DECISION SHEET OF BLITZ

SUMMARY:
The case is about Hema who has been given responsibility to take over her
family business Blitz, started by her mother Rani. Blitz sells home-made Indian
cookies and sweets. In March 2012, Rani who was the sole proprietor of the
business was diagnosed with cancer due to which the company’s revenues
started declining, losing its customers and market share. So, Rani only trusted
Hema to take over her business.
Hema being inexperienced to the business was facing a lot of problems
personally and financially. More problems waited for her such as, insufficient
workers to handle the business, recession, lack of sufficient capital, and decline
in sales. Hema went into depression due to the pressure of the business and
health of her parents and her own family.
Due to business slowdown, the competitors of Blitz increased as the market for
bakery and sweets industry was expanding. 76% of market share is acquired by
Gardenia and High 5 and the remaining market was owned by different family
owned bakeries. Blitz being one of the few Indian cookies selling companies
had a first mover’s advantage in the market but it lacked Unique selling
Proposition

PROBLEMS:

 Insufficient funds.
 Lack of proper knowledge.
 Lack of advertisement and marketing.
 Insufficient workforce.
 Employee retention.
 Loss of customers.
 Cost of production was high.
 Decline in sales and no profits.
 Delivery system got weak and late deliveries.
 Rani was the sole decision maker.
OPTIONS AND ITS ANALYSIS:
 Focus on bestselling products: Blitz strength was goody bags and bakery
products. So, it should focus on producing and selling those products.
 Promotion activities to be done throughout the year: Apart from
promoting its products in festive seasons it should do it throughout the
year. Hema can start using online platforms for product promotion and
sales.
 Use alternatives for sugar to save manufacturing cost: Since sugar is
expensive, Blitz can use substitutes of sugar.
 Instead of specialised products Blitz should start making common items
like bread etc. that will be regularly brought by customers
 Blitz makes its food items using everyday ingredients and this should be
conveyed to its customers effectively: Blitz should start creating
awareness regarding its products and process of production.
 Proper compensation and incentive system should be introduced to retain
employees.
 Recruit more efficient employees for increasing its day to day production.

SUGGESTIONS:
 Take help from industry professionals to understand the business better.
 Expand the production process and invest in more man power.
 Blitz should concentrate on its marketing channels or strategies in order
to achieve sales and create brand awareness.
 Blitz should explore online platforms and should promote itself on
various social media platforms.