marketing assignment by gagan mokha

8/9/2019 Marketing Assignment by gagan mokha

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(SESSION: 2009-2011)

ASSIGNMENTON

STRATEGY MANAGEMENT

Submitted to: Submitted by:

Prof. Mahesh Soni Harsha Chotrani(7)


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SELECTED COMPANIES

1. AIRTEL

2. KOUTONS

3. MC DONALDS

4. ICICI Bank

5. BIG BAZZAR


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Bharti Airtel Limited Bharti Airtel is India's largest private sector telecom operator and

India's sixth-largest company by market capitalization.

India's leading private sector providers of telecommunications

services, delivering mobile, broadband and telephony, and enterprise

services to more than 19.74 million customers.

Its USP is its service to retain existing customers than just acquiring

new customers in order to increase the market share.

It does its communication via taglines.

Bharti has a firm commitment to growth and, through a highly cost-

effective outsourcing business model, aims to differentiate itself in

India's highly competitive communications environment by ensuring

customer delight through personalized customer service .

Airtel focuses only and solely on two things - customer acquisition &servicing (retention) and business development/expansion. ALL other

functions - hardware, network management, backend applications

(billing etc), value added services and even telecom infrastructure -

are outsourced.

Airtel has been not only the fastest growing but the most innovative of

operators. It has realized the importance of having access to the

consumer at all levels, and therefore is going from core mobile to

landline internet, Digital TV (DTH) and even digital cinema (theaters).

It is basically into Direct Marketing.

Direct Marketing Mobile Services

Voice Services

Satellite Service

Direct


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The Porters five force model and available substitutes of airtelare:

Cellular services: airtel serves basically in GSM format so the

best suitable substitute is CDMA .

DTH: when we talk about the dth the substitutes possible could

be cable television.

Airtel Success Mantra : Focus on Core Competencies and Outsourcethe rest!

SWOT

STRENGTH WEAKNESS

1. Very focused on telecom, it is one of theleading brands in mobile service in India.

Price Competition from BSNL and MTNL.

2. Leadership in fast growing cellularsegment.

Untapped rural market

3. The only Indian operator , other thanVSNL , that has an international submarinecable.

Outsourcing of Core Systems

4. It offers the most expensive roamingnetwork.

Lack of emerging market investmentopportunity

5. Its core competencies are Sales &Promotions

OPPORTUNITIES THREATS


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1. Latest technology and Low costadvantage.

Competition from other cellular and mobileoperators.

2. Huge market awaiting of rural area. Saturation Point in Basic telephonyservice .

3. Bharti Infratel Cutting Down cost inRural area

India centric Major revenues from India

Koutons

Koutons Retail India, a specialty discount company,

operates through Koutons and Charlie Outlaw outlets throughout in

the country. It has a Unique positioning targeting huge middle class.

Koutons Retail has positioned itself as High Fashion Value for

Moneychain. Its brands Koutons and Charlie Outlaw target the

middle income group, which is expected to constitute the largest

proportion of population by 2025. It offers products for all age groups

and sells the entire range for mens and kids wear and western wear

for women. As the proportion of working women is rising, the demand

for western wear is expected to increase..

Its USP is the leading retailer of readymade & fashion wear brand in

the country. i. e.

Value for Money and High and Fashion .

It has Franchisee driven business model thorugh this growth of stores

can be done quite faster instead of putting up their own funds.

365 days discount , its network and Psychological Pricing are its main

strategies.


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Business Model :


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SWOT

STRENGTH WEAKNESS

1. Retailing is a technology-intensive" industry.

Retail chains are yet to settle down with

the proper merchandise mix

for the mall outlets.

2. It is technology that will help theorganized retailers to score over theunorganized retailers.

Since the stand-alone outlets were

established long time back, so they have

stabilized in terms of footfalls &

merchandise mix and thus have a higher

customer loyalty base3. Successful organized retailerstoday work closely with their vendorsto predict consumer demand, shortenlead times, reduce inventory holdingand ultimately save cost.

Despite high footfalls, the conversion

ratio has been very low in the retail

outlets in a mall as compared to the

standalone counter parts. It is seen that

actual conversions of footfall into salesfor a outlet is approximately 20-25

percent.

4. Competitive advantage throughdistribution & information systems inthe retailing industry.

5. There biggest strength is theretarget segmentation of consumersand they are able to do it very

effectively

High Fashion at Low Price to mass market - the strategy is to put price

matching with other players in market with same fabric and quality to

show that there product is worth of 50$ price put by other players but


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due to there big volumes and there mass segment target market there

are providing goods at discount of 50- 70%to there customers " fashion

at affordable price "

They hire foreign modals instead of hiring Indian celebrities, which

helps them to show that there product is on international quality .

Moreover it helps them to minimize cost for advertising, which lead to

price elasticity of their product.

OPPORTUNITIESTHREATS

1. Organised retail is only 4 percent ofthe total retailing market in India. It isestimated to grow at the rate of 27percent p.a. and reach Rs. 1,37,000

crore by 2010.

If the unorganised retailers are puttogether, they are parallel to a largesupermarket with little or no over-heads, a high degree of flexibility in

merchandise, display, prices andturnover.

2. In India it has been found out thatthe top 6 cities contribute 66 percentof the total organised retailing. Whilethe metros have already beenexploited, the focus has now beenshifted towards the tier-II cities.

Shopping Culture has not developedin India as yet. Even now malls arejust a place to hang around, largelyconfined to window-shopping.

3. India's huge rural population hascaught the eye of the retailers lookingfor new areas of growth.

Porters model & its substitute: when we talk of the substitutes the

substitutes for the brand and its products the possible substitutes for

the man category would be tailor, designers. When we talk of the

female section the possible substitutes could be boutiques. The other

substitutes available are unorganized retail sector.


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MC DONALD S

McDonald's Corporation is the world's largest chain of fast food

restaurants, serving nearly 47 million customers daily through more than31,000 restaurants in 119 countries worldwide.

Its USP is Quality, Service ,Cleanliness and Value for money which

focuses on providing customers high quality products in a clear & pleasant

environment with affordable price.

It has Franchise Business Model Only 15% of the total number of

restaurants are owned by the Company. The remaining 85% is operated by

franchisees. The company follows a comprehensive framework of training and

monitoring of its franchises to ensure that they adhere to the Quality, Service.

Cleanliness and Value propositions offered by the company to itscustomers.

Product Consistency By developing a sophisticated supplier networked

operation and distribution system, the company has been able to achieve

consistent product taste and quality across geographies.

Act like a retailer and think like a brand McDonalds focuses not

only on delivering sales for the immediate present, but also protecting its long

term brand reputation.


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Business Model :-

Second-Tier First-Tier First-Tier Second-Tier

Suppliers Suppliers Consumers Consumers

SWOT

STRENGTH WEAKNESS

1. Large market share Location of outlets are sometimes are notto closer to storage center so due to


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which it affect on quality

2. Strong brand name, image, andposition

Focus on middle class income groupcustomer with low price quality goods willenhance the profit margin

3 Strong supply chain & Strong financialposition and performance.

Legal action related to health issue,use of Trans fat & brief oil

4. Affordable price and high qualityproduct & Nutritional informationavailable on packing

Growing health trend among consumer

5. Strong global presence & performancein the global market

OPPORTUNITES THREAT

1. Innovations in the menu Focus by consumer on nutrition andhealthier lifestyle

2.I n 2008 the business directedefforts at the breakfast, chicken,beverage and conveniencecategories. For example, hotspecialist coffees not only securesales, but also mean that restaurantsget increasing numbers of customervisits. In 2009 McDonald's saw the fullbenefits of a venture into beverages.

Environmental pressure

3. In today's health conscious societiesthe introduction of a healthy hamburgeris a great opportunity.

Competitors threatened the market shareof the company both internationally anddomestically.

Focus by consumer on nutrition andhealthier lifestyle

Rising raw material prices

Porters five -force models & its substitutes :there are many substitutes in

the industry. Since there are wide varieties of product that people can choose,


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they could either be substituted by mdc burger, beverages dairy products and

other.

ICICI BANK

ICICI Bank is a diversified financial services company that provides a

range of banking and financial services to customers, including retail

banking, , venture capital and private equity, investment banking,

broking, and treasury products and services & many others.

The success of the company will be founded in its unflinching

commitment to 5 core values -- Integrity, Customer First,

Boundary less, Ownership and Passion. Each of the values

describes what the company stands for, the qualities of people and the

way they work.

The Various segment of ICICI are :-
http://www.iseconline.com/


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The business model focuses on the untapped potential in the

profitable retail business segments and leveraging its superior delivery

capabilities and lower operating costs in the under-served corporate

banking business.

Porters model & its substitutes: When we considers on the

substitute products, this segment is unattractive because there aremany actual and potential substitutes for the product of ICICI

prudential and all the competitors have almost similar product or

plans, but they mainly differ in the service point of view.

On the rural level the money lenders and at city level other

cooperative banks and the post offices can act as a substitute for the

industry.

SWOT

STRENGTH WEAKNESS

1. Online services High bank service charges compared

to other bank

2. Advanced infrastructure well

equipped with advanced technology

Less credit period i.e. up to limited

period

3. Provide 12 hrs. Banking services Rate of interest high as compared toother banks
http://www.iciciventure.com/http://www.icicilombard.com/http://www.icicibank.com/http://www.iciciprulife.com/


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4. Late night ATM services

OPPORTUNITES THREAT

1. Bank should also provideinsurance services

Competition by YES,CITI Bank, HDFC,HSBC and other banks

2. Bank should provide higherreturns on deposits incomparison of the presentsituation

Net services

3. Recruit professionally guided

students

Decentralized management

4. Industry will grow as with thedevelopment of financial sectorof our economy

No proper facilities to uneducatedcustomers

BIG BAZAAR

Its a Hyper mart Chain of development store in India with 104 out lets

Located in India

Big Bazaar is not just another hypermarket. It caters to every need of

your family. Where Big Bazaar scores over other stores is its value for

money proposition for the Indian customers.

At Big Bazaar, you will definitely get the best products at the best

prices - thats what they guarantee Big Bazaar is the destination where you get products available at

prices lower than the MRP, setting a new level of standard in price,

convenience and quality.

Its a One Stop Destination where you can find all products of all

varieties.


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Its USP is Low Prices, everyday introducing new schemes & offers &

lucky draws & also some extent to Positioning of retail market as for

middle class.

There Business model is entirely on Local Sourcing & they believe on

constant returns.

Big Bazaar specifically targets working women and home makers who

are the primary decision makers.

Business Model :


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SWOT


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STRENGHT High Brand Equity EDLP Infrastructure

Product Diversity Supply Chain

WEEKNESS Falling Revenue/ Sq Ft. Unable To Meet Store

Opening Target

Perception AmongstConsumers

OPPORTUNITIES Organized Retail Understanding

ConsumerPreferences

Targeting Area More

Prone To Development Global Expansion In Store Experience

Improvements

THREATS Competitors Government Policies Unorganized Retail Economic Conditions

Porters five force model & its substitutes : Its

Substitute would be Unorganized retail sector as 95%

counts for the unorganized retal sector whereas merely

5 % is to Retail sector so its major substitute would be

Unorganized retail sector.

ThankYou

marketing assignment by gagan mokha

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