Rashmi

STUDY
ON AIS
PROJECT
WORK
Retail sectors

CONTENTS:
 Introduction
 Meaning
 Definition
 About retail sector
 Role of retail sector
 Swot analyses
 Case study of retail sector
 conclusions

Introduction to Retail industry in India:
The India Retail Industry is the largest among all the industries, accounting for over 10 per cent
of thecountry¶s GDP and around 8 per cent of the employment. The Retail Industry in India has
come forthas one of the most dynamic and fast paced industries with several players entering the
market. But allof them have not yet tasted success because of the heavy initial investments that
are required to break even with other companies and compete with them. The India Retail
Industry is gradually inching itsway towards becoming the next boom industry.The total concept
and idea of shopping has undergone an attention drawing change in terms of formatand
consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing
hasentered into the Retail market in India as is observed in the form of bustling shopping centers,
multi-storied malls and the huge complexes that offer shopping, entertainment and food all under
one roof.A large young working population with median age of 24 years, nuclear families in
urban areas, alongwith increasing workingwomen population and emerging opportunities in the
services sector are goingto be the key factors in the growth of the organized Retail sector in
India. The growth pattern inorganized retailing and in the consumption made by the Indian
population will follow a rising graphhelping the newer businessmen to enter the India Retail
Industry.In India the vast middle class and its almost untapped retail industry are the key
attractive forces for global retail giants wanting to enter into newer markets, which in turn will
help the India RetailIndustry to grow faster. Indian retail is expected to grow 25 per cent
annually. Modern retail in Indiacould be worth US$ 175-200 billion by 2016. The Food Retail
Industry in India dominates theshopping basket. The Mobile phone Retail Industry in India is
already a US$ 16.7 billion business,growing at over 20 per cent per year. The future of the India
Retail Industry looks promising with thegrowing of the market, with the government policies
becoming more favorable and the emergingtechnologies facilitating operations.
THE INDIAN RETAIL SCENE
India is the country having the most unorganized retail market. Traditionally it is a family¶s
livelihood,with their shop in the front and house at the back, while they run the retail business.
More than 99%retailer¶s function in less than 500 square feet of shopping space. Global retail
consultants KSATechnopak have estimated that organized retailing in India is expected to touch
Rs 35,000 crore in theyear 2005-06. The Indian retail sector is estimated at around Rs 900,000
crore, of which the organizedsector accounts for a mere 2 per cent indicating a huge potential
market opportunity that is lying in thewaiting for the consumer-savvy organized
retailer.Purchasing power of Indian urban consumer is growing and branded merchandise in
categories likeApparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are
slowly becominglifestyle products that are widely accepted by the urban Indian consumer. Indian
retailers need toadvantage of this growth and aiming to grow, diversify and introduce new
formats have to pay moreattention to the brand building process. The emphasis here is on retail
as a brand rather than retailersselling brands. The focus should be on branding the retail business
itself. In their preparation to facefierce competitive pressure, Indian retailers must come to
recognize the value of building their ownstores as brands to reinforce their marketing
positioning, to communicate quality as well as value for money. Sustainable competitive
advantage will be dependent on translating core values combining products, image and
reputation into a coherent retail brand strategy.There is no doubt that the Indian retail scene is
booming. A number of large corporate houses Tata¶s,Raheja¶s, Piramals¶s, Goenka¶s have

already made their foray into this arena, with beauty and healthstores, supermarkets, self-service
music stores, new age book stores, every-day-low-price stores,computers and peripherals stores,
office equipment stores and home/building construction stores.Today the organized players have
attacked every retail category. The Indian retail scene has witnessedtoo many players in too short
a time, crowding several categories without looking at their corecompetencies, or having a well
thought out branding strategy
Meaning of Retail Sector?.
Retail sector includes all the shops that sell goods to the ultimate customer, who buys them for
personal and not business use. It encompasses all kinds of shops, from kiosks and small groceries
to supermarket chains and large department stores. In addition to traditional bricks-and-mortar
shops, the retail sector includes mail-order and online businesses.
Definition:
Retail is the sale of goods to end users, not for resale, but for use and consumption by the purchaser.
The retail transaction is at the end of the supply chain. Manufacturers sell large quantities of products to
retailers, and retailers attempt to sell those same quantities of products to consumers.
List of Retail Companies in India:
Aditya Birla Retail Ltd.Arcies Ltd.Arvind Ltd
bhavya Distilleries Ltd.Bannari Amman Sugars Ltd.Bata India Ltd.Bharat Petroleum Corporation
Ltd.Bombay Swadeshi Stores Ltd.Brandhouse Retails Ltd
Crossword Bookstores Limited
Damas Goldfields Jewellery Pvt. Ltd.
Ebony Retail Holdings Ltd.
Fabindia
Garden Silk Mills LimitedGini Silk Mills LtdGivo Ltd.Globus Corporation LtdGR Thanga MaligaiGuardian
Lifecare Ltd.
Heritage Foods (India) Ltd.
ITC Ltd – LRBD
K. Raheja Corp.Kalanjali Arts and CraftsKirtilal Kalidas & CoKoutons Retail India Ltd.
Levi Strauss & CompanyLifestyle

Manipal Cure and Care Pvt Ltd.McDonald's India
NalliNEXT Retail India Ltd.Nirula's
Pantaloon Retail (India) LtdPiramyd Retail Ltd.Provogue (India) Ltd.
RayBan Sun Optics India LtdRaymond LtdReliance Petroleum Ltd.Reliance RetailReliance World
Sankalp Retail Value Stores Pvt. Ltd.Shopper'S Stop LtdSiyaram Silk Mills LtdSpencer's RetailStore One
Retail India LtdSubhiksha
TCS Textile Pvt. Ltd. (The Chennai Silks)Titan Industries Ltd.Trent Ltd.
Unilever India Exports Ltd.
Vishal Retail LtdVivek Ltd.
Wadhawan Food Retail Pvt Ltd.WITCO (India) Ltd.
Zodiac Clothing Co. Ltd.
About retail sector:
Emergency Plans
To protect the health, safety & well-being of employees and retailers should prepare and
frequently review their emergency plans.
 Power Failure in Your Store
 How to Safely Open Cartons
 Properly Lift and Carry Safely
Recognizing Return Fraud:
The days immediately following Christmas can be just as busy for some retailers as the holiday
shopping period. Customers aren't perfect and Uncle Joe may not want yet another ugly tie.
Unfortunately for retailers, the more we sell--the more returns we may receive.
Retail veterans may easily recognize return fraud. However, if your return policy is vague you
may have no choice but to honor all (or most) returns. Even when you believe fraud is involved.
Learn how to recognize return fraud and write a return policy to protect your business.

Related:
How to Convert Returns Into Sales
Writing a Return Policy
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Retail Resolutions:
As a new year draws closer, we find ourselves taking stock of our personal lives. For many, 2012
comes with new hopes, new goals and new resolutions. It is a chance to do away with the old and
start anew. But what about our businesses? What new hopes and new goals do we set for our
retail store?
If you looking for areas of improvement within your retail shop, consider these 10 ways to better
your business.
Related Resolutions on About:
Financial Planning: Financial Resolutions for the New Year
Investing for Beginners: 10 Financial Resolutions for the New Year
Human Resources: Resolutions for Your Possible New Year
Management: New Year's Resolutions vs. New Year's Goals
Small Business: Canada: New Year's Resolutions for Work-Life Balance
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Last Minute Meeting:
More customer traffic, new product displays, extended store hours... yes, the holiday shopping
season is in full swing. Many retailers are shifting their focus right now to capturing those sales.
But what about staff?
Retailers can become so involved in the daily operations of running the business that sometimes
we have blinders on when it comes to our employees. Internal tension, burnout or simply losing
sight of why we do what we do, can cause many problems among staff.

What should you do when you find these things happening in your store? Plan a store meeting
and use some of these topic ideas!
What topics do you cover in your store's meetings
Role of retail sector:
Buying
Merchandising
Visual Merchandising
Design
Wholesale
Technical and Production
Marketing and PR
Retail and Hospitality Operations
Distribution
Human Resources
IT/Information Systems
The retail and hospitality industries have many varied and exciting roles to offer: (Job title
links to job profile).
Buying
Retail success is based upon having the right product in the right store at the right price. The
buying team plays a crucial role in this by developing and delivering a profitable product range,
comprising items that customers want to buy at a price they are willing to pay. As a Buyer, you'll
evaluate available products and decide which can most profitably be offered to customers. You'll
then negotiate the best possible price with suppliers.
Buyers in many organisations also have responsibility for quality control, in-store displays and
brand management. To pursue a career in buying you'll need to be a commercially astute,
relatively numerate graduate with some shop floor experience. It's also essential that you have a
real affinity for the products you buy - whether it be fashion, food, homewares or DIY.
Routes into Buying
Though exact titles may vary slightly from company to company, you will most likely start out
as a Buyer's Assistant, a Buyer's Administrator or even a Buyer's Admin Assistant working on a
specific product area with a Buying Team. Although Buyers have a lot of say in what actually
goes into the stores, you won't be attending top fashion shows at this stage!

What you will be doing
From the start you will be supporting the team by carrying out administrative duties as well as
helping to set up and monitor the critical path for each product right from product development
to delivery into the warehouse. You may also be required to gather information about the market,
looking at competitor and customer activity in order to help influence the buying decisions.
You will learn about the buying process and how to build a balanced and commercial range
based on customer purchasing patterns.
Skills required
Ideally you should have a degree related to the product in which you want to specialise (so if
you're looking to get into fashion it's helpful to have a related qualification) as well as some retail
experience. It is also an advantage to have done some work experience in a head office
environment.
Other than that, you will need to demonstrate commercial awareness, good communication and
organisational skills, resilience, enthusiasm and be able to work as part of a close-knit, fast paced
team.
What now?
Buying is often part of a company's graduate scheme, click here to see which retailers offer this.
Alternatively, if you believe you have the skills required, click here to search InRetail for entry-
level jobs.
Merchandising
Merchandisers work alongside Buyers at head office and are the people who hold the
departmental purse strings, analysing historical sales and stock information as well as current
trends. By forecasting sales and stock requirements, you determine how much a buyer can spend
on items for the coming seasons. By analysing market information and statistics, you'll also
decide which stores will offer which product lines in order to maximise profitability. You'll be a
retail-aware graduate with confident communication skills, very sound numerical abilities and a
strong commercial streak.
Routes into Merchandising
Graduates start their careers at either Allocator or Merchandise (Admin) Assistant level. These
first stages help you learn the ground rules of the business and all the merchandising principles.

Your main responsibility will be the analysis of data and assisting the Merchandiser in following
the merchandise plans by allocating stock to the stores. You may also be given responsibility for
chasing suppliers for delivery of stock to the right place at the right time. As the stock will come
from several suppliers, sending out thousands of units at different times this is a very complex,
logistical role.
Skills required
It is essential that you have a numerate degree, such as maths, statistics, finance, business
studies, etc. Some retail experience is also helpful, but you must be analytical, a good
communicator, resilient, computer literate and have strong commercial awareness.
Where do I go from here?
Merchandising roles are often offered through a company’s graduate scheme, click here to see
which retailers are offering positions in this function. You may want to look at mail order
operations as well as high street firms. When searching for jobs, look out for titles such as stock
controller, distributor and allocator as these are all terms for merchandisers.
Visual Merchandising
Visual Merchandisers work in stores to present the merchandise in a manner that is not only
attractive but also actively influences customer buying behaviour. Their tasks range from
designing window displays to planning the store layout and graphics. This role is a combination
of creative design flair and commercial acumen that will inspire customers to buy and help lead
them towards selected products.
Routes into Visual Merchandising
There are many routes into Visual Merchandising, not all of them obvious. Some people take
qualifications in VM whilst working for their company in another capacity, either at head office
or in store. Alternatively, you can join a graduate training scheme or join as a VM Assistant if
you already hold a relevant qualification such as visual and/or fashion merchandising, graphic
design, fine art etc.

Joining as a VM Assistant, your job will be to assist the Visual Merchandiser in creating and
maintaining an image for a department or even an entire store that increases traffic and increases
the appeal of merchandise to customers.
Skills required
You should have a degree in an arts-related subject and be able to demonstrate good creative
flair. Retail experience is extremely useful, as you will need to combine your artistic nature with
commercial acumen and a knowledge of consumers' shopping patterns. An additional
qualification in psychology would be a bonus (although far from a necessity). Otherwise, skills
you should possess are: design skills/visual flair, a solid knowledge of the product and a good
grasp on industry trends. It is also important that you have good communication and teamwork
skills.
You can either apply to a company’s graduate scheme, click here to see which retailers offer
graduate level merchandising roles.
level jobs.
Design
The job of a Designer is to stay in tune with the latest trends and predict what customers will
want to buy up to two seasons in advance. You'll then work closely with the buying team to
translate your ideas into actual product ranges. You'll need to monitor the changing face of
products through magazines, catwalks, design fairs, films and TV and in other popular culture, as
well as closely monitoring competitors both at home and abroad. To get started in this field,
you'll need a fashion or textile degree with design content, a designer's 'eye' (with a portfolio to
demonstrate it) as well as the commercial acumen to temper your design flair. You should also
have gained some retail or head office experience and have spent your placement year proving
your drive and desire to work in the industry.
Routes into Design
Design is one of the more complicated areas to employers, whether in-house or an outsourced
company, will be reluctant to hire a designer who has no previous experience in the industry, so
work experience of any kind will play a key role here.

Typically, you will begin your career as an assistant – expect to perform basis administration
duties such as chasing down fabric samples and making up sample cards, but expect to be doing
the filing and making the tea for a while!
Skills required
You should have a degree in an arts-related subject, especially fashion, textiles, knitwear,
graphic design, clothing technology or fashion marketing/buying and be able to demonstrate
above-average creative flair. You should be able to work well in a team and should be prepared
to take on work experience to increase your chances of permanent employment.
As this is an extremely competitive field, any additional qualification will greatly improve your
chances to stand out from the pack. You should also make the most of any contacts you have in
the industry.
To find out which employers look for design roles in their graduate schemes, click here.
level jobs.
Wholesale
An umbrella term encompassing a broad spectrum of roles, wholesale has opportunities in areas
such as sales, merchandising and imports and exports. In most cases, the wholesale function will
be involved at some stage in the buying cycle, from overseeing the manufacture of goods to the
release of products into retail circulation. For most wholesale roles, a relevant fashion or
business degree is essential, combined with some sound experience in a wholesale or retail head
office environment. However, graduate wholesale sales opportunities are few and far between as
these professionals tend to start their career in sales administration.
Technical and Production
Technologists are responsible for ensuring that all products supplied meet the legal requirements
and the specifications set out and agreed by the buyers. The requirements for these opportunities
vary hugely depending on the type of technical role. For example, graduates entering a
technological product environment could come from an engineering or food background, while
garment technologists will need a fashion or textile degree. Whatever qualifications you hold,
they will need to be underpinned by a weighty industrial placement in a relevant product
environment.

Routes into Technical roles
As the name suggests, this is a technical role that would suit someone of an analytical and logical
disposition. Their role is to carry out quality control work on products to ensure that they
perform to expectations and meet the standards required in both quality and safety.
Depending on which sector they work in, a technologist will also investigate and test new
products and the materials used in those products.
Trainees in technical roles are often responsible for a particular area within the main category.
However, this role will vary greatly depending on the size of the company and the industry
sector (food, clothing etc).
Skills required
Relevant degrees or the equivalent are essential in this role. Suitable subjects include; chemical
and physical sciences, textile technology/science, computing and mathematics, quality
management, production/manufacturing engineering or materials science/technology. Some
companies may also require practical experience. Other skills you should possess include;
technical knowledge and practical skills, the ability to liaise with colleagues of all levels of
seniority, the ability to solve problems, computer literacy and organisational skills.
If you haven’t got an appropriate degree, entry is still possible, but you will need other,
vocational qualifications and more practical experience than graduates with a
scientific/mathematical degree.
Some retailers may offer a chance to progress in a technologist role within their graduate
schemes, for more information click here.
Or find technical and production roles on InRetail here. click here.
Marketing and PR
Marketing and PR (Public Relations) involves a wide range of activities that involve both
feeding customers' views into the business and promoting products in order to drive sales. For
example, you'll gain an in-depth understanding of what customers want by researching consumer
markets and conducting customer satisfaction questionnaires. You'll also need to monitor press
and magazine coverage for your brand and try to promote your products wherever and whenever
you feel appropriate. Marketing is dynamic, exciting and often enjoyably stressful! You will
need some retail experience and a good degree to enter this fiercely competitive market.

Routes into Marketing and PR
Because marketing and PR are such competitive sectors, having a degree is becoming
increasingly more important, particularly in marketing, communications, business management,
PR and information systems. More generalist degrees such as English may be useful too.
Positions in Marketing and PR could be either in-house or with an outside agency.
You must be prepared to hit the ground running in this role, as the department will be working
on various projects such as advertising campaigns, writing and sending press releases, preparing
photo shoots, sourcing and sending marketing materials and analysing data to ensure the
campaigns are a success. You will likely start out as a Marketing Assistant or Executive.
Skills required
Relevant degrees or the equivalent are becoming the norm in this sector, although a CIM
(Chartered Institute of Marketing) course may put you in front of the pack. The most important
thing that employers will look for, however, is experience. You will need to show commitment
and a willingness to invest in your career. You will need to have a strong understanding of the
product you are representing and well as a good head for figures if you plan on going into
marketing. In PR it is also important that you are a strong team player and it helps to be outgoing
and able to talk to anyone.
The best way in is to get some work experience (paid if you’re lucky but this is rare) and if you
don't have a relevant qualification you will need to consider which of your skills can be
transferred into a Marketing /PR role. Graduate training schemes do feature Marketing and PR
roles but places are in high demand so be prepared to fight your corner. For more information
click here.
level jobs.
Retail and Hospitality Operations
These are the ground staff, who have the most contact with customers and the most control over
the everyday running of their branch. This means a lot of satisfaction as you will be on the front
line in terms of the day-to-day running of the business but it also means a lot of responsibility
and consequently a lot of pressure.

Roles in operations include everything from part time shop-floor workers and hotel, gym or
resort receptionists to management level positions.
In a more senior roles you will take responsibility for all stock, profit and loss, and staff, along
with any other issues that affect the day-to-day running of the store. You will still deal with
customers on a daily basis therefore you will need to enjoy doing so! These are very responsible
roles, as you'll often be expected to run an outlet as if it was your own business, which is great
when things are going well but can require tenacity and resilience.
Skills required
Careers in retail and hospitality operations suit talented all-rounders who love to sell, who enjoy
managing and working with people and who are not afraid to lead a commercial business. You
don't need to be a graduate to enter retail management; it's your drive, commitment and retail
flair that really count.
If you joined the company on a part-time basis to see you through your studies, it is possible to
work your way up the ladder. Alternatively, if you apply to join a graduate training scheme, you
will usually be fast-tracked to a management position. For more information click here.
Distribution
Distribution (also known as supply chain or logistics) is all about delivering the right goods to
the right place at the right time. You will be responsible for maximising profit through supply
management - too much stock and you'll increase costs through wastage, too little and you risk
losing profit as demand outstrips supply.
Routes into Distribution
In distribution, a degree will often increase your chances of success in securing an entry-level job
in this field, this is not always the case. Traditionally, entry without a degree or an equivalent
qualification has been fairly common, but this is likely to change as more degrees, HNDs and
postgraduate qualifications become available in this sector and raise the bar for entry-level
requirements. Degrees which might help to improve your chances include: business/management
or business with languages/economics, science and geography, information systems/computing
and transport/distribution/logistics.

Entry-level roles are often focussed on goods distribution, assisting to manage storage centres or
specific customer contracts. As you progress, you will usually move into general management of
larger units or further specialised roles. Senior positions involve business development and
overseeing the management of an organisation's other resources such as labour, information,
capital and facilities, and other business functions. More senior roles are likely to involve travel
and research overseas.
Skills required
You need to be numerate, analytical and enjoy working with figures and solving problems.
As the distribution function is an integral part of the business, you'll need to be able to
communicate effectively at all levels in order to deliver the best results.
Larger retailers often have graduate training schemes that allow graduates to experience a range
of roles covered by logistics and distribution.
For more information click here
level jobs.
Human Resources
The recruitment, development and retention of employees is a crucial factor in the overall
performance of any business. The HR profession covers training and development, recruitment,
pay and benefits, career development and the overall corporate care of employees. The roles will
usually involve liaising with people at all levels throughout the business, as well as supporting
management teams on the full range of HR issues, so you'll need to be a credible, persuasive
communicator. To be really successful in this field, a genuine interest in people is essential.
Routes into HR
There are many ways of getting into the HR sector. As well as the many graduate recruitment
schemes offered by retailers, entry-level HR and personnel roles are often advertised, usually
requiring good degrees and relevant skills, discussed below. Work experience and internships are
often useful to gain experience, but are not very common. It is possible to gain experience
through temporary work in administrative roles or by sending speculative applications to larger
companies.

Starting out, you will work in a junior role, often referred to as an "officer", for example HR
officer, personnel/office manager, training and development officer, employee relations officer
etc. You will work closely with all departments in assisting line managers to implement policies
and procedures, promote equality and diversity, recruit staff, perform payroll duties and maintain
records relating to staff.
Skills required
Clearly people skills are of utmost importance in this role, but you will also need excellent
communication/interpersonal skills, organisational and IT skills and the ability to work under
pressure and to targets. An understanding of how organisations operate and some and some
administration experience is also useful.
Larger retailers often have graduate training schemes that allow graduates to experience a range
of roles covered by HR and recruitment, for more information click here.
level jobs.
IT/Information Systems
These roles are all about harnessing developing technology and using it to help the business
achieve its commercial objectives. You might be creating databases, programming new systems,
keeping the networks active or rolling-out a new system for the entire business. Whatever your
speciality, you'll need to work closely with all departments to deliver and support IT solutions
that help the business satisfy their customers.
Routes into IT/Information Systems
Although this area is open to all graduates with relevant experience and ICT skills, a degree or
equivalent in information technology is preferable. Qualifications in business management with
computer science, software engineering, information science or computing will give you a
distinct advantage. You may eve find that a postgraduate qualification is necessary to put you
ahead of the pack.

Even if you have a degree and experience in ICT, you are extremely unlikely to enter the sector
at management level. Therefore you will start out by supporting the systems/IT team and must be
comfortable working with people at all levels of the organisation. This will involve all manner of
systems and ICT needs across the business and your day-to-day tasks will vary widely given the
size and nature of the business.
Skills required
You'll need to offer a suitable IT qualification, have - or be eager to develop - a business-focused
perspective and enjoy logical problem solving. You should also be able to work in a team and
have good organisational skills to manage heavy workload.
As competition is fierce for these roles, an internship might be the best place to start in order to
gain experience. Alternatively, if you think that you can prove that you have enough experience
and the relevant skills, some larger retailers have graduate recruitment schemes with
IT/Information Systems positions available. Click here to find out more. Alternatively, if you
believe you have the skills required, click here to search InRetail for entry-level jobs.
1. Small Business >
2. Advertising & Marketing >
3. SWOT Analysis
SWOT Analysis for Retail sector:.
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SWOT Analysis Vs. Gap Analysis
How Will a Situational Analysis Help Create the SWOT Analysis?
Retail companies, like other businesses, often use a SWOT (strengths, weaknesses, opportunities
and threats) analysis to evaluate their businesses. A SWOT analysis for retail is a detailed look at
the retailer's strengths, weaknesses, opportunities and threats vs. key competitors in the

marketplace. Strengths and weaknesses are considered internal factors, over which a retailer has
more control. Opportunities and threats are external factors, which are positive and negative
situations, respectively, that retailers continuously face.
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Strengths:
The first step in doing a SWOT analysis for retail entails identifying certain strengths. One
possible strength may be the retailer's financial backing, meaning it has plenty of capital and
access to bank loans. Another strength may be the retailer's cheaper wholesale prices.
Additionally, the retail company may offer unique products compared to other retailers. For
example, a clothing store may sell high quality but slightly defective clothing at a low price.
Whatever the case, a retailer should make a list of all its strengths vs. key competitors.
Weaknesses:
When reporting weaknesses, the retail store or company should start with its most palpable
weaknesses. For example, through market research, the retailer may have discovered it has a
weak brand image versus key competitors. The retailer may also lack an identity. For instance,
the store may sell cheap and expensive brands. It may also be lacking in customer service.
Essentially, the store has no competitive advantage that sets it apart from other retailers. Retailers
should list all weaknesses, then make improvements as needed.
Opportunities:
Another step in a retail SWOT analysis is identifying key opportunities in the market. There are
a myriad of opportunities a retailer may discover through both its sales force and market
research. Opportunities can include an unfilled consumer need, according to quickmba.com, an
online business reference site. For example, a small web design company may see an opportunity
to add consulting services, if it has customers that desire it. Or a retail company may have the
opportunity to purchase a smaller retailer to increase market share.
Threats:
A retailer can identify certain threats through a SWOT analysis. Threats can include a decrease
in consumer demand, a recession, price wars among key competitors, or even an increase in
competition. Even a change in shopping habits can be a major threat to a retailer. For example,
when people starting migrating to the suburbs in the 1950s and 1960s, downtown retailers, which
represented the traditional way of shopping, were affected.

Using SWOT:
Retailers should not just identify their strengths, weakness, opportunities and threats, they must
also use their lists to develop various marketing strategies. This is best accomplished by
matching an internal variable, like strengths, to an external variable, like opportunities. For
example, the owner of a chain of gift shops may have a strong marketing team--a strength--so
she may see the opportunity to increase sales and profits through the Internet.
Business Case Studies by – Retail
sector:

o
 Amway
 [+] The role of stakeholders
 [+] Corporate Social Responsibility
 [+] Creating a corporate social responsibility strategy
 [+] Meeting global responsibilities by caring for communities
 [+] Meeting customers' needs through the Internet
 [+] Combining an offline and online business
 [+] Developing competitive marketing strategies
 [+] Focusing a brand product range
 [+] Maintaining The Competitiveness Of A Global Brand
 [+] Successful products - successful solutions
 [+] Using communications to develop business opportunities
 [+] Reaching customers through direct selling
o
 Arcadia
 [+] The recruitment, selection and training of people at Arcadia
 [+] Recruiting, selecting and training entrepreneurial managers
o
 Argos
 [+] Identifying customers and meeting their needs

 [+] Re-focussing a company's culture and marketing mix
o
 Asda
 [+] Effective recruitment and selection
 [+] Meeting business needs through training and development
 [+] Meeting stakeholder needs through community involvement
o
 Body Shop
 — The Body Shop approach to stakeholder auditing
This case study focuses on how The Body Shop assesses its own
business performance whilst taking into account its different
stakeholder groups and their various aims and objectives. —
Edition 3
o
 Burton Group
 — Fastflow to fashion
This case study focuses on the Burton Group’s strategic project to
reconfigure its supply chain. The initiative was launched in 1994
and is called Fastflow. — Edition 3
o
 Co-operative Food Group
 — Ethically serving stakeholders
This case study shows how The Co-operative Group's values
contribute to improving the diet and health of the UK. — Edition
14
o
 Dixons Group
 [+] On-line shopping
 [+] Going for growth
 [+] Revolution in retailing
 [+] Organisational change

o
Great Mills
 — Recruitment as a business processThis case study focuses upon the
commitment of Great Mills, a leading DIY retailer, to the recruitment and
development of its employees. — Edition 2
o
 Harrods
 [+] Increasing employee engagement through HRM
 [+] Developing a career path in retail
o
 HMV UK
 — Building on a brand
This case study considers the importance of branding and the value
of an established brand name when a company such as HMV is
looking to expand and to adapt its business in response to changing
market conditions. — Edition 8
o
 Homebase
 — The importance of customer service
As a result of carefully reading the Case Study, students should be
able to: explain what is meant by organisational ‘culture’ and
illustrate what is meant by a customer focused culture through
using examples of how Homebase employees operate, understand
and explain the term ‘strategy’ and show how the review cycle of
‘review’, ‘plan’ and ‘do’ enables Homebase to put its strategic plan
into practice, know why customer research is important in helping
an organisation to understand the wants and needs of its customers.
— Edition 10
o
 IKEA
 [+] SWOT analysis and sustainable business planning
 [+] Building a sustainable supply chain

 [+] Meeting the needs of the consumer
o
 JD Sports
 [+] Balancing the product portfolio to satisfy customer demand
 [+] Using market research to support decision making
 [+] Creating a winning marketing mix
o
 Jessops
 — Responding to changes in the market environment
This case study reviews the external factors that have had an
impact on Jessops' operations and strategy. — Edition 16
o
 Kingfisher
 — Developing employees as organisational assets
This case study focuses on Kingfisher’s belief that employees are
assets requiring growth and development. — Edition 6
o
 Marks and Spencer
 [+] The role of training and development in career progression
 [+] Financial management in a retail setting
 [+] Building a business in Europe
 [+] Using supplier relationships to serve customers better
 [+] Training and development for cultural diversity
 [+] Marketing solutions via technology
 [+] Managing a store relocation project
o
 MFI Furniture Group
 [+] Growth through well-planned investment
 [+] Generating cash for growth
 [+] Health & Safety in the modern workplace
 [+] Developing a customer focused sales strategy
 — "If it doesn't benefit the customer - We don't do it"

o
 Morrisons
 — Developing competitive advantage through customer service
This case study shows how Morrisons uses customer service to
differentiate itself from its competitors, motivate its colleagues and
help the business to grow. — Edition 16
o
 Pittards
 — Supporting superbrands: the role of high-tech suppliers
This case study looks at the work of Pittards, a British company
that uses skilled buying and high-tech production methods to
produce world class leathers for superbrands. It also focuses on the
Japanese quality system - 20 Keys. — Edition 8
o
 Safeway
 — Making shopping easier
This case study shows how Safeway formulated a strategy that
refocused its 'customer offering' to appeal to families, particularly
those with young children. — Edition 3
o
 Specsavers
 — Job roles at Specsavers
The case study shows how different job roles are structured within
the organisation and how they support Specsavers' business. —
Edition 15
o
 Tesco
 [+] Vision, values and business strategies
 [+] Using diversity and inclusion to provide better service
 [+] Developing appropriate leadership styles
 [+] Motivational theory in practice at Tesco
 [+] How training and development supports business growth
 [+] Recruitment and selection

 [+] The healthy eating brand
o
 Waitrose
 — Partnership in actiThis case study highlights the importance of developing the
value chain and ensuring the highest possible quality standards. It also
demonstrates the way in which a market conscious organisation can lead the
field by identifying the type of premium products which increasingly
sophisticated consumers are requiring today. — editon
o
 Waterstones
 — Decentralisation within a book retaileThis case study looks at why
Waterstone’s chose to decentralise and examines the impact that this has had
upon the business. —
o
 Wilkinson
 — Marketing strategy for growth
This case study focuses on how Wilkinson created and
implemented a marketing strategy to grow the business, using the
Conclusion of retail sectors:
Extraction of oil and gas sits within the primary sector. However, the oil and gas industry relies
on the secondary sector for the next stage in the chain of production. This includes refining the
oil to produce fuel and other products such as wax and lubricating oil. Tertiary sector activities
are involved in the trading of these oil and gas products to businesses and consumers.
OPITO - The Oil & Gas Academy supports the needs of the upstream oil and gas industry. The
industry offers diverse careers ranging from engineering and chemistry to HR, hospitality,
accountancy and even nursing. STEM subjects play a central part in the skill sets required for
many industry roles. However, expertise in areas such as marketing, finance or law plays an
important part too. Employees may enter the industry as apprentices or as graduates. Research is
vital across the industry so people with postgraduate qualifications are also of particular
value.The oil and gas industry provides people with a wide range of transferable skills which can
extend career opportunities. For example, building a foundation for an oil platform or cabling a
platform to land to provide power uses the same techniques and skills as for setting up a wind
turbine. The oil and gas industry is constantly evolving and OPITO The Oil and Gas Academy
has a key role to play in ensuring the future

Submitted by 3rd
b.com
Rashmi .M.N
Rajeshwari
Flora Lawrence
Arun
Manjunath

Rashmi

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