A

SYNOPSIS

ON

THE STUDY OF MARKETING STRATERGY AND CUSTOMER SATISFACTION OF

BIG BAZAR

SUBMITTED TO

RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY

NAGPUR IN PARTIAL FULFILLMENT FOR AWARD OF BACHELOR OF

BUSINESS ADMINISTRATION

SUBMITTED BY

NIRAJ V. SHINDE

GUIDED BY

DR. VANITA NASKULWAR

AVATAR MEHERBABA COLLAGE, NAGPUR

2017-2018
 INTRODUCTION
Strategic Management is an ongoing process that evaluates and controls
the business and the industries in which the company is involved;
assesses its competitors and sets goals and strategies to meet all existing
and potential competitors; and then re-assesses each strategy annually or
quarterly [i.e. regularly] to determine how it has been implemented and
whether it has succeeded or needs replacement by a new strategy to meet
changed circumstances, new technology, new competitors, a new
economic environment, or a new social, financial, or political
environment. Strategic Management can also be defined as the
identification of the purpose of the organization and the plans and
actions to achieve the purpose. It is that set of managerial
decisions and actions that determine the long term performance of
a business enterprise. It involves formulating and implementing
strategies that will help in aligning the organization and its
environment to achieve organizational goals. Strategic Management
analyzes the major initiatives taken by a company's top
management on behalf of owners, involving resources and
performance in internal and external environments.
Strategic Management allows an organization to be more proactive
than reactive in shaping its own future; it allows an organization
to initiate and influence activities and thus to exert control over
its own destiny. Many small business owners, chief executive
officers, presidents and managers of many profit and non-profit
organizations have recognized and realized the benefits of strategic
management. Historically, the principle benefit of strategic
management has been to help organization formulate better
strategies through the use of the more systematic, logical and
rational approach to strategic choice.
Financial Benefits: -
1) Improvement in sales.
2) Improvement in profitability.
3) Improvement in productivity.

Non-Financial Benefits: -
1) Improved understanding of competitor’s strategies.
2) Enhanced awareness of threats.
3) Reduced resistance to change.
4) Enhanced problem-prevention capabilities.

Customer satisfaction is a part of customer’s experience that exposes a

supplier’s behavior on customer’s expectation. It also depends on how
efficiently it is managed and how promptly services are provided. This
satisfaction could be related to various business aspects like marketing,
product manufacturing, engineering, quality of products and services,
responses customer’s problems and queries, completion of project, post
delivery services, complaint management etc.

Customer satisfaction measures how well the expectations of a

customer concerning a product or service provided by your company
have been met.

Customer satisfaction is an abstract concept and involves such factors as

the quality of the product, the quality of the service provided, the
atmosphere of the location where the product or service is purchased,
and the price of the product or service. Businesses often use customer
satisfaction surveys to gauge customer satisfaction.

Customer satisfaction is the overall essence of the impression about the

supplier by the customers. This impression which a customer makes
regarding supplier is the sum total of all the process he goes through,
right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post-
delivery. During this process the customer comes across working
environment of various departments and the type of strategies involved
in the organization. This helps the customer to make strong opinion
about the supplier which finally results in satisfaction or dissatisfaction.
 COMPANY PROFILE

Parent Group Future Group

Owner Kishore Biyani (CEO)
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail

Big Bazaar is the largest hypermarket chain in India. Big Bazaar was
launched in September, 2001 with the opening of its first four stores in
Kolkata, Indore, Bangalore and Hyderabad in 22 days. Currently, there
are 214 stores across 90 cities and towns in India covering around 16
million sq. of retail space. It was started by Kishore Biyani. Big Bazaar
was launched mainly as a fashion format selling apparel, cosmetics,
accessories and general merchandise. Over the years, the retail chain
has included in its portfolio a wide range of products and services,
ranging from grocery to electronics.
Big Bazaar is popularly known as the „IndianWal-Mart‟ today.Most Big
Bazaar outlets are multi-leveled stores and are located in stand-alone
buildings in city centeras well as within shopping malls. These stores
have more than 2,00,000 stock keeping units (SKU) in a wide range of
categories, led primarily by fashion and food products. The retail space
of these stores in the metros range between 50,000 and 1,60,000 sq.ft.
According to Kishore Biyani‟s3-C theory, ChangeandConfidence among
the entire population is leading to rise in Consumption, through
better employment and income which in turn is creating value to
the agricultural products across the country. Big

Bazaar has divided India into three segments:-

1. India One: - Consuming class which includes upper middle and
lower middle class (14% of India's population).
2. India Two: Serving class which includes people like drivers,
household helps, office peons, liftmen, watchmen, etc. (55%
of India's population).
3. India Three: Struggling class (remaining 31% of India's
population).

While Big Bazaar is targeted at the population across India One

and India Two segments, Aadhaar Wholesale is aimed at reaching
the population in India Three segment. With this, Future Group
emerged as a retail destination for consumers across all classes in
the Indian society.
 RESEARCH METHODOLOGY
INTRODUCTION

The process used to collect information and data for

the purpose of making business decision is Research Methodology. The
methodology covers the following aspects:
Research methodology is a way to systematically solve the research
problem. In it we study the various steps that generally adopted by a
researcher in studying his research problem with the logic behind them.
It is necessary for the researcher to know not only the research method/
techniques but also the methodology

Research is a scientific and systematic search for information on a

specific topic. Research means search for knowledge. It is a discovery of
facts, developments of facts and verification of facts. It is an attempt to
find practical solutions to the problems with the help of the application
of scientific methods.

To shed light on different aspects that a service based food chain

must follow in order to increase its market share and for being on a
continuous growth stream.
 DATA COLLECTION AND ANALYSIS TOOLS :

 Primary Source:
Primary data used in this project is collected through three sources:
 Questionnaire Method
 Direct Personal Interview Method
Observation Method

 Secondary Source:
 Any data used that have been collected earlier for some other
purposes are known as Secondary Data. The secondary data has
been collected such from various internet portals, research articles,
reference books and various T.V. programmes related to the topic.
 The tool used in this study is MS-WORD. MS-WORD was used to
prepare or write the whole synopsis report.
 DATA ANALYSIS AND INTERPRETATION

The data interpretation can be done after analyzed.

RATIONALE BEHIND THE STUDY

The rationale behind is,

 To understand the marketing strategy of BigBazaar.

 To analyze how well the company’smarketing strategies, attract
customers.
 To understand the expectations and requirement of customers.
 To understand how big bazaar convert CUSTOMERS in
CONSUMERS.
To study the level of Customer Satisfaction.

IMPORTANCE OF PROPOSED TOPIC

 Strategic Management increase the Efficiency of the

Employees:
 Strategic Management increase the Profitability
 Strategic Management Reduces the cost of capital
 Increase in rate of return on investment
The study helps Domino ‘s Pizza India Ltd. to appreciate the factors
leading to consumer satisfaction.
 OBJECTIVES
 To analyze how well the company’smarketing strategies, attract
customers.
 To understand the expectations and requirement of customers.
To understand how big bazaar convert CUSTOMERS in CONSUMERS.

HYPOTHESIS
 To understand the marketing strategy of Big Bazaar.
 To analyze how wellthe company’s marketing strategies, attract
customers.
It also gives a theoretical background of the various aspects of the
selected problems.
 LIMITATIONAND SCOPS:

I. Limitations of the study:

 The study consists of detailed theoretical explanations.
 The time period allowed for the study was quite insufficient to
cover and analyze all the theoretical aspects and to compare it with
the behavior of the schemes.
 More importance has been given to the subject matter of
theoretical analysis only.

II. Scope of the study:

 As both organizational and personal consumers use the product,
their needs, preference, usage habit, post purchases actions vary-
Widely which in turn gave the study a wide and large scope for
analysis.
 Positioning of the firm through strategy and capability planning.
 Real-time strategic response through issue management.

Systematic management of resistance during strategic implementation

 SUGGESTIONS/ RECOMMENDATIONS

Based on the results obtained.

CONCLUSIONS
Basedon the interpretation.

BIBLIOGRAPHY
The Marketing Strategy of the Big Bazar in India(MAHARASTRA) in the
study taking the BOOKS, MAGAZINS and WEB-SITES

Following Books, Magazines and web-sites are helps me

 REFERENCES

Websites

 www.futuregroup.in

 www.en.wikipedia.org/wiki/Big_Bazaar

 www.economictimes.indiatimes.com

Books

 Marketing Management - Philip Kotler

 It Happened in India - Kishore Biyani & Dipayan Baishya
 PLAN OF WORK

 Plan of work is a discipline for stating how to complete a project

within a certain timeframe. It includes the following information:

Sr.no. Particular Duration

1 Data collection 2 weeks

2 Analysis & study 2 weeks

3 Writing, Printing and Binding 2 weeks



 CHAPTERISATION SCHEMEOF THE PROJECT REPORT

 

Sr.no. Chapters

1 Introduction

2 Literature review

3 Research methodology

4 Data interpetation and collection

5 Facts finding of the study

6 Conclusions

7 Suggestions and recommendations

-Bibliography and references