CASE STUDY ANALYSIS

GREENLY MART

Executive summary

Greenly mart is a retail super store located at Vidya nagar noted to

be one prime locations. Due to lack of customers they were unable
to sustain in the management hence they took up a new strategy of
free home delivery under 30 minutes and hired a lot of people to
execute it which ultimately helped in increasing their sales but it was
short lived. Since greenly mart only had an area less than 2300 sq ft ,
they had an issue with space constraints and With the arise of COVID
pandemic it worsened. Their only communication with customers is
through WhatsApp and any kind of advertisements are also not
provided by the store. They relied mainly on door to door home
delivery services. have helped them increase their profits but they
had to hire alot of people for executing the home deliveries. Recently
the store also started selling new products.

Statement of problem
To study the methods of expansion of greenly mart ,that will help in
long term survival of greenly mart and to find potential solutions to
the core issues that they face in the competitive scenario.
Alternative solutions to the problems
1. Inadequacy of space
Inadequate space have been a core issue for greenly mart, to tackle
this we have 3 solutions
 expansion - new floor / or to the side
 physical expansion – new branch
 Hire a visual merchandiser to reorganise or declute r the
store.

2. Social reachability
Social reach in greenly mart is poor, an immediate digital expansion
is necessary for this they can,
 make use other social media pages like Instagram, YouTube.
 Pamphlet’s/ flyers attatched to the newspaper
 Television advertisements, radios.

3. Using the current store as a wholesale and focusing primarily on

home deliveries only
In this alternative greenly mart can turn their current space into a
wholesaler’s space and focus only on home deliveries with no in
store presence. This will help in using the space and manpower
effectively and will decrease maintenance cost of the retail store.

4. More focus towards development of in house store by

 Make to store look pleasant and welcoming to attract
customers.
 Membership cards ( which can only be availed in store
and get more discounts)
Evaluating the Alternatives

SWOT analysis of Greenly Mart

Strengths
Home delivery
Sole retailer
New launch of products
Location

Weakness
1. Retail space is small
2. No advertisement or social media presence
3. Unnecessary retail store cost
4. Reliability on home deliveries
5. Communication only in WhatsApp

Opportunities
1. Digital expansion to other social media
2. Physical expansion
3. Advertising via pamphlet’s

Threats
1. Competitors of greenly mart
2. Home delivery issues
Evaluating the Alternatives
1. Increasing the social reachability via digital expansion (
advertising -social media handles, pamphlets, word of mouth)
PROS CONS

 More sales  Increased manpower cost

 Increased customer
satisfaction
 Less cost involved
 Understand consumer
taste and preferences
 Identification of wider
market
 Little to no interaction with
the customers
 Increased market will not
allow the 30 min delivery
concept

2. Inadequacy of space can be tackled via physical expansion (

new branch, visual merchandiser)
PROS CONS

 Reduce competition  Increased cost

 Wide range of customers  Uncertain about profits
 Incorporate new products
 Decreased reliability of
home deliveries
 Can focus more on in
house store.
 Increased storage space
3. Using the current store as a wholesale and focusing primarily
on home deliveries only.
PROS CONS

 Can stock more products  Hampering or vanishing

 Use the space effectively the retail
 More sales  identity
 Warehousing and damage
retention cost is high.

4. Only focusing in house development – utilising the existing

space, making it look pleasant , introduction of membership
cards)
PROS CONS

 Reduced cost  Only a temporary solution

 Only a part of a problem
will be solved
 Uncertain results
Choosing the best alternatives

The best choice of alternative will be a solution clubbing both first

and second alternatives. Greenly mart can have both digital and
physical expansion. Through digital expansion they can increase their
customer engagement and start online sales. It will also help them to
be aware of the potential customers about their new location as well
as existing one. To understand and analyse the taste and preferences
of the customer as well. Physical expansion in a larger space will help
in effective use of space and manpower as well as boost sale through
in store business. In a longer run when competition arrives in the
existing location, physical expansion will help in avoiding any losses
as decrease of sale in one location can be incorporated with
increasing sale in another.

Findings and suggestions

After the analysis , it was found that greenly mart had plenty of
positive merits but lacked some of the serious characterstics that
curb the growth of the company. Following are the
Findings
 More engagement with existing and potential customers
 Larger space for retail business
 Ways for Digital and physical expansion

Suggestions
 Making use of social media handles to communicate with
customers
  Advertising by sending pamphlets with the daily newspapers
and sending them while delivering the products as well.
 Expansion to a new area where new and wider range of
customers can be approached in the retail shop.
 Send fliers and vouchers of newer products and discounts with
home delivery packages to existing customers.

Conclusion
Greenly mart is a retail store with wide range of products, it has
issues that can be tackled through the right technique. By choosing
the best from the alternatives found, we come to a conclusion of
clubbing both digital and physical expansion. Former, will give more
customer base and help in analysing them as well. The latter is done
to focus more on instore operations and to attract customers to the
store. Through the right means, these suggestions can make an
effective difference in the company.

Done by : 2nd year BBA

Sandra Bonifus
Aditya Vijaykumar
Allen shaji
Chris George