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Case study 1 discusses Starbucks' global success and popularity as a place for people to socialize, work, and drink coffee. Case study 2 examines a footwear retailer expanding from urban to rural India and proposes strategies around products, place, promotion, and price. Case study 3 focuses on an Indian clothing retailer struggling with new competitors and its move to adopt an omnichannel model.

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Kishore V
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136 views3 pages

PDF Document

Case study 1 discusses Starbucks' global success and popularity as a place for people to socialize, work, and drink coffee. Case study 2 examines a footwear retailer expanding from urban to rural India and proposes strategies around products, place, promotion, and price. Case study 3 focuses on an Indian clothing retailer struggling with new competitors and its move to adopt an omnichannel model.

Uploaded by

Kishore V
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We take content rights seriously. If you suspect this is your content, claim it here.
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CASE STUDIES ON RETAIL MANAGEMENT

Case study - 1

Walk several blocks in almost any city in America and you’ll pass at least one
Starbucks, if not more. And the same is true for most cities outside of the
United States. The Starbucks empire has grown to 6,000 U.S outlets and about
2500 international locations.
For some consumers, Starbucks is an obsession and they just can’t begin their
day without their cup of Starbucks coffee! In addition, while years ago people
used to hand-out at the corner candy store, today many people spend
considerable time at their local Starbucks. They drink coffee, Tea, and or other.
specialty beverages they bring their laptop and wirelessly connect to the
Internet, they meet kinds to chat, or they meet business associates to make
deals. Is there anyone in America at least old enough to be in kindergarten, who
doesn’t know what Starbucks is?

i. If Starbucks was a person, describe the person in terms of demographic,


personality and lifestyle characteristics.
ii. If Starbucks was an animal, which animal would it be and why?
iii. lf Starbucks was a color, which color would it be and why?
iv. If Starbucks was a celebrity, which celebrity would it be, and why? And
why was your choice male or female?

Case study - 2

An established and a leading multi brand footwear retailer with a strong.


presence in all the major cities in North India, is now geared up to expand and
penetrate his operations by replicating with similar retail formats in semi urban
and rural markets in a phased manner. The sole objective of the retailer is to
cater to these untapped potential markets with high disposable income among
people who by and large travel all the way to cities and metros for all their
buying needs.

The offerings include a wide range of footwear of international national and


regional brands for men, women and children for all occasions.

i. Propose a retail mix (4Ps) for this retailer.


ii. What criteria should the retailer consider in assessing and evaluating
appropriate locations for the proposed outlets? Discuss.
iii. ‘Do you foresee any scope for offering loyalty programmes by the
retailer?

Case study - 3

Swati retail Clothing stores was the largest retarder in traditional business for
several years in Chennai. Due to arrival of new competitors' the organisation
was struggling to retail. its market Phare in the business. The organisation had
also adopted click and mortar model to increase and retain customers. The
director after viewing the report on sales through website and analysing the
number of visitors visited the website shouted at the marketing head “Why is
the official website least visited by the Customers? “The Marketing Manager
replied that” the website provides complete information about it,5 products and
servic.es” The director told the head “I want you to do something to improve
our position in the market”.
Questions
i. Is it enough to have a website to provide complete information' about
the product and services of the organization?
ii. What kind of marketing strategies must be adopted to increase sales
through web?
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Case study - 4

The world largest retarder, committed in sale of all products and services “from
pin to ship” throughout the world had tie-up with reputed Indian
enterprises and entered in Indian retail market for several years. It was operating
successfully and captured the strong market place in India. It was in
commission with Indian enterprises mainly because to set into the retail
limitation policy prevailing in India. But now the policy moved to ease the
limitation in retail industry to allow foreign companies to enter into single brand
retailing independently. Now that world largest retailer moving to establish
retail showrooms by renouncing the collaborations with Indian enterprise to
annex the retail market of our nation in isolation.

Questions
i. What would be the reason behind the success Sf that world’s largest
retailer?
ii. Why the company wanted to penetrate into Indian retail market?
iii. Do you think the measure of easing the retail industry policy is
favourable to India?
iv. WAH that. foreign retailer succeeds in its independent move of retailing
without domestic alliance ac achieved earlier?

Case study - 5

Organized retailing in India is poised for exponential growth. It is expected to


experience new paradigms due to the changing dynamics in areas such as
demand, supply, technology, supply chain management, government policy.
What are the underlying opportunities and challenges in this sector? It is said
that as consumerism is rapidly growing, rural consumers will be the biggest
beneficiaries. At the same time, the retailer is expected to provide value to the
customers, associates, employees and consumers.
It may be noted that it is difficult to sustain retail business with such dynamics
and changes taking place in the market. The need of hour is flexibility in
business so that it can change according to the needs of the market. With fast
changes in rural market, some large companies are ready to enter the organized
retail business in small cities and towns. The question is how far they would
succeed. If they enter this field, they have to decide that weather they should
focus on value retailing or lifestyle retailing.
Retail cannot develop by setting up only malls. In order to promote retail, we
also have to promote India as a shopping destination. For this, it is necessary to
give Indian retail an Indian face. While we bring in foreign formats to grow, it
is very important that India develops her own format rather than just to imitate
foreign malls.

Questions

i. How is organized retailing different from unorganized retailing? State the


advantages and
ii. disadvantages of both forms.
iii. Taking example of an organized retailer in India, explain how have they
been successful in giving
iv. an Indian face to retail?
v. List the opportunities and threats before organized retailing

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