Summer Internship Project

 STUDY OF RETAIL SUPPLY CHAIN AND FLOOR OPERATIONS IN GLOBUS STORES PVT .LTD.  

Submitted in partial fulfillment of PGDM program

2009-11 

  Submitted by

ANUPAM TRIPATHIIB/02/10

 Company Guide: Faculty Guide:

Mr. Rakesh dubey Mr. Rajneesh Mahajan

supply chain executive

Globus stores pvt.ltd.

  

Apeejay School of ManagementDwarka,New Delhi

July 2010

1

CERTIFICATE

This is to certify that the project work done on “STUDY OF

RETAIL SUPPLY CHAIN AND FLOOR OPERATIONS IN GLOBUS

STORE PVT. LTD. ” submitted to Apeejay school of

Management, Dwarka by Anupam Tripathi in fulfillment of the

requirement for the award of Post Graduate Diploma in

Business Management, is a bonafide work carried out by her

under my supervision and guidance. This work has not been

submitted anywhere else for any other degree/diploma. The

original work was carried during 1/5/2010-to 24/6/2010 in

Globus Store Pvt. Ltd .

Date: Seal of the Organization Name of the guide

Address:

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ACKNOWLEDGEMENT

3

“Interdependence is a higher value than independence”

Some Says “Managers are born and some says managers are

made”. I was also in some dilemma before commencing my Summer

Internship Project. But after the successful completion of my

summer internship project, I came to know that managers are made

if they are guided properly and are motivated to work willingly

towards fulfillment of specific goal.”

First of all, I express my sage sense of gratitude and indebtedness to DEAN

Sir-Mr.Deepankar Chakraborti and my mentor Mr. Rajneesh Mahajan

for his valuable guidance and intellectual suggestions during this project

helped me a lot in understanding supply chain concept.

I express my sage sense of gratitude to my company mentor Mr.Rakesh

Dubey for their kind advice, suggestions and constant help in a lot of

various ways during project course.and I also thankful to Mr. Elhanan

moore (Store Manager GLOBUS STORES PVT.LTD) and Mr. kanwaldeep

singh (HR manager) who were kind enough to give an opportunity to work

under their immense expertise.

Last but not the least; I would also like to express my heartly gratitude to to

my parents without their support and blessings that work was not possible.

TABLE OF CONTENTS

SERIAL No. TITLE PAGE No.

1.0 CHAPTER-1 7

4

EXECUTIVE SUMMARY 7

1.1 CHAPTER-2 9-16

INTRODUCTION 9-16

INDIAN RETAIL SECTOR 9-14

RETAIL SUPPLY CHAIN 15-16

CHAPTER-3 17-

1.2 Company background 17 -

Vision of company 19

Mission of company 20

Quality policy 21

Our endeavour 22

Corporate values 23

Organization structure 24-25

Product line 26-27

Industry analysis 28-33

Porters’ five force model 34-35

Marketing strategies 36-37

Swot analysis 38-39

1.3 CHAPTER- 4 41-44

ABOUT THE PROJECT

41-44

1.4 CHAPTER- 5 45- 47

REPORT ON BUSINSS UNIT 45-46

OBJECTIVE 47

1.5 CHAPTER-6 48-67

5

UNDERSTANDING OF FUNCTIONAL PROCESSE

WHAT IS SCM 48

FUNCTION OF SCM 49

PARTIES INVOLED IN SCM 50-60

SALES TAX NORMS 60-62

INTRO TO MARKET POTENTIAL &CATCHMENT

ANALYSIS

64-67

1.6 CHAPTER -7 68-69

1.7 IMPROVEMENT IN PROCESSES

LEARNING FROM THE PROJECT

68-69

PART C

1.8 CHAPTER- 8

CONCLUSION 71-72

1.9 CHAPTER-9

RECOMMENDATIONS 73-74

2.0 CHAPTER-10

BIBLIOGRAPHY75

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CHAPTER 1

Executive Summary

The purpose of this report is to literally act as a window to the project

undertaken as a part of the internship with the organization globus stores

pvt. Ltd. that aims to define the breadth depth and scope of various thinking

process that actually synthesized the projects undertaken.

The objective of project is to understand how the supply chain of an

organization works .To cope up the supply with the demand what company

expects From a supply chain manager. to gain the competitive advantage

along with this to understand various factors at the time of implementation

of new products.Globus is india’s one of the top retail chain.and they are

handling big supply chain. Globus has 26 stores all over india in which they

are selling no of brands like –spyker, adidas, wrangler, flying machine , f-21,

mufti, arrow, dpm, us pollo, provogue, levi,s, fruit of the loom , Indian

terrain , globus etc.

To maintain the proper stock of these brand in warehouse is not a easy

task.it requires quite hard work . to maintain the proper stock , and to

abstain from shrinkage globus uses MMS software in which supply chain

executive feeds the detail of every item after unloading from Transpot

company,supply chain staff scans garments by scan machine and then

details are download in mms software by supply chain superviser or

executive.

Globus is running customer loyalty programmes which are handled by clp

executive .i worked on this post around 20 days whr I learned the basics of

this programme.this programme is designed to take customer feedback. In

these programmes globus membership card is given to customer if he shops

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for rs 500 minimum, customers fill form whr they have to answer very

questions like what they like about globus, what they hate about globus

etc.

CHAPTER 2

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INTRODUCTION

Retailing – Customer is King

“A Customer is the most important visitor on our premises. He is not

dependent on us. We are dependent on him. He is not an interruption on our

work. He is the purpose of it. He is not an outside of our business. He is a

part of it and we are not doing him a favor by servicing him. He is doing us a

favor by giving us an opportunity to do so.”

Mahatma Gandhi

Size

India is one of the 10 largest retail markets in the world

Retail sales were US$262 billion in 2006, constituting over 30% of

India’s GDP

“Organised Retail” constitutes only 4.6% of total retail sales - about

US$12 billion p.a.

Has been growing at over 40% p.a. in the last 2 years.

Structure

The Indian retail sector is highly fragmented: mostly owner-run “Mom

and Pop” outlets

There are over 15 million such “Mom and Pop” retail outlets

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Retail chains such as Pantaloon, Trent and RPG Retail have been

growing rapidly; while Reliance, Bharti and Aditya Birla Group have

announced investments of over US$9 billion in the sector

Dairy Farm, Metro, Shopritem, Wal-Mart and Marks & Spencer are some

of the major international retail chains that are already present or in the

process of entering the market

More than 100 international luxury brands are planning to set up shop

in India.

Indian Retail Market

Food, Grocery & general merchandise- 63.7%

Clothing, Textile & Fashion Accessories –8.5%

Durables – 4.1%

Eating Out - 4.1%

Home Décor & Furnishing - 3.9%

Other – 15.8% (TSMG-Analysis)

Overview

The overall retail market is expected to grow from US$262 billion to

about US$1065 billion by 2016, with organized retail at US$165 billion

(approximately 15.5% of total retail sales)

India is expected to be among the top 5 retail markets in the world in 10

years.

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India has been identified as the most attractive destination for retail in

AT Kearney’s Global Retail Development Index.

Future Potential

1. The high growth projected in domestic retail demand will be fuelled by:

The migration of population to higher income segments with increasing

per capita incomes

Increasing urbanisation

Changing consumer attitudes, especially the increasing use of credit

cards

Growth of the population in the 20 to 49 years age band

2. There are retail opportunities in most product categories and for all

types of formats.

Food and Grocery: the largest category but largely unorganised today

Home Improvement and Consumer Durables: over 20% p.a. CAGR

estimated in the next 10 years

Apparel and Eating Out: 13% p.a. CAGR projected over 10 years

3. Opportunities exist for investment in supply chain infrastructure: cold

chain and logistics

4. India also has significant potential to emerge as a sourcing base for a

wide variety of goods for international retail companies

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5. Many international retailers including Wal-Mart, GAP, JC Penney etc.

are already procuring from India.

Some Published issue of Retail Industry

Indian retail is fragmented with over 12 million outlets operating in the

country which is 13 times more the all retail outlets operating in USA

(0.9 million outlets).

India has the highest number of outlets per capita in the world - widely

spread retail network but with the lowest per capita retail space (@ 2

sq. ft. per person).

Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is

higher than the size of Indian retail industry. Almost 100 times more

than the turnover of HLL (India's largest FMCG Company).

Developed economies like the U.S. employ between 10 and 11 percent

of their workforce in retailing (against 7 percent employed in India

today).

Most of the families belong to Socio Economy Class (SEC) A & B.

Most of the residents fall in age group 18-45. Most of the families have

4 to 5 members in their families. Residents are well educated and

holding jobs. Their monthly incomes are ranging from 10,000-20,000

and above. Approximately 86.5% people visit globus for shopping.

.

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The reason for visiting super markets as mentioned by the respondents

varied from better services to pricing to variety of products available

with the globus. 44.75% respondents visit globus for the prices offered

and 46.75% mentioned that the quality of product provided is the

reason for their visit to super markets.

Most of the customers complained regarding customer service, variety

of product with deep assortment, store image, arrangement of

products, pricing, product knowledge of employee, quality of products,

parking space, product updation,

Company can enhance its business or increase its sales by doing

these things; provide better customer service than its competitors,

increase the variety of merchandise with deep assortment,

arrangement of product should be in proper way that creates good

store image, provide globus membership card to the customers.

India’s retail industry, which is in the middle of rapid growth, has

already seemed success stories fit to be the subject of a Bollywood

film-Business Standard.

The impact of organized retailers that have seen swarming of malls

lately, on the “mom-npop stores” in 20 Indian cities- Indian Council of

Research in International Economic Relations (ICRIER).

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Retail Supply Chain

Retail supply chain management revolves around understanding and

balancing three key dimensions of availability, inventory and cost. Managing

these trade-offs efficiently can result in supply chains that improve business

performance and drive competitive advantage.

Example:

A) Spanish retail giant Zara. At Zara the supply chain is the business model.

Rapid growth and profitability are clearly linked to an uncompromised

approach to supply chain management that has delivered a world class three

week "design to shelf" capability and fueled the company's 20 percent

annual growth and profit margins.

B) UK food retailer Tesco has developed continuous, within day,

replenishment capabilities to underpin their fresh food offer and consistently

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deliver on-shelf availability of more than 98 percent. For these retailers,

supply chain is a strategic differentiator that delivers a competitive edge. No

longer just concerned about cost control, companies view supply chain as a

key element of their business strategy. Today's supply chain leaders are

working with their business partners to design, develop, move, store, sell

and service their products with ever greater speed and economy. Now, more

than ever, supply chains are regarded as sources of business value and

competitive advantage.

Differentiated supply chain models are emerging to address different

merchandise characteristics. "One size fits all" no longer applies. Short-

lifecycle fashion products require a supply chain that can cope with fast lead-

times and accelerated time-to-market — tight integration with the supply

base is critical. Repeatable continuity products demand integrated and

optimized replenishment and forecasting. Regardless of type, all supply

chains need to be supported by effective core processes and capabilities.

Supply chain leaders develop robust basic processes and disciplines, and

then add new differentiating capabilities that drive supply chain excellence.

These new capabilities enable leading retailers to transform and differentiate

their supply chains. Creating change in an existing supply chain can be

daunting. Given the breadth and depth of impact, virtually all areas of a

business are affected. Accenture can offer a range of services from providing

advice on specific functional areas including case studies and insights into

other retailers and your competition to helping to implement a complete

supply chain transformation

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CHAPTER 3

Company Background

globus, one of the youngest and fastest growing fashion apparel retail chains

in India. Globus positioned itself as a store for customers age group catering

from 18-35 years, which was ignored by most players in the market.

Globus  is customer oriented and friendly providing “Trendy & Affordable”

garments to its customers with its tag line Globus “just like u and

just for u!!!”

Globus -  one of the leading chain of Fashion Apparel Retailers in the country.

Part of the “KP Raheja Group of Companies” – One of the most

prestigious business houses in the country.

Globus Stores Pvt. Ltd. was formed to contribute in the revolution sweeping

the retail industry. Globus promises to bring about a perceptible change in

the way apparel and lifestyle retailing has been carried so far. Towards this

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end, modern international technology has been brought in and heavy

investments have been made in investing and acquiring the best, tried and

tested processes and procedures of operation.

Globus is one of the leading chains of retail store in the country.

IT is part of the highly diversified “R. Raheja group of companies” one of the

prestigious business houses in the country.

 

1st   Store -JAN1999-INDORE

 

      2 nd STORE –AUG 1999- CHENNAI

 

      3rd  STORE- OCT 2000- ADYAR

 

      4 TH STORE-MAY2001- 2001

 

      5 TH STORE- SOUTH EX DELHI –APR 2003

 

      6 TH STORE-BENGLORE-OCT2003

 

       7 TH STORE-BENGLORE-DEC03

 

As follows 24 stores (at present) have opened in the various cities of India.

And all of that are running successfully.

 

 

 

 

 

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GLOBUS   STORES   PVT.   LTD.  

The Retail  Chain Venture of the Rajan Raheja Group   

Strong,  Competitive, Innovative,  Adaptive

 

 

 

 

Vision   of   Company:-  

We at Globus strive to achieve customer Delight by offering quality pro

-ducts and services through a process of continuous innovation 

and adaptation.

Build a dynamic team of committed and passionate employees

through sustained learning and grooming.

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Develop mutually beneficial relationships with our business partners.

Employ cost effective process.

We believe in honesty, integrity and fairness.

Openness & transparency

Discipline & accountability.

Mission   of   Company

We at globus will cater to the lifestyle needs in garments & related 

acessories of the fashion ,quality & price conscious customer belongin

to the middle and upper  middle class.

We would like to be known as proactive & trustworthy retail chain  Pro-

viding  the latest trends & exclusive merchandise.

o I shall share,I shall play fair.

o I shall say sorry if mistaken.

I shall prepare for anything.

 

 

 

 

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QUALITY   POLICY

We at Globus Stores Pvt Ltd are committed to deliver trendyand innova

tive merchandise of good quality at affordable  prices.

We strive to achieve this through a customer focus approach and

continuous monitoring and reviewing of our quality process.

With these efforts, we offer a delightful shopping experience to our

customers.

 

 

 

 

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Our   Endeavour    

“Bringing to India, International Styles with an Indian Soul”

    

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Corporate   Values  

Openness and  Transparency 

Discipline and Accountability 

Honesty, Integrity, Fairness 

Respect for Individuals, Society and Environment.

    

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Organization structure

Grade  Structure 

Vice President 

M1 A 

Asst. Vice  President 

M1 B 

Gen. Manager 

M2 A 

Dy. Gen.  Manager 

M2 B 

Asst Gen.  Manager 

M2 C 

Manager 

M3 A 

Dy. Manager 

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M3 B 

Asst. Manager 

M3 C 

Sr. Executive  / Tr. Dept Manager / Dept Manager 

Sr. Executive  / Mgt Trainee 

M4 A 

Supervisor  / Executive / Zonal In-charge / CLP  Executive 

Executive 

M4 B 

Sr. Sales  Associate / Jr. Executive / CLP Associate 

Jr. Executive 

M5 A 

Assistant  / Sales Associate 

Assistant 

M5 B 

Store  Level 

HO  Level 

Grade

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Product line

Globus is on a mission to democratize fashion and be 'the' iconic youth

fashion brand in India. We aim to create deep connections with the Indian

youth through inspiring product design, signature store experiences and

compelling market.

GLOBUS BRANDS -------

Youth Fashion Brand

Globus aspires to be 'the' iconic youth fashion brand in the country. Globus is

a complete fashion brand - it's the apparel brand and the destination brand.

Three words which capture the spirit of the youth - vibrant, maverick and

expressive. GLOBUS IS EXACTLY THAT.

Eye candy fashion

F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 - the

edgy fashion brand - is designed to appeal to the more experimentative and

adventurous consumers who seek cutting edge fashion.  

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The Globus Design Hub:

The heart of our business lies in this creative workplace of our organization

named Globus Design Hub. It has been recently launched in July'07 in

Andheri-Mumbai and is at its early stages to becoming the leading design

talent floor. It is the most well equipped design studio in India in current

times.

INHOUSE BRANDS OTHER BRANDS GLOBUS ARROW F-21 SPYKER LEVI,S WRANGLER FLYING MACHINE US POLLO FRUIT OF THE LOOM ADIDAS BARBIE GINY &JONY LILLIPUT RUFF AMANTE PRETTY SECRETS INDIAN TERRAIN MUFTI DPM PROVOGUE

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RETAIL INDUSTRY ANALYSIS

The retail industry continued in India in the form of Kirana stores till 1980.

Soon, following the odernization of the retail sector in India, many companies

started pouring in the retail industry n India like Bombay Dyeing, Grasim etc.

From that time the retail sector in India can be widely split into the organized

and the unorganized sector.

Organized Retail Sector

After 50 years of unorganized retailing and fragmented Kirana stores, the

Indian retail industry as finally begun to move towards modernization,

Systematization and consolidation. Today, odernization is the catch phrase

and the key to understanding retail in the next decade.

There has been a boom in retail trade in India owing to a gradual increase in

the disposable ncomes of the middle class households, as a result of good

performance of IT, Service and nfrastructure sectors. More and more players

are entering the retail business in India to introduce formats like malls,

supermarkets, discount stores, department stores and even changing the

raditional looks of bookstores, chemist shops, and furnishing stores.

Organized retail formats prevalent globally

Malls

Supermarkets

Hypermarkets

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Discount Stores

Department Stores

Specialty Stores

Internet Retailing

Convenience Store

Unorganized Retail Sector

The unorganized retail sector basically includes the local Kirana stores, hand

cart, the vendors on the pavement (sidewalk) etc. This sector constitutes

about 95% of the total retail trade.

As 70% of the employment is generated in Agriculture sector, hence this

form of retailing is widely een in those areas and of course to some parts of

the urban. There is a lot of hue and cry in the sector for opening of sector for

direct investment from the foreign players, but government cannot neglect

interest of small players. One of main reason of not opening this sector to

FDI is it may shrink the employment in the unorganized sector and expand

that in the organized.

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THE EVOLUTION OF RETAIL IN INDIA

Salesman Kirana shops Exclusive retail outlets

Haats Convenience/Department stores Hypermarket

Melas PDS Malls/Multiplexes

Kiosks Pan/Beedi shops Specialty Malls

Post Office Fast food outlets etc.

India's Largest retail Chains:

1. PDS (Public Distribution System): 463,000

2. Post offices: 160,000

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3. KVIC (Khadi & Village industries): 7,000

4. CSD (Canteen Stores Department) Stores:3,400

(Source business world marketing White book 2005)

The contribution of retail sector to GDP has been manifested below:

Country Retail Sector's share in GDP (in %)

India 10

USA 20

China 8

Brazil 6

The analysts foresee bright future of the retail sector. A huge number of

shopping malls, nearly100, have come up in the recent past, generating

20mn sq ft. retail space, extending more space about 12mn sq ft to it.

Nearly 60 malls are on the verge of completion and may be operational y the

end of current financial year. A forecasted number of nearly 200 malls, in a

move to make dditional 50mn sq ft of retail space, will be completed within

the next two-years.

India retail industry is expanding itself most aggressively; as a result a great

demand for real state is being created. Indian retailers preferred means of

expansion is to expand to other egions and to increase the number of their

outlets in a city. It is expected that by 2010, India ay have 600 new shopping

centers. In the Indian retailing industry, food is the most dominating ector

and is growing at a rate of 9% annually. The branded food industry is trying

to enter the ndia retail industry and convert Indian consumers to branded

food. Since at present 60% of the ndian grocery basket consists of non-

branded items. The global retail giants like Wal-Mart, par International,

Tesco, K-Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The

homeDepot, NEXT, Mother Care, lKEA, Trussardi, DKNY and many more have

made plans to march in the Indian market.

Companies like Spencer’s, Shoppers Stop, Trent, Reliance, Lifestyle,

Pantaloons Tanishq,Crossroads, Vishal and More already have planned to

invest over Rs 5,000cr. Trent is on the edgeto take both its brands 'Star India

30

Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop as recently

geared up for expansion of present ones and to add 11 new stores including

two hypermarket. Pantaloon has planned to add eight 'Big Bazaar' malls

within the next 6 to 8months and also Spencer has geared up for opening 15

hypermarkets in near future.

After partition, Reliance Industries Ltd (RIL) is substantially getting ready to

enter in

field of retailing. RIL is poised to emerge as the single largest player in this

sector. On the other hand Tosco’s, Wal-Marts or Safeway does ultimately

enter in the country. So finally, Shoppers'Stops, Westside, Pantaloons and

West sides in coming years have will face stiff competition.

Major Indian Retailers:-

RPG Retail-Formats: Music World, Books & Beyond, Spencer’s

Hyper, Spencer’s Super, Daily, Express & Fresh

Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons,

Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel

junction, Landmark, and Titan Industries with World of Titans

showrooms, Tanishq outlets, Chroma.

K Raheja Corp Group Formats: Shoppers’ Stop, Crossword, Hyper

City, Inorbit

Lifestyle International- Lifestyle, Home Centre, Max, Fun City and

International Franchise brand stores.

Pyramid Retail-Formats: Pyramid Megastore, True-Mart

Nilgiri’s-Formats: Nilgiri's’ supermarket chain

More-Formats: Supermarket chain and hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

31

German Metro Cash & Carry:- Wholesale

Shoprite Holdings-Formats: Shoprite Hypermarket

International Retailers:-

The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti

Enterprises to enter Indian retail market.

Microsoft's first shop-in-shop pilot has been launched with the Tata

Group subsidiary Infiniti Retail's multi-brand consumer durables retail

format, Croma.

The Walt Disney Company, consumer product retailing arm of

global animation giant, will soon add 135 new stores to its existing 15

stores.

World's leading coffee chain, Starbucks' enters India through a tie-up

with the country's leading multiplex operator PVR Limited.

Apple Inc has entered into an exclusive marketing and distribution

deal with Reliance retailthrough "Store by Reliance Digital".

Some of the international players that have already entered India

include McDonald's,Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF,

Benetton, Swarovski, Sony, Sharp,Kodak, Medicine Shoppe among

others.

PORTER’S FIVE FORCE MODEL

32

Industrial rivals

Globus has no. of industrial rivals like shoppers stop, pantaloon, lifestyle,

landmark ,big bazaar spencers.

Pantaloons and shoppers stop are the biggest competetor of globus in

retail sector

With the entry of Spanish giant zarra ,the competition of retail sector

will increase .

Globus is known for his trendy garments in menz,women and kidz wear

in reasonable price.

globus is renowned for his inhouse manufacturing garments specially

in western wear for girls.

Potential Entrants

Entry of wall mart in Indian market will bring great competition for

globus and others existing players.

To stand the same price level and maintaining their profit will be big

question for retail players.

Entry of spannish giant zarra will enhance competition in Indian

market.

Entry of other local and international players will bring competition

as well as reduce the profit margin of existing players.

Buyers bargaining power

Buyers are interested in this product because its range is less ranging

from Rs.300-3000.

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Globus is known for its reasonable price.

Globus is famous for its quality in just valid rates that provides a value

to customer in just small amt. of money.

In globus buyers can bargain in menz wear, women’s Indian wear and

western wear nad kidz wear.

Many schemes, discounts and loyalty programmes allow customers to

avail services and provide them satisfaction.

Threat of substitute product

In Indian retail market with the entry of new players competition is

increasing day by day.companies have to follow healthysupply chain to

cop up with the demand of customers aswell as market demand .

Entry of advance software systems like sap stock maintaining in

warehouse is becoming easier.

Suppliers bargaining power

Suppliers are those who can exert power by threatening to raise price or

reduce the quality of purchase goods and services.

THE MARKETING MIX

Product

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Lineup of cutting-edge design garments that consumers clamor for.

Excellent quality garmnent in menz,women and kidz wear section.

Company is concentrating on big fashion houses and famous designers

and hiring them to design garments.that will give customers better

choices .

Price

Catering to the entry-level segment in the initial phase company ,s

basic t-shirt is in just r.199

Company is providing all ranges clothes under one roof in very low

amount .

Strong value for money proposition to establish globus.aspirational

brand

Promotion

Focus on Globus stores pvt ltd. reach to smaller & mid-sized towns

with a higher focus on tier II & III (SEC B, C, D and E) markets

globus is promoting their brands by organizing fashion shows, and

sponsoring annual functions in colleges.

Promotion is doing with the help of member ship cards and by

tellecalling company is providing full detail of new schemes and

fashion to customers.

Place

Globus ,s target is to open 100 storein all over India , and up till 2010

they have reached on 26 stores all over India .

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Globus is opening store in places where the consumer is brand

sensitive.

SWOT ANALYSIS

Strength

36

Globus renowned for its quality and price sensitivity

Our Local Distribution Network

Prices are affordable by those people who were willing to buy a stylish

and good looking garment not spend too much.

Company is managing healhy supply chain very efficiently.

Weakness

Globus should hire experienced and well educated sales staff

Sales staff is not result oeiented .they are just work oriented.

Globus should concentrate on new fashion ranges also.

Globus should change mms s/w.its processing is very slow.

Opportunities

Tapping new segments

Garment is “mass product” than“class product”so company

shouldtarget on mass with the class.

Rural areas having low reach of retail companies.

Globus ay include shoes and sports wear in its store.

THREAT

Increasing no. of mncs

Companies attracted towards low price strategy.

Globus should cope up with new technologies.

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38

Chapter IV

ABOUT THE PROJECT

39

Two months summer internship in globus stores pvt ltd. I worked on my

project “STUDY OF RETAIL SUPPLY CHAIN AND FLOOR OPERATIONS

IN GLOBUS STORES PVT. LTD.”

I worked in Supply Chain department as well as I worked also as a “CLP

Executive” in globus stores pvt. ltd. Where I understood the practical

aspects of supply chain which I have studied in course.

While preparing my project I understood that Supply chain management is

the Integration of Business processes from enduser through Original

Suppliers that provides products, services, and Information that addvalue for

customers.

Supply can be carried through a wide variety of transportation choices. A

faster transportation not only helps to achieve a higher level of customer

satisfaction in making the supplies available on time but also helps to

increase the sales by seizing business opportunities, when there is a sudden

rise in demand. To meet these objectives many corporations tend own their

own fleet of transport and major factor in a supply chain system. This factor,

therefore, seeks to establish the transport mode capacity, location, routing

and the schedules of distribution so the supplies reach the destinations on

time.

Retailors are the most important link in the supply chain . They connect

customers with The vendors who provide the merchandise. It’s the retailors

responsibility to identify customers’ wants and needs and work with other

members of Supply chain – manufactures, wholesalers ,transportation

Companies, and So on—To make sure The merchandise is available in the

warehouse /stock when customers demand it.

Global Retailers have increasingly taken a Leadership position in their

Respective Supply Chains like-------- WALL-MART, CARREFOUR, ZARA, and

KROGER have grown Dominant and control on Their Supply chain not only

40

does size generates Power, But Knowledge about the customers play a vital

role as well. As a Result of their position in the Supply chain, Retailers are in

unique position to collect purchase information customer by customer,

Transaction by Transaction. This information can be shared with suppliers to

Plan Production, Promotion, Deliveries, Assortments and Inventory Level.

Not many organizations go for in-house manufacturing .They rely on sourcing

and developing vendors with elaborate systems to check and control quality.

Even firms which decide in- house manufacturing often do not go for

manufacturing full range of products to meet total market demand but

decide on partial sourcing. Make-and-buy decisions make a significant

impact on the cost structure of a company’s products.

Supply chain has number of variants in itself .without these variants supply

chain department of an organisation can not work.

a) Channel of Distribution

Tomaintain the stock in warehouse or to transfer the stock to retailers,

dealers, A wide choice of Channels is available. These include dealers,

retailers, stockists, wholesalers, distributors, and, World Wide Web, etc.

b) Supply Chain Configurations.

A supply chain has a number of participants. Sources of supplies, storage

or stocking stations, and distribution channels till he supplies reach to end-

customer constitute some of the major participants.

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C) Inventory

This constitutes the core of SCM. The major costs of a supply chain, the level

of customer satisfaction, the business growth (or fall) are largely influenced

by the inventory strategy. There are several issues which are at conflict with

each other and are required to be resolved. Higher inventory in warehouse

helps in making the goods easily available to customers and result in growth

of sales but this will simultaneously increase costs and bring down revenues.

The determination of the demand of the products for the period considered.

Many products in the market have s seasonal demand which is governed by

factors such as festivals, weather (seasons), etc. Many other follow regular

cycle. There are products which find market . When there is scarcity of

alternatives. Demand planning is needed as it enables the company to

organize its sourcing and stocking policies. The economics of a total system

can go haywire if demand planning finally finds no resemblance to the actual

market conditions. On the other hand an accurate demand forecast will

result in totally smooth operations.

.

d) Cordination with suppliers

suppliers and manufacturers operate rather independently . suppliers have

little information on what manufacturers need until they receive order from

manufacturers need until they receive order from manufacturers. Similarly,

manufacturers do not know materials are available with suppliers until they

place a order and get a corresponding response. The status of information

with manufacturers as to what is in the stock with the distributors, dealers,

42

and retailers is hardly available and. Many stockists. also consider disclosure

of this type of information of stocks as uncalled for as this is confidential. But

in efficient SCM, manufacturers, suppliers, distribution channels, and

Customers are linked in the form of chain to develop and deliver products as

a single organization of pooled skills and resources

CHAPTER V

REPORT ON BUSINESS UNIT

Supply chain management is the Integration of Business processes from

end user through Original Suppliers that provides products, services, and

Information that add value for customers. Supply can be carried through a

wide variety of transportation choices. A faster transportation not only helps

to achieve a higher level of customer satisfaction in making the supplies

43

available on time but also helps to increase the sales by seizing business

opportunities, when there is a sudden rise in demand. To meet these

objectives many corporations tend own their own fleet of transport and

major factor in a supply chain system. This factor, therefore, seeks to

establish the transport mode capacity, location, routing and the schedules of

distribution so the supplies reach the destinations on time.

Retailors are the most important link in the supply chain . They connect

customers with The vendors who provide the merchandise. It’s the retailors

responsibility to identify customers’ wants and needs and work with other

members of Supply chain – manufactures, wholesalers ,transportation

Companies, and So on—To make sure The merchandise is available in the

warehouse /stock when customers demand it.

Global Retailers have increasingly taken a Leadership position in their

Respective Supply Chains like-------- WALL-MART, CARREFOUR, ZARA, and

KROGER have grown Dominant and control on Their Supply chain not only

does size generates Power, But Knowledge about the customers play a vital

role as well. As a Result of their position in the Supply chain, Retailers are in

unique position to collect purchase information customer by customer,

Transaction by Transaction. This information can be shared with suppliers to

Plan Production, Promotion, Deliveries, Assortments and Inventory Level.

Not many organizations go for in-house manufacturing .They rely on sourcing

and developing vendors with elaborate systems to check and control quality.

Even firms which decide in- house manufacturing often do not go for

manufacturing full range of products to meet total market demand but

decide on partial sourcing. Make-and-buy decisions make a significant

impact on the cost structure of a company’s products.

44

OBJECTIVE OF SUPPLY CHAIN

To Eliminate Transaction Cost and Uncertainties Of Transaction

Processing.

To Minimizing constraints of Order Fulfillment networks by enlarging

effective scope of Retail .

Improving Distribution Network Connectivity.

Developing Professionalism and skills in Logistics management.

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To avoid irrelevant movement of Inventory within the Warehouse.

Enabling the Creation and Distribution of accurate Information.

CHAPTER VI Understanding of Functional Processes/ Products

WHAT IS SUPPLY CHAIN -------

SCM as the "design, planning, execution, control, and monitoring of

supply chain activities with the objective of creating net value,

building a competitive infrastructure, leveraging worldwide

logistics, synchronizing supply with demand, and measuring

performance globally."

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(APICS dictionary)

Supply chain management encompasses the planning and management of

all activities involved in sourcing and procurement, conversion, and logistics

management. It also includes the crucial components of coordination and

collaboration with channel partners, which can be suppliers, intermediaries,

third-party service providers, and customers. In essence, supply chain

management integrates supply and demand management within and across

companies. More recently, the loosely coupled, self-organizing network of

businesses that cooperate to provide product and service offerings has been

called the extended enterprises.

Function of supply chain management

Managing the movement of raw materials into an organization.

Certain aspects of the internal processing of materials into finished

goods.

The movement of finished goods out of the organization and toward

the end-consumer.

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Supply chain allows to focus on core competencies and assemble

networks of specific, best-in-class partners to contribute to the overall

value chain itself, then increasing overall performance and efficiency. 

Supply chain helps in Maintaining the proper stock in warehouse.

Supply chain management helps in preventing the shrinkage problem

which affects the profit ratio of an organization.

Helps in the manufacturing goods which lead to shorter cycle times,

meaning improved responsiveness and efficiency in meeting customer

demand.

Supply chain management helps in measuring the growth of an

organization.Its measurement becomes increasingly important

because the difference between profitable and unprofitable operations

presents the clear image of an organization.

THE PARTIES INVOLVED IN THE SUPPLY CHAIN

The Concerned Category :

Its also has to determine the products that make up the category and

itssegmentation from the consumer prospective.

It also has to establish the category’s performance measurement and

targets. Category has to play a Vital role in the Supply chain process. They

have to decide On Vendors From which merchandise are to outsourced.

Before that Vendor is registered in organization to supply the goods to

globus warehouse Mumbai. Globus grown up to twenty six stores ,very much

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closer to meet the benchmark of 100stores in near future. Category is

empowered by Organization to raise Purchase Order on an On-Line Software

named as MMS.

The Role Of Head Office Category is to buy in bulk from National Vendors

Orders Disperse that merchandise to Mother Warehouse at Mumbai. And

then transfer all the stocks to no of stores all over India.

SUPPPLIER

Vendors are the very important part of supply chain process .Because they

are those parties who supplies the goods to a retail store. So it is considered

that they run the businesses of Retail.In the process of selecting a particular

vendor for meeting the critical inputs requirement , one relies on the vendor

capabilities. Any failure on the part of vendor can have a crippling effect on

the buyer. Therefore, it is essential that when selecting a vendor for strategic

sourcing, evaluation should include the following parameter relating to the

vendor.

Financial Health,

Technology employed and technical capabilities,

R & D Facilities.

Quality Control mechanism,

ISO 9002 certification,

Previous track record of vendor regarding reliability (percentage on

time) and quality (mean time between failure),

Prevailing industrial relations scenario at vendor’s company, and

Commodity allocation (preferential treatment in the event of shortage).

Vendor has to qualify certain essentialities before supplying inventory to

globus.

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TRANSPORTER

Transportation is defined as the physical flow of material and finished goods

from point of origin to point of use to stores that meet customer’s need at a

profit. It becomes very important to plan the process and an information

activity so an integrative process that optimizes the flow of material and

supplies through the organization and its operations to the customer

The Transporter has to collect the Merchandise from the Vendor Site and

Transfer it down to various destination or it can be the respective Stores for

Sales.

Globus transport goods with the help of no. of logistic compnoies. Like-

Gati, future group supply chain , dtdc, safexpress .

MOTHER DISTRIBUTION CENTER WAREHOUSE .

The Motherwarehouse at Mumbai uses master of merchandise (mms) system

that promises to identify the Inventory with planning and real time data for

quicker decision making.

INBOUND LOGISTICS

This Warehouse receives Inventory from Various parties in shipments.all the

stocks are transferred from mother warehouse mumbaito all other 26 stores

with the station transfer note .this transfer of shipment fro mother

warehouse is done with the help of no of logistic and supply chain

companies.

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OUTBOUND LOGISTICS

Warehouse executive Starts performing the Task for Outward when DM/ADM

or Category fires Stock report for analysis. And rises Stock Transfer Order for

transformation of Inventory from Warehouse to The Floor Shop at store.

Inventory can only move from warehouse to the store If and Only Stock

Transfer Note (STN) by the Authorized person in the store he can be

Department Manager / Assistant Department Manager .If the requirement

arises for the brands other than globus then purchase order is required . this

purchase order is made by supply chain executive and signed by purchase

manager .

In case if the goods are imported to UP from other state

four Stated forms are as below :-

Uttar Pradesh Form 31

West Bengal (Kolkata) Form 42

Madhya Pradesh (Indore) Form 48

Haryana (Goods Worth

above Rs 25,000)

Form 38

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Incase If the Vendor is Indigenous and belongs to same State or his site is located within the same city then he has to obtain the OC(Originating Certificate) which he arrange from his organization because that will also be registered .

OC is to be affixed on the Invoice Paper and the Total value of goods for Shipment is to mention on the OC as well.

Vendor has to affix bar codes on the goods for delivery. These bar codes are issued to them at time of Purchase Order Generation by the Category.

FLOW CHART OF THE PROCESS

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Purchase Order From Zonal or Head Office

Collects State Form by commercial or Zonal

Originating Certificate if Vendor’s Site is Indigenous

Affix Bar Codes on Inventory as per PO

Prepare Invoice Papers

Load The Inventory and Dispatch it for Warehouse or Store

53

Meets Security Incharge on Duty

Checks documents LR Copy, LR Date, Consignee Address, Expiry date, No. Of Cartoons/boxes Weight, Transporter’s name

Purchase order Number, Date , Consignee Address

Invoice Document, Its date , amount , quantity, Consignee address , Purchase Order Numbers

Way bill number , Description of Goods , Quantity weight , Freight of goods , Its value in Figures as well in words also

Merchandise is Unloaded from Vehicle

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Incase of incomplete documents unload the goods but keep segregated from other delivery

Consult to the Inward Incharge

 GRN is not creation at that point

Mail that shipment of purchase order to the Respective category.

Wait for complete documents for 15 days

Within 15 days of time the Pending documents will be cleared from the vendor.

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INVENTORY INWARD ON SOFTWARE MMS

all the inventory which is unloaded by transporter are feeded in master of

merchandise system software by the supply chain executive .This stock is

properly checked after the scan of goods .AND The documents handover by

the transporter company are maintained in a file .

DOCUMENTATION FOR OUTWARD

Stock Transfer Note is a Document in it description of articles for outward

are mention.

GATE PASS AT WAREHOUSE FOR OUTWARD

It is to be ensured as per STN and Handling Unit Number on cartoons and

properly pasted . Then Load the Shipment of Material in the Lorry as Per STN.

Then information is passed to the Outward Incharge for preparation of Gate

pass on mms software

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CDC WAREHOUSE

CATEGORY

RESPECTIVESTORES

CUSTOMERS

FLOW OF MERCHANDISE

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1. Inward Movement 2. Outward Movement

Return from MDCFrom CDCFrom Vendor

Consignment Stock

To WarehousesTo Home Deliveries To Stores

To Vendor

INVENTORY MOVEMENT

INWARD

OUTWARD

inward

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CDC WAREHOUSE VENDORS

RESPECTIVE STORES

INBOUND DELIVERY IN THE STORE

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SALES TAX NORMS FOR TRANSFORMATION OF GOODS

Sales Tax Rules related to inwarding & outwarding from (U.P.)

1. If material is received from Vendor

(a)Uoutside up the Form – 31 is must but the endorsement is

necessary by the sales tax check post if the check-post is in

the way of transit. And this is applicable for Trading / Non

trading items and no relation with value or zero value so in

every circumstance it is required.

(b)All the road permits, specially form – 31 should be handed

over to the commercial department as early as possible

because it should be handed over to the sales tax

department with-in 24 hours.

2. If material is received from Vendor/ Warehouse with-in

U.P .

(a)O.C. stamp is required.

3. For outwarding of material from Gahaziabad

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(a) O.C. stamp is required if material is outwarded from

Noida and the stamping of check post is must if the check

post is in the transit way. And this is applicable for Trading /

Non trading items and no relation with value or zero value.

TREATMENT FOR STOCK SHORTAGES AND DAMAGES OF INVENTORY

Shortages and damages in inventory occur at many points in the whole

supply chain Process . It occurs from: Vendor to warehouse in warehouse

From warehouse to store In store At all the places, they occur due to some

different regions so we discuss all these in detail. I divide shortages and

damages into two categories one when it occurs in warehouse and other

when it occurs in store.The fig. A which is given below is show how the stock

is moves in the supply chain but the fig. B gives the movement of stock

when there is some damage or shortage at the various points in the supply

chain.

Discrepancy Report

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After entering the material in the MMS Executive identify the actual quantity

which we get and after that a discrepancy note is made by the WH person

which tells they get and what they get and also about the damaged items

and this note is passed to vendor and zonal office also so that vendor get

payment according to actual quantity.

Then Damages Report are Mailed to Vendor and Transporter with the written

document presented on value chain is Debited From Transporters Account.

Shortages are Informed To Vendor by Mail and to the Category also to the

Commercial Department with the invoices of Vendor and respectively They

also debited at time of Payment

INTRODUCTION TO MARKET POTENTIAL AND

CATCHEMENT ANALYSIS

Market Potential :

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Market Potential is the total amount of a product/service that customers will

purchase within aspecified period of time at a specific level of industry wide

marketing activity or estimatedmaximum total sales revenue of all suppliers

of a product in a market during certain period oftime.

This is an important aspect of marketing since one has to do market

research related to hisindustry product which can be business to consumer

or business to business. Market potential isbasically carried out to know the

strength in the industry also to allocate the target to the sales

force based on optimum market research which normally includes the

customer’s requirementand their expansion plans, investment etc. With

optimum information a company can knowamount of investment for a

product, also for a particular area.

Total Market Demand:-

The total market demand for a product or service is the total volume that

would be bought by adefined consumer group in a defined geographic area

in a defined time period in a definedmarketing environment under a defined

level and mix of industry marketing effort. Total marketdemand is not a fixed

number but a function of the stated conditions.

Market Demand

shows the relationship between total market demand and various market

conditions. In this figure, upper limit of market demand is called Market

Potential.

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Companies have developed various practical methods for estimating total

market demand.

A common method to estimate total market demand is as follows:-

Q = n × q × p

Where Q = total market demand

n = number of possible buyers in the market

q = quantity purchased by an average buyer per year

p = price of an avg. unit

Benefits of Market Potential Analysis:-

Understand market potential for a single store, network of stores or a

new market.

Deploy resources effectively by ranking markets in priority order.

Forecast total opportunity in terms of number of customers and

revenue potential.

Estimate your market share.

A market potential analysis may include:

A customer profile to understand where to find more like them

Market penetration and market share reports showing performance in

existing markets and expected performance in new markets

Market ranking reports allowing you to prioritize resource deployment

into new markets

BOTTOM UP OR TOP DOWN MARKET ANALYSIS:-

A Bottom Up approach to market sizing starts with a company customers.

How muchand often do they buy? What is their profile? How many potential

customers do you havein the market based on your customer profiles? How

can you reach them?

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A Top Down approach starts with market and industry data. It takes a

close look at ageographic market area and profiles the consumers and/or

businesses to let you knowtheir propensity to buy your products and

services.

Estimating the market or market potential for a new business or business

expansion is critical indetermining the economic feasibility of a venture. But

market potential is very essential for thecompany and by knowing market

potential a company can make its position in the market by

finding how many players are there in that sector.

CATCHMENT ANALYSIS

If a company doesn’t know who its shoppers are, how can company give

them what theywant? If company doesn’t know where they come from, how

can company communicatewith them? Finding answers to these questions is

vital but catchment analysis is veryhelpful in that.

A company or retail store will be able to optimize its activities if and only

if companyknows its market in depth. Its market penetration, its success

and its potential depend ongeographical factors, hard to grasp, hard to

fully understand, but catchment analysis isvery helpful.

In the catchment analysis, first part is the area mapping of that local

market and throughthat finds the locations of the competitors, customers

and traffic between them. Throughthat we quantify the sizes and

potentials of that local catchment areas and market of that area as whole.

With the help of catchment analysis, company knows the best location for

business, targetand potential customers

Type of catchment area

There are four type of catchment area that is following ---

Unitary Catchment

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It is hub of the catchment area around the outlet, from where maximum

number of people comes to the retail stores for shopping.

Secondary Catchment

This area is called secondary catchment area which is around 2 km far away

retail stores from where some people come to the shop for shopping.

Tertiary Catchment

The area from where only some selected or loyal customers come to the

retail stores that is more than 2 km far from outlet.

Outer Catchment

Outer catchment area is totally outer area from where only less no. of person

sometimescomes to the out.

CHAPTER VII

Improvements in Processe

LEARNINGS FROM THE PROJECT

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IN summer internship woking on my project “study of retail supply chain and

floor operations in globus stores pvt. Ltd.” I got the opportunity to work in a

corporate and understanding the practical aspects of the study.

working in globus is first job experience for me and that was very valuable

for me . it gave me opportunity to understand the on job experience. First

time I felt job pressure in globus . I saw the sales associate working hard for

completing their targets. This project gave me the understanding of the

practical approach of the industry and new technologies such as MMS,CLP

PROGRAMMES.

We always studied and talked of various things like minimizing of the cost,

minimizing the risk, error free task, effectiveness and efficiency of work, Just

in Time approach but through our project we understood these concepts in

practicality.

How the implementation of IT and new technologies can improve the flow of

goods and material in the operation and how it is important to sustain in the

competitive environment to install the new technology to minimize the cost

and maintaining effectiveness and efficiency of the work which meet the

organization’s objective.

This project has provided a practical learning experience to us. We have

studied about the warehouse and warehouse management system in our

class but were not aware the fact that how it is important for the

organization. We were aware of the fact that warehouse is a part of supply

chain management and the activities of the warehouse such as receiving,

storage, dispatch and handling of the goods, maintaining the records of

incoming and outgoing of the goods. t the importance of these activities we

got to know from this project work. How can it affect the whole supply chain

process?

67

68

CHAPTER VIII

CONCLUSION

69

This project has provided a practical learning experience to us. We have

studied about the warehouse and warehouse management system in our

class but were not aware the fact that how it is important for the

organization. We were aware of the fact that warehouse is a part of supply

chain management and the activities of the warehouse such as receiving,

storage, dispatch and handling of the goods, maintaining the records of

incoming and outgoing of the goods. But the importance of these activities

we got to know from this project work. How can it affect the whole supply

chain process?

Because of this project we got to have the practical knowledge. This project

gave us the practical approach of the industry and new technologies such as

MMS,CLP PROGRAMMES, we always studied and talked of various things like

minimizing of the cost, minimizing the risk, error free task, effectiveness and

efficiency of work, Just in Time approach but through our project we

understood these concepts in practicality. How the implementation of IT and

new technologies can improve the flow of goods and material in the

operation and how it is important to sustain in the competitive environment

to install the new technology to minimize the cost and maintaining

effectiveness and efficiency of the work which meet the organization’s

objective.

In the organized retail market , globus come up with the new range and

giving competition to Big Bazaar, pentaloons,life style. retalioutlets. In the

near future, it plans to open many stores. Hence, Spencer’s has to take

someimportant steps to overcome its problem areas and implement the

suggestions before the existing

and new retailers grab the opportunity making globuse even more

challenging.To sum up, globus facing competition from its competitors Big

Bazaar, More, VishalLife style , pantaloons, shoppers stop tc.

establishing its stores in prime area of the city. globus do intensive media

70

advertisements by roping in celebrities as brand ambassadors to create

awareness of its existence,

since most of the customers came to know only through friends and family.

products,range of items, pricing and advertisement regarding offers and

discounts which can mesmerizethe customers to walk in to

globus.parking should be increased and quality of sales executive should be

improved by appointing experienced sales staff who can cater to the needs

of the customers.

Themanagement has to take some major steps and implement the above

mentionedsuggestions/recommendations as it directly affects the sales of

globus.

market have good opportunity for retail business, most of the people belong

to SEC A & B,educated and earning more money. 86.5% people go to

globus,can enhance itsbusiness or increase its sales by providing better

customer service than its competitors, increasethe variety of merchandise

with deep assortment and intensive promotion with the help of

pamphlets, kiosks, radio about various offers, also provides globus

membership card.

CHAPTER IX

Recommendations

Most of the customers believe that stock is not updated and no offer

schemes areprovided on the old stock. Same price is charged for both the

71

fresh stockand old stock. Respondents feel offers should be provided on the

old stock, as is done inother retail stores.

As the majority of customers are falling age group of26-35 and 18-

25.Company should concentrate on the need of people falling into that

category.

Globus sgould employ experienced employeesso that they can better

explain the quality and features of the products.

Some of the people find in-store environment of globus is dull try to

maintainnice store image which attracts the customers and it works in

word of mouth marketingfor attracting more customers.

Variety of products should be increased for better selection by the

customers so thatcustomers can choose from a huge lot of items of

different companies having differentfeatures as the customers of

globus want more variety ofproducts.

.People generally search for the product on offer so the high margin

product should be upfronted that mean those item should be in the

eye height so that it easily catches thecustomers’ attention and

generates impulse purchase.

.in India percentage family member group 5 and 4 is more.

Therefore company should try to attract that family by providing family pack

apparels.offer at discount rate

To improve Product visualization the Company should do visual

merchandising in betterway.

globus do intensive advertisement through pamphlets, local

newspaper,banners, FM Radio, Kiosks for creating more awareness.

Variety of products should be increased with deep assortment for

better selection by the customers so that customers can choose from

huge lot of items of different companies having different features.

Customers are very eager to know about offers, discount schemes

provided so globus should do better marketing for creating awareness

about offers and discount schemes.

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Complained and feedback should be taken care in well manner to

create the loyalty and goodwill

Merchandise should be arranged properly.

Company should offer competitive price with good quality of products

because most of the customers visit to globus for better price and

quality of products.

Company should give information to the customers through the

marketing gimmick (sms) using database of customers.

Bibliography

Books:-

Globus merchandising

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Supply chain management by sunil chopra ,peter meind

Export import management by Dr. U.K. Neogi

Retail management by levvy and wietz

Websites- www.globus.com

www.accenture.com

Retail wikipedia

www.google.com

http://www.ril.com/html/business/business_retail.html

http://www.bharatpetroleum.in/wheels/inOutStores.asp#

http://www.moneycontrol.com/news/business/lalmahal-group-forays-

into-retail_327987.html

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