Supply Chain Management

Fruit & Vegetables Online marketing feasibility Study

Birla Institute of Technology and Science
Pilani
A write u submitted in the artial fulfilment of the course
MBA C421
SUPPLY CHAIN MANAGEMENT
Submitted to: Submitted by:
DR SATYENDRA !R SHARMA
Professor! "eartment of #anagement
BirlaInstituteofTechnology&Science$Pila
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"ibya %an&an
#aharana
Isha 'ada(
)aran #alhotra
Su(igya %a& )aushik
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INTR"DUCTI"N:
Food retail chains in India are (iewed as ucoming institutions in
agriculture2agribusiness sector as they$ by and large$ for the first time$
ro(ide a new market linkage for the rimary roducers of fruit and
(egetable 3F&V4 cros in India5 Fruit &Vegetable cros are considered
more suitable for smallholders as they are more labour intensi(e$ ro(ide
recurring income$ ha(e high (alue markets$ offer (alue addition
ossibilities and are a mechanism of risk management against field cro
failure risk5 But$ they are more inut intensi(e$ re6uire more ost7har(est
handling$ are more erishable and their rofitability is deendent on
market accetance5 They also suffer from high wastage2re&ection$ there
is no #inimum Suort Price 3#SP4$ and local markets are thin5 Thus$ it
is high risk business and re6uires good market linkage for (iability5
In this conte8t$ we will try to e8amine the rocurement channels and
ractices of ma&or fresh Fruit &Vegetable retail chains in India and their
imact on the rimary roducers at the rocurement end9 assess the
(iability of introducing an online market ortal for selling Fruits and
(egetables5
Flow of the Project / Research Methodology:
1. Study of
1.1 Existing organized Fruits & Vegetables retails in India.
1.2 Average annual rate of growth in area and production of vegetables
1.3 Farmer category and cropwise distribution
2. Distribution Channel Insights
2.1 !hannel wise "age of #tomatoes$%otato$&nion' sold( average price
realized and re)ection rate
2.2 *ocation( category and channelwise transaction costs of farmers in
#tomatoes$%otato$&nion' #average per +g. and total in ,s.'
2.3 !ategory( retail chain and location wise distribution of farmers
3. Cost associated Analysis
3.1 %roduction costs of farmers in #tomatoes$%otato$&nion'
3.2 -ransaction costs of farmers in #tomatoes$%otato$&nion'
3.3 %roportional costs and returns of farmers in #tomatoes$%otato$&nion'
4. Mandi Analysis:
4.1 !omparison of local mar.et prices and the mandi prices
#,s.$.g.'
4.2 %reference of farmers towards mandi and reasons.
4.3 /istribution of farmers by reasons for selling to mandi.
5. 0urvey of potential customers from cities of 1aryana and /elhi.
. &nline 2ar.eting feasibility study with respect to ,&I( mar.et
sustainability( acceptance level.
!. !onclusion.
"ert Chart
"hases Days #e$uired
0tudy and ,esearch %hase 34
/istribution !hannel Insights 34
!ost Associated Analysis 5
2andi Analysis 5
0urvey %otential !ustomers 5
&nline 2ar.eting Feasibility 6