This document outlines a dissertation project proposal to study the Jogeshwari East market in Mumbai and propose a business plan for an electronic retail store. The project will [1] study and map markets in Jogeshwari East catering to socio-economic classes C and D, [2] evaluate the best location for an electronic shop based on business and footfall projections, and [3] develop a sustainable business plan with growth projections and profitability targets. A sample size of 150 individuals will be surveyed using stratified random sampling to understand the catchment area and size of the electronic products market. Secondary research and field studies will also be conducted.

1. Dissertation Project
Bina Bhatia
PG - 14
Project Title:
“To study and analyze Jogeshwari east market and propose a Business Plan for
Electronic Retail Store”.
Project Objectives:
To study map and evaluate markets in Jogeshwari East for SEC – C, D.
To study and evaluate the best location for the Electronic Shop.
To study & evaluate options (Store Space) for a new format in the
competitive space in key markets for sustainable business model for
Jogeshwari east.
Need and Significance:
Jogeshwari is a Western suburb of Mumbai. It is notable for caves dedicated to the
Goddess Jogeshwari, who gives the suburb its name. Saraswati Baugh is a colony
of Gaud Saraswat Brahmins. This area caters to a large population out of which
SEC C and D class make a large chunk. The area near Jogeshwari East Railway
Station is densely populated with lot of shops. There are few big electronic shops
like Mitashi Electronics, Sur Sangam Electronics, Sunny Electronics near station.
People living in neighboring areas like Meghwadi, Majaswadi, Gandhi Nagar,
Bandra Plot, etc have a huge population and there is a huge need of electronic
products in there densely populated areas.
Research Objective:
1. To study the catchment and estimate the annual size of market for
Jogeshwari East
a) Basis current ownership
b) Basis the current stores and their sales estimates
c) For the relevant categories for which research is being done

2. 2. To study the real estate market – size of shops, rental and capital value in
current scenario
a) Recommend best location (business and footfalls projected)
b) Recommend best commercials (current rate per sq/ft – rental/capital
value)
c) Project Business and Profitability on the current commercials
3. To develop a business plan with sustainable growth projections and profitability
1. GM Targets
2. EBDITA Targets
3. Category wise business plan
4. Cash Flows & Fund flows
Sampling Frame/Plan:
Sample Size: 150
Sample Type: Stratified Random Sampling Method. (There is large
Number of population, so individual is chosen randomly)
Area: Mumbai (jogeshwari east)
Customers: SEC C/D
Average Household Income = Rs 10000 to Rs 50000
Tools for Data Collection:
Primary: Structured Questionnaire, Field Study.
Secondary: Books, Magazines, Internet, Previously related study or research
Data Analysis:
Quantitative techniques
Table of contents
1. Introduction of Retail Industry in India
2. Introduction of Electronics Segment in India
3. Introduction of Jogeshwari East
 Primary Catchment Area
 Secondary Catchment Area
4. The Real Estate Market
 Size of Shops

3.  Rental Value of Shops
 Capital Value in Current Scenario
5. 7 P’s of Jogeshwari Market
6. The Business Module/Plan
7. Research Methodology
8. Data Interpretation and Data Analysis
9. Major Findings
10.Recommendations
11.Conclusion
12.Annexure
13.Bibliography