A

Training Report
On
Competitive Advantage in Retail Industry
“Dhiman Traders Company.”

Submitted in partial fulfilment of the requirement of Bachelor of Business administrator.

To
Kurukshetra University, Kurukshetra
Session (2019-20)

Submitted to : Submitted By:

Department of commerce and Management Shivani
Arya P.G College, Panipat BBA
University Roll No:
 Declaration
I declared based upon my knowledge in training that I
completed training from “ Dhiman Traders Company”
regarding of Competitive Advantage in Reail industry
assigned by me for the training report to be submitted in the
partil fulfilment of BBA Degree from Kurukshetra University.
I Declared that this is pure work done by me, I declared it
based on my knowledge in this Retail industry.

Shivani
 Acknowledgement
I would like to thank my mam for suggesting and helping in my
analysis on this Reatil industry. Her conversation related to this is so
inspirational for me.

I would like to Thanks Mr. Principal and MR. Hod for giving this
opportunity so I could learn outside from the classroom. And it was
so enthusiastic feeling in me related to this project just because of
them.

I Am grateful to work with Dhiman Traders Company. It was very

nice experience. And in the last I would like to Thanks,
MR. Anoop Dhiman for giving me this opportunity to working with
his company.

Shivani
 PERFACE
In this day when everything is digital and peoples are
participating in E commerce websites and
applications. Offline retail have its own advantage
and usage for costumers.
In internship with Dhiman Traders my first chapter is
based on Analysis on retail market.
The next lesson was based on competitive advantage
that’s I learn with doing work with Dhiman Traders.
I learned that retail industry also worked little bit like
ecommerce.
mmerce websites but In their own way.
Learning Outcomes
The content, assignments, and assessments for Retail
Management are aligned to the following learning outcomes. A
full list of course learning outcomes can be viewed here:

Merchandise Management
Learning Objectives Define merchandise management
Merchandise Management involves understanding and
evaluating the consumer’s buying habits to effectively source,
plan, display, and stock merchandise. It is a process from
beginning (strategy) to end (performance evaluation) that is
cyclical in nature and involves individuals at every level of the
retail organization.

Course Contents at a Glance

The following list shows a summary of the topics covered in this
course. To see all of the course pages, visit the Table of
Contents. The entities involved, and the impact of decisions on
a retail business Retailing Supply Chains Challenges in
Retailing Analyze the evolution of the retail industry.
 Types of topic
\Module 1: Introduction to Retailing

Module 2: Retail Environment Analysis

Module 3: Multi-Channel Retailing

Module 4: Identifying and Understanding Customer

Behavior

Module 5: Strategic Retail Planning and Management

Module 6: Trade-Area Analysis and Site Selection

Module 7: Information Systems in Retail and CRM Software

Module 8: Retail Human Resources

Module 9: Financial Strategies in Retail

Module 10: Retail Operations: Managing the Store

Module 11: Merchandise Management

Module 12: Retail Pricing and Sales Strategies

Module 13: Retail Image: Layout and Visual Merchandising

Module 14: Integrated Marketing Communications and

Promotions
Module 15: Customer Service Strategies
Module 1: Introduction to Retailing
Describe retailing, the entities involved, and the impact of
decisions on a retail business

 Define retailing
 Describe the firms involved in a supply chain
 Summarize the key challenges facing retailers

Analyze the evolution of the retail industry

 Describe the overall change in the structure of the retail
industry over the past 60 years
 Discuss the role information systems have played in the
changing retail industry
 Explain why a willingness to adapt is essential to a
retailer’s survival

Recognize career opportunities available in the retail businesses

 Identify key roles within retail businesses

 List some challenges of working in the retail field
 Categorize the general role requirements of a retail manager
 Discuss the most valuable skills for a retail manager to possess

Explain the concept of strategic planning within the retail

management decision process
 Differentiate between macroenvironment and
microenvironment considerations in strategic planning
 Classify the general steps of strategic planning in retail
 Explain the retail mix
 Explain the retailing concept
Module 2: Retail Environment Analysis
List the classification characteristics of various types of
retailers by ownership
 Match a retailer with its structural organization based on its
classification
 Match a retailer with its advantages and disadvantages based on its
classification

Categorize the wide-variety of food retailers

 Identify the most dramatic change in food retailing today
 Assess the variety and assortment of goods carried by each type of
food retailer
 Discuss the current trends affecting food retailers

Compare and contrast service and merchandise retailers

 Assess the variety and assortment levels of goods for each type of
merchandise retailer
 Describe the choices each type of merchandise retailer is currently
making to adapt in the current landscape
 Name an assortment of service retailer types

Discuss store-based strategy mixes

 Identify the three levels on the wheel of retailing
 Define scrambled merchandising
 Discuss how a retail institution can evolve through mergers,
diversification, and downsizing

Evaluate the elements of a competitive analysis

 State the places retail managers should go to obtain information on
their competition
 Use NAICS codes to determine direct competitors
Module 3: Multi-Channel Retailing

Compare and contrast single channel, multi-channel, and

omnichannel retailing

 Define single channel, multi-channel, and omnichannel retailing

 Match descriptions of retailers with single, multi, or omni-channel
retailing
 Explain the main difference between multi-channel and
omnichannel retailing

Describe a wide variety of non-store retail channels

 Match a retailer description with its non-store channel type
 Compare and contrast the benefits of store, catalog, and internet
channels

Discuss the rise of electronic retailing through the internet

 Define the role of the web to retailers
 List some advantages and disadvantages of electronic retailing
 Explain how mobile apps can increase customer interaction

Recognize the challenges faced by multichannel retailers and how

retailers must adapt
 Identify the factors that need to be adjusted depending on the
channel
 Describe what a customer would consider a seamless experience
across channels
 Summarize the data that could be collected to support the
multichannel shopping experience of the future
Module 4: Identifying and Understanding
Customer Behavior
Explain the consumer decision-making process
 Outline the steps of the buying process
 Identify a situation in which a customer has conflicting needs
 Describe how a customer finds information to make a buying
decision
 Using the multiattribute model, explain how customers evaluate
retailers

Identify the various models of buying processes

 Describe how a retailer can increase sales from customers
engaged in extended problem solving
 Describe how a retailer can increase sales from customers
engaged in limited problem solving
 Describe how a retailer can satisfy the needs of habitual decision
making customers by choosing to act in ways that increase loyalty

Describe why it is important for retailers to research and

understand their customers
 Define a target market
 Explain why a retailer would want to meet the needs of a specific
group of people

Summarize the main factors used to describe customers

 List a set of common demographic measurements

 Identify some key consumer lifestyle factors
 Outline how a buyer’s motivations and attitudes can affect their
buying choices
Examine retailer decisions based on target market planning

 Define a brand community

 Explain why a retailer would select a differentiated marketing
strategy over a mass or concentrated one
 Predict a retail strategy mix based on the characteristics, needs,
and attitudes of their customers
 Define a target market
 Explain why a retailer would want to meet the needs of a specific
group of people
Module 5: Strategic Retail Planning and
Management

Explain the importance of strategic planning to retailers

 Outline the steps of retail strategy planning
 Describe the value of an organizational vision and mission
 Explain how a retail strategy guides the decisions of an organization

Describe step-by-step how retailers create a strategic plan

 Describe how a situation analysis illuminates the opportunities and
threats in a business environment
 Differentiate between short and long-run objectives that a retailer
will set for itself
 Discuss the strategic implications of various target market
techniques
 List some key controllable and uncontrollable variables that should
be considered when creating an overall retail strategy
 Summarize a few tactical decisions that can be made to enact the
strategy
 Define a retail audit

Examine possible opportunities that can arise from

strategic planning
 Describe how consistent feedback can make the process iterative
and roundabout rather than sequential
 Explain how a retailer can build a sustainable competitive
advantage
 Classify strategic retail growth opportunities
Module 6: Trade-Area Analysis and Site Selection

Explain the significance of selecting a store location

 Define environmental analysis
 Discuss why location selection needs to involve significant analysis
of data
 Explain the effects of location choice on short and long run planning

Analyze the characteristics of a retail trading area

 List the types of demographic data a retailer can obtain from the
U.S. census bureau
 Describe the types of data a retailer can obtain from geographic
information system software (GIS)
 Identify the main factors to consider when analyzing a retail trading
area

Examine the variety of locations available to retailers

 Compare and contrast the benefits of various retail locations

Summarize the factors considered in site selection

decisions
 Create a summary of the essential site characteristics to be
evaluated
 Explain why a retailer should also evaluate societal views when
selecting a location
 Use the Huff gravity model to estimate potential sales for a site
 Outline the characteristics of the most common lease types
Module 7: Information Systems in Retail and CRM Software

Explain why retailers need a centralized data hub

 Identify some inconclusive methods retailers may use to gather
information and make decisions
 Define retail information system and the data they can store and
manage
 Differentiate between data warehousing and data mining
 Describe the purpose of UPC, RFID, and QR codes

Explore the use of information systems to manage the supply chain

 Explain the importance of supply chain management



 Describe the flow of physical goods through a supply chain

 Explain how a good supply chain management system can increase
sales and profits
 Summarize the benefits of a coordinated effort between suppliers
and retailers

Discuss how customer shopping data is collected

 Define the purposes of a CRM system
 List the types of data stored in a customer database
 Identify how retailers collect identifying information
 Explain some of the privacy issues surrounding CRM tools

Examine the objectives for analyzing the customer

database
 Explain how retailers use CRM to identify their best customers
 Recognize the goals of market basket analysis, targeting
promotions, and assortment planning
 Analyze the various tactics of frequent-shopper or rewards
programs
 Identify some customer retention techniques based on collected
data
Module 8: Retail Human Resources

Describe the organizational patterns of a retail business

 Explain how organizational structure determines the activities that
specific employees will perform
 Describe the typical structure of a single-store retailer, national
chain, and diversified retailer
 Name some key divisions of a retail business and the people who
head them

Discuss the overarching requirements of human resource

management
 List the performance measures of human resource management
 Outline the steps of human resource management
 Summarize the main challenges in retail human resource
management

Explain how retailers can attract the best employees

 Describe the steps to recruiting top talent
 Identify selection and training techniques to develop star employees
 Discuss methods to motivate retail employees
 Predict the benefit of a more diverse and inclusive workforce

Examine legal issues involved in human resource management

 Differentiate between laws and ethics

 Explain the equal employment opportunity law
 Discuss the details of employee health and safety laws
 Describe the key points of sexual harassment laws
 List some critical laws that pertain to web retailing
Module 9: Financial Strategies in Retail
Use strategic profit modeling to create a financial plan
 Identify the financial goals of the business
 Analyze a profit-and-loss statement
 Compare various performance objectives and
measurements

Explain how an income statement is used to evaluate a

profit management path
 Define net sales, costs of goods sold, operating expenses
 Analyze the gross margin percentage of sample retailers
 Calculate the net profit margin of a sample retailer

Explain how a balance sheet is used to evaluate an asset

management path
 Define asset, liability, and net worth
 Analyze the asset turnover rate
 Calculate a return on assets (ROA) for a sample retailer
 Use key ratios to inform decisions

Explain the purpose and logistics of budgeting and cash

flow
 Describe each decision of budget preparation
 Differentiate between zero-based and incremental
budgeting
 List what needs to be documented in the ongoing
budgeting process
 Explain the effect of seasonality on cash flow of some
retailers
Module 10: Retail Operations: Managing the Store

Explain how retailers find the best personnel

 List some ways to screen prospective employees
 Describe the information a retail manager wants to get from
interviewing a prospective employee
 Compare and contrast various approaches to training new
employees

Explain how retailers keep the best personnel

 Describe how to evaluate retail employees and provide feedback
 List some reward and compensation plans for great employees
 Identify qualities of strong management leaders

Describe the operating functions that can reduce costs

 List the key aspects of efficient employee scheduling
 Describe the activities involved in general store
maintenance
 Explain strategies to reduce inventory shrinkage
Module 11: Merchandise Management
Identify the important aspects of merchandise planning
and management
 Define merchandise management
 Describe the characteristics and functions performed within retail
buying organizations
 Differentiate between staple and fashion merchandise buying
systems

Examine the merchandise planning process

 Explain how retailers forecast probable sales numbers for
merchandise categories
 Compare and contrast various merchandise assortment options
 Summarize how retailers determine product inventory levels
 Outline a system for controlling merchandise flow
 Describe how retailers decide on merchandise allocations
 Explore the techniques used to evaluate merchandising decisions

Outline the considerations taken by retailers when buying

merchandise
 List some of the brand selection possibilities and their benefits
 Describe some of the issues involved with sourcing decisions
 Identify how a retailer can prepare for negotiations
 Explain the value in building strong partner relationships
 Summarize the ethical and social responsibilities that come with
buying decisions
Module 12: Retail Pricing and Sales Strategies

Identify how pricing fits into the goals of a retail establishment

 Define value
 Differentiate between basic retail pricing strategies
 Explain how pricing is integrated with the rest of the retail mix
strategy

Explain how retailers determine pricing objectives

 List some external factors that impact retail pricing
 Match various pricing strategies with the business objective it
represents
 Define price elasticity
 Calculate the price elasticity of a product based on the given
situation

Use various pricing methods to determine product pricing

 Using cost-oriented pricing equations, calculate the retail price, the
cost, and the markup percentage of a product
 Calculate the break-even point for retail product sales
 Explain how a retailer can use competition-oriented pricing to
determine the price of a product
 Describe how retailers use demand-oriented pricing

Examine common price adjustment techniques

 Understand the three types of price adjustments used by retailers
 Explain how retailers can reduce the amount of product that ends
up in markdowns
 Summarize the options for liquidating markdown merchandise
Examine pricing techniques used by retailers to increase
sales and profits
 Differentiate between first, second, and third-degree price
discrimination
 Define loss leader
 Illustrate the technique of price lining
 Explain the concepts of KVC and KVI and their impact on retail
pricing

 Calculate the break-even point for retail product sales

 Explain how a retailer can use competition-oriented pricing to
determine the price of a product
 Describe how retailers use demand-oriented pricing
Module 13: Retail Image: Layout and Visual
Merchandising

Identify the key objectives of good store design

 Explain how store design can create a positive shopping experience
for customers
 Use an example of store design that would likely impact sales
 Describe how a store can use design to control costs

Explain the value of a thoughtful store layout

 Describe customer shopping behaviors and traffic-flow patterns
 Compare and contrast various store layout designs
 Explain how a retailer classifies its products into layout groupings

Illustrate how the store environment can create a

rewarding shopping experience
 Describe why a store’s exterior influences its image
 List the benefits and drawbacks of each presentation technique
 Outline the important aspects interior store design

Use nonstore-retailing atmospheric principles to analyze

current web retailers
 List the characteristics of an appealing retailer website
 Describe how web retailers use design features to craft an online
store
 Define UX and the role of user experience in web retailing
 Examine the advantages and disadvantages of running an online
store
Module 14: Integrated Marketing Communications
and Promotions

Explore the concept of integrated marketing

communications and retail promotions
 Explain the value of effective communication with customers
 Define integrated marketing communications
 Differentiate between traditional and new media elements
 Examine the different budget calculation methods

Explain how retailers build a brand image and increase

customer loyalty by using communication programs
 Define brand equity
 Outline the steps involved in the creation of a marketing
communication program (SMART)

Evaluate the key elements of the integrated marketing

communications mix
 Describe how advertising is used by retailers
 Outline the types of sales promotions used by retailers
 List some direct marketing tactics used by retailers
 Discuss the various online media elements used by retailers
 Explain why social media is a crucial part of any current retailer’s
IMC mix
 Evaluate use cases for other miscellaneous media elements
Module 15: Customer Service Strategies
Identify how retailers can use excellent customer service
as a differentiation tool
 Define customer service
 Discuss the value of customer profiles in retail customer service
 Categorize services offered by retailers as basic or luxury
 Compare and contrast personalized and standardized service

Explain the key components of the customer evaluation

process
 Define customer perception and customer expectation
 Describe the main characteristics that affect service quality
perceptions
 Explain the role of customer expectations in determining the value
of service perceived

Discuss the gap model of service quality

 Outline how a retailer can close the customer expectations and
management perceptions gap
 Outline how a retailer can close the management perceptions and
quality specs gap
 Outline how a retailer can close the quality specs and service
delivery gap
 Outline how a retailer can close the service delivery and
communications gap
 Outline how a retailer can close the actual performance and
perceived service gap
1.1 ABOUT THE INDUSTRY

The Indian retail industry has emerged as one of the most

dynamic and fast paced industries due to entry of several
new players. It accounts for over 10 per cent of country‟s
Gross Domestic Product (GDP) and around 8 per cent of
employment. India is the world‟s fifth largest global
destination in retail space. Indian retail industry has immense
potential as India has second largest population with affluent
middle class, rapid urbanization and solid growth of interest.

Market share

India‟s retail market is expected to increase by 60 per

cent to reach U.S $1.1 trillion by 2020 on the back of
factors like rising incomes and lifestyles changing by
middle class and increased digital connectivity while
the overall retail market is expected to grow at 12 per
cent per annum and traditional trade at 10 per cent.
Indian retail market is divided into “organized retail
market contributes 93 per cent of the total sector and
“unorganized retail market contributes rest 7 per cent
of the sector.” India‟s Business to Business e-
commerce market is accepted to reach 700 US$ by
2020. Online business is accepted to be at par with the
physical stores in next five years and has grown 23% to
$17.8 billion dollar in 2017. India‟s total potential of
business to consumer (B2C) is estimated to $26 billion
of which $3 billion can be achieved in next 3 years from
16 product categories according to the study of
federation of Indian chambers of commerce and
industry (FICCI) and Indian institute of foreign trades
(IIFT).

INVESTMENT SCENARIO

The Indian retail trading has received Foreign Direct

Investment (FDI) equity inflows totalling US$1.14
billion during April2000 – December 2017 according to
the Department of Industrial Policies and Promotion
(DIPP).
GOVERNMENT INITIATIVES

The government of India has taken various initiatives

to improve the retail industry in India. Some of them
are listed below:- The government of India may change
the Foreign Direct Investment (FDI) rules in food
processing in a bid to permit e-commerce companies
and foreign retailers to sell made in India products.
Government of India has allowed 100% FDI in online
retail of goods and services through the automotive
routes, thereby providing clarity on the existing
businesses of e-commerce companies operating in
Retail is the biggest industry in the world with sales
of $7.2 trillion. Every 10th billionaire in the world is a
Retailer 25 of the top 50 fortune 500 companies are
retail.
Retail generated a shareholder return of 18%. Retailing
is the largest industry globally and is the second largest
in United States both in the no. of establishments and
in the no. of employees. Retailing is the activity which
involves selling of goods directly to the consumers and
act as an
5
intermediary between the producer and the
customers. It has played a major role in increasing the
productivity and its best impact is seen on the
countries such as USA, U.K, Mexico, China etc. retailing
is the biggest industry with the sale of 7.2 trillion.
Retail generates a shareholder‟s return of 18%.

Top retailers worldwide are:

6
RETAILERS HOME COUNTRY Wal-Mart Stores U.S.A
Carrefour Group France The Kroger Co. U.S.A The
Home Depot. Inc. U.S.A Metro Germany Table.2 total
retailers worldwide
7
According to the global \retail development index
international retailers are now mere adept to the
tackling the individual challenges which require
different strategies to be successful. There has been
huge transformation in the retail industry as the
retailers have gained understanding about the market
struggle with shifting changes in economic and political
trends.
1.3 INDIAN MARKET
8
The Indian Retail Industry is the 5th largest in the world
comprising of organising and unorganised sector. India
retail industry is one of the fastest growing industries
in India especially since last few years. Though initially,
the retail industry in India. Was almost unorganised,
however with change of taste and preference of the
customers, the industry is getting more popular of
these days and getting organised as well. With growing
market demand, the industry is expected to grow from
350000 crore in 200405 to 109000 crore in 2010.
According to the 8th annual GLOBAL RETAIL
DEVELOPMENT INDEX (GRDI), India retail industry is
most promising emerging market for investment. In
2007 the retail trade in India had a share of 8-10% in
the gross domestic product of the country. In 2009 it
rose to 12%. It is expected to reach by 22% in 2010-11.
According to the Report by NORTH BRIDGE per capita
the Indian Retail Industry is expected to grow to US$
700billion by 2010-11. By the same time the organized
retail sector will be 20% of the total market share. It
can be mentioned here that, the share of the organized
retail sector in 2007 was 7.55 of the total retail market.
As democratic country with the high growth rates
consumer spending has risen sharply and there is
significant increase in the disposable income of the
people. Consumer spending rose by 75% in the last 7 to
8 years. Organized Retail accounts for 5% of the
market, is expected to grow at a CAGR of 40%from US$
20billion in 2007 to US$ 107 billion by 2013. The Indian
Retail market is highly competitive and major players
such as Wal-Mart, Tesco entering the industry is set to
grow even further. It is thus important to see how well
which players in the organized retail industry manages
to pull consumers in their stores especially in the retail
more focus is on repeated sales and sustaining the
customers for long time. It has been growing
continuously and very rapidly that this would become
India‟s one of the fastest developing industries.

9
1.4 GROWTH OF THE INDUSTRY

The Indian Retail Industry is one of the fastest growing

industry which accounts for 10% of country‟s GDP and
8% of the workforce. There has been drastic change in
the tastes and preferences and buying behavior of
customers. The retail sector is undertaking fast paced
revolution there has been changes in the format of the
retail industry. New formats are developed such as
convenience stores super market, hyper market and
have made their way in the market. In India, major
chunk of the untapped retail market is attracted by all
giant firms across the globe. With the advancement of
technology the scope of the retail industry has
widened attracting investors across the globe and has
high growth potential. There has been remarkable
development in the last decade and has been rapid
evolution of the online retail sector. The online retail is
expected to be reaching US$ 70billion by 2020.
According to the latest update of December 2017:-
India has high market potential, Moderate political and
low economic risk as it has occupied a remarkable
position in the global retail index. According to the
study of the Boston Consulting group India is expected
to become world‟s largest consumer economy by
reaching US$400 billion in consumption by 2025. As
the purchasing power of middle class people increased
there was increase in their disposable income and due
those customers spending increased and India was
ranked first in Global Retail Development Index 2017.
With the GST taking its shapes, it has helped its
retailers to simplify its tax structure. These will lead to
better cash flow, profitability, supply chain structure
and pricing. The retail sector is fast emerging as one
of the largest sectors in the economy, accounting for
more than 10% of country‟s GDP and around 8% of
employment. This industry has emerged one of the
most dynamic and fast paced industries due to the
entry of several new players.
2.1 HISTORY OF ADITYA BIRLA LTD

Aditya Birla Group is an Indian based Multinational

conglomerate company. It engages in offering services
to various sectors such as non-ferrous metals, cement,
viscose staple fibre, viscose filament yarn, branded
apparels, carbon black, chemicals, agri-business,
mining, ferro chemicals, wind power and insulators. In
addition, the group‟s offer services to sectors including
tele-communication financial services, IT, BPO, retail
and trading solutions. Aditya Birla consists of 4 main
companies, which operate in various industry sectors
through its subsidiaries and joint venture, namely
Hindalco Industries Limited, Aditya Birla Nuvo ltd, Idea
Cellular ltd and Ultratech Cement ltd. It has operations
in 27 countries worldwide.
Aditya Birla Group has its headquarters in MUMBAI,
INDIA.

The company is led by Kumar Mangalam son of Aditya

Birla.

Additional details Public company Incorporated:

1870 Employees: 72000 Sales: $7.59 billion(2005)
Stock exchange: India Ticker symbol: BIR

10
ADITYA BIRLA TOOK OVER PANTALOONS

Kishor Biyani led Future Group said Aditya Birla Nuvo

Ld infused rs.1600 crore into its flagship „pantaloons‟
and acquired a majority stake in the store chain, which
will later be demerged to be listed as a separate entity.
The group‟s flagship firm, Pantaloons Retail India ltd
(PRIL) currently operates the „Pantaloons‟ chain of
fashion apparels and accessories stores.

As a part of the deal between the two companies, the

Pantaloons format will be demerged from PRIL, a listed
entity on the BSE and National Stock Exchange.

“The demerged entity, subject to necessary and

statutory approvals, will invite an investment from
Aditya Birla Nuvo ltd(ABNL).”PRIL said in a statement.

ABNL will subscribe to debentures amounting to rs800

crore issued by PRIL and on completion of the
demerger process, the debentures will convert into
equity in the demerged entity of the pantaloons
format.

The proposed transaction is likely to be completed

within eight to 10 months, subject to the finalisation of
the Scheme of Arrangement, due diligence and
statutory and other requisite approvals, the statement
added.
Launched in 1997, the pantaloons format is spread in
35 cities with 72 stores and 21 factory outlets covering
total retail space of over 2 million square feet. Future
Group continues to operate a number of retail chains
including Pantaloons, Big Bazaar, Food Bazaar, Home
town and e-zone and also has allied businesses in
consumer finance, life and non-life insurance, logistics
infrastructure and supply chain and brand
development.

11

HISTORY OF PANTALOONS

The company was incorporated as Peter England

Fashions and Retail ltd on April 19, 2007 and obtained
the certificate of commencement of business on May
14, 2007. The name of the company was changed to
“PANTALOONS FASHION AND RETAIL LTD” on 23 April
2013 headquartered in Mumbai, the company has over
1000 stores across 73 cities in India and employees
over 35000 people and as 2010, it was the country‟s
largest listed retailer by market capitalization and
revenue.

Pantaloons Fashion And Retail Ltd, is a large Indian

retailer, was a part of the future Group (now a part of
Aditya Birla), and operates in multiple retail formats in
both, value and lifestyle, segments of the Indian
consumer market.

The company‟s products are being marketed under the

brand name „PANTALOONS‟ and „BARE NECESSITIES‟
through a network of over 300 dealers spanning the
Metro and class-1 cities in the country.

The company is promoted by Shri Kishore Biyani,

friends and associates.

1992- The company has successfully launched the

„Pantaloons‟ trousers, shirts, denims, sleep suits and
other ready-made garments. 1997- The company has
launched women‟s wear, children‟s wear and
household products in the last few months. 2001-
Kishore Biyani‟s Pantaloons retail to be re-named as
„Future Retail India Ltd post demerger.
With the chain of 71 fashion store in 35 cities and
towns, pantaloons is constantly extending its footprints
into the rest of the modern India.
2.3 ORAGANISATION STRUCTURE

CEO

AREA MANGER

CATAGORY

STORE MANAGER

ASSISTANT DEPARTMENT DEPARTMENT

MANAGER MANAGER

CUSTOMER FASHION TEAM CASHIER

SERVICE DESK ASSISTANT MEMBER
VISION, MISSION AND VALUES

VISION
To be a premium global conglomerate with a clear
focus of each business.

MISSION To deliver superior values to the customer,

shareholders, employees and society at large.

FUNCTIONS OF ALL THE DEPARTMENTS

All the departments work very closely with each

other to complete their task and achieve their
individual goals. Each department is
interdependent with each other. The objective of
these departments is to accomplish mission and
vision of the company.

Design department This department is basically

developing sample of merchandise and
development range of merchandise for upcoming
season and work closely with buying department.
Designer attains fashion events and shows to
keep tap on current upcoming trends.

Buying Department This department is selecting

what merchandise will be stocked in store based
on discussion happened with planning team. They
work closely with design department to approve
sample and range of merchandise, attain fashion
events and forecast the trends. They also interact
with other departments like marketing, sourcing,
planning and quality control to get appropriate
advice that will help them in achieving company‟s
ultimate target. Apart from this, they frequently
keep in touch with suppliers and vendors.

Sourcing Department It is management of a

supply market to ensure access to adequate
Resources required for the long term needs of the
firm: understand market characteristics, identify
relevant potential suppliers, define a strategy for
the firm, and set the objectives for any market
shaping effort. Sourcing frames the agreement
with the suppliers involved in the strategy,
without necessarily going into the details of the
contract. Sourcing teams include elements
internal and external to the firm to reach their
objectives, to include the eventual optimization of
specifications in coordination with engineering,
marketing, and / or research.Sourcing is the
strategic management of external resources. They
have to figure out different vendors who can give
them better value in terms of price, production,
lead time, shipment mode and other production
aspect after the budget allocates for range by
other departments, coordinates with buying and

19
Design department.

Planning Department This department is making

OTB plan, Option plan, allocation, offers, monitors
day wise sells, end of season sell, stock in
warehouse and store. They also recommend
buyer about which style is hitting the shopping
floor, monitor sales, stock in warehouse and shop
floor, sell through, offer planning and do
allocation of merchandise according to
requirement of particular merchandise in
particular store. This is also known as Inventory
Management and Distribution Management.
Planner are the backbone of any company if there
over stock or stock out its planner responsibility
to control inventory and coordinate with other
team like buying and also do meeting with other
senior people of company.

Operation department They work to make sure

that employers' businesses run
effectively,Smoothly and professionally. This
includes all those who work in the organization
from the management to assembly line workers
up to the guys loading and offloading trucks in
manufacturing and retail distribution centers.
VM Department: This department coordinates
with designer and buyer for the theme of season
and then they make visual of store accordingly.
Their responsibility to change visual of all store at
the same time, this include display of
merchandise and lighting. There are some
elements that are involved in visual
merchandising are Window Displays, Interior
Displays, Signs, Cosmetic Productions and other
Special Sales and Promotions. Team tries to
combine these element and covey their idea to
customer.

Marketing Department: They basically

communicate the value of product to the
customers For that this department is divided in
three teams ATL (Above the Line), BTL (Below the
Line) and LOYALTY. In ATL they are covering large
Geographical area by advertising from Radio, TV
and National newspapers and in BTL they are
covering particular targeted area by organizing
fashion events and shows. In LOYALTY they are
distributing Cards and coupons to customer first
to check loyal customer and then

20
start analyses about loyal customer‟s next need
and offer it to customer on discount. It is one of
innovative department and generating New idea.

Finance Department: Major roles of the finance

department are to identify appropriate Financial
information prior to communicating this
information to managers and decision makers, in
order that they may make informed judgments
and decisions. This department‟s responsibility
for organizing the financial and accounting affairs
including the preparation and presentation of
appropriate accounts, and the provision of
financial information for manager.
Admin Department: They are managing and
distributing information within office like greeting
clients and employees, answering the calls,
maintaining files, record of expenditure,
Stationary, printing, housekeeping, Administrative
assistants are responsible for Communicating with
clients, outside vendors and staff members on
behalf of their employer. They greet customers,
answer the phone, take messages and set up
meetings. This department Is interrelated to HR
department.

HR Department: Human resource management

(HRM) in organizations designed to Maximize
employee performance in service of their
employer‟s strategic objectives. In Pantaloons, HR
is primarily concerned with how people are
managed within organizations, focusing on
policies and systems. HR department is
responsible for a number of activities, including
employee recruitment, training and development,
performance appraisal, and rewarding. Human
resources assistants may process and regularly
update personnel, payroll and job applicant
records.

Garment Technology Department: It is divided in

three teams one is Construction /Fit Team,
another is Testing team and last is Inspection
team. Construction team basically checking the
size measurement and its grading, Testing team
are doing chemical like crocking, bleeding, color
fastness to light etc. and physical test like pilling,
abrasion resistance etc. and inspection team is
visiting manufacturing unit to see the directed
production, there also checking for complete
garment which is done in last by Testing team.

Supply Chain Department: It is the management

of the flow of goods. It includes the movement
and storage of raw materials, work-in-process
inventory, and finished goods from Point of origin
(Manufacturing Unit) to point of consumption
(Store).
Main function of supply chain management is as
follows:
1) Inventory management
2) Distribution management
3) Channel management
4) Payment management
5) Financial management
6) Supplier management
7) Transportation management
8) Customer service Management.

Some of their work is already done by planning

team only Inventory Management and
Distribution Management. They closely work with
planning department and interchange information
regarding stock delivery from supplier to
warehouse and warehouse to store or if any stock
is available for inter store transfer or vendor has
to direct supply to store SCM team and to take
care of the things.
2.4 SWOT ANALYSIS

Strength Weakness

Opportunity Threats
STRENGTH

Pioneer in the industry, largest market share

and capitalization

Reputation for value for money (competitive

pricing), convince and a wide range of products all
in one store.

Being financially strong helps pantaloons retail

India deal with any problems, ride any dip in
profits and perform their rivals.

WEAKNESS

Pantaloons do not function internationally,

which has an effect on success, as they do not
reach consumers in overseas markets.
 Since Pantaloons Retail India Ltd. Sell products
across many sectors, it may not have the flexibility
of some of its more focused competitors.

OPPORTUNITIES

Opportunity exists for PRIL to continue with

current strategy of large, super centres.

Population of country is growing where the

scope of market is kept on increasing for retail
store.

THREATS

Being number one means that you are the

target of competition. (extra competition and new
competitors entering the market could unsteady
Pantaloons Retail India)
 A slow economy or financial slowdown could
have a major impact on Pantaloons Retail India
business and profits.

3.1 INTRODUCTION OF THE STUDY

This report is prepared to benchmark the

salaries of the employees with turnover. The
compensation given to the employees plays an
important role in sales and management of the
organisation.
The compensation benchmarking helps in
keeping employees satisfied with monetary and
non-monetary incentives and which provide them
scope of working in pantaloons.
Compensation benchmarking is the process to
maintain the proper function between
management and employees.
It is used generally to build morale of the
employees and they show their performance and
skills.
 Compensation benchmarking increases output
of employees and it directly or indirectly affects
the sales and profit of the company.
Mostly every retail organisation has different
benchmarking system so that they can make their
employee stay in their organisation and reduce
turnover ratio.
Compensation benchmarking not only gives
monetary benefits but also nonmonetary benefits
to the employees.
The correct benchmarking of compensation
builds a strong and healthy relationship between
the employer and employee.
Good compensation benchmarking is very
important for improving organisational
effectiveness.
It makes the structure that brings equality,
competitiveness and motivation amongst
employees as well as employer.
It helps in standardizing the pay structure in the
organisation.
Brief introduction of” “Dhiman Traders Company

Here you will get brief introduction about DHiman

Traders. All information related to Dhiman Traders
about the company history, founder name.

History:
Dhiman Traders was founded by MR. Balbir
Dhiman. First Dhiman Traders Was begin with
name Dhiman Glass House. In short we can say
that Dhiman Traders is the firm of Dhiman Glass
House. MR. Balbir Dhiman Firstly started doing
wooden work with the name of his company. The
company was created in 1995.

When the company seems to be growing the

owner of this company increase his work in this
retail industry. With the help of his hard work and
his passion about work Dhiman Traders is like a
Brand name in Glass retail market nowdays.
Founder: As I told you Mr. Balbir Dhiman is
the owner of this firm and he started first this
with the name Dhiman Glass House.
Then His son make a another firm with the
help of his Dad’s name and his ability and
passion . He make a sub firm with the name
Dhiman Traders. In this they doing retail
business of Metal Doors with Glass Work. His
Metal doors is not found in Panipat anywhere
instead of their Firm Dhiman Traders.

It’s the Brief introduction about The Dhiman

Traders Company From Where I complete my
internship and that was very Great
Experience!

Shivani