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The project report titled on A Study on Market DEEPIKA Share SONI of Walmart " 2nd Prepared by


Sem. , under the

guidance and supervision of MR.CHETANYA KAUSHAKIYA (Lecturer OF M.B.A. Deptt., SVNIT COLLEGE SAGAR) for the partial

fulfillment of the degree of Master of Business Administration is satisfactory in respect of :-

Signature of H.O.D.


Signature of Supervisor


Signature of Examiner



I declare that the project report on A Study on Market Share of Walmart " is my own work, conduct under the supervision of MR.CHETANYA KAUSHAKIYA (Lecturer OF M.B.A. Deptt., SVNIT COLLEGE Singh SAGAR) Affiliated to Dr. Hari

Gour University, Sagar .To the best of my

knowledge the report does not contain any work which has been submitted for the award of any degree, anywhere.

Signature of the Candidate DEEPIKA SONI

M.B.A. 2nd SEM..


I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this research work by sharing their valuable time and knowledge. A great deal of motivation, direction and hard work was require to complete the report, but the precious guidance provided by my teachers made this job enjoyable and a nice learning experience. It is my proud privilege to express my deep sense regards to the DR. PARMESH GAUTAM (H.O.D. of MBA Deptt., SVNIT College, Sagar) affiliated Dr. Hari Singh Gour Vishwavidhyalaya, Sagar for giving me opportunity to prepare a project report on A Study on Market Share of Walmart which I have done. I express my deep sense of gratitude to OF MR.CHETANYA KAUSHAKIYA (Lecturer


SAGAR) for







valuable suggestion to under take this study. I am also grateful to my faculty members, customers, friends and family members for their outstanding support and guidance.


Project report at Walmart, Best price Modern Wholesale primarily catered to the following aspects of marketing and sales a) Learning basics of Business development b) Understand the needs of prospective market c) Building healthy relationships with clients d) Finding and implementing opportunities of enhancing sales It was a firsthand experience to get exposed to the professional set-up and face the market, which was really a great experience. Training period was a great learning. When business is involved, an experience counts a lot.

The training program was divided into following structured modules in chronological sequence a. Learning about the company (working culture, operations, sales and marketing) b. Understanding member needs and requirements (Buying and non buying) c. Market working with the sales team d. Key account management e. Understanding the sub functions of sales i.e. Logistics and credit solution Working with Bharti Walmart has given me an opportunity of getting the practical exposure of marketing and sales. I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to me during the fieldwork and the compilation of the report.


S. NO. 1. 2. 3. 4 5. 6. 7. 8. 9. 10. 11. 12. 13. PREFACE



ACKNOWLEDGEMENT DECLARATION CERTIFICATE Introduction Company Profile Conceptual Background Objective of Study Research Methodology Product Profile Market Strategies Market Share of Walmart Market share of competitors Data analysis and interpretation Limitation Findings, suggestions and conclusion Bibliography Annexure


The project revolves around, finding out the process of membership & marketing: 1. To aware the people about the Walmart- Best Price modern wholesale store.

2. To study the customer perception about the new concept of modern wholesale. 3. To study the level of customer satisfaction about the store. 4. Expanding the member base of Best price modern wholesale store in Raipur.


Overall, the project gives fine insight of market condition for a new entry in a wholesale market section. It also gives a model designed for a new entry in a market and acceptance level of the customers.


This project has faced some of the limitations. As limitations could impure the projects transparency & its authenticity, it was necessary to minimize the limitation to some extent. Some of the limitations cannot be minimized whereas it was possible in some cases and due steps were taken to increase the reliability of project.


1. Due to time constraints, a sample was chosen on the basis of convenience so as to be the representative of total retail shops, hotels of Indore city. 2. Poor feedback from some of the retailers was a hurdle in carrying on the research work effectively. It was observed that some of them responded partially while some refused to cooperate. 3. Giving excuses like lack of time hampered the performance. 4. Retailers were giving vague information. Also some time they were giving information on the basis of their personal judgment.

WalMart Stores, Inc., branded as Walmart since 2008 and WalMart before then, is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The company is the world's 18th largest public corporation, according to the Forbes Global 2000 list, and the largest public corporation when ranked by revenue. The company was founded by Sam Walton in 1962, incorporated on October 31, 1969, and publicly traded on the New York Stock Exchange in 1972. It is headquartered in Bentonville, Arkansas. Walmart is also the largest grocery retailer in the United States. In 2009, it generated 51% of its US$258 billion sales in the U.S. from grocery business.[2] It also owns and operates the Sam's Club retail warehouses in North America. Walmart has 8,500 stores in 15 countries, under 55 different names.[3] The company operates under its own name in the United States, including the 50 states and Puerto Rico. It operates in Mexico as Walmex, in the United Kingdom as Asda, in Japan as Seiyu, and in India as Best Price. It has wholly owned operations in Argentina, Brazil, and Canada. Walmart's investments outside North America have had mixed results: its operations in the United Kingdom, South America and China are highly successful, while it was forced to pull out of Germany and South Korea when ventures there were unsuccessful.

WalMart Stores U.S.

WalMart Stores U.S. is the company's largest division, accounting for $258 billion, or 63.8% of total sales for financial year 2010. It consists of three retail formats that have become commonplace in the United States: Discount Stores, Supercenters, and Neighborhood Markets. The retail department stores sell a variety of mostly nongrocery products, though emphasis has now shifted towards supercenters, which include more grocery items. This division also includes Walmart's online retailer, In September 2006, Walmart announced a pilot program to sell generic drugs at just $4 per prescription. The pilot program was launched at stores in the Tampa, Florida area, and expanded to all stores in Florida by January 2007. While the average price of generics is $29 per prescription, compared to $102 for name-brand drugs, Walmart maintains that it is not selling at a loss, or providing as an act of charity instead, they are using the same mechanisms of mass distribution that it uses to bring lower prices to other products.[41] While it's little known outside of the drug industry, many of Walmart's low cost generics are imported from India and made by drug makers in that country including Ranbaxy and CIPLA. On February 6, 2007, the company launched a "beta" version of a movie download service, which sold about 3,000 films and television episodes from all major studios and television networks.[43] The service was discontinued on December 21, 2007, due to low sales. Walmart Discount Stores

A typical Walmart discount department store in Laredo, Texas Walmart discount stores are discount department stores with size varying from 51,000 square feet (4,738.1 m2) to 224,000 square feet (20,810.3 m2), with an average store covering about 102,000 square feet (9,476.1 m2). They carry general merchandise and a selection of groceries. Many of these stores also have a garden center, a pharmacy, Tire & Lube Express, optical center, one-hour photo processing lab, portrait studio, a bank branch, a cell phone store and a fast food outlet. Some also have gasoline stations. The first Walmart store opened in Rogers, Arkansas in 1962. Inside the discount store the fast food outlets, usually Subway or McDonald's. In 1990, Walmart opened its first Bud's Discount City location in Bentonville. Bud's operated as a closeout store, much like Big Lots. Many locations were opened to fulfill leases in shopping centers as Walmart stores left and moved into newly built Supercenters. All of the Bud's Discount City stores closed or converted into Walmart Discount Stores by 1997. As of April 2011, there were 706 Walmart discount stores in the United States. In 2006, the busiest in the world was one in Rapid City, South Dakota. Walmart Supercenter

A picture of a remodeled Wal-Mart Supercenter in Miami, Florida. Walmart Supercenters are hypermarkets with size varying from 98,000 to 261,000 square feet (9,104.5 to 24,247.7 m2), with an average of about 197,000 square feet (18,301.9 m2). These stock everything a Walmart discount store does, and also include a full-service supermarket, including meat and poultry, baked goods, delicatessen, frozen foods, dairy products, garden produce, and fresh seafood. Many Wal-Mart Supercenters also have a garden center, pet shop, pharmacy, Tire & Lube Express, optical center, one-hour photo processing lab, portrait studio, and numerous alcove shops, such as cellular phone stores, hair and nail salons, video rental stores, local bank branches (newer locations have Wood forest National Bank branches), and fast food outlets usually Subway, but sometimes Dunkin' Donuts, McDonald's or Blimpie. Some also sell gasoline distributed by Murphy Oil Corporation (whose Walmart stations are branded as "Murphy USA"), Sunoco, Inc. ("Optima"), or Tesoro Corporation ("Mirastar"). The first Supercenter opened in 1988, in Washington, Missouri. A similar concept, Hypermart USA, opened in Garland, Texas a year earlier. All of the Hypermart USA stores were later closed or converted into Supercenters. As of April 2011, there were 2,913 Wal-Mart Supercenters in the United States.[47] The largest Supercenter in the United States, covering 260,000 square feet (24,154.8 m2) and two floors, is located in Crossgates Commons in Albany, New York.

The "Supercenter" portion of the name on these stores has been phased out, simply referring to these stores as "Walmart," since the company introduced the new Walmart logo in 2008. Neighborhood Market by Walmart Neighborhood Market by Walmart is a chain of grocery stores that average about 42,000 square feet (3,901.9 m2). They are used to fill the gap between discount store and supercenters, offering a variety of products, which include full lines of groceries, pharmaceuticals, health and beauty aids, photo developing services, and a limited selection of general merchandise. The first Neighborhood Market opened in 1998, in Bentonville, Arkansas. As of April 2011, there were 184 Neighborhood Markets in the United States.

Supermercado de Walmart

Supermercado de Walmart in Spring Branch, Houston

Walmart opened "Supermercado de Walmart" locations to appeal to Hispanic communities in the United States. The first one, a 39,000 square feet (3,600 m2) store in the Spring Branch area of Houston, opened on Wednesday April 29, 2009. The store was a conversion of an existing Walmart. Walmart also planned to open "Mas Club," a warehouse retail operation patterned after Sam's Club. Marketside Marketside is a chain of four grocery stores, all in the state of Arizona. The stores opened in October 2008 and are said to be less than half the size of a conventional supermarket. The Marketside branding is also used for some groceries found in Walmart. Sam's Club

A typical Sam's Club store in Maplewood, Missouri Sam's Club is a chain of warehouse clubs which sell groceries and general merchandise, often in large quantities. Sam's Club stores are "membership" stores and most customers buy annual memberships. However, non-members can make purchases either by buying a one-day membership or paying a surcharge based on the price of the purchase. Some locations also sell gasoline. The first Sam's Club

opened in 1983 in Midwest City, Oklahoma under the name "Sam's Wholesale Club". Sam's has found a niche market in recent years as a supplier to small businesses. All Sam's Club stores are open early hours exclusively for business members and their old slogan was "We're in Business for Small Business." Their current slogan is "Savings Made Simple" as Sam's Club attempts to attract a more diverse member base. In March 2009, the company announced that it plans to enter the electronic medical records business by offering a software package to physicians in small practices for $25,000. Wal-Mart is partnering with Dell and in this new venture.[55] Sam's Club's sales during 2010 were $47 billion, or 11.5% of Walmart's total sales. As of April 2011, there were 609 Sam's Clubs in the United States. Walmart also operates more than 100 international Sam's Clubs in Brazil, China, Mexico, and Puerto Rico.


Best price is a modern wholesale store for business member only and work in the format of SAM CLUB OF WALMART. Best price is a cash and carry store and offers free membership to their members and hence allow them to purchase in their store. A easy process of membership making is followed in which a person who is Reseller, have 0ffice and Institution or belong to Horeca have to summit their business license along with the invoice copy and a identity proof then the membership card is allocated to them with the name of their firm ,person name and the his photo. MISSION ENABLING THE BUSINESS TO PROSPER .EVERY SINGLE MEMBER.

BENEFITS TO MEMBERS Best price is a one stop shop for all the needs of member. Best possible prices, to enable member to maintain profits day after day, everyday. Members get a consistent product quality and availability. Relevant product assortment based on members needs. Member can treat Best Price as their Godown. Best price is members buying agent.

All the possible help is given to make the business of members to grow and prosper. 1. Seminars and training program on Latest industry trend.

Live cooking demos by renowned chefs. Food safety and quality control Assortment planning. Inventory management. Store layout Taxation. My Partner programme that includes seminars on taxation for Kirana owners, food safety & hygiene workshops & live demonstrations for hotels, restaurants and caterers.

2. Model Kirana store to learn how to run members store more efficiently. The Best Price Modern Wholesale store situated at Bhanpuri, Bhilai Bilaspur Bye Pass Road, Ring Road No 2, Raipur, is spread over 53,000 square feet and stocks over 5,500 items, including a wide range of fresh, frozen & chilled foods, fruits & vegetables, dry groceries, personal & home care, hotel & restaurant supplies, apparels, office supplies & other general merchandise items, which are available at competitive wholesale prices, allowing retailers and business owners to lower their cost of operations. Best Price Modern Wholesale store is a one-stop business-tobusiness store that meets the day-to- day needs of restaurant owners, hoteliers, caterers, fruit and vegetable resellers, kiranas stores, retail store owners, offices and institutions. The assortment, service and layout of the Store is customized to specific needs of members who can walk into the store and source high quality products in the quantities they need and at the time they require. Mr. Rajan Bharti Mittal, Chairman, Bharti Walmart said, We are delighted to expand our footprint to Central India with the launch of our first store in Chhattisgarh. We believe our operations will add value to Chhattisgarhs economy

by providing a wide range of products to kirana stores and other businesses at competitive prices. Bharti Walmart will also source products locally and provide direct and indirect employment opportunities to people in particular the youth. Speaking on the launch, Mr. Raj Jain, Managing Director and CEO, Bharti Walmart Pvt. Ltd. said, Raipur is an important regional centre of India and we are excited to start our operations here with the launch of Best Price Modern Wholesale store. We have invested $7 million in Chhattisgarh and created over 200 inclusive jobs, of which about 40 are from the tribal community, thereby providing a sustainable means of income. We have already received very good response to this store with over 25,000 registered members. We are certain that this store will help create several indirect jobs, boost local manufacturing and help in further strengthening the economy of Chhattisgarh. Bharti Walmart sources a large number of products locally to provide an impetus to the local industry and create employment in local economy. The products in the Raipur Best Price Modern Wholesale store, sourced from Chhattisgarh and Raipur includes: milk, paneer, curd, poultry, eggs, meat, soya oil, rice, rice bran oil, flour, stationary and bakery products. Bharti Walmart Private Limited is a business-to-business (B2B) joint venture between Bharti Enterprises and Walmart for wholesale cash-and- carry and backend supply chain management operations in India to serve small retailers, manufacturers and farmers. The JV launched its first B2B Best Price Modern Wholesale cash-and-carry store in Amritsar in May 2009. A typical cash-and-carry store will stand between 50,000 and 100,000 square feet and sells a wide range of fresh, frozen and chilled foods, fruits and vegetables, dry groceries, personal and home care, hotel and restaurant supplies, clothing, office supplies and other general merchandise items. The JV is expected to open 12 new wholesale cash-and-carry facilities and employ approximately 4,000 people by December 2011. Currently,

Best Price Modern Wholesale stores are present in Amritsar, Zirakpur, Jalandhar, Kota, Bhopal, Ludhiana and Raipur.

About Bharti Wal-Mart Private Limited

Bharti Wal-Mart Private Limited is a business-to-business (B2B) joint venture between Bharti Enterprises and Wal-Mart for wholesale cash-and-carry and backend supply chain management operations in India to serve small retailers, manufacturers and farmers. The joint venture (JV) has already set up a Distribution Centre in Punjab which will partly service the merchandise needs of the JVs cashand-carry stores as well as retail stores around the area, including Bharti Retails wholly owned Easy Day stores. The JV launched its first B2B wholesale cash-andcarry store in Amritsar in May 2009. A typical cash-and-carry store will stand between 50,000 and 100,000 square feet and sell a wide range of fresh, frozen and chilled foods, fruits and vegetables, dry groceries, personal and home care, hotel and restaurant supplies, clothing, office supplies and other general merchandise items. The JV is expected to open 97 wholesale cash-and-carry facilities and employ approximately 50,000 people in coming years.

Best Price Modern Wholesale store (a joint venture of Bharti enterprises and WalMart)
Best Price Modern Wholesale store is a one-stop shop that meets the day-to-day needs of restaurant owners, hoteliers, caterers, fruit and vegetable resellers, kiranas, other retail store owners, offices and institutions. The assortment, service and store layout of Best Price Modern Wholesale store is customized to the specific needs

of business members who can walk into the store and source high quality products in the quantities they need and at the time they require.

Best Price Modern Wholesale will offer an assortment of around 6,000 items, including food and nonfood items, which are available at competitive wholesale prices, allowing retailers and business owners to lower their cost of operations. Over 90% of these goods and services are being sourced locally; thereby helping keep costs to a minimum, adding to the growth of the local economy and creating job opportunities, with the cash and carry store directly employing over 150 local people.

Bharti Wal-Mart Private Limited (Bharti Wal-Mart), the joint venture between Bharti Enterprises and Wal-Mart Stores Inc for wholesale, Business to Business, cash-and-carry and back-end supply chain management operations in India, opened its first cash-and-carry store, Best Price Modern Wholesale, in Amritsar.

Best Practices Sharing

Based on research and feedback from members on their professional needs, Best Price Modern Wholesale has introduced several education programmes for its members with customized modules for different target segments. A model Mera Kirana is being created that will share best practices with members, who are small and medium retailers, and advise on various aspects of using low cost modern techniques and processes such as assortment planning, layout and fixtures, displays, backroom, licenses, safe food handling, customer retention and value added services. In addition, different education programmes for members with customized modules for different target segments like Taxation, Food Preparation, Food Safety and Category Workshops are also being introduced.

Bharti enterprises
Group Overview
Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer of bicycle parts to one of the largest and most respected business groups in India. With its entrepreneurial spirit and passion to undertake business projects that are transformational in nature, Bharti has created world-class businesses in telecom, financial services, retail, and foods. Bharti started its telecom services business by launching mobile services in Delhi (India) in 1995. Since then there has been no looking back and Bharti Airtel, the groups flagship company, has emerged as one of top telecom companies in the world and is amongst the top five wireless operators in the world.

Through its global telecom operations Bharti group has presence in 21 countries across Asia, Africa and Europe India, Sri Lanka, Bangladesh, Jersey, Guernsey, Seychelles, Burkina Faso, Chad, Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia. Over the past few years, the group has diversified into emerging business areas in the fast expanding Indian economy. With a vision to build Indias finest conglomerate by 2020 the group has forayed into the retail sector by opening retail stores in multiple formats small and medium - as well establishing large scale cash & carry stores to serve institutional customers and other retailers. The group offers a complete portfolio of financial services life insurance, general insurance and asset management to customers across India. Bharti also serves customers through its fresh and processed foods business. The group has growing interests in other areas such as telecom software, real estate, training and capacity building, and distribution of telecom/IT products.

What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years some of biggest names in international business have partnered Bharti. Currently, Singtel, IBM, Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in telecom. Walmart is Bhartis partner for its cash & carry venture. Axa Group is the partner for the financial service business and Del Monte Pacific for the processed foods division. Bharti strongly believes in giving back to the society and through its philanthropic arm the Bharti Foundation it is reaching out to over 30,000 underprivileged children and youth in India.

Companies under Bharti enterprises

(a) Bharti Airtel Bharti Airtel Limited is a leading emerging market telecom services provider

with operations in 19 countries across Asia and Africa. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV.

(b) Bharti Infratel Limited Bharti Infratel Limited is amongst Indias leading telecom passive infrastructure service providers. The company deploys, owns and manages telecom towers and communication structures, for various mobile operators across 18 states of India (c) Bharti Realty Limited Bharti Realty Limited is a young, vibrant and dynamic realty company with expanding interests in commercial, retail and residential real estate. It has grown from strength to strength, constructing and managing over ten top of the line facilities for Bharti group companies and third party clients (d) Beetel Teletech Limited Beetel is a leading global technology brand which offers a wide range of innovative products in the mobile phones, IT peripherals and fixed line telephone segments. (e) Comviva Comviva is the global leader in providing mobile solutions beyond VAS. With an extensive portfolio of solutions spanning VAS infrastructure, application delivery platforms and customer-facing applications, Comviva enables mobile service providers to enrich mobile users lives

(f) Jersey and Guernsey Jersey Airtel and Guernsey Airtel are subsidiaries of Bharti group and offer mobile services on the islands of Jersey and Guernsey respectively in the Channel Islands (Europe). All services are offered under the Airtel-Vodafone brand under a partnership to bring a range of Vodafone global products together (g) Centum Learning Limited Centum Learning Limited provides end-to-end learning and skill-building solutions that enhance business performance to Bharti Group and several large corporates.

(h) Bharti Walmart Bharti Walmart is a B2B joint venture between Bharti Enterprises and Walmart for wholesale cash & carry and back-end supply chain management operations in India to serve small retailers, manufacturers, institutions and farmers (i) Bharti Retail Bharti Retail is a wholly owned subsidiary of Bharti Enterprises. The Company operates easy day neighborhood stores and compact hypermarket stores called easy day Market (j) Bharti AXA Life Insurance Bharti AXA Life Insurance is a joint venture between Bharti and AXA Group. The company launched national operations in December 2006. Today, Bharti AXA Life has a national footprint of distributors trained to provide quality financial advice and insurance solutions to the large Indian customer base

(k) Indus Towers Indus Towers, a JV between Vodafone Essar (42%), Bharti Group (42%) and Aditya Birla Telecom Limited (16%) and is Indias leading mobile towers company (l) FieldFresh Foods Pvt. Ltd FieldFresh Foods Pvt. Ltd, a joint venture company between Bharti Enterprises and Del Monte Pacific Ltd. The company offers branded FieldFresh fruits & vegetables across India and international markets, including Europe and the Middle East

Retail Scene in India

The Indian retail industry accounts for 10% of the GDP and 8% of employment.

India is being touted as the next big retail destination with an average CAGR of 40% to 45%

The sheer size of the population demands attention from retailers worldwide and the potential for growth in this nascent industry is tremendous.

As per AT Kearneys GRDI for 2008, India ranks second to Vietnam. It topped the list in 2007.

India is the worlds 4th largest economy in terms of Purchasing Power Parity, after USA, China and Japan; it is expected to move to the third position by 2010.

India is rated ahead of China on the Foreign Direct Investment Confidence Index (FDICI) making it an attractive retail market among other emerging economies in the world.

According to a study conducted by the Associated Chambers of Commerce and Industry (ASSOCHAM), the annual retail sale that was close to US$ 6 billion in 2007, is expected to reach USD 17 billion by 2010.

The ICRIER study found that total Indian retail business would grow at 13%, from US$ 322 billion in 2006-07 to US$ 590 billion in 2011-12. The unorganized retail will grow 10% from US$ 309 billion 2006-07 to US$ 496 billion in 2011-12.

India is rated in the highest category of the Aspirational Index in Asia as per the AC Nielsen Online Omnibus Survey 2005

According to NCAER, only 14% Indian households will have annual household incomes less than US$ 921.66 by 2012.

Of late, there has been a lot of innovation seen in the retail format in India. One of the latest retail formats making a grand entry in this game of guts and guile is Wedding Malls. An unheard of entity in the advanced global retail markets like the United States and Europe; it has become a big hit in India.

Competitor Analysis
(m) RELIANCE Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited (RIL), was set up to lead Reliance Groups foray into organized retail. Since its inception in 2006, Reliance Retail Limited (RRL) has grown rapidly and has catered to millions of customers, thousands of farmers and vendors. Based on its core growth strategy of backward integration, Backed by the Reliance group, one of the most successful corporate groups in India, RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. RRL has increased its footprint to more than 900 stores in 80 cities across 14 states in India. Keeping in sync with its multi-format store strategy, RRL added new formats to its spectrum. RRL operates in formats such as Reliance Fresh (neighbourhood store), Reliance Mart (all under one roof supermarket) & Reliance Super (mini-mart), which offer a range of products for daily household usage. They also have specialty formats, such as Reliance Digital (consumer durables & information technology), Reliance Trends (apparel & accessories), Reliance Wellness (health, wellness & beauty), iStore (Apple products), Reliance Footprint (footwear), Reliance Jewels (jewellery), Reliance TimeOut (books, music & entertainment), Reliance AutoZone (automotive products & services) and Reliance Living (homeware, furniture, modular kitchens, furnishings). RRL has entered into strategic partnerships with reputed companies such as Marks and Spencer (apparel and accessories), Office Depot (office stationery), Pearle Europe (optical products) and Hamleys (toys). (n) ADITYA BIRLA GROUP The Aditya Birla group bought regional supermarket chain Trinetra..In june 2007 the Aditya Birla group launched its first retail store under the brand name More in Pune . The stores offer a wide range of product categories including fruits and

vegetables, staples, personal care, home care, household general merchandise, poultry, dairy products, a pharmacy and a well-stocked bakery. (o) METRO With a global turnover of 33.1 billion euro, Metro is present in 30 countries with over 650 stores. Metro which is headquartered in Germany and has entered India in 2003, has so far opened five outlets across Bangalore, Mumbai, Hyderabad and Kolkata. Looking for expansion opportunities, Metro has recently signed a Memorandum of Understanding (MoU) of Rs 900 crore with the Punjab Government to open six more centers in Punjab. (p) TESCO Tesco Plc from UK has 814 stores in other Asian countries (China, Japan, Malaysia, South Korea and Thailand). Tesco has announced plans to set up a wholesale cash & carry business in India. Tesco is also planning a deal with Tata Groups retailing subsidiary Trent. For the development of the cash & carry business, Tesco is planning to invest around 60 million (Rs 480 crore) in the first two years. The first cash & carry outlet would be set up in Mumbai, at the end of 2011. The deal with Tata, Tesco will provide retail expertise and technical capability to support the development of Trents hypermarket Star Bazaar. Tesco wants to set up a 100% subsidiary, and to get access to the retail business through Trent. (q) CARREFOUR The Carrefour group has over 15,000 stores, either company-operated or franchises. Carrefour has presence in countries like Colombia, Thailand, Taiwan, Poland, Spain and Romania. Carrefour offers shopping online in several countries (France, Turkey , Spain, Belgium and others). A wide selection of services, such as home delivery and in-store or in-warehouse collections, are available to customers, varying from country to country. Carrefour itself owns over 3000 brands across all the income segments.

In 1989, Carrefour became the first international retailer to venture in Asia when it entered Taiwan through a joint venture with Uni President Enterprises. Corporation. After Taiwan, it leveraged the experience it gathered in Taiwan to move into other Asian markets. Carrefour also operates in the United Arab Emirates and Jordan in a joint venture with Majid al Futtaim.

Manage Membership Drive operations during Membership Drive Reporting and tracking of drive results vs. targets as per predefined formats 100% QC of applications received from field 100% QC of data entered in Mtracks Ensure all complete applications are entered into system Renewals of expired membership as per set process Ensure adherence to Membership policy Train and manage MDAs Ensure 100% issuance of permanent cards-database management, bulk printing, data management, liaison with courier agency, timely reporting and tracking Liaison with ISD to ensure systems are running and operational Ensure correct data on Mtracks without duplications weekly validation of data dump to ensure correct unduplicated data on system

Supervise all marketing activities execution at the store o Leaflets Inputs from store, timely distribution o SMS Collate offers weekly for the same o On ground Monitor & check effectiveness of the same o Submit a consolidated activity report as per the template at the end of the campaign including photos, footfalls, member feedback etc Responsible for the Price sign communication execution at the store level Ensuring proper footfall counting & reporting at the store Co-ordinate with local vendors for printing & installation of marketing collaterals o Drop downs, Banners, Standees etc o Signages & Space selling Execute events according to the store marketing calendar Coordinate for the execution of GO Communication plan o Sizing & execution of In store branding & space selling o Coordinating & monitoring all BTL & On Ground activities Execute the Model Kirana & Education Program at the store.


The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and More defined research as a systematized effort to gain new knowledge. The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet.

The basic types of research are as follows: 1) Descriptive Research It includes surveys and fact finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. 2) Analytical Research In analytical research, the researcher has to use facts or information already available and analyze these to make a critical evaluation of the material. 3) Applied Research It aims at finding a solution for an immediate problem facing a society or an industrial /business organization. 4) Fundamental Research It is mainly concerned with generalizations and with the formulation of a theory.

5) Quantitative Research It is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. 6) Qualitative Research It is concerned with qualitative phenomenon i.e., phenomena relating to or involving quality or kind. 7) Empirical Research It relies on experience or observation alone, often without due regard for system and theory. It is data based research, coming up with conclusions which are capable of being verified by observation or experiment 8) Conceptual Research It is related to some abstract idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones.

Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking in the organization. Research provides the basis for nearly all government policies on our economic system. Research has its special significance in solving various operational and planning problems of business and industry.

The researcher must decide the way of selecting a sample or what is popularly known as the sample design. In other words, a sample design is a definite plan determined before any data are actually collected for obtaining a sample from a

given population. Thus, the plan to select 50 of citys all retailers in a certain way constitutes a sample design. Samples can be either probability samples or nonprobability samples. With probability samples each element has a known probability of being included in the sample but the non-probability samples do not allow the researcher to determine this probability.

Sampling Method Used:

The sampling method used for filling the questionnaire is Non Probability Sampling in which Convenient Sampling was used.


Data is nothing but simply collection of facts and figures. There are two types of data: 1) Primary Data The primary data are those which are collected fresh and for the first time, and thus happen to be original in character. The methods used for this research for primary data collection are: Interview method Questionnaire


Secondary data:
These are those data, which are not collected afresh and are used earlier also and thus they cannot be considered as original in character. There are many ways of data collection of secondary data like publications of the state and

central govt., website, journals, companies reports, reports prepared by researchers, reports of various associations connected with business, Industries, banks etc. For this project secondary data was taken from companys reports and websites.

Wal-Mart in India
A tremendous market Emergence of middle class 300 million Consumer class of 105 million growing at rate of 10% & with an annual avg household income of $3000 Demographics 60% of Indian population is in age group of 20-30 & is more inclined towards modern shopping. Consumer spending growing rapidly credit card Sales on per sq. ft. basis lowest in world GDP growing about 6-8%

Opportunities in India
Indias retail trade is estimated at $206 billion & growing at 5% annually Only 3% of market organized shopping malls India as fastest growing sourcing market Indias vast market for food retailing Cold chain - Refrigerated distribution of fruits n vegetables Can add value to customers by means of low price and wide range of merchandise

Challenges in India
Protests from small businesses (kirana ) FDI restrictions. Indias poor infrastructure Poor public image predatory pricing , unemployment Indias diversity and heterogeneity Competition from Indian Retailors includingPantaloon,Shoppers Stop ,Piramals Regional governments are very strong politically

Present Scenario
Wal-Mart joint venture with Bharti 15 large wholesale outlets over the next seven years Entering as a wholesaler, because Indian law does not allow multi-brand foreign retailers to sell directly to consumers

Govt. of U.P forced several top retailers to shut shop after local kirana stores triggered unrest.

Other foreign retailers : Carrefour - Wadias ,Debenhams - Future group ICRIER study 12 million stores

Key Statistics on Wal-Mart

Founder Sam Walson & Family owns 40% of Wal-Mart Headquartered at Bentonville , Arkansas , US Total No. of Stores 6775 Stores Stores in US 4065 Stores in US Outside US 2701 Stores in 14 Countries Total Employees 1.9 Million Total Sales 348.6 billion in 2006 Net Income 11 billion in 2006

Wal-Marts growth in last 25 yrs Click the Video Diversified into Food & Grocery , Private Labels and online store.

Wal-Mart online is the e-commerce website. Has started selling online Music and Movies.

Wal-Mart International Present in 14 countries Walmax in Mexico ASDA in UK The Seiyu Co. Ltd in Japan

Wal-Mart Market Share / Competitors

Wal-Mart is three times big than its nearest competitor Carrefour

Wal-Mart Marketing Strategy


Mission/ Vision Product Strategy

To give ordinary folk the chance to buy the same thing as rich people.

1. Lowest prices across-board the product lines 2. Product USP: core competency Low prices, In-stock positions, Customer service

Service Strategy

1. Respect for the individual 2. High standards of service 3. Constant strive for excellence


middle-class, lower middle


Consistent positioning- Always low prices


1. Food retail 2. Non-Food retail 3. On-line food retailer

Intangibles Co-branding

Personalized customer service Co-branding with McDonalds

Sector Strategy: Diversification

Diversified into 1. Non-food

Wal-Mart Tire & Lube Express, Wal-Mart Optical, Wal-Mart Pharmacy, Wal-Mart Vacations, Wal-Mart's Used Fixture Auctions

2. Discount format

Wal-Mart Stores,

3. E-commerce

4. Wholesale

Sams Club

5. Expansion abroad

12 international locations

Penetration/ Strategy
Advertising Expenditure : 0.3% Of Sales Rev. Only

- By Word-of-mouth, In-store Promos Folksy Facade -Friendly Image Brick & Click Retailing Model Competitive Strategy:

- Pre-emptive Expansion - Local Retailing Monopoly

- Mkt Penetration By Selecting Most Convenient Locations Acquired Or Constructed Global Buying For Relentless Pressure On Prices Logistic Efficiency: Speed To Market

Potential Development strategy

Re-positioning: Complete Shopping Experience & Value-for-money Deptt Store Way Beyond Just Low Prices Enhancing Product Range: Full-line Deptt Store Differentiation: Price-based - Best Quality At The Charged Price Merchandising: Max. In-store Merchandise Display Market-broadening: Store-type Adaptations To Local Culture Self-branding: Brand-name Is Extended To Popular Items Ancillary Business: Hair-cuts, Optics, Hearing aids


1. Name of the Business





INTERPRETATION: The above graph shows that 70% of business members are resellers, 20% are industry, 10% are organization. So the major portion of the business is catered by resellers.

2. What is the type of business that you are dealing with? KIRANA SHOP FRUITS & VEGETABLE STATIONARY SHOP HOTELS RESTAURENT CATERER OFFICE SCHOOL/ COLLEGE OTHERS 42% 10% 12% 24% 4% 4% 2% 2% 0%

3. How did you come to know about the store?


INTERPRETATION: The above graph shows that 40% customers came to know

about BPMW by the visit of the best price associates then next by the advertisement which regularly comes in newspaper and outdoor hoardings also helped them a lot while identifying the store.

4. How was your experience at the store on the following parameters?





Best Prices Quality Range Credit solution Delivery solution Time taken in Billing Ease of locating merchandise Ease of reaching the store/location Store promotion offers and effectiveness
Parking and other facilites


21 23 8 10 2 23 8 16 28 23 20 18

19 18 21 19 16 21 18 28 20 27 25 24

9 7 19 18 22 4 20 5 2 0 5 6

1 2 2 3 10 2 4 1 0 0 0 2

Store utility (e.g. water, toilets, trolleys) Store Displays (inside outside) Carrying information
Overall rating

INTERPRETATION: Best Price As per the best price concerned out of 50 customer, 23 customers are having very good perception towards the price which was offered by the Best Price store, 17 customers are having good perception toward Prices but on the other hand 8 customers are not satisfied they are having poor perception toward prices and 2 customers are having very poor perception. QualityAs per quality concerned 21 customers are having very good perception towards the quality of the products and 19 customers are having good perception but also I had analyzed that 9 customers are against towards the quality of the product they are having poor perception and 1 customer was also having very poor perception. RangeAs per the Range concerned out of 50 customer, 23 customers are having very good perception towards the ranges which was offered by the Best Price store, 18 customers are having good perception toward but on the other hand 7 customers are not satisfied they are having poor perception toward ranges and 2 customers are having very poor perception. Credit SolutionCredit Solution at best price store was not satisfactory as per the analysis here I had found that only 8 customers are having very good perception toward credit solution and 21 customers are having good perception but 19 customers are having poor perception and 2 are having very poor perception toward credit solution and it is because of cash and carry format of BWM. Delivery SolutionAs per the Delivery Solution concerned out of 50 customer, 10 customers are having very good perception which was offered by the Best Price store, 19 customers are having good perception but on the other hand 18 customers are not satisfied they are having poor perception toward Delivery Solution and 3 customers are having very poor perception and it was because of the high transportation charges which was charged at Best Price. Time Taken in Billing-

Time taken in billing at best price store was not satisfactory here I had found that only 2 customers are having very good perception and 16 customers are having good perception but 22 customers are having poor perception and 10 are having very poor perception towards the billing and it is because of less number of desks at store. Ease of locating MerchandiseAs per the best price concerned out of 50 customer, 23 customers are having very good perception towards Merchandise, 21 customers are having good perception but on the other hand 4 customer faced problem while locating the items are having poor perception toward prices and 2 customers are having very poor perception. Ease of reaching the store/locationBWM Store was located at outer part of the Raipur city at a distance of 10kms because of this same problem i had found that only 8 customers are having very good perception toward the location and 18 customers are having good perception but 20 customers are having poor perception and 4 are having very poor perception toward location. Store Promotion offersAs per the Store promotion offers concerned out of 50 customer, 16 customers are having very good perception, 28 customers are having good but on the other hand 5 customers are not satisfied they are having poor perception and 1 customers are having very poor perception. Parking and other FacilitiesBest Price store provides more than 1acres of area for parking facilities for their customers which was higher as comparison to other store of Wal-Mart in India here I had found that 28 customers are having very good perception, 20 customers are having good perception and only 2 customer was not satisfied.


Do you think that Best price modern wholesale store provide you with the required items of your need THE ALMOST ALL ALL THE SOME ITEMS THE ITEMS NECESSARY ITEMS 30% 40% 8% VERY FEW



6. Will you visit the Best Price store again? YES 100% NO 0%

Efficient supply chain management Targeted marketing Service innovation and technology Growth through adaptability. E-tails continued development Least cost of packaging strong penetration strategies Infrastructure (financial strength)

Poor public image Late entrant in international market. Unable to adapt to different countries Ununionised & Strict labor laws Were unable to handle media High law suits against the company.

Low penetration in European union

Many countries are still left Unorganized retail Globalization (diminishing trade barriers) Cold Storage market Increase in consumer purchasing power E-business Unemployment

Terrorism Competitors Negative publicity International laws against anti dumping Campaign against anti competitive practices


1. Most of the members are resellers as compare to organization and industry. 2. Kirana shops are highly engaged in this B2B marketing. 3. Membership drive plays the most important role in making the people aware about the BPMW. 4. Customers are more attracted towards best price store because its offers best product with good quality, regional price and also because its provide Kodak Mahindra credit facility. 5. Billing time taken at best price store is one the main drawback of the store. 6. As per the survey done it is found that people prefer more of the 3PL than own vehicle. 7. It is found that almost all the necessary items are available in the store. 8. As per the opinion of the customers staff of the BPMW store is almost up to the mark. 9. Keeping the facilities offered by BEST PRICE store in mind people are more attracted and satisfied with services and products of the store and hence would recommend this store to others.


1. BPMW Store should also concentrate and more link ups with organizations and industries so as to expand their business. 2. As per customers it is found that BPMW store should increase the Credit periods as per the customers need. 3. BPMW Store should increase the number of billing counter so as to avoid the wastage of time at counter. 4. BPMW Store should give proper training session to their staff members according to their appointed sections.


Best Price Modern Wholesale distinguishes itself from the competitors with the help of largest collection of brands, Events and Activations.

Best Price Modern Wholesale has a huge market potential.

Customers are delighted by the variety and price of the product available in the store.


1. 2. 3. 4. 5. 6.

Philip Kotler, Marketing Management, 11th Edition. Marketing Strategy , Walker Mullins, Boyd, Larreche best price manual paper. Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition.


Bharti Walmart Raipur DATE: /../. Organization Industries Name of the Business: Other Reseller

1. What is the type of business that you are dealing with? Kirana shop Fruits & Vegetable shop Caterers Stationery shop Hotels Restaurants/ Dhabas Offices Schools/Colleges

Other Institution (Pls. specify) 2. How did you come to know about the store? SMS Cable TV Radio Outdoor Hoardings Other people

3. How was your experience at the store on the following parameters? V.Good a. Best Prices b. Quality O c. Range d. Credit solution e. Delivery solution f. Member service by staff g. Time taken in Billing h. Ease of locating merchandise i. Ease of reaching the store/location j. Parking and other facilities O O O O O O O O O O O O O O O O O O O O Good O O O O O O O O O O O O Poor O O O O O O O O O O O O V.Poor O

k. Store promotion offers and effectiveness O l. Store utility (e.g. water, toilets, trolleys) O

m. Store Displays (inside outside) O n. Overall rating




4. Do you think that Best Price modern wholesale store provide you with the required items of your need? a) All the item b) Almost all the items c) All the necessary items d) Some items e) Very few 5. Will you visit the Best Price store again? A) Yes If NO, please specify 6. Will you recommend this store to other business members? A) Yes Thank You B) No B) No