Om g3 sec_e-1

464 views
385 views

Published on

Published in: Education, Business, Career
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
464
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Om g3 sec_e-1

  1. 1. more. [OPERATIONS MANAGEMENT] Indian Institute of Management e ent Kozhikode more. Submitted to: Prof. Joshy Joseph Submitted By: PGP/14/205 BHAVANA KAWAT PGP/14/313 VINNY ARYA PGP/14/315 VISHAD DUBEY PGP/14/320 PRANAY KHERA IE/14/02 CARLO GUARINI
  2. 2. more. [MARKETING OF SERVICES] ContentsIntroduction................................................................................................................................................... 3The Organizational Structure. ....................................................................................................................... 4Store layout ................................................................................................................................................... 5Customer Order Processing .......................................................................................................................... 9Service Blueprint ........................................................................................................................................ 10Problems and Recommendations ................................................................................................................ 11References ................................................................................................................................................... 12 Indian Institute of Management Kozhikode 2
  3. 3. more. [MARKETING OF SERVICES] IntroductionMore.‟ is the brand name of Aditya Birla Retail Limited’s (ABRL) chain of retail stores. Aditya BirlaRetail Limited is the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Group’s forayinto the retail sector began in December 2006 when it acquired Trinethra, the chain of stores based insouth India.Since its inception in May 2007 till end-September 2009, thecompany had set up 640 supermarkets and five hypermarkets. Allthe supermarkets are branded More. And the hypermarkets arebranded More Megastore. The company has around 11,000employees and has a pan-India presence. „More.‟ supermarkets areneighborhood stores with the core proposition of offering value,convenience and trust to the customers and averaging 2,500 sq ftarea. The hypermarkets are self-service superstores offering valueand range in food and non-food products and services at a singlelocation. Hypermarkets are located in large catchment areas andencourage mass consumption with discount prices and substantialdepth of assortment with an average store size of 55,000 sq ftshopping area. „More.‟ supermarkets cater to the daily, weekly and monthly shopping needs of consumers. Spreadacross a wide range of products of food and non food items, ranging from basic necessities such as, fruitsand vegetables, staples, personal care, home care, household care products, general merchandise, anddairy products, „more.‟ provides a one stop solution for grocery shopping needs. Also in store areessentials such as, innerwear, kids‟ essentials, and a pharmacy, bakery and a mobile store. More has alsolaunched a huge range of private labels in food and grocery, staples and apparel which have alreadyobtained a significant share of category as well as salience with the consumer. With a range of over 4,000products, the shop fulfils daily shopping needs all under one roof and at a convenient location. Indian Institute of Management Kozhikode 3
  4. 4. more. [MARKETING OF SERVICES] The Organizational Structure. Operations Head Territory Territory Manager Manager Cluster Cluster Cluster Cluster Manager Manager Manager Manager Store Store Store Store Manager Manager Manager Manager Assistant Store Manager (1-3) Customer Time Security Service Housekeeping New Guard Associate (CSA)The More stores have a Store Manager (SM) who is present in the outlet at all the times. The primaryresponsibility of the store manager is to keep a watch on the inventory, coordinate with the Head officeand give monthly reports to the higher authority.The Assistant Store Manager (ASM) helps the store manager with his tasks as well as supervises over thestore and coordinates with the employees. Number of ASMs in a store can be anywhere ranging from 1 to3 depending upon the size of the store and the expected sales.The Customer Service/Sales Associates (CSA) are the employees who take care of the racks in the outletas well as help the customer with the product they are looking for. Number of CSAs in the NGO quartersstore was 14.Then there are the new trainees who are kept as part time workers so that they learn the way the storeworks and then according to their performance are put on full time payroll. Indian Institute of Management Kozhikode 4
  5. 5. more. [MARKETING OF SERVICES] Store layout Indian Institute of Management Kozhikode 54
  6. 6. more. [MARKETING OF SERVICES] Detailed view of Left Wing Indian Institute of Management Kozhikode 6 5
  7. 7. more. [MARKETING OF SERVICES] Detailed view of Right Wing Indian Institute of Management Kozhikode 7 6
  8. 8. more. [MARKETING OF SERVICES] Detailed view of Middle Wing Indian Institute of Management Kozhikode 8 7
  9. 9. more. [MARKETING OF SERVICES] Customer Order Processing CUSTOMER ENTERS STORE PICKS UP A SHOPPING NEW CUSTOMER REGULAR CUSTOMER REQUIRES ASSISTANCE FROM SALES CHOOSES THE PRODUCTS REPS TO LOCATE DESIRED PRODUCT REQUIRED FROM THE SHELVES CATEGORIES (TAKES MINIMUM ASSISTANCE OF SALES REP) PRODUCT UNAVAILABLE CUSTOMER CONVEYS SALES REP CONVEYS REQUIREMENT TO SALES REQUIREMENT TO STORE STORE MANAGER WRITES A MAIL TO SUPPLIER LOCATED IN ERNAKULUM PRODUCT AVAILABLE GOODS SUPPLIED BY SUPPLIER AND RECEIVED AT STOREMEMBERSHIP CARD (OPTIONAL)BILLED IN BILLING COUNTER BILLED GOODS PACKED FOR CUSTOMERS IN A CARRY BAG ALONGWITH BILL PRODUCT REORDERED WHEN STOCK FALLS BELOW RE-ORDER LEVEL STOCK REDUCED IN BOOKS Indian Institute of Management Kozhikode 9
  10. 10. more. [MARKETING OF SERVICES] Service Blueprint1. Customers 1. Failure: Security 12. Failure: No work for security 12. Customer exitsenters into the Guide Idle guard again Poka yoke: He should Poka yoke: He should tally the the stores afterstore keep the belongings of bill with articles to prevent theft receiving delivery customers Line of Visibility 2. Failure: Wastage of 11. Failure: A big queue at 2. Customer time of customers as trays the billing counter 11. Cashier makes the bill searching for tray are not available at entry. Poka Yoke: Fixed place Poka yoke: There should be for trays two persons at billing counter 10. Customer comes to 3. Failure: No sales 6. Failure: Shelves billing counter afteshopping 7. Failure: No sales person3. Customer person to help the are not managed customer at the entry. at shelve.seeks help for Poka yoke: 1 sales person Poka yoke: Separate 9. Sales person locate the Poka yoke: Sales person should be at the entry gate shelve for each brand should present near shelves brand asked by the customer to help the customer. only.4. Customer starts 5. Customers select 6. Customers cannot 7. Customer seeksshopping items by browsing locate the particular for sales person‟s through the shelves tooth paste Line of interaction 8. Which toothpaste do you want?
  11. 11. more. [MARKETING OF SERVICES] Issues and RecommendationsPOOR FLOOR PLAN • Blockage of stock causing inconvenience to customer movement:Due to piling of stocks in the pathways as observed in the layout, the customer has to walk all the wayback to enter a new passage. – We advised putting stock in cardboard boxes and placing one overanother in a remote corner giving way to free movement of customers.POOR SPACE PLANNING • Horizontally long objects lay flat occupying a lot of space – We recommend effectively utilising space by vertically placing such objects in tall bins. • Different products are placed one behind another which blocks view causing loss of sales and stockouts- We immediately advised them relocate products.BOTTLENECK AT BILLING COUNTERThe store has only one billing counter which is sufficient considering the average sales of the store arelow. The billing counter was idle for a long time but during rush hours customers had to face a lot ofwaiting time. -We recommended deploying one of the staff members to assist the billing counterwith packing and bill verification.PERISHABLE ITEMS:The store complained of wastage owing to spoilage of perishable items and expiry of preserved fooditems. –We observed that new stock was piled in front of old stock which lead to sale of only thefreshly acquired stock, thus the same items of stock formed the units of the re order level andgradually expired. We recommended stocking new pieces behind the existing ones.POOR PERFORMANCE OF SALES REPSNo clear alley was allotted to sales rep which caused confusion for directing customers to the location ofproducts.-We recommended allotting specific alleys to the sales reps and they were expected tomemorise the placement and stock levels of each item in their respective alley. Indian Institute of Management Kozhikode 11
  12. 12. more. [MARKETING OF SERVICES] References http://www.adityabirla.com http://www.morestore.com wikipedia.org/wiki/Supermarket www.adit yabirla.com/media/ retail-guru.com/less-is-more-for-aditya-birla-retail-downsizing-yet-again/ http://www.scribd.com/doc/28513642/Aditya-Birla-More Indian Institute of Management Kozhikode 12

×