Future Group : Marketing Strategy

Essay by paanks July 2009

download word file, 23 pages 3.0

Table of Contents1.Executive Summary32.Company Overview43.The Marketing Mix using 4 P's64.SWOT Analysis115.Porter's 5-Force Analysis146.Distribution Strategy167.Present Scenario188.Big Bazaar and the Retail Life Cycle219.Moving Ahead into the Future2310.Recommendations2411.Future Strategies2612.Bibliography281.Executive SummaryIndian retail sector is witnessing one of the most hectic marketing activities of all times. The companies are fighting for share of mind and heart which can finally be converted to market share. There is always a 'first mover advantage' in an upcoming sector. In India, that advantage goes to "Big Bazaar." It has brought about many changes in the buying habits of people. It has created formats which provide all items under one roof at low rates.

Big Bazaar, though not the oldest, could truly be called as the harbinger of modern retail revolution to the masses of India. Today, with over 90 stores across the country, it is difficult to miss a Big Bazaar hypermarket store in most of the tier-I and tier-II cities across the country.

In the past few years, the group has grown exponentially as can be seen from the fact that today it operates over 1,000 stores under several formats across 53 cities, occupies seven million sq ft of space, and employs over 25,000 people. It has already successfully enhanced individual customer interactions through the new technology platform. With added innovation in marketing, it can transform the consumer experience and revolutionize the retail landscape. And this is just the beginning. Big Bazaar plans to add much more to complete every customer's shopping experience.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore.

2. Company OverviewFuture Group is one of the country's leading...