0601045 study of stores management & analysis of customer feedback

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0601045 study of stores management & analysis of customer feedback

  1. 1. A PROJECT REPORT ON “STUDY OF STORES MANAGEMENT &“STUDY OF STORES MANAGEMENT & ANALYSIS OF CUSTOMER FEEDBACK”ANALYSIS OF CUSTOMER FEEDBACK” FOR T. CHOITHTRAM & SONS L.L.C. U.A.E. (DUBAI) SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF COURSE MASTER IN BUSINESS ADMINISTRATION (SESSION 2006-2008) Through VISHWAKARMA INSTITUTE OF MANAGEMENT UNIVERSITY OF PUNE Submitted by RAHUL S. SONAWANE
  2. 2. Project Guide PROF. SUNIL D. DOKE A PROJECT REPORT ON “Study of Stores Management & Analysis of Customer“Study of Stores Management & Analysis of Customer Feedback”Feedback” For T. Choithtram & Sons L.L.C. U.A.E. (Dubai) Submitted in the Partial Fulfillment of the Requirement Of Course Master in Business Administration (SESSION 2006-2008) Through Vshwakarma Institute of Management University of Pune 2
  3. 3. Submitted by RAHUL S. SONAWANE Project Guide PROF. SUNIL D. DOKE BRACT’s Vishwakarma Institute of Management ( Approved by AICTE, New Delhi and Affiliated to University of Pune ) S. No. 3 & 4, Kondhawa Budruk, Pune-411 048. Ph.: 26932800/26932900, Fax : 26932700, Mail: info@vim.ac.in, www.vim.ac.in To Whomsoever It May Concern This is to certify that Mr. Rahul S. Sonawane is a bonafide student of our institute. He has successfully carried out his summer project on title as “Study of Stores Management & Analysis of Customer Feedback” at T. Choithram & Sons L.L.C. Dubai (U.A.E.) This is original study of Mr. Rahul S. Sonawane and important sources of data used by him have been acknowledged in his report. 3
  4. 4. The report is submitted in partial fulfilment of two years full time course of Masters in Business Administration 2006- 2008 as per the rule. Prof. Sunil D. Doke. Dr.Sharad L. Joshi (Project Guide) (Director) 4
  5. 5. ACKNOWLEDGEMENT The project is very much indebted towards Prof. Yuvraj Lahoti & Mr. Kiyas Mohammad who agreed to guide me in my endeavor to finish my project. He was in fact the force behind me to make the project with ease. I wish to express my deep sense of gratitude towards him for motivating and supporting me. I would also like to thank to entire TCS Team for nice co-operation and help especially to All Stores managers of 5
  6. 6. TCS & Staff who taught me a lot about Stores management. Whenever I went to them for help they assisted me. In short I would like to thank entire TCS authority who gave me the opportunity to Project with them. And I can not forget the support from my college, my college director Dr. Sharad L. Joshi, my faculties, my project guide Prof. Sunil D. Doke and from pool of friends. Whenever I needed support from them, they were ready for help. Thanks to All Rahul Suresh Sonawane M.B.A.(Marketing) DECLARATION I, Rahul Suresh Sonawane, hereby declare that the project work entitled “Stores Managemetnt & Analysis of Customer feedback” is an authentic and original work carried 6
  7. 7. by me at T. Choithram & Sons L.L.C. Dubai (U.A.E.) under the kind guidance of Mr. Kiyas Mohammad (Team Manager,TCS) for partial fulfillment of 2 years full time MBA degree course from VISHWAKARMA INSTITUTE OF MANAGEMENT, UNIVERSITY OF PUNE, PUNE. And this has not been submitted any where else. Rahul Suresh Sonawane M.B.A.(marketing) Table of Contents Chapter No. Title Page No. 7
  8. 8. 1 Executive Summery 8 2 Introduction 14 3 Retail Trends in U.A.E. 17 4 Company Profile 22 5 Objectives 27 6 Research Methodology 29 7 Analysis 36 8 Findings 57 9 Recommendations 60 10 Conclusion 70 11 SWOT Analysis 74 12 Bibliography 77 13 Annexure 79 14 Terms & Abbreviations 88 15 Photos of TCS 90 8
  9. 9. EXECUTIVE SUMMERY 9
  10. 10. PROJECT EXECUTIVE SUMMERY Proposed Title of Research:- “Study of Stores Management & Customer feedback Analysis” at T. Choithram & Sons LLC Dubai, U.A.E. with special emphasis on building strong Store Image” Introduction:- In this study I tried to learn all factors which contributes for building Store Image, with the help of T.Choithram & Sons LLC. A premium Retailer in UAE. Data were collected through visiting more than 20 supermarket stores of Choithram. The research was developed on following components as Stores Administration, Display, Layout, Space allocation, category management, HR policies, Inventory handling, Promotions activities. The retail food industry has been undergoing major changes as a result adoption of proper stores management is launched by supermarkets industry in 1993. The total stores management involves all factors which responsible for build a stores image like inventory management, space management, category management, customer service and all other like this. Retailers encounter many problems Retailers encounter many problems as they attempt to upgrade their systems. A major obstacle is the effort required, particularly for staff training and in 10
  11. 11. developing new procedures, as the organization prepares to switch over to the new system. Another is the lack of awareness of the various options available to retail organizations as they seek to improve the efficiency and effectiveness of their inventory management and control procedures. There is a lack of understanding of the costs and benefits of these options, and of what needs to be done to move to the next level of sophistication. Objectives:- To know Retail Trends and its implementation in Supermarket To study factors of stores management & administration in detail To study the effectiveness of all store management factors and its impact on stores efficiency. To study the pattern of stores layout and its significance. To study space allocation and its importance in retailing. Study Contents:- I Studied Stores Administration, Space Allocation, Category Management, Inventory, Promotional Activities, HR Policies and all other factors which affects Stores Image. 11
  12. 12. Research Methodology:- A)Primary Data Source:- Questionnaire, Interviews B)Secondary Data Source:- Books, Journals etc. And collected data is analyzed with simple statistical tools and interpreted with graphical explorations. Research Design:- The stores visit carried out for collection of data. As I have noted above, the data pertain to all factors of Stores Management. The survey were on Interview basis with employees of Choithram Supermarket. Observations were recorded for said research in store. Questionnaire is designed to obtain information about Supermarket . The information collected through stores visit assumed accurate, for analysis. Data Analysis:- Initially data sorted in accordance with store visit and designed questionnaire then data was analyzed on the basis of 12
  13. 13. questionnaire feedback which includes various aspects of Stores management and observation from stores visit. The adoption of Stores Management by T. Choithram & Sons Supermarket is explained in this study. Data is collected through questionnaire distributed among selected supermarket of T. Choithram & Sons. The research instrument was developed to collect the data on following components to study stores operations Information Systems, ordering receiving, Inventory Management, Stores Administration, Space Management, Category Management, HR policies, Customer Service, Pricing Strategies. Findings are presented through following distinct perspective in short. 1. LOCATION: - Stores Location affects entire operation which often tries to meet need of customer. However T.Choithram & Sons has its stores in different locations in U.A.E. in accordance they adopted the pricing policy and product line. 2. STORES CHAIN: - T. Choithram & Sons has large chain size in U.A.E. presently they are operating 30 stores every store is differed by its size which affects Stores layout, Space allocation, Product display, operations. 13
  14. 14. 3. MANAGEMENT: - Management is suppose to be a life blood of every business more the efficient management more will be the effective results. T. Choithram & Sons followed sound management practice. They have proper coordination between employees, communication by top level management with its employees. 4. SPACE ALLOCATION: - Space Management crucial role in Stores Management. Every stores manager has taken care of shelves management, products are properly placed full utilization of floor space is there. Some store has specific grid layout section boys itself decides on display of product on shelves. 5. INVENTORY MANAGEMENT: - For Direct Stores Delivery (DSD) product order is generated with vendor with approval from stores manager. All DSD & Non-DSD product is verified by visual count. In case of Non-DSD products sometimes vendor comes to stores and supplies products. For Non-DSD products T. Choithram & Sons has its own centralized warehouse for which store Back office personal is responsible. Generally daily consumables are order from local suppliers rest inventory lies in warehouse. 6.INFORMATION SYSTEM: - T.Choithram & Sons has proper MIS in their operation it has good system support by which all Choithram super market chain is connected with central warehouse for purchase order all check out counters are 14
  15. 15. computerized system also provides support for accounting ,payroll etc. 7. PRICING AND PROMOTIONS: - The prices of all product is decide by head office. Every product has price tag fix on it with barcode strategy for pricing use in Choithram is Psychological. prices are comparatively high in Choithram . Another thing is prices vary by location of stores. Special displays provided by Vendors, self-made displays, and gift voucher such activities are undertake for promotions. Objective behind display of product is to create demand and to build stores image. 8. HR POLICIES: - T.Choithram & Sons adopt Training & Development program only for its management personnel. 5 rating scale performance appraisal system is used in Choithram. TCS provide Insurance, Med claim faciloities to its employees for their safety. 9. CUSTOMER SERVICE: - According to T.Choithram & Sons customer service plays vital role in whole stores management. TCS offers home delivery of goods in selected stores, consumer credit system, and acceptance of Credit cards. TCS tries to retain its customer by way of keeping customer 15
  16. 16. feedback forms at every checkout counter. TCS provides Value, Quality and Price to its customer. INTRODUCTION 16
  17. 17. The Stores industry is changing, as like new information technologies, new business practices and new retail strategies are developed. The result from this the research can serve as a baseline for future research monitoring for adoption of innovations and assessing there impact on productivity and profitability. Choithrams Stores appear to be a smaller but more productive than other competitors. The retail food industry has been undergoing major changes as a result adoption of proper stores management is launched by supermarkets industry in 1993. The total stores management involves all factors which responsible for build a stores image like inventory management, space management, category management, customer service and all other like this. Retailers encounter many problems Retailers encounter many problems as they attempt to upgrade their systems. A major obstacle is the effort required, particularly for staff training and in developing new procedures, as the organization prepares to switch over to the new system. Another is the lack of awareness of the various options available to retail organizations as they seek to improve the efficiency and effectiveness of their inventory management and control procedures. There is a lack of 17
  18. 18. understanding of the costs and benefits of these options, and of what needs to be done to move to the next level of sophistication. The study strongly suggests that there is a need for training retailers on inventory management issues. Further research needs to be conducted to understand and document the practices, problems, and needs of different segments of the retail and wholesale sector. Training material needs to be developed which, through case histories of successful (and failed) implementations of inventory management and control systems, illustrates the options available to retailers for improving their operations. Given the size of the retail sector in the economy (third largest sector contributing Rs. 196 billion to the national GDP and employing 3.7 million), and the predominantly small size of retail establishments (less than 2% of the 347,000 retail establishments in urban Pakistan employed over 4 individuals), the impact of improved inventory management systems can be wide-ranging and significant. The main motive of doing this research was to get the feedback from the Stores Manager, analyzing it and finding the weak areas in which Choithram is and overcome the weaknesses to give a better Stores Management practisec to maintain the existing customers & future prospects. This company aims to target these customer groups & offer innovative & convenient service that will fulfill their needs fast and efficiently. 18
  19. 19. The survey has been done of 7 Choithram Stores on various factors such as variety, quality, service, promotions, offers and many more. The sample size was 1 questionnaire (per store). This study aims at creating and analyzing Stores Image among the all supermarkets located through out UAE. and service offered to customers by Choithram and Sons L.L.C. Dubai 19
  20. 20. RETAIL TREND IN U.A.E. The Changing Face Of Retail Liberalization of the economy in the nineties and the entry of large players in the retail business have brought the retail industry into spotlight. Big players and national retail chains are changing the rules of the game, in spite of their meager share in the overall retail trade. Organized retailing though still in an embryonic stage has huge growth potential. 20
  21. 21. In organized retailing, the retailer is no longer just a last mile distributor. He is an important source of information related to customer behavior and also gives the customer a memorable shopping experience. Experiential marketing is becoming the paradigm of organized retailing and this has further raised the significance of the retailer in the business value chain. India has seen a rise in the number of malls in the last few years. Today India has 37 malls in Mumbai, 10 in Hyderabad, 15 in Bangalore. Approximately 220 malls in the whole of India by end 2005 is what is the estimate of various agencies involved in assessing the future of commercial property development in India. The real estate sector is booming thanks to the low interest regime for home loans. The other factor that is providing a fillip to the development of real estate is the boom in commercial property development, especially the retail property sector. Moreover, with the convergence of the retailing, entertainment and the tourism industries, retail property in India has taken to mega mall development to suit the needs of all the three sectors in a single location. Throughout the past decade, malls appeared on the retailing scene as the locus of retailing activity in major Indian cities in the central business district, which was populated by well-known department stores. But as the suburban population grew, many local shopping areas in suburbs transformed into regional shopping destinations. In a few cities, specialized developers purchased large blocks of the central city land and then offered it on a lease basis to department stores and other stores at differential rents. The displacement of the central business districts in major Indian cities by the suburban mall phenomenon was clearly hastened by 21
  22. 22. the increase in automobile ownership, an enhanced urban road network, and growing suburban markets. Malls represent a set of co-located retail outlets in a large area with lots of amenities. In the retail sector, mall development must be a planned, as this would help in attracting the right tenant mix. A typical mall has one or more anchor store and a diversity of smaller stores. The development of a mall should also be planned in anticipation of the increased footfalls. Understanding of the retail environment becomes crucial for mall developers as well as for the potential tenants while investing in malls. Retail Facts of U.A.E. 'Dubai is already known as the shopping center of the Middle East, and in years to come it will be known as the shopping mall of the world,' said Ole Milan, Managing Director of Landsteinar GCC - a company that specializes in providing retail software solutions. 'In the future, companies specializing in everything from retail software and mannequins to cleaning firms and interior decorators will also benefit from the trickle-down affect.' Additionally, new retail developments will contribute to rising tourism numbers to the emirate, says Milan. Coinciding with the 400 percent increase in retail space in 2010, the emirate is 22
  23. 23. preparing to welcome around 15 million tourists by the end of that year If Dubai does manage to boast more than 20 million square feet of shopping space by 2010 then there is no doubt that it will be an even bigger tourist attraction than it already is.' retailers to access and run the software from a hand held computer, allowing employees away from their desk to be kept informed with relevant and updated business information. Conceptualization of Retail Middle East is a direct result to meet the needs of the market for the entire region. It will be the sourcing forum for retailers and franchise chains looking acquire cutting-edge concepts and store design for both new and old stores. This event will encompass everything from lighting, hanging rails, POS, mannequins to shop fitting equipment and services, visual merchandising, signage, P-O-P as well as retail information technology – all in one convenient location to serve as a fertile sourcing ground for retailers, while serving as a platform for group showcases from the USA and other international companies. Exhibitors would also include woodworking machinery manufacturers and franchisors interested in international expansion. To cater to the fast changing needs of the retailers, Retail Middle East is planned to become an annual event. There is no doubt that the local retail industry needs a platform that occurs on a frequent enough basis to keep up with the momentum of evolving trends as well as remain connected with developments in the industry in international markets.. 23
  24. 24. Retailers and shoppers alike are yearning for new concepts in the retail scene. To become successful in this region watchwords to a new market entrant would be time, effort and resources starting with a personal relationship. US companies interested in gaining entry into this market should contact the U.S. Commercial Service located in Dubai who have arranged a special package for all participating companies within the US pavilion at Retail Middle East including a discounted price for the show floor. Retail Middle East (RME) has the support of US associations – Point of Purchase Advertising International (POPAI), and the National Association of Store Fixture Manufacturers (NASFM) as well as by EHI-EuroHandelsinstitut (The International Retail Network) from Germany. Companies from Italy, UK, Australia, Malaysia, Jordan, Lebanon etc., have already signed on to participate at RME. To learn about this market, contact the trade specialist (anne.desouza@mail.doc.gov) at the US Commercial Service in the UAE who has the lead for this industry. 24
  25. 25. 25
  26. 26. COMPANY PROFILE COMPANY PROFILE 26
  27. 27. Company founded in 1944 in Sierra Leone and arrived in the United Arab Emirates in 1974. The deep-rooted T. Choithram and Sons, focused on one remarkable vision, the aggressive diversification and geographical expansion, which led the company to UAE. Within a short period, the company is acknowledge today as the largest chain of the Supermarket group in the Emirates, with twenty four Supermarkets and five Department Stores at prime locations spread over the seven Emirates of the UAE. The company has grown to become on the most popular chain in the UAE and today represent over sixty multinational companies in the Emirates, which are handled by several specialized divisions. With the experience of over 60 years of marketing branded consumer products, the Company´s infraestructure, extensive knowledge of the market and the support of dedicated employees numbering over 1500, all come together in a very effective marketing-mix to offer their principals the best distribution network and support in the UAE. The Company´s popular chain of Supermarkets & Department Stores, conveniently located, leend important and significant support for brands and agancy lines, through prime products displayss, facilities for below-the-line marketing activities, test launching of promotional offers and even to conduct valuable consumer surveys to help formulating sound and effective brand development strategies. 27
  28. 28. The Company´s well established Catering Division, services, apart from the regularly awarded government tenders, over two hundred major institutional clients: – AIRLINES – RESTAURANTS – CLUBS – SCHOOLS – PETROL STATIONS – KIOSKS AND SO ON …. The novelty division handles agency lines from over twenty-one countries, supplying to the wholesale and retail outlets in the UAE, with new products innovations in novelties, fashionwear, children´sgarments,toys, household appliances, domestic products, etc. “ With the Company´s expertise warehouse facilities, distribution centres and fleet of delivey vehicles, prompt products availability is ensured even in the remotest outlets in the country ” 28
  29. 29. MARKET CHARACTERISTICS DUBAI is the business hub of Middle East, is throbbing with multidimensional activities and is undergoing thanks to the vision and foresightedness of the country´s leadership, tremendous growth, which is evidenced by the fact that a country until 3 years ago with a population of 2,5 – 3 million in now accommodating and catering for 5 million people. “ It´s envisaged that the growth will rise to 10 million by the year 2010 ” With the increase in growth, all spheres of business are growing proportinately. Today Dubai can boost about having the highest number of the most modern Supermarkets and Hypermarkets, allowing consumers most comfortable enviroment to do their shopping, from groceries to electronics to apparels to most of their requirements, All from under one roof. Shopping in these malls and super markets is as much an entertainment as a shopping exercise. CHOITHRAM take the pride of being among such Supermarkets with highest degree of popularity with the local 29
  30. 30. Arabs,Asians and the Western Expats offering it’s long range of quality products at very competitive prices. The Produce section of Choithram is one of the busiest. Fruit sourced from any where in the world by important importers such as Fresh Fruits, Abbar O Zainy, Sharbatly, Iffco are always available with us. In fact, we are in process of commencing our own import program and in doing so we will be more than happy to source Argentinian Oranges, Lemons, Pears, Apples and Stone fruit. The Produce section of Choithram is one of the busiest. Fruit sourced from any where in the world by important importers such as Fresh Fruits, Abbar O Zainy, Sharbatly, Iffco are always available with us. In fact, They are in process of commencing our own import program and in doing so They will be more than happy to source Argentinian Oranges, Lemons, Pears, Apples and Stone fruit. 30
  31. 31. OBJECTIVES 31
  32. 32. The study was designed and conducted to accomplish the following objectives: Broad Overview of Study In this project the emphasis will be on various Retailing operations followed by Choithram Supermarkets. The topics pertaining to our project would be as follows: Stores Management 1. Location 32
  33. 33. 2. Stores Chain 3. Management 4. Space Allocation 5. Inventory Management 6. Information System 7. HR Policies 8. Pricing and promotions 9. Customer Service Objectives:- To know Retail Trends and its implementation in Supermarket To study factors of stores management & administration in detail To study the effectiveness of all store management factors and its impact on stores efficiency. To study the pattern of stores layout and its significance. To study space allocation and its importance in retailing. 33
  34. 34. RESEARCH METHODOLOGY RESEARCH METHODOLOGY 34
  35. 35. Meaning of research Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The advanced learner’s dictionary of current English lays down the meaning of research as “a careful investigation or inquiry specially through search for new facts in any branch of knowledge”. Objective The purpose of research is to discover answers to questions through the application of scientific procedures. Though each research study has its own scientific purpose, we may think of research objectives as falling into a number of following groups: • To gain familiarity with a phenomenon or to achieve new insights. • To portray accurately the characteristics of a particular individual, situation or a group. 35
  36. 36. • To determine the frequency with which something occurs or with which it is associated with something else. • To test a hypothesis of a casual relationship between variables. Research methodology Research methodology is a way to systematically solve a research problem. It may be understood as a science of studying how research is done scientifically. In it we study various steps that are generally adopted by a researcher in studying his research problem along with logic behind them. Research process Before embarking on the details of research methodology and techniques, it seems appropriate to present a brief overview of the research process. Research process consists of series of actions or steps necessary to effectively carry out research and the desired sequencing of these steps. 36
  37. 37.  Formulating the research problem  Extensive literature survey  Development of working hypothesis  Preparing the research design  Determining the research design • Deliberate sampling • Simple random sampling • Systematic sampling • Stratified sampling  Collecting the data • By observation • Through personal interview • Through telephone interviews • By questionnaires  Execution of the project  Analysis of data  Hypothesis-testing 37
  38. 38.  Generalization and interpretation  Preparation of the report Types of research  Descriptive research  Analytical research  Applied research  Fundamental research  Quantitative research  Qualitative research  Conceptual research 38
  39. 39.  Empirical research The above mentioned are the various types of research which a researcher can apply in order to achieve one’s desired objective. Therefore to achieve the objectives of my research I have used descriptive research. This is based on proper research design to meet the objectives of the study. Research Methodology:- A)Primary Data Source:- Questionnaire, Interviews B)Secondary Data Source:- Books, Journals etc. And collected data will be analyzed with simple statistical tools and will be interpreted with graphical explorations. Research Design:- The stores visit will be carried out for collection of data. As I have noted above, the data will pertain to all factors of Stores Management. The survey will be on Interview basis with employees of Choithram Supermarket. Observations will be recorded for said research in store. 39
  40. 40. Questionnaire is designed to obtain information about Supermarket . The information collected through stores visit will be assumed accurate, for analysis. Data Analysis:- Initially data will be sorted in accordance with store visit and designed questionnaire then data will be analyzed on the basis of questionnaire feedback which includes various aspects of Stores management and observation from stores visit. DATA COLLECTION The project was to check feasibility of the services offered by Choithram using primary data. The primary data was obtained through observation, direct communication with the people and filling up of questionnaires, also enormous help was obtained from Choithram, branch members, crew, staff and colleagues working there. The data collection tool that I have used is Questionnaire. I have selected questionnaire as a data collection tool primarily because of descriptive nature of sampling & secondly it was the 40
  41. 41. most suitable tool that could help in achieving all the objectives of the study & to do the analysis deeply and effectively. ANALYSIS 41
  42. 42. Stores Management Based Analysis Average Daily Sales 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Location of Stores SalesinAED Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road 42
  43. 43. This is all about the average company sales according to its locations from above interpretation we come to know that highest sales is of jumeirah area as its located in some remote area and don’t have any option for consumers residing near to this area as TCS providing the best services. 43
  44. 44. Services offered by Stores 44 Services Offer Al Karama Al Jumeirah Greens Greens Communit y Al Rais Al Safa Park Bich Road . ATM NO YES NO NO NO NO YES . Bakery NO YES YES YES YES YES YES . Bank debit card payments YES YES YES YES YES YES YES . Credit Card payments YES YES YES YES YES YES YES . Branded Fast-food NO YES YES YES NO YES YES . Event Tickets YES YES YES YES YES YES YES
  45. 45. DSD refers to Direct Stores Delivery Products and Non- DSD refers to Non-Direct Stores Delivery Products as these are only two types which TCS avails in its store we come to know DSD forms major portion as its have direct contact with suppliers who used to deliver product which are not in stock products are generally delivered on daily basis especially products like Dairy which are perishable in its nature and forms the major proportion in stores products. Layout Used by TCS Grid, 56.30% Pigly Wigly, 32.60% Free Flow, 10.10% Grid Pigly Wigly Free Flow 45
  46. 46. Scientifically stores have various types of Layout which ultimately influence cost and space allocation for the stores accordingly TCS implemented the Stores Layout in its stores. Decision on Product Pricing Head Quarters Stores Manager Head Quarters Stores Manager 46
  47. 47. Its said that in TCS the pricing strategies related to products are decided by headquarters in some exception management gave right on decide on price of products which is shown from above diagram. Types of Promotions at TCS Special displays provided by vendors Self-made Displays In Stores Coupons News Paper ads Others 47
  48. 48. In marketing we learn various channels of promotions but what I observed in TCS is different the more emphasis is given for self-made displays which results in less cost on promotional activities. How promotiom conducted at various stores 44 26 25 32 38 26 23 25 31 29 38 27 24 19 2 4 9 1 2 6 1 24 18 29 28 23 32 26 0 5 10 15 20 25 30 35 40 45 50 AlKarama AlJumeirah Greens GreensCommunity AlRais AlSafaPark BichRoad Location of Stores Weightage Self-made Displays In Stores Coupons News Paper ads Others This is how promotional activities are conducted at TCS which obviously depends on location types of customer 48
  49. 49. having particular stores and products to be available at each store. Objective behind Special Displays Stores Image Creating Demand Stores Image Creating Demand Expert says that they made special displays in stores because of building stores image and to create demand for product as its plays very vital role in whole stores management according to experts both have equal importance and it should be. 49
  50. 50. Decisoin on Product Shelve Allocation Head Quarters Stores Manager Shelve Boy Head Quarters Stores Manager Shelve Boy Most of the time the product placement ion shelves is decide by shelve boys itself as they know products section as they everyday used to do there duty besides this special products placement decide by either stores manager or by approval of headquarters. 50
  51. 51. How Products Verified on Delivery 75 65 80 65 70 85 75 20 25 15 25 20 10 15 5 10 5 10 10 5 10 0 10 20 30 40 50 60 70 80 90 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Percentage Visual Count Sample Count Other Every firm has its own methodology of verification of product quality, quantity TCS follows most of the times visual count method as this method finds TCS convenient to them though it consumes cost and time. 51
  52. 52. How Supplier Paid 70 75 80 85 70 85 75 25 20 15 10 20 10 15 5 5 5 5 10 5 10 0 10 20 30 40 50 60 70 80 90 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location percentage Cheque Cash EFT 52
  53. 53. Customer Feedback Analysis How Often Do You Shop at TCS 43 54 48 59 38 34 39 27 23 32 20 22 25 15 18 13 12 7 15 16 109 5 3 7 12 9 6 3 5 5 7 13 7 10 0 10 20 30 40 50 60 70 AlKaram a AlJum eirah G reens G reens C om m unity AlR ais AlSafa Park Bich RoadLocation Outof100 Weelky Forthnightly Monthly Qurtely Daily As compared all the TCS Greens Community has the highest no. Of customers who shop weekly and Safa Park location has the lowest 53
  54. 54. Quality ofProduct 56 61 65 60 63 58 59 32 31 32 37 30 35 39 10 7 3 3 5 7 22 1 0 0 2 0 0 0 10 20 30 40 50 60 70 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Locations Outof100 Excellent Good Average Poor On an average in every store the quality of the products was good. 65% of the customers in Greens said that they find the quality of the products excellent 54
  55. 55. Difficulty Across Purchasing The Products 22 19 12 8 25 17 16 78 81 88 92 75 83 84 0 10 20 30 40 50 60 70 80 90 100 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Locations Outof100 Yes No On an average in every store the customers did not came any difficulty while purchasing or billing time. But in Al Rais there were 25% customers who said that they came across difficulty. 55
  56. 56. Do you wish any products to be added in store 42 49 36 22 25 29 20 58 51 64 78 75 71 80 0 10 20 30 40 50 60 70 80 90 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Yes No On an average in every store the customers did not want any products to be added but in Al Karama there were 42% customers who said that they need some products to be added in the store. 56
  57. 57. Was The Stores Clean 86 99 100 100 85 98 99 14 1 0 0 15 2 1 0 20 40 60 80 100 120 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Yes No As compared all the stores every customer said that the store was clean. But in Al Rais 15% customers said that the store was not clean. 57
  58. 58. Was the parking space provided to you appropriate 56 38 88 85 35 98 69 44 62 12 15 65 2 31 0 20 40 60 80 100 120 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Yes No As compared the entire stores, in Al Rais there were 65% customers who said that they did not faced any parking problems. But in Safa Park there were 98% people who said that there were parking problems 58
  59. 59. How was the overall appearance of the Staff 26 32 49 44 36 50 45 52 60 45 39 30 36 40 20 7 6 13 29 13 11 2 1 0 4 5 1 4 0 10 20 30 40 50 60 70 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Exellent Good Average Poor As compared all the stores, the overall appearance of the crew members like (hair, dressing, body language, communication skill) was good. 59
  60. 60. Were the Signages are appropriate? 76 85 82 95 84 88 96 14 15 18 5 16 12 4 0 20 40 60 80 100 120 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Yes No As compared all the stores, the Signage’s which were put on for the guidance of the customers were appropriate and informative. 60
  61. 61. How was the visibility and shelf space arrangement of the store? 44 47 42 40 36 39 55 39 36 40 35 42 47 40 15 17 16 22 22 13 5 2 0 2 3 0 1 0 0 10 20 30 40 50 60 Al Karama Al Jumeirah Greens Greens Community Al Rais Al Safa Park Bich Road Location Outof100 Exellent Good Average Poor In every store the visibility and shelf space arrangement was good. 61
  62. 62. FINDINGS 62
  63. 63. Findings From the analysis of the data I collected during the study I present following Findings: • Awareness level about TCS among the existing customers is high but the conversion rate is low. • Customers think that the variety and the quality of products in the store were not good. • At TCS Jumeirah 2.1 the customers faced parking problems. • The offers given to the customers are repeated every time. • Minimum percent of customers came to know about the offers through Tele-calling. • Most of the customers have come to know about the offers through News papers and Flyers but less amount of customers have came to know through Tele-calling. 63
  64. 64. • Satisfaction level of existing customers is satisfactory, however for the future prospects more changes and efforts have to be taken. • There is a huge potential of TCS as they have the maximum branches in U.A.E. as compared with others. • The supply chain management is Satisfactory, which results in products are in stock. • Most of the customers said that they wanted to add vegetables & fruits counter in the store. • TCS presently having some of the promotional activities but its not that much effective. • TCS having good personnel still they can improve on it as they providing the T&D only to top level employees if we look from closer its very essential thing that to give boost to its bottom level employees also. • Motivational factor is totally absent in TCS • In some of the TCS stores it is observed that products are not properly placed on the shelve. • Sanitation facility to customers and staff is seems to be very poor. 64
  65. 65. • TCS lacking its communication with its existing suppliers. • TCS is among old supermarket chain in U.A.E. thus some of its stores seems to be very shabby 65
  66. 66. RECOMMENDATIONS RECOMMENDATIONS BASED ON LOCATION OF STORES AL KARAMA 66
  67. 67. • Targeted Segment:- Middle Class & Some Higher Middle class customer tend to be have shop in this stores this stores needs marketing strategy in respect of pricing strategy which must have reasonable. • Product Mix:- Availability of product range in this stores must have in sufficient quantity by which customers gets satisfied. • Price Mix:-Psychological pricing strategy must be implement specially in this stores as purchasing power of customer are less comparatively. • Promotion Mix:- a promotional activities which observed in stores is satisfactory. • Utilities:- stores having large customers from Philippine region accordingly they must provided with the food of there culture by which they are able to maintain its customers. JUMEIRAH 67
  68. 68. • Targeted Segment: - Higher Middle class & High Profile foreign customers whose income is tend to be generally high. This segment needs pampering as a strategic approach. So they need spacious parking lot, food facility, recreational facilities, children’s amusement and day care crèche facility. • Product Mix: - Product range in this store must be kept and variety must be avail as per demand of customer. • Price Mix:-Premium pricing strategy must be implementing in this stores. • Promotion:- A Sound promotional activities must be undertake and tell calling facility must implement as a channel of promotion to aware customers about offers n new products. 68
  69. 69. • Utilities: - This location facing the perking problem thus management must take some action on it to have a proper parking facility. GREENS • Targeted Segment:- Stores Located in the Commercial are basically large working professional used to shop here in this stores in accordance with that management should have marketing approach • Product Mix:- Its recommended in this stores that daily general consumable product shuld be added to high extend by which flow of working professional can be maintained. • Price Mix:- Premium pricing strategy must be implement in this store. • Promotion Mix:- Various promotional schemes like which encourages for impulse buying must implement as the customer is used to buy a products what he want and doed not go for other products thus there mus exist impulse buying. 69
  70. 70. • Utilities:- Stores must provided a more enough parking lot to those customers who generally from outside as this costomer has to pay for parking. GREENS COMMUNITY • Targeted Segment:- This stores located in so far from city as its name indicates its in a community whuch belongs to high class people who generally does not aware about prices but about quality of product accordingly management have to plan its marketing strategy. • Product Mix:- a large product range must avail in this store in addition with quality. The availability of branded food products is satisfactory but management should add more brands to its existing product line. 70
  71. 71. • Price mix:- prices of the product observed in this stores is comparatively high as they should be but its recommended price of product must be quote in accordance with its quality. • Promotion Mix:- customers in this stores don’t have any influence of promotional activity as income is high what they need is satisfaction through product the here management have the chances to have savings on its promotional cost. • Utilities:- This stores needs pampering is marketing strategy so they need spacious parking lot, food facility, recreational facilities children’s entertainment. AL RAIS • Targeted Segment:- Known as main branch as head office also located in this stores. The main thing is thus stores located in the heart of the city. Customer from lower and middele income group used to shop in this stores. 71
  72. 72. • Product Mix:- product range what found in this stores was satisfactory no need to change its existing product line and range at this branch has got good Indian food section which is attracts more Indians towards stores. • Price Mix:- Prices of product found in this stores was not that much affordable to a typical customer who used to buys from this store so company management need to thing on the pricing strategy and must improve the existing pricing structure of the product. • Promotion Mix:- Various promotional schemes like which encourages for impulse buying must implement as the customer is used to buy a products what he want and doed not go for other products thus there mus exist impulse buying. • Utilities:- No question of utilities to be provided arise here as the stores itself located in a center market place. The important thing about this stores is it opens 24hrs. AL SAFA PARK 72
  73. 73. • Targeted Segment:- Stores located in area like Sheikh Zayad road which suppose to be rich location thus stores having high profile customer base.intersting thing about this stores is that next to this stores the union arab govt. own stores is located though company management said that they don’t have any influence on its customer because customer targeted for this stores is foreign customer who is from Europe. • Product Mix:- Stores is though very much aware about of its product range then also management needs to revise its product line in bakery products and cosmetics products. • Price Mix:- Customers thinks about quality of product and not considers the price thus management must have premium pricing policy. • Promotion Mix:- customers in this stores don’t have any influence of promotional activity as income is high what they need is satisfaction through product the here management have the chances to have savings on its promotional cost. • Utilities:- This stores needs pampering is marketing strategy so they need spacious parking lot, food facility, recreational facilities children’s entertainment. 73
  74. 74. BEECH ROAD • Targeted Segment:- This stores located in so far from city as its name indicates its in a community whuch belongs to high class people who generally does not aware about prices but about quality of product accordingly management have to plan its marketing strategy. • Product Mix:- a large product range must avail in this store in addition with quality. The availability of branded food products is satisfactory but management should add more brands to its existing product line. • Price mix:- prices of the product observed in this stores is comparatively high as they should be but its recommended price of product must be quote in accordance with its quality. • Promotion Mix:- customers in this stores don’t have any influence of promotional activity as income is high what they need is satisfaction through product the here management have the chances to have savings on its promotional cost. 74
  75. 75. • Utilities:- This stores needs pampering is marketing strategy so they need spacious parking lot, food facility, recreational facilities children’s entertainment Further analysis of the data I collected during the study I present in following manner. Recommendations: • At all the TCS the customers said that the products to be added were vegetables & fruits. • At TCS in Some areas faced parking problems. • Customers think that the variety and the quality of products in the store sometimes was not good. • More Promoters should be there with which the customers will be able to know the offers. • The offers given to the customers are repeated everytime. 75
  76. 76. • There should be new offers everytime. • Tele-calling should be done to the customers to inform them about the new offers. • More focus should be given on the advertisements of TCS • Hoardings should be put up in the key areas of the city. • SMS should be given to the customers about the new offers. • More promotions to be made to attract new customers • In-store buzz should also be conducted at each TCS • TCS must focus on improving its present work force by providing the proper T&D program by recognized consultant to have a compete with its existing competitors. 76
  77. 77. • For increasing employees interest toward there work its very important to increase moral of TCS by providing motivation to them. • In TCS there must exist a proper product placement techniques upon the shelve by which it is beneficial to staff as well for customers to navigate products easily • TCS must take immediate action on its sanitation facility to its customers as well staff. • Renovation must take place at some of the TCS Stores • More customers should be converted into TCS Customers. 77
  78. 78. CONCLUSION 78
  79. 79. CONCLUSION The core objective of TCS is to focus the middle class people in U.A.E. as 45% of Local population is middle class. To survive in the competitive market TCS should thing about for taking initiative in retail Industry. Stores Management has a great role to achieve the target. Through better Inventory Management we can produce right amount of product, in right time, in right price, according to the customer need & desire. Today’s retail industry is booming. Due to the availability of varied products and their multiple stock units (SKUs), inventory management, and replenishment becomes a complex job to perform. Different Supply-chain strategies (pull/push) are required for different types of products. Proper use of mathematical models, process optimization tools and industry best practices also required for continuous improvement and operational excellence like just-in time (JIT), Quick response 79
  80. 80. (QR), efficient customer response (ECR), and continuous replenishment plans such as Vender management inventory (VMI). The major benefit in implementing these programs include reduced inventories and stock-outs, fresher product and quicker, more nimble supply chain which in turn decreases many indirect costs such as damages, aged inventory and insolences, as well as administration expenses. Though TCS Retail limited has implemented advance technology like SAP, RXL etc, lacking in well trained handling unit spoil it. If you can’t match the physical inventory there is no use of such type of technology. There was no optimum order quantity set so there was problem of excess of inventory. Excess of inventory means loss in business. The inventories were lying here and there, not in their assigned areas. Prime cause of it was excess of inventories and unskilled/untrained workforce. There 80
  81. 81. was no analysis like A-B-C. It is lack of professionalism indeed. They used to place the inventories according to their merchandise category, but it was very difficult to find out the exact location of inventories, because there was no location identifier system there. They didn’t use to any standard formulae to find out the exact reorder point though it was based on sales. FIFO (first in first out) was not follow properly and hence no of inventories became obsolescence/out of demand. That was cause of loss in business. Bin Card was not maintained properly. The maximum and minimum levels of inventories were also not mentioned on bin card. Working condition/environment was not so enthusiastic. There was no proper arrangement of fooding for workforce. There was wide scope of improvement in supplying the basic needs like fooding, drinking water etc. to the workforce. It was very difficult to work in hot atmosphere in warehouse. There was no proper allocation of work within workforce. They are lacking 81
  82. 82. in proper utilization of workforce. There was no proper utilization of non-trading item. The power/energy was also misused. That was cause of greater inventory carrying cost. And in short I can conclude that they were missing in keep head towards 5 R’s (Right Source, Right Quantity, Right Quality, Right Price, and Right Time) somewhere which is called very basic of inventory management which boost all factors of stores. 82
  83. 83. SWOT ANALYSIS SWOT ANALYSIS STRENGTH  Limited competition. 83
  84. 84.  Good reputation of the company (T. Choithram & Sons.)  Quality of service.  Highly cooperative and efficient staff & crew members.  Exclusive Products.  Use of modern technology like credit card billing & loyalty progrramme.  Wide range of products to suit all customer segments.  Maximum number of branches (Approx.27) WEAKNESS  Target customer base very small.  No presence in semi urban sector.  Promotional campaigns are nearly absent.  Less advertising efforts.  At Some times products are out of stock.  Weak supply chain management.  Offers are repeated commonly. OPPORTUNITIES 84
  85. 85.  Can build a strong distribution network to trap the untouched market.  Customer education will improve the customer base.  Increasing awareness will result in increase in customer base.  None of the supermarkets have 27 branches in U.A.E..  No of competitor’s is increasing very fast, especially In Dubai.  By making some good promotional efforts TCS can gain more number of customers who will be loyal. THREATS  Competition with big giants like LuLu, Spinys, Al Madina Super market Etc.  Challenges posed by other retailers in the market.  Customer may shift to other supermarket.  Lower customer base may hinder prompt service. 85
  86. 86. BIBLIOGRAPHY 86
  87. 87. Bibliography  Research Methodology, methods and techniques by C.R.Kothari-2 nd edition.  TCS Brochures & Flyers.  Web Search Engine 87
  88. 88. ANNEXURE 88
  89. 89. “Study of Stores Management at T. Choithram & Sons LLC Dubai, U.A.E. with special emphasis on building strong Store Image” Questionnaire CHARACTERISTICS OF TYPICAL STORES 1. Number of Corporate Stores______ 2. Hours open______ 3. Stores Selling area (sq.ft.)______ 4. Backroom area (sq.ft)______ 5. Backroom office (sq.ft.______ 6. No. of Suppliers______ a) DSD______ b) Non-DSD______ 7. Number of Deliveries per week 89
  90. 90. a) Distribution Warehouse _______ b) Primary Suppliers _______ 8. Average weekly Sales____________ 9. Which of the following Products/Services do you offer in a Store? Yes No a. ATM b. Bakery c. Bank debit card payments d. Credit Card payments e. Branded Fast-food f. Event Tickets 10. In a Store What products are DSD a. Bakery items b. Candy c. Canned food d. Carbonated Soft drinks e. Cigarettes 90
  91. 91. f. Chips and Snacks g. Dairy 11. Does a Store have Computer Support? Yes No If yes, what capabilities does it provide? Yes No a. Accounting b. Ordering c. Payroll d. Network e. Other_____ 12.Does Stores Scan merchandise at check outs? Yes No If yes, what reports do you generate from scanner data a. Movements of Items Yes No b. Sales Yes No c. Other____ SHELVE SPACE ALLOCATION 91
  92. 92. 1. If you have a multiple stores, do they have a standardized Layout? Yes No If yes, which layout____________________________________ If No, What is job title of person who decides on the Layout for a Store? ____________________________________________________ ___ 2. Do you use Planograms for Shelve space allocation? Yes No NON-DSD PRODUCTS 1.For Non-DSD products, who approves individual items for sale in stores? Headquarters Store manager Other 92
  93. 93. 2. For Non-DSD products, who decides the shelve space allocation? Headquarters Store manager Other 3. For Non-DSD products, who decides the arrangement of items on shelves? Headquarters Store manager Other DSD PRODUCTS 1. Who generates orders for DSD products? DSD vendor with Stores Manager Approval DSD vendor without Stores Manager Approval Stores Manager Other___________ 2. How are DSD orders verified for accuracy upon delivery? Visual Count Sample Count Not Verified Other___________ 93
  94. 94. 3. How DSD Supplier Paid? Cheque Cash EFT Other______ PRICING AND PROMOTIONS 1. Who determines prices of products sold in the stores? Headquarters Stores Manager Other______ 2. Do you have shelves Tags for Non-DSD Products? Yes No If yes, who provide shelves tags__________________________? 3. Which phrase best describes your Company? Prices are the same in all Stores Prices are vary in each Stores Prices are same for Stores grouped by Size/Location Other______________________________ 4. What kind of Promotions are used in a Stores? Special displays provided by vendors Self-made Displays In Stores Coupons News Paper ads 94
  95. 95. Others 5. What is the objectives behind Display of merchandize Creating demand Both Other Stores image T. Choithram & Sons L.L.C.(Dubai) Dear Customer, In an effort to serve you better, we request you to fill in the following questionnaire. 1. How often do you shop at TCS? (Weekly / fortnightly / monthly / quarterly / half yearly) 2. How do you find the quality of the products? (Excellent / good / average / poor) 3. How did you find the variety of products? 95 QUESTIONNAIRE
  96. 96. (Excellent / good / average / poor) 4. Did you come across any difficulty while purchasing or billing? (yes/no) Reason: _________________________________________ _________________________________________. 5. Do you wish any products to be added in our store? (yes/no) Which: __________________________________________ 6. Was the store clean? (yes/no) 7. Was the parking space provided to you appropriate? (yes/no) 8. How was the overall appearance of the crew members? (Hair, dressing, body language, communication skill) (Excellent / good / average / poor) 9. Were the signage’s informative? (yes/no) 10. How was the visibility and shelf space arrangement of the store? 96
  97. 97. (Excellent / good / average / poor) 11. How did you come to know about the offers? (Flyers / mouth publicity / news paper / Tele- calling) Other: _____________________________________________. 12. Any other observations: ________________________________________________ ________________________________________________ ________________________________________________ ___. 13. Any other suggestions: ________________________________________________ ________________________________________________ ________________________________________________ ___ 14. Personal information: Name: __________________________________________. Age: ________. Sex: (Male / Female) Address: ___________________________________________ ___________________________________________. 97
  98. 98. Contact no. : ________________. Mobile: _______________. 98
  99. 99. TERMS & ABBREVIATION S 1. TCS:- T. Choithram & Sons 99
  100. 100. 2. L.L.C.:- Limited Liability Company 3. U.A.E.:- United Arab Emirates 4. DSD Products:- Direct Stores Delivery 5. Non-DSD Products:- Non Direct Stores Delivery 6. Al Karama, Al Jumeirah, Greens, Gresns Community, Al Rais, Al Safa park, Beech Road:- These are the names of Area and Location where TCS having its stores 100
  101. 101. PHOTOS OF TCS 101
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