Marketing Presentation on Bhat Bhateni by DAVBS

1. BHAT – BHATENI
The Leading Supermarket
Presented By:
Kalpana Rai
Sagun Thapa
Rupak Shrestha
Prakash Ghimire
Kiran Gurung

2. What is BHAT - BHATENI
About Bhat-Bhateni Hyper Mart
Chain of development store in
Nepal
Outlet 5 outlet Located in Kathmandu
Valley & 1 in Pokhara
Owner Mr. Min Bahadur Gurung
Head Office Bhat-Bhateni Head Office, Bhat-
Bhateni, Kathmandu
Web site http://bbsm.com.np
Industry Retail

3. Some Interesting Facts
•The idea behind Bhat Bhateni was pioneered by a visionary
entrepreneur Mr. Min Bhadaur Gurung.
•Established in 1986 with one room .
•Total Employee – 2,200.
•Total Sales/day – 2 Crore with more than 40,000 customer daily.
•Highest tax payer in the retail sector for the last five consecutive years.
•Offers full range of 120,000 products from 700 local and international
suppliers

4. SWOT Analysis
Strength
•The one and only one leading supermarket of the country.
•Huge infrastructure with ample of parking space and secure locker
system.
•Loyal Customers.
•Full range of 120,000 products with reasonable price.
•Prime Location of Store.
•Online order receiving system with home delivery facility and club
card.
•Highly experienced manpower in retail sector .
Contd……

5. SWOT SWOT Analysis
Analysis
Weakness
•Limited number of stores.
•No central ware house and wholesale unit.
•It has been accused of providing low grade/Insufficient quality products.
• Queue Management is not so organized. Longcheck out lines especially
at Saturday and holidays .
•Fewer choices of goods because it stock only those goods that likely to
sell.
Contd……

6. SWOT Analysis
Opportunities
•Growing level of Incomes
•No big competitors till date
•Increasing trends of shopping in Mall and Department stores.
Contd……

7. SWOT Analysis
Threats
•Intense Competition
•No proper rules and regulation form the government side regarding retail
industry.
•Opportunity cost is high with high rate of bank loan.
•Political Instability that will hamper the expansion growth of the store
•Inflation rate is high
•Operating cost is high to operate the business as the store has to depend on diesel
energy instead of hydro energy.

8. Marketing Mix
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9. 1.Product Mix
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10. 2.Pricing
• Value pricing
• Promotional pricing
 Psychological discounting
 Special event pricing
• Differentiated Pricing
• Bundling
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11. 3.Place
 Number of out let- 6
 Located at main city
 Approachable
destination.
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12. 4.Promotion
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13. Positioning Strategies
• BBSM has adopted price, product as core component for positioning
strategies.
• for the full range of 120000 products from 750 local and
international suppliers
• 1st retail store to operate online shopping as bhatbhatenionline.com with
the statement of Save Time Save Money
• As a 1st retail store with the history of 28 years, it has created an image in
people’s mind as most wider range of quality goods on best price.

14. Organization value and
customer value
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15. Frontal marketing strategy
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16. Future strategy of
The new warehouse facility and wholesale unit in Baluwater is due to open by the
end of 2012 and will enable Bhat-Bhateni to delivery further cost savings to loyal
customers.
 Mr. Min B. Gurung has truly visionary long-term goals and aim to establish
farmer co-operatives in Nepal which is estimated to give employment to 50,000
people in total once the store expansion programme is complete, and is likely to
position Bhat-Bhateni as the largest corporate tax payer in the country.
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17. Porter’s five force model
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18. Analysis
5 Forces Analysis
Rivalry among the competitor •Namaste , CG Mart, Big Mart, Saleways etc
Threat of entrants
• High threat of entrance
•FDI policy is favorable.
Bargaining power of supplier •The bargaining power of suppliers varies depending
upon the target segment.
•The un organized sector has a dominant position.
• There are few players who have a slight edge over
others on account of being established players and
enjoying brand distinction.
Bargaining power of buyers • Consumers are price sensitive..
•Availability of more choice.
•Unorganized retail
Threat of substitutes
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19. Life Cycle of

20. SCA
The sustainable competitive advantage requires value creating products,
processes and services that cannot be matched up by competitors and the
plan to maintain it for future.
If it is the case, can Bhatbhateni boast about it?

21. YES!!!
YES !!!!
• Over the years Bhatbhateni has created a solid SCA against its
competitors. It has thousands of loyal and satisfied
customers.
Challenges in future:
With the slow increase in the number of new players in retail
sector, Bhatbhateni will find it difficult in future. Also the
advancement in the technology it has to keep upgrading the
service to maintain its SCA.

22. Growth, Diversification &
Global Strategy
• The meteoric growth of Bhatbhateni has showed the strength of the
company. The retail industry in Nepal is growing and hence has
opportunities.
• To maintain its growth as a corporate Bhatbhateni group has to go for
business diversification. And they are going for agro-business and farmers
co-operatives.
• The legal prohibition has barred the foreign players coming in Nepal and
cannot see any plans by Bhatbhateni in foreign countries in near future.