. The store itself and the products it stocks may not be on the cutting edge of technology or sometimes even retail but the customer can be assured that he/she is getting their money’s worth.

Their first store opened in Calcutta in 2001, on VIP Road, in the ground floor of a residential building. This was the first departmental store that offered regulated parking services, apparel, steel vessels and electronics under one roof, and all at the most competitive prices! The format got bigger and better with the introduction of fresh food and vegetables.The Logo, Statement attached with Logo and their meanings:-

It is market where customers can buy the best goods at cheapest price & also all the goods under one roof.

Nature of the set up:-

Head Quarter = Jogeshwari Mumbai

8 TOP CITIES TIER ONE AND TWO TOWNSMumbai SangaliDelhi DurgapurKolkata BhubaneswarChennai NashikBangalore NagpurPune VizagAhmadabad ThissurHyderabad Kochi

SuratCalicutMangaloreMysore, HubliBelgaum and many more

Pantaloon Retail:-

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market.

Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, one can get the best products at the best prices – that is what they guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar

plans to add much more to complete the shopping experience. Food is the main shopped for category in this store.

LINES OF BUSINESS OF BIG BAZAAR:-

Food Fashion Home Solution General Merchandise Leisure and Entertainment Wellness and Beauty Books and Music

Presence:-

The company has stores in nearly 30 cities across the country, constituting over 2.7 million square feet of retail space. The company has also signed close to 10 million sq. ft. of retail space to be operational by end 2009, which represents 20-30 % of all modern retail space coming up in the next three years. Over 200 million footfalls are expected in our stores by 2007-08.

2} Mc Donald’s:-

Worlds Oldest McDonald’s:

The 44 year-old sites are the oldest in the worldwide chain of 20,000 restaurants and the last one with red and- white striped tile exterior. After opening in 1953, it immediately became the standard for the fast food franchises across the country. The building and its 60- foot high neon sign with "Speedee the Chef" are eligible for listing on the National Register of Historic Places. Employees wear 50's style uniforms of paper hats, white shirts and bolo ties. The restaurant serves the original menu of hamburgers, cheeseburgers, fries and old-fashioned milkshakes. Also available are more recent McDonald's items such as Big Macs and Happy Meals. McDonald's reopened the facility as it was with walkup windows and outdoor seating. They also constructed and addition housing a museum, gift shop, restrooms and more outdoor seating.

Milestones:-

1955:- Ray Kroc opens his first restaurant in Des Plaines, Illinois and the McDonald's Corporation is created.1957:- Quality, Service, Cleanliness and Value (QSC& V) becomes the company motto.1959:-The 100th McDonald's opens in Chicago.1961:- Hamburger University opens in Elk Grove, near Chicago.1963:-One billion hamburgers sold. Ronald McDonald makes his debut.1964:- Filet-O-Fish sandwich is introduced.1965:- McDonald's Corporation goes public.1967:- The first restaurants outside of the USA open in Canada and Puerto Rico.1968:- The Big Mac is introduced. The 1,000th restaurant opens in Des Plaines, Illinois.

1972:- A new McDonald's restaurant opens every day. The Quarter Pounder is introduced.1973:- Egg McMuffin is introduced.1974:- The first Ronald McDonald House opens in Philadelphia. The Happy Meal is launched.1983:- Chicken McNuggets is introduced. New Hamburger University campus opens in Oak Brook, Illinois. Set in 80 wooded acres. Training is provided for every level of McDonald's management worldwide.1984:- 50 billionth hamburgers sold. Ronald McDonald Children's Charities is founded inRay Kroc’s memory to raise funds in support of child welfare.1989:- McDonald's is listed on the Frankfurt, Munich, Paris and Tokyo stock exchanges.1990:- McDonald's opens in Pushkin Square and Gorky Street, Moscow.1993:- The first McDonald's at sea opens aboard the Silja Europe, the world's largest ferry sailing between Stockholm and Helsinki.1994:- Restaurants open in Bahrain, Bulgaria, Egypt, Kuwait, Latvia, Oman, New Caledonia, Trinidad and United Arab Emirates, bringing the total to over 15,000 in 79 Countries on 6 continents.1996:- McDonald's opens in India – the 95th country.

McDonald’s in India

McDonald's India is a joint-venture company managed by Indians. McDonald’s India, a subsidiary of McDonald’s USA, has expanded its presence in India via 2 joint venture companies – Connaught Plaza restaurants and hard castle restaurants. McDonald’s (India) has a 50 per cent equity stake each in both joint venture companies. Connaught Plaza restaurants manages operations and expansions across North India (Delhi, Jaipur and Punjab) – led by Vikram Bakshi – and Hard castle restaurants, which is headed by Amit Jatia, manages operations and expansions across Western India (Mumbai, Pune, and Gujarat). Around the world, McDonald's traditionally operates with local partners or local management. In India too, McDonald's purchases form local suppliers. McDonald's constructs its restaurants using local architects, contractors, labour and - where possible – local materials. McDonald's hires local personnel for all positions within the restaurants and contributes a portion of its success to

communities in the form of municipal taxes and reinvestment. Six years prior to the opening of the first McDonald's restaurant in India, McDonald's and its international supplier partners worked together with local Indian Companies to develop products that meet McDonald's rigorous quality standards. Part of this development involves the transfer of state-of-the-art food processing technology, which has enabled Indian businesses to grow by improving their ability to compete in today’s international markets.McDonald’s worldwide is well known for the high degree of respect to the local culture.McDonald's has developed a menu especially for India with vegetarian selections to suit Indian tasted and culture. Keeping in line with this McDonald's does not offer any beef and pork items in India. McDonald's has also re-engineered its operations to address the special requirements of a vegetarian menu. The cheese and cold sauces used in India is 100% vegetarian. Vegetable products are prepared separately, using dedicated equipment and utensils. Also in India, only vegetable oil is used as a cooking medium. This separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement, cooking and serving.

The McDonald's philosophy of Quality, Service, Cleanliness and Value(QSC&V) is the guiding force behind its service to the customers. McDonald’s India serves only the highest quality products. All McDonald’s suppliers adhere to Indian Government regulations on food, health and hygiene while continuously maintaining their own recognized standards. All McDonald’s products are prepared using the most current state-of-the-art cooking equipment to ensure quality and safety. At McDonald’s, the customer always comes first. McDonald’s India provides fast friendly service- the hallmark of McDonald’s that sets its restaurants apart from others. McDonald’s restaurants provide a clean, comfortable environment especially suited for families. This is achieved through McDonald’s stringent cleaning standards, carefully adhered to. McDonald’s menu is priced at a value that the largest segment of the Indian consumers can afford. McDonald’s does not sacrifice quality for value – rather McDonald’s leverages economies to minimize costs while maximizing value to customers. The company has invested Rs 450 core so far in its India operations out of its total planned investment of Rs 850 core till 2008. The company hopes to break even in

2009. They currently serve around 5 million customers a day and hope to grow at the rate of 50% to 70% a year.3} MORE:-

The year 2007, for organized retail has begun with a bang. Birla’s, who were

mulling over their entry in multi format multi brand retail for quite some time,

have finally arrived. The Rs. 40,000 core, Aditya Birla group, through unlisted

Aditya Birla Retail, in a single stroke, has acquired a bouquet of over 172 retail

stores, operating in southern India, with predominant presence in Andhra

Pradesh, under popular brand names of Trinethra and Fabmall. While most of the

group stores operate under Trinethra brand, stores located in Karnataka and

Kerala operate under Fabmall brand, although, 50,000 sq. ft. big hypermarket in

Mysore is known as Fabcity.

Trinethra, prior to this acquisition, was aggressively pursuing its plan to set up new

stores in tier II cities such as Mysore, Coimbatore and Tirupur in southern region

of the country. Trinethra, which has adopted convenience and supermarket

formats, is focused on selling food and groceries in residential areas, although

some of the stores also offer pharmaceutical products. Trinethra also offers value-

added services like forex remittances and bill payments. A typical Trinethra store

ad measures around 2,500 sq.ft. In retail space. The chain of stores are serviced by

an infrastructure of central warehouses in Andhra, Karnataka, Tamilnadu and

Kerala, with a space of about 50,000 sq ft each

Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more., a

name reflective of its commitment to offering consumers a more fulfilling retail

experience. The re-branding follows the acquisition of the Trinethra Super Retail

that includes the retail brands Fabmall, Trinethra and FabCity by Aditya Birla

Retail in January 2007.

The two decades old, Rs. 250 crore, 2,500 employees strong, Hyderabad based,

Trinethra group, originally was founded by Mr Anjaneyulu Kakkera.

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD 28 billion

Corporation. The Company ventured into food and grocery retail sector in 2007

with the acquisition of a south based supermarket chain. Subsequently Aditya

Birla Retail Ltd. expanded its presence across the country under the brand

"more." with 2 formats Supermarket & Hypermarket

Supermarket

more. for you - Conveniently located in neighbourhoods, more. supermarkets

cater to the daily, weekly and monthly shopping needs of consumers. The product

offerings include a wide range of fresh fruits & vegetables, groceries, personal

care, home care, general merchandise & a basic range of apparels. Currently,

there are over 600 more. supermarkets across the country.

Hypermarket

More .MEGASTORE - is a one-stop shopping destination for the entire family.

Besides a large range of products across fruits & vegetables, groceries, FMCG

products, more.MEGASTORE also has a strong emphasis on general merchandise,

apparels & CDIT.

Currently, two hypermarkets operate under the brand more.MEGASTORE in

Mysore and Vadodara

PRESENT STATUS OF THE ORGANISATION:

ADITYA BIRLA RETAIL LTD is having 650 MORE store all over INDIA . Pune was the

first place where first store was opened.350 stores are in SOUTH and 300 are in

REST OF INDIA. Karnataka is having 104 stores in which BANGALORE is having 64

stores.

.more. for you is committed to deliver quality & value to our customers and have a

range of private label brands as well as commercially branded products, offering -

100% satisfaction on the quality of the products & services offered.

more. for you hosts a range of private label brands across various categories that

follow stringent quality norms, and are available in attractive prices and

packaging. Our premium products give you the opportunity to enjoy the difference

and quality that is equal to or better than the market's leading brands, but at

competitive prices. Recently our private label brands received the coveted "The

Most Admired Private Label" Golden Spoon award at the Food Forum India.

more. for you offer a wide range of assortment of over 4000 products, ranging

from fresh food to beverages, grocery to household care products. There range

covers everything, from day-to-day essentials to traditional favorites, from

delicious treats, to healthy alternatives.

To ensure the freshest supply of fruits and vegetables for you, they have built

direct linkages with the farmers for daily supplies of farm fresh produce.

The stores are built with a modern and comfortable ambience, air conditioned

and with speedy automated cashiering to help you shop better. They also have

friendly in-store policies on exchange and returns that help you shop with ease

and comfort.

Furthermore, to make shopping experience more rewarding with them, at more.

for you they offer a membership program Clubmore. which reinforces our

commitment to consistently add value to your shopping experience, and also to

thank you for choosing to be a part of more. for you. As a Clubmore. member,

you are entitled to special benefits, besides the regular offers and promotions at

more. for you. Clubmore. members will also have the benefit of receiving

exclusive SMS alerts for special offers on our products and services.

Currently Clubmore. has over 1 million members enrolled for its loyalty program.

4} Levi Strauss & Co:-

Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel

marketers with sales in more than 110 countries. There is no other company with

a comparable global presence in the jeans and casual pants markets. Today, the

Levi's® trademark is one of the most recognized in the world and is registered in

more than 160 countries. The company is privately held by descendants of the

family of Levi Strauss. Shares of company stock are not publicly traded. The

company employs a staff of approximately 8,850 people worldwide, including

approximately 1,000 people at its San Francisco, California headquarters. Levi

Strauss & Co currently makes jeans in approximately 108 sizes and 20 finish

fabrics. With 2007 net sales of $4.1 billion, the company is committed to building

upon strong heritage and brand equity as they position the company for future

growth.

BRANDS:

The products of Levi Strauss & Co are sold under three brands:

Levi's®: Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.

Dockers® : Dockers® brand, which pioneered the movement toward business casual, has led the U.S. khaki category since the brand's 1986 launch, and is now available in numerous countries.

Levi Strauss Signature™:In 2003 the launch of the Levi Strauss Signature™ brand, giving value consumers high quality and fashionable clothing from a company on which the consumers trust.

DIVISIONS:Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions:Levi Strauss, North America (LSNA) Based in the San Francisco headquarters

ASPIRATION STATEMENT:

They want a company that make them proud of and committed to, where all employees have an opportunity to contribute, learn, grow and advanced based on merit, not politics or background. They want their people to feel respected, treated fairly, listened to and involved. Above all, they want satisfaction from accomplishments and friendships, balanced personal and professional lives, and to have fun in our endeavors.

VISION STATEMENT:

When LS & Co. describe the future of Levi they are talking about a building on the

foundation they have inherited: affirming best of their Company’s tradition,

closing gaps that may exist between principles and practices and updating some of

their values to reflect contemporary circumstances

Today, the Levi’s® brand is an authentic American icon, known the world over. Levi Strauss started it 150 years ago & forever earned a place in history. In 1847, Levi Strauss, his two sisters & mother sailed for America where they joined half-brothers Jonas & Louis in New York. Levi joined their dry goods business. In 1853, Levi sailed toSan Francisco to join dry goods business and started selling clothing, bedding & linen to small stores in California. In 1902, Levi died and his two nephews inherited the business. In 1910’s, LS&CO. received “Blue Ribbon” highest award for waist overalls in Panama. One-piece garment for women was introduced to work and play. In 1930’s, the Great Depression stroke & demand for Levi’s jeans, shirts and jackets declined.In 1991, the first original Levi’s store was opened in United States. In 1994, Dockers brand was introduced in Europe. It launched its first website in 1995.In 1996; it introduced its Slates ® brand, a new style for men wearing. In 1999, classic 5 pocket pants were reinvented.In 2000, LS&CO. introduced Levi’s ® engineered jeans TM, the reinvention of jeans for the new generation. It named No. 2 for America’s best companies for minorities. In 2003, it celebrated its 150th anniversary of its founding and 130th anniversary of invention of blue jeans.

5} CAFÉ COFFEE DAY:-

HISTORY:

Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day, A Rs. 750 crore ISO 9002 certified company. Coffee Day sources coffee from 5000 acres of coffee estates, the 2nd largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of India’s leading coffee exporters with clients across USA, Europe & Japan. With its roots in the golden soil of Chickmaglur, the home of some of the best Indian Coffees and with the vision of a true entrepreneur nurturing it, Coffee Day has its business spanning the entire value chain of coffee consumption in India.

Its different divisions include: Coffee Day Fresh n Ground (which owns 400 Coffee bean and powder retail outlets), Coffee Day Xpress (which owns 895 Coffee Day Kiosk), Coffee Day Take away (which owns 12000 Vending Machines), Coffee Day Exports and Coffee Day Perfect (FMCG Packaged Coffee) division. Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at Brigade Road in Bangalore. Till about the late 1990’s coffee drinking in India was restricted to the intellectual, the South Indian traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant coffee) coffee café culture in neighboring international markets grew, the need for a relaxed and fun “hangout” for the emerging urban youth in the country was clearly seen.

Recognizing the potential that lay ahead on the horizon, Café Coffee Day embarked on a dynamic journey to become a large organized retail café chain with a distinct brand identity of its own. From a handful of cafés in six cities in the first 5 years, CCD has become India’s largest and premier retail chain of cafes with 858 cafes in 134 cities around the country. “Enthused by the success of offering a world-class coffee experience, CCD has opened a Café in Vienna, Austria and is planning to open other Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and South East Asia in the coming months.”

BUSINESS DEVELOPMENT:

The team decides upon a suitable site where the cafes can be set up. They identify, shortlist, and finalize a site by negotiating with property owners. A significant effort is involved in getting legal clearances and statutory compliances. After all formalities are completed, the site is handed over to the projects team.

PROJECTS:

The team comprises of some of the best designers who ensure that the coffee culture is spread across the country through beautiful outlets. All new cafes are built with a standardized design and the look of the café is in sync with the brand positioning. They aim to build cafes in the shortest possible time, at the least possible costs to capital outlay. Are cent innovation is the Lounge cafes which are set up in Delhi, Bangalore, Hyderabad and Kolkata.

OPERATIONS:

This team achieves their sales objectives and is responsible for the daily running of their cafes in a profitable manner. Customer interaction is very important for this team, as they are the ones who interface with the customer and provide them with a satisfactory service and product experience. Café managers train all their employees who are involved in day-to-day operations. The café staff is their brand ambassador. The brand image of café coffee day is and will be reflected through them by the way they dress, behave and carry themselves , both within the organization and outside. They are the face of the company since they will be the first point of interaction with the customer.

FOOD AND BEVERAGES {F & B}:

CCD is a lot more than coffee. Apart from serving the best coffee in the country they also serve a wide assortment of savories and desserts. The various coffee concoctions that they serve are the creations of their F&B team. They also ensure the highest level of hygiene and food quality. They impart training to the team on the preparation of the best quality of coffees and food at their cafes. The F&B team sources and manages vendors who supply food to the cafes.

MARKETING:

The marketing team is responsible for the brand positioning and all brand building activities that result in increased sales and greater visibility. They are also responsible for the various sales promotion activities and tie-ups. This team designs and manages the merchandise category, which is displayed and sold at their cafes. They constantly track loyalty programs and promotions at the cafes to help minimize sales. The café citizen program is a unique customer loyalty tool which helps us to create new customer and retain existing ones by rewarding them with handsome points which can be earned and redeemed at the cafes.

HUMAN RESOURCES AND TRAINING:

The HR team deals with all matters pertaining to people within their team. They are responsible for recruitment and selection at all levels from team members to the management staff. They are responsible for employee salaries, career development and counseling. Constant efforts are made for employee up gradation in terms o improving skills and job satisfaction to meet the aspirations of all employees.

ACCOUNTS:

They look after the day to day accounting and financialactivities and also provide them with the financial reports which will help them, find out the profitability of the outlet help them reduce the costs and ensure compliance andfiscal discipline at the cafes.

SUPPLY CHAIN MANAGEMENT:

This is the team which ensures that all stock keeping units of items used in the caféare received at stores from vendors and distributed to the cafes on time. They receive store orders and maintain the inventory of stock keeping units so that cafes do not run out of critical supplies at any point.

Chapter 3:- Organizational STRUCTURES

1} BIG BAZAAR:- Board of Directors

Finance & Accounts department:-

Operations Management:-

Hierarchy of Administration department:-

Hierarchy of the Materials department:-

Supply Chain Management:-

2} MC DONALDS:-

Direct Distribution Indirect Distribution

Manufacturer Manufacturer

Consumer Retailer

Consumer

3} MORE:-

4} LEVIS:-

5} Café Coffee Day:-

Chairman

Head Operations

Trainee Member

Director

Territory Manager

Area In charge

City Manager

Regional Manager

Café Manager

Trainee Café Manager

Chapter 4:-

Research Methodology:

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the project and reach

to any conclusion. The project was based on the survey plan. The main objective of

survey was to collect appropriate data, which work as a base for drawing conclusion

and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic behind the

methods used in the context of a research study and it explains why a particular method

has been used in the preference of the other methods.

Research design:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is the

key to the evolution of successful marketing strategies and programmers. It is an

important tool to study buyer’s behavior, consumption pattern, brand loyalty, and focus

market changes. A research design specifies the methods and procedures for

conducting a particular study. According to Kerlinger, “Research Design is a plan,

conceptual structure, and strategy of investigation conceived as to obtain answers to

research questions and to control variance.

Data collection methods:

After the research problem, we have to identify and select which type of data is to

research. At this stage; we have to organize a field survey to collect the data. One of the

important tools for conducting market research is the availability of necessary and

useful data.

Primary data : For primary data collection, we have to plan the following four

important aspects. Sampling

Research Instrument

Secondary Data - The Company’s profile, journals and various literature

studies are important sources of secondary data. Data analysis and

interpretation

1. Questionnaires and 2. Pie chart and Bar chart

Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains question

that the researcher wishes to ask his respondents which is always guided by the

objective of the survey.

Pie chart:

This is very useful diagram to represent data, which are divided into a number of

categories. This diagram consists of a circle of divided into a number of sectors, which

are proportional to the values they represent. The total value is represented by the full

create. The diagram bar chart can make comparison among the various components or

between a part and a whole of data.

Bar chart:

This is another way of representing data graphically. As the name implies, it consist of a

number of whispered bar, which originate from a common base line and are equal

widths. The lengths of the bards are proportional to the value they represent.

Sampling Methodology:

No. of questions in questionnaires for customer: 18

Sampling size: 5

Chapter 5 :- Data Analysis and Interpretation

RECRUITMENT:-

Internally-60%Externally-40%Interpretation:- The recruitment is done 60% internally and 40% externally that’s refers the company is more concentrated on the existing staff i.e employee retention rate is high.

Recruitment for Mc Donalds:Internally-50%Externally-50%

Interpretation:- The recruitment is done 50% internally and 50%.that refers the organization has equally divided he hiring ratio.

Recruitment of MORE store:Internally:-60% Externally:-40%

Recruitment of Levis:-Internally:-30% Externally:-70%

Interpretation more store:- The recruitment is done 60% internally and 40% externally that’s refers the company is more concentrated on the existing staff i.e employee retention rate is high.

Interpretation levis:- The recruitment is done 30% internally and 70% externally that’s refers the company is more concentrated on the new staff i.e employee retention rate is low.

Recruitment of Café Coffee Day:-Internally:-30% Externally:-70%Interpretation: At ccd New and fresh talent is being utilized at a large scale which results in a greater productivity.

Changes in Theme of the outlet:-Yes:- Big Bazaar, More, Levis.No:- Mc Donalds, CCDInterpretation: The themes of the outlet changes from time to time, with new launches, as well as with offers and promotions.

Branded merchandise:-Interpretation: The following chart tells about out of ten products how many branded products are offered.

Reporting:-

Rating for organizational structure:-{By respondents}

Interpretation: The employees at the various stores has given the following ratings to the present organizational structure of the organization. i.e.70 for BIGBAZAAR 50 for Mc DONALDS 60 for MORE 80 for LEVIS and 80 for CCD.

Appendix:-

QuestionnaireRetail Outlet: ________________________ .

Parent Organization: _______________________ .

Type: ____________________________.

Respondents Name :______________________________ .

Designation :______________________ .

1- How is the organizational structure of the company?

2- How many members are there in the senior management?

A]Three B] Four C] Five D] More than five.

3. How is the recruitment done?

A] Internally B] Externally

4. What percent internally and externally?

A] Internally -____% b] Externally-____%

7. Scope of operation?

A] Local B] Regional C] National D] International

8. Does the company organize functions differently for stores in metros and semi urban areas?

Yes no

9. How many departments are there ?

a]Three b] Four c] Five d] More than five.

10. Departments Name.

A]_______________________.

B]_______________________.

C]_______________________.

D]_______________________.

E]________________________.

11. Are there any legal obligations that restricts the working of the organization in the locality?

Yes No

12. Did the store provide other convenience while shopping in the outlet?

Yes No

14. This store offers high quality (Branded) merchandise?

Yes No

15. Whether your customer finds it easy to move around in the outlet?

Yes No

17.Does your store offers branded merchandise?

Yes No

18.Does the theme for the store changes from time to time?

Yes No

5. Store provides plenty of convenient parking for customers?

Yes No

6. Employees in this store have the knowledge to answer customers' questions.

Yes No

13. Employees of this store are able to handle customer complaints directly and immediately?

Yes No

16. Training is provided to the employees (new and old)?

Yes No

18.How often the merchandise (visual) is changed?

A] Daily B] Weekly C] Monthly

Signature:-

BIBILIOGRAPHY

Websites:-

1] WWW.GOOGLE.COM

2]WWW.BIGBAZAAR.COM

3]WWW.MOREFORYOU.COM

4]WWW.LEVIS.COM

5]WWW.CCD.COM

Books:-

RETAIL MANAGEMENT by SWAPNA PRADHAN