Professional Documents
Culture Documents
TUSHAR GUPTA
2012PGP410
Contents
INTRODUCTION ........................................................................................................................................... 2 RESEARCH P ROBLEM ................................................................................................................................. 2 RESEARCH OBJECTIVES ............................................................................................................................ 2 M ETHODOLOGY AND RESEARCH DESIGN ............................................................................................... 2 Q UALITATIVE T ECHNIQUES ...................................................................................................................... 3 PROFILE OF RESPONDENTS ....................................................................................................................... 3 DETAILED GUIDE FOR RELEVANT Q UESTIONS ...................................................................................... 3 PLAN FOR CARRYING OUT ANALYSIS OF DATA ....................................................................................... 4 E XPECTATIONS FROM STUDY ................................................................................................................... 4
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INTRODUCTION
The article presents the stories of several small retailers who have expanded dramatically. Some of them have started their business and have grown drastically while others have spearheaded their family business. The article tells how those stores started, what partnerships they formed, how they extended their portfolio and what their present footprint is. Small retailers attract less attention than their big, multi-brand peers, but about half a dozen single-brand retailers are working on big plans to create a larger footprint. When the government cleared 51 per cent foreign direct investment (FDI) in multi-brand retail and 100 per cent in single-brand retail in 2012, it opened up a world of opportunities. Small family-owned retail business houses could now tie up with any foreign retailer or private equity business and expand to newer markets. They could also take their brands abroad through a jointventure partner. Indian retail business to be worth $500 billion, of which only about 7 per cent, or $35 billion, is the share of the organized segment. And, of this, organized apparel retailing is a $15-billion market, while food is another $10 billion; other products make up the rest. Will FDI really change the dynamics of retailing in this country is a big question yet to be answered. Moreover Retail is a capital-intensive business and one needs at least 30 percent EBITA in apparel retailing to make profits. Most of upcoming retailers take too much debt and are not able to survive in long run. The article highlights these things along with successful businesses like Bliss Chocolates, Manyavar and Biba who have shown their ambition and desire to become leading retailers in their specific domain.
RESEARCH PROBLEM
The main aim of this research is to find out how the small family owned retailers are able to grow their business from a single small outlet to several outlets across India in a short span and what are the challenges they have to face.
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RESEARCH OBJECTIVES
To find out the factors involved in driving these small retailers into growing their business from single store to multiple stores throughout India To find out the approach of these retailers in terms of partnerships To determine the role of environment in the decision making process To find out what are the challenges faced in brand building in retail industry and risks associated with it To understand what role will FDI play in terms of retail opportunities for them
successful ventures. Why restrict yourself to the first three methods discussed? Here case studies of entrepreneur makes more sense.
QUALITATIVE TECHNIQUES
For the purpose of this research we propose to perform the following qualitative research: In-depth interview This technique is useful in understanding the respondents better. Oneon-One discussion will provide significant insights which we are looking for. Since the research objectives are very subjective in nature, this technique will provide the best results when it comes to knowing the story of a particular retailer. The respondents are also divided in two groups: first group consists of first generation entrepreneurs while the second group consists of respondents who are rebranding and taking their family business forward. It is important to have discussions with both kinds of retailers since both of them will have different perspectives which will provide a holistic view to our research. In addition to the interviews, if you can collect data on the successful enterprises through secondary data, survey of employees of these establishments, and other key people who contributed to the growth of business (This sample you can draw from referral by entrepreneur). Focused Group Discussion In this an FGD of 6-8 retailers per Group Discussion will be conducted where they will share their stories and how they were able to form partnerships. Questions regarding the market dynamics and environmental scanning will be best answered through the participation of many people. These Group Discussions have to be done in several part of cities since different people across various cities will bring several dimensions to the discussion based on the market scenario in their particular city. May be helpful in understanding the dynamics of the environment.
PROFILE OF RESPONDENTS
For the purpose of this research, I have decided to study two types of respondents: Ambitious young people in age group of 25-35, started their own business or spearheading their family businesses Family retailers who have been in business for quite sometime
13. Which model are you currently using and what is your future plan of expansion? 14. How important is it to be customer centric in todays cut throat environment? 15. How have you been able to build your brand over years? 16. What changes will FDI bring to your business? 16.17. What commonalities they see between themselves and other successful businessmen?
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